ร้านค้าสะดวกซื้อในฐานะตัวแปรกำกับการจัดการภาพลักษณ์องค์กรปลายน้ำ (RETAILER BRAND TYPE AS MODERATOR OF CORPORATE IMAGE AT DOWNSTREAM MANAGEMENT MODEL)

Abstract

             The objectives of this research are (1) to study the level of Storefront Management, Fault Recovery Management, and Team Management conveyed through the Team Involvement and Team Relationship on the corporate image at downstream business of retailers brand A and brand B and (2) to study the level of influence of the variables being the antecedents of the business of retailers brand A and brand B. This is the Quantitative Research using the information from the questionnaires in emphasizing the causal model and comparing the competence in the management of employees of the business of retailers brand A and brand B as the moderator. The sample group used in the research consists of the employees of the retailers brand A and brand B located in Bangkok for 100 employees each. The random plan is in several steps. The research tools are questionnaires and the data is analyzed by using the descriptive statistics (percentage, mean, coefficient of variation), inferential statistics, and Structural Equation Model (SEM). The results of the study reveal that in the sample group of convenience store brand A, the influence of team management affects team involvement and team relationships and the influence of team involvement affects the corporate image with statistical significance. In the sample group of convenience store brand B, it is found that the influence of storefront management affects the team involvement and the influence of fault recovery management affects the team relationship with statistical significance. The storefront management affects the team relationship and the team management affects team involvement and team relationship. The team involvement and team relationship affect the corporate image with statistical significance.