The Influence of Customer-Centric Marketing Mix (SAVE Model) on Thai Fabric Export Marketing Strategies: The Mediating Role of Thai-Chinese Intercultural Communication
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Abstract
This research aims to examine the influence of the customer-centric marketing mix (SAVE Model) on Thai textile export marketing strategies, with Thai-Chinese intercultural communication serving as a mediating variable. A quantitative research approach was employed, using a questionnaire to collect data from 511 Chinese consumers who had experience with or exposure to Thai textiles. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that the customer-centric marketing mix has a significant positive direct effect on Thai-Chinese intercultural communication and a significant positive direct effect on Thai textile export marketing strategies. In addition, Thai-Chinese intercultural communication has a significant positive direct effect on Thai textile export marketing strategies and partially mediates the relationship between the customer-centric marketing mix and export marketing strategies, with a Variance Accounted For (VAF) value of 29.4%. These findings suggest that the development of Thai textile export marketing strategies should integrate customer-centric marketing principles together with intercultural communication in a systematic manner.
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