Business Models that Affecting Competitive Advantage Strategy of Small and Medium Enterprise of Restaurants in Nonthaburi Province
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Abstract
The objectives of this research were to study the level of business model, the level of competitive advantage strategy, and the business models affecting the competitive advantage strategy of small and medium restaurant enterprises in Nonthaburi Province. The sample group involved 250 small and medium restaurant entrepreneurs registered as juristic persons in Nonthaburi Province and used proportional stratified random sampling. The tool used for the research was a questionnaire with a reliability level of 0.916. Stepwise multiple regression analysis was employed to analyze the data. The study revealed that the business model and the competitive advantage strategy were at a high level. The business model of key activities, key resources, and value propositions was positively affected by the competitive advantage strategy. However, an exception was customer segmentation that negatively affected competitive advantage strategies. The variables could collaborate to predict the competitive advantage strategy for (Adjusted R2) 78.40% and statistical significance at .05 level. Research findings allow restaurant entrepreneurs to create a model that is suitable for business; that is, providing products and services that meet the needs of consumers to gain a competitive advantage.
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