Enhancement Model Gas Station Business in the Northeastern of Thailand

Abstract

The objectives of this research were to: 1) study levels of leadership potential, gas station management policies, marketing strategies, gas station standards, management innovations, and efficiency of the gas station  business in Northeastern Thailand.; 2) examine influences of leadership potential, gas station management policies, marketing strategies, gas station standards, management innovations on the efficiency of the gas station business in Northeastern Thailand; and 3) develop a model for enhancing the efficiency of the gas station business in Northeastern Thailand. This research employed a mixed research methodology combining quantitative and qualitative methods. For the quantitative research part, the research sample consisted of 320 gas station managers in Northeastern Thailand. The sample size was determined based on the criterion of 20 times the observed variables. They were selected via multi-stage sampling. Data were collected with the use of a questionnaire and analyzed with a structural equation model. As for the qualitative research component, in-depth interviews were conducted with 20 key informants consisting of gas station managers in Northeastern Thailand and experts who were fuel traders. The findings showed that:
1) leadership potential, gas station management policies, marketing strategies, gas station standards, management innovations, and the efficiency of the gas station business in Northeastern Thailand were rated at a high level; 2)leadership potential, gas station management policies, marketing strategies, gas station standards, management innovations had an influence on the efficiency of the gas stations business in Northeastern Thailand, with a .05 level of statistical significance; and 3) the model for enhancing the efficiency of the gas station business in Northeastern of Thailand, developed by the researcher, was called the 2P2SIE Model. In addition, the qualitative research findings revealed that creative service can attract customers by making them satisfied with oil and non-oil products, so that it represented an important strategy to strengthen the organizations and make them survive in the crisis time, especially during the COVID-19 situation. The findings can be applied as a guideline in formulating a policy for successful and sustainable operation of gas station business in Northeastern Thailand.