ตัวแปรเชิงสาเหตุของความสามารถในนวัตกรรมด้านการให้บริการ ความพร้อมใช้ของทรัพยากร ความเป็นผู้นำตลาด และความรุนแรงของการแข่งขันที่ส่งอิทธิพลต่อผลการดำเนินงานในการให้บริการในธุรกิจโรงแรมบริเวณชายฝั่งทะเลอันดามันของประเทศไทย

Jongdee Limchuchua

Authors

Jongdee Limchuchua College of Innovation and Management, Suan Sunandha Rajabhat University

Keywords:

Service Innovation Capability, Resources Availability, Market Leadership, Competitive Intensity

Abstract

This study aimed to study the direct influence, indirect influence and combined influence on service performance in the hotels business on the Andaman coast of Thailand and to develop a causal model of service performance in the hotel business on the Andaman coast of Thailand by using quantitative research methodology. The questionnaire was used as a tool to collect data from 320 hotels industry operators and analyzed by descriptive statistics. The data were collected and analyzed by using statistical analysis and Structural Equation Model (SEM). The results of the research found that the structural equation model of the variables affecting service performance in the hotel business on the Andaman coast of Thailand was consistent with the empirical data. The model was statistically significant at the .05 level. However, the service performance factors were positively affected by the intensity of competition factor, the service innovation capability factor, and the market leadership factor with statistical significance.

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