Utilizing Factor Analysis and Multiple Regression to Establish Evaluation Criteria for Maturity Models

บทคัดย่อ

This research aimed to establish evaluation criteria for maturity models by utilizing factor analysis and multiple regression. Their integration provided a systematic approach to defining operational performance tasks within each maturity level. The research results demonstrated how this approach was used to create tailored evaluation criteria in the maturity model for a digital marketing context, where providing customer care, delivering new experiences, and creating new processes with establishing partnerships were the critical evaluations for purchasing intentions. These factors were mapped in each evaluation criterion of the maturity level, providing a clear structure for improvement guidelines. The proposed method reduced the development time for the maturity model by minimizing the requirement for consulting experts or requiring conditions that had not yet fully established operational standards. This approach represented a novel idea for integrating empirical models derived from factor analysis and regression to establish evaluation criteria for maturity models. This idea facilitated the rapid and flexible creation of maturity models suitable for specific environments or contexts where standardized development criteria had yet to be fully defined.