Influence of Competitiveness is the variable that transfers Hard Quality Management Practices to Firm Performance with Competitive Strategy as the Modirater to SHA-standardized Hotel Firm Performance

Main Article Content

Autchara Klinchan
Rattana Sitthiuam
Thammatinna Srisuphan

Abstract

          The research objectives are: 1. To study competitive ability as an intervening variable that links Hard Quality Management Practices to the Firm Performance of hotels that meet SHA standards. 2. To find the influence of Competitive Strategy as an intervening variable. affect operations. The sample group consisted of 628 hotel executives or department heads of SHA-certified hotels in the northern region. The instrument was a questionnaire. Data analysis used descriptive statistics to find frequencies, percentages, means, and standard deviations. Inferential statistics using structural equation analysis using PLS and PROCESS programs.
         The research results found that Direct influence Indirect influence of the interspersing role of Competitiveness linked to Hard Quality Management Practices on the Firm Performance of SHA-certified hotels, it was found that the influence has a direct positive effect on Firm Performance. The highest is Competitive ability (Direct Effect = 0.588), followed by Hard Quality Management Practices (Direct Effect = 0.249) and the overall influence of the interstitial role of Competitive ability. that Hard Quality Management Practices to the Firm Performance of hotels that meet SHA standards. It was found that the overall influence of testing has a very positive direct and indirect effect on Firm Performance. The highest is Hard Quality Management Practices (Total effect = 0.604) and Competitive ability variables. and operating results Able to explain 64.30 percent (R2=0.643) of the variance in Competitive ability and 64.20 percent (R2=0.642) of operating results and the influence of Competitive Strategy as a controlling variable that affects operations. work the influence (used as Int_1) is a value of β = -0.011, not statistically significant.

Article Details

How to Cite
Klinchan, A. ., Sitthiuam , R. ., & Srisuphan, T. . (2024). Influence of Competitiveness is the variable that transfers Hard Quality Management Practices to Firm Performance with Competitive Strategy as the Modirater to SHA-standardized Hotel Firm Performance. Journal of Roi Kaensarn Academi, 9(8), 1279–1292. retrieved from https://so02.tci-thaijo.org/index.php/JRKSA/article/view/269115
Section
Research Article

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