Model Causal Relationship of Business Performance Growth Spa Entrepreneurs in Thailand
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Abstract
This research aimed to 1) examine the direct, indirect, and total effects of factors influencing the growth of spa business entrepreneurs in Thailand; 2) analyze the role of mediating variables; and 3) develop and validate the causal relationship model against empirical data. This study employed a mixed-methods design, utilizing service business management and business growth concepts as a research framework. The research area comprised licensed spa businesses in Thailand. The sample consisted of 540 entrepreneurs, executives, and employees of spa businesses, selected through multi-stage sampling. The research instruments were a five-point rating scale questionnaire and in-depth interview guidelines. Quantitative data were analyzed using descriptive statistics and structural equation modeling, while qualitative data were analyzed using content analysis. The research findings were as follows:
1. The key factors influencing spa business growth comprised human resource management, marketing management, service management, and customer loyalty management. All four factors exhibited statistically significant direct, indirect, and total effects on spa business growth at the .01 level.
2. Customer loyalty management served as a crucial mediating variable.
3. The developed causal relationship model demonstrated a very good fit with the empirical data (χ²/df = 1.62, CFI = 0.99, GFI = 0.94, AGFI = 0.92, RMSEA = 0.034).
The knowledge derived from this research is a causal relationship model that promotes sustainable spa business growth. This model serves as a strategic framework for entrepreneurs and enhances the competitive potential of the Thai spa industry in the international market.
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