Graduate School – Ph.DBA

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Graduate School – Ph.DBA


2017 /2560

1. The Successful Salesforce Drivers’ Indicator in Thai Frozen Food Industry

Abstract

The research aimed at studying identified successful salesforce driver indicators in Thailand’s Thai frozen food industry. The main research objectives were to study (1) the successful level of salesforce driver in Thailand’s Thai frozen food industry (2) the development and content validity indicator of salesforce driver success in Thai frozen food industry. The questionnaire was used to analyse the data from a sample of 1,005 respondents’ salesforce in Thailand’s Thai frozen food industry. The software of SPSS version 16.0 and Amos version 6.0 was used in this research. The statistical tool value was frequency distribution, percentage arithmetic mean, standard deviation and the secondary order confirmatory factor analysis for research conclusion.
The research result found that the sample salesforce responded with opinion toward successful drivers in Thai frozen food industry at high level (x ̅ = 3.98) in factors of inspiration, role and sales territory, motivation, success evaluation, skill and capability, sale process, expectation and customer insight respectively.
The developed indicators from salesforces drivers in Thai frozen food industry which was created consistently with empirical data consisting of 39 indicators out of 40 indicators on 8 components such as components 1 : role and territory with 5 indicators; component 2 : skill and capability with 5 indicators; component 3 : customer insight (except one subindicator of benefit value in nutrition compared with customers’ purchasing cost) with 4 indicators; component 4 : sale process with 6 indicators; component 5 : inspiration with 4 indicators; component 6 : motivation with 5 indicators; component 7 : expectation with 5 indicators; component 8 : sales evaluation with 5 indicators respectively. Therefore as aforementioned, the value of construct reliability: ρc was 0.952 including the value of average variance extracted: ρc was 0.722 and value of factor loading was over 0.30 at statistically significance at 0.05.

Keyword:

Title : The Successful Salesforce Drivers’ Indicator in Thai Frozen Food Industry
Researcher : Mr.Narong Veerawattanapong
Degree : Doctor of Business Administration
Major Field : Marketing
Major Advisor : Dr.Prin Laksitamas

Fulltext : http://www.research-system.siam.edu/thesis/doctorate/5396-2013-12-20-05-58-77

2. Risk and Entrepreneurial Potentiality Affecting Waste Recycling Marketing of Thailand’s Industrial Park

Abstract

The research was aimed to study “Risk and Entrepreneurial Potentiality Affecting Waste Recycling Marketing of Thailand’s Industrial Park” has prominent research objectives as to (1) the level of risk management and capability in business operations affected customer relationship marketing in waste recycling market of entrepreneurs’ Thailand industrial park (2) the model of risk management and capability in business operations affected customer relationship marketing in waste recycling market of entrepreneurs’ Thailand industrial park and (3) develop the risk management and capability in business operations affected customer relationship marketing in waste recycling market of entrepreneurs’ Thailand industrial park.
The research tool was questionnaires collected from a sample of 437 respondents. The data were collected using analysis of software program SPSS version 14.0 and AMOS version 16.0. The statistical values of frequency distribution, percentage, arithmetic means, standard deviation, skewness, kurtosis and structural equation model analysis: SEM.

The fundamental information of waste recycling business of 437 entrepreneurs was mostly found in raw material purchased manufacturers (40.7%), industrial manufacturers (36.9%), operated mainly in beginning staged activity as waste purchase from customer (51.7%), middle staged operations (35.0%), average ratio of operations (1.15 activities), partnership with non kinship (42.6%) and kinship partnership (37.3%), sources of capital investment mostly from owner (71.6%) and banks’ borrowing (55.4%) average ratio of capital sources (1.86), 51-100 organization employees (48.3%), less than 50 personnels (30.4%), average ratio of 57 organization employees, 6-10 years of operations mainly (51.7%), less than 5 years of operations (27.0%) average ratio of business operational period (7.24 years).
The research indicated that the entrepreneurs’ sample have risk management ( =3.67) including capability ( =3.56) and customer relationship marketing ( =3.65) which operations at high level.
The entrepreneurs’ waste recycling business have controllable risk management at high level ( =3.76). The highest level of controllable risk was scared human resources ( =4.23); factor of product quality ( =3.83); raw material acquisition (= 3.73); factor of transportation cost which was more expensive than competitors ( =3.68). With regards to the uncontrollable risk management was at high levels ( =3.57) especially rapid price change in raw material recycling ( =3.93); limited import of raw material recycling for market expansion ( =3.87) and risk from recycling raw materials ( =3.42).
The entrepreneurs’ waste recycling business have the capability in business operations at high levels ( =3.56) especially capability in decision making ( =3.73); technological and innovative application ( =3.68); business entrepreneurialship outcome operations ( =3.62); communication and goods and service delivery ( =3.60); attractiveness ( =3.43); government policy access ( =3.31) respectively.

The business entrepreneurs of waste recycling market have customer relationship marketing at high levels ( =3.65) especially relationship buildup ( =3.78); relationship preservation ( =3.77); customer follow up ( =3.76); presenting and service benefit ( =3.59); listening from customers ( =3.57); communication with customer ( =3.42) respectively.
Analysis of the data found that business variable was skewness between -0.45 to -0.06 and kurtosis value was between -0.42 to 0.42. The risk management in business operations was valued of skewness between -0.46 to -0.19 and kurtosis was between 0.06 to 0.78. The capability in business operations was skewness value between -0.43 to -0.14 and kurtosis was between -0.45 to 1.00. The customer relationship marketing in waste recycling market was skewness value between -0.71 to -0.14 and kurtosis value was between -0.01 to 1.10 as every variable was suitable to use for structural equation model analysis.
The test of the relationship between the variables used for business factor analysis found that the 6 variables values was between 0.413* to 0.637*. The risk management in operations has relationship with two variables as 0.722* and risk management in business operations of 6 variables values was between 0.549* to 0.765* at statistically significant at 0.05 and customer relationship market in the recycling market.
The developed model of risk management and capability in business operations affected customer relationship in waste recycling market of entrepreneurs’ industrial park of Thailand yielded that the theoretical model was comparable with the empirical model in overall model fit measure (Chi-square/df=2.499) when consider the requirement of indicators at standard values at 0.90 or more than 0.90, each indicator namely GFI=0.975, AGFI=0.949, CFI=0.983, NFI=0.936, TLI=0.911 at statistically significant at 0.05 that is complied with the preliminary agreement before analysis data as well as indicators of RMR=0.035 and RMSEA=0.041 as values less than 0.05.
The risk management in business operations found that observable variables containing controllable risk and uncontrollable risk were parallel with latent variables of risk management in business operations. The factor loading was between 0.642 and 0.916. Each variable could be explained changeable with risk management in business operations at 41.3 to 83.9 percent.
The capability in business operations indicated that all observable variables composed of decision ability, technology and innovation, business composite outcomes, goods and service contact delivery, attractiveness, government policy access which was appropriate in business operations (latent variables) at statistically significant at 0.05 (P <0.05) with valid factor loading was between 0.545 and 0.908 and each variable can be explained the variance of the customer relationship marketing in waste recycling market was between 29.3 and 82.4 percentage.
The customer relationship in waste recycling market found that observable variables composed of relationship preservation, listening of information and opinion, customer follow up, presentation and benefit service, communication with customer which was appropriate with the customer relationship of waste recycling market (latent variables) at statistically significant at 0.05 (P <0.05) with valid factor loading was between 0.575 to 0.877 and each variable can be explained the variance of the customer relationship marketing in waste recycling market was between 33.1 and 76.8 percent. Therefore, the risk management and business in operational capability model in waste recycling market among entrepreneurs’ Thailand industrial park is composed of risk management and capability in business operations and customer relationship marketing in waste recycling market have convergent validity because the value of factor loading is over 0.30 at statistically significant at 0.05.

In case of structural model analysis in consideration for risk management and capability in business operations affected customer relationship marketing of waste recycling market in Thailand’s industrial park is as follows: (1) Factor of waste recycling business related to entrepreneurship, business operations characteristics, business operations period and risk management has direct effect to the capability in waste recycling business (P <0.05) (DE = 0.107*, 0.178*, 0.104* and 0.498*, respectively) as well as indirect effect to customer relationship in waste recycling market through business operations (P <0.05) (IE = 0.083 *, 0.138 *, 0.081 * and 0.387 *, respectively), and (2) The capability in business operations has direct effect to the customer relationship marketing in waste recycling marketing (P<0.05) (DE=0.777*).
The efficacy in forecasting prevailed that the risk management and capability in business operations modeling affected customer relationship marketing in waste recycling market among entrepreneurs’ Thailand industrial park has validity as coefficient (R2) of 60.3 percentage.
In addition, the analytical results of the model is constructed as follows:
Capability in business operations
= 0.107* characteristics of entrepreneurship + 0.026 operational process
+ 0.178* characteristics of business operations
+ 0.064 source of capital investment for business operations
+ 0.012 number of organization employees
+ 0.104* business operations period
+ 0.498* risk management; R2 = 0.248
Customer relationship marketing
= 0.777* capability in business operations; R2 = 0.603

This also provides finding for the following hypothesis:
Hypothesis 1: Factors of business operations has causal relationship with capability in waste recycling market. The results found that factors of characteristics of business entrepreneurship, characteristics of business operations, business operations period have causal relationship with capability in business operations. Therefore hypothesis 1 is accepted except process of operations, source of capital investment in business operations and organization employees which are not accepted.
Hypothesis 2: The risk management in business operations has causal relationship with capability in waste recycling market. The results found that risk management in business operations has direct effect on capability in waste recycling market (P <0.05) with the positive effect influential path coefficient of 0.498* (DE=0.498*). Therefore, hypothesis 2 is accepted.
Hypothesis 3: Factor of business in waste recycling market has causal relationship with customer relationship marketing in waste recycling market. The result found that factor of business waste recycling market in business entrepreneurship characteristics, business operations characteristics has causal relationship with customer relationship marketing in waste recycling market. Therefore, hypothesis 3 is accepted except business operations process, source of capital investment in business operations and number of employee which is not included.
Hypothesis 4: The risk management in business operations has causal relationship with customer relationship marketing in waste recycling market. The study found that the risk management and business operations has causal relationship with the indirect effect on customer relationship marketing in waste recycling market through capability in waste recycling business operations (P<0.05) with positive effect influential path coefficient of 0.387* (DE=0.387*). Therefore, hypothesis 4 is accepted.

Hypothesis 5: Capability in business operations has causal relationship with customer relationship marketing in waste recycling market. The study found that capability in business operations has causal relationship with the direct effect on customer relationship marketing in waste recycling market (P<0.05) with positive effect influential path coefficient of 0.777* (DE=0.777*). Therefore, hypothesis 5 is accepted.
In conclusion the modeling of risk management and capability in business operations effect on customer relationship marketing in waste recycling market among entrepreneurs’ Thailand industrial park in causal relationship with factor of business operations in waste recycling market of entrepreneurs’ characteristics of business entrepreneurship, characteristics of business performance. The risk management in business operations has causal relationship with capability in waste recycling business operations and customer relationship marketing in waste recycling market as well. It is not only the capability in business operations but also has causal relationship with customer relationship marketing in waste recycling market as well as the development model has compatible with the empirical model that can be estimated at good and acceptable level at 60.3 percentage that pass criteria of over 40 percentage.

Keyword:

Title : Risk and Entrepreneurial Potentiality Affecting Waste Recycling Marketing of Thailand’s Industrial Park
Researcher : Mrs. Thananan Mazeedi
Degree : Doctor of Business Administration
Major Field : Marketing
Dissertation Advisor Dr.Prin Laksitamas Major Advisor
Fulltext : http://www.research-system.siam.edu/thesis/doctorate/5397-2018-05-17-03-51-13

3. The Development Model of Service Marketing Strategy for Value Perception in Thai Life Insurance Agent Sales Performance

Abstract

The study of “The development model of service marketing strategy for value perception in Thai life insurance agent sales performance” has 4 main objectives as to (1) study the agents sales characteristics in life insurance on the lower part of northern Thailand (2) the level of service marketing strategy (3) the causal relationship between agents sales of life insurance on the lower part of northern Thailand and (4) develop the service marketing strategy for value perception of agents sales on the lower part of northern Thailand.
The research tool was questionnaire which compiled from 953 samples of a sampling group of agents sales. The data analysis used SPSS software version 16.0 and AMOS version 16.0. The statistical values of frequency, percentage, arithmetic mean, standard deviation, skewness and kurtosis and the analytic technique of structural equation model (SEM).
The research result indicated that the sample unit of agents’ sales of the lower part of northern Thailand majority were female, average age of 34 years old, single status, bachelor degree of education, 30,001-50,000 baht of income per month, average working experience 7 years. The agents sales had used service marketing strategy for value perception at a high level ( = 3.63) including responsive product demand, caring attention, clear dialogue marketing communication, convenience service, purchasing, cost and customer need requirement respectively. Overall, the service marketing strategy has been adapted at a high level ( =3.64) and the customers’ service value perception at a high level as well ( =3.61).
Moreover the analysis result on service marketing strategy model for value perception on agents’ sales could be written in equation pattern as follows:
Service marketing strategy = 0.141* female + 0.094 age + 0.175* marriage status + 0.217* level of the highest education + 0.103* average income per month + 0.228* working experience; R2 (Square multiple correlation) = 0.168
Value perception = 0.270* female + 0.040 age + 0.157* marriage status + 0.268* level of the highest education + 0.123* average income per month + 0.129* working experience + 0.696* service marketing strategy; R2 (Square multiple correlation) = 0.653
In case of age and average income per month variables found that there was no direct causal relationship toward service marketing strategy among agents’ sales on life insurance (P≥0.05). That means no matter the agents sales will have any ages or average income per month, more or less, there will use service marketing strategy indifference.
The model of service marketing strategy for agents’ sales value perception on the lower part of northern Thailand has been developed consistent with the empirical data and appropriate validity at acceptable level at 65.3 percentage passed over 40 percentage. The fundamental characteristics of causal relationship found that factors of personal data on sex type, marriage status, the level of highest education and working experience has causal related toward service marketing strategy including service marketing strategy has causal related toward value perception among agents’ sales performance at 0.05 statistically significance.

Keywords: Development Model, Service Marketing Strategy,
Value Perception, Life Insurance Agents

Title: The Development Model of Service Marketing Strategy for Value Perception in Thai Life Insurance Agent Sales Performance
Researcher: Mrs.Piyada Veerawattanapong
Degree: Doctor of Business Administration
Major Field: Marketing
Dissertation Advisor: Dr.Prin Laksitamas

Fulltext : http://www.research-system.siam.edu/thesis/doctorate/5489-2013-12-20-05-58-78

4. The Adaptation of Marketing Strategy for Creative Value Perception on Thai Original Cuisine of Thailand

Abstract

The study concern with the PLS path model of the adaptation of marketing strategy for creative value perception on Thai original cuisine of Thailand. The research has 4 objectives to study (1) the information of Thai original cuisine business (2) the adaptive level of marketing strategy to create Thai original cuisine perception of Thailand (3) the causal relationship between fundamental business information of Thai original cuisine, the adaptation of marketing strategy for Thai original cuisine perception of Thailand and (4) the development of PLS path model of the adaptation of marketing strategy for value perception creation of Thai original cuisine of Thailand.
The research tool was questionnaire which collected from a Thai original cuisine sample consisted of 552 places. The data analysis used SPSS software version 16.0 and WarpPLS version 3.0 using the values of frequency, percentage, arithmetic mean, standard deviation, skewness and kurtosis including model analysis: SEM for research conclusions.
The characteristics’ Thai original cuisine business information of a sample of 552 units found that mostly was fast dinning and casual dinning respectively. The pattern of Thai original cuisine that mainly marketed was ala carte, upcountry location, not more than 15 employees, operating business mostly 11-20 years time period. The information perception on the Thai original cuisine mostly through internet and private persons such as relatives business alliances and others including business operation result at present compare with last year mostly marketing project at 52.4 percentage. The Thai original cuisine business shop has adaptive marketing strategy of Thai original cuisine on value perception of Thailand at merely high level ( = 2.67) by which taking marketing strategic adaptation as applied to Thai original cuisine at merely high level ( = 2.75) as well. All marketing strategic adaptations for Thai original cuisine have been applied at a merely high level. The business of Thai original cuisine has been perceived value by customers’ services uses at high level such as value of feeling happy in eating at this shop, the quality of service and food preparation with qualified good price respectively.
The Thai original cuisine business store informational value of skewness was between -0.366 to 0.698 and the kurtosis value was between -0.435 to 0.990; the marketing strategic adaptation for Thai original cuisine was valued between -0.741 to 0.076 and kurtosis value was between 0.635 to 1.349; the Thai original cuisine value perception has skewness value was between -0.629 to 0.305 and the kurtosis value was between 0.456 to 1.284 respectively. All reflecting the variables were suited for the structural equation model analysis: SEM the measurement variables’ relationship among the Thai original cuisine on fundamental information business factors, the adaptive marketing strategy and value perception on the Thai original cuisine have related not more than 0.80 measurement indicating no multicollinearity. This indication shows that all variables should be used for structural equation model analysis: SEM as well.
The PLS path analysis model of the marketing strategic adaptation for valued perceptive creation of Thai original cuisine in Thailand which each component construction of the model consisting of marketing adaption and value perception has the convergent validity where by the construct reliability: ρc was valued between 0.760 and 0.519 respectively including variance extracted: ρc equal to 0.940 and 0.763 respectively. Therefore, the customers’ value perception in the Thai original cuisine business is well established when applying the adaptation of marketing strategy which both factors could be relied on types of business in the Thai original cuisine, business location, the period of business operations, media information perception and business performance at present compared with past performance of business.
Furthermore, the results of PLS analysis of marketing strategic adaptation for value perception buildup could be equated structure as follows:
The adaptation of marketing strategy = 0.112* types of the Thai original cuisine + 0.279* variety of the original cuisine presentation + 0.111* location of business + 0.097 number of employees + 0.103* time period of business performance + 0.289* information media perception + 0.360* the business performance result compared with last year business performance; R2 (square multiple correlation) = 0.325
The value perception = 0.660* the adaptation of marketing strategy; R2 (square multiple correlation) = 0.436
This research based on hypothesis with the following: factors of fundamental business information has causal related with the Thai original cuisine business shop adaptation: the fundamental business information such that types of the Thai original cuisine shop, variety of the Thai original cuisine time period of business performance of the Thai original cuisine, the media information perception on the Thai original cuisine and past business performance compared with the present business performance have causal related with the Thai original cuisine. Therefore, the hypothesis is accepted except the number of employees in business indicating there was no such relationship. This is because the over number of reflecting high cost for small or less food shop, the unskilled labors, turnover except chef due to experience and high salary.
The adaptation of the Thai original cuisine has causal relationship with value perception of the Thai original cuisine. Therefore, the hypothesis is accepted (P<0.05) which direct effect of path coefficient = 0.660* (DE=0.660*) meaning that of the Thai original cuisine business shop has brought the adaptation of marketing strategy for more implication on then it will more impact on customers’ value perception in service provision as well. Entrepreneurs in the Thai original cuisine should apply the adaptation of marketing strategy, product of the Thai original cuisine and manage on target segmentation strategy respectively. The PLS path model of marketing strategy adaptation of value perception for Thai original cuisine creation of Thailand has ability to predict at a good and acceptable level at 43.6 percentage which passed over 40 percentage. The characteristics of causal relationship indicated that communication business information concerning type of business, Thai original cuisine pattern, business operation period, media information perception and business operation results as compared with the past year operation has causal related with marketing strategy adaptation of Thai original cuisine, shop and Thai original cuisine marketing strategy value perception including the adaptation of marketing strategy of Thai original cuisine shop has causal related to Thai original cuisine value perception at 0.05 statistically significance as well. Keywords: Partial Least Square Path Modeling, Adaptation Marketing Strategy, Value Perception, Thai Original Cuisine Title : The Adaptation of Marketing Strategy for Creative Value Perception on Thai Original Cuisine of Thailand Researcher : Miss Wilawan Onwongprem Degree : Doctor of Business Administration Major Field : Marketing Dissertation Advisor Dr.Prin Laksitamas

4. The Adaptation of Marketing Strategy for Creative Value Perception on Thai Original Cuisine of Thailand

Abstract

The study concern with the PLS path model of the adaptation of marketing strategy for creative value perception on Thai original cuisine of Thailand. The research has 4 objectives to study (1) the information of Thai original cuisine business (2) the adaptive level of marketing strategy to create Thai original cuisine perception of Thailand (3) the causal relationship between fundamental business information of Thai original cuisine, the adaptation of marketing strategy for Thai original cuisine perception of Thailand and (4) the development of PLS path model of the adaptation of marketing strategy for value perception creation of Thai original cuisine of Thailand.
The research tool was questionnaire which collected from a Thai original cuisine sample consisted of 552 places. The data analysis used SPSS software version 16.0 and WarpPLS version 3.0 using the values of frequency, percentage, arithmetic mean, standard deviation, skewness and kurtosis including model analysis: SEM for research conclusions.
The characteristics’ Thai original cuisine business information of a sample of 552 units found that mostly was fast dinning and casual dinning respectively. The pattern of Thai original cuisine that mainly marketed was ala carte, upcountry location, not more than 15 employees, operating business mostly 11-20 years time period. The information perception on the Thai original cuisine mostly through internet and private persons such as relatives business alliances and others including business operation result at present compare with last year mostly marketing project at 52.4 percentage. The Thai original cuisine business shop has adaptive marketing strategy of Thai original cuisine on value perception of Thailand at merely high level ( = 2.67) by which taking marketing strategic adaptation as applied to Thai original cuisine at merely high level ( = 2.75) as well. All marketing strategic adaptations for Thai original cuisine have been applied at a merely high level. The business of Thai original cuisine has been perceived value by customers’ services uses at high level such as value of feeling happy in eating at this shop, the quality of service and food preparation with qualified good price respectively.
The Thai original cuisine business store informational value of skewness was between -0.366 to 0.698 and the kurtosis value was between -0.435 to 0.990; the marketing strategic adaptation for Thai original cuisine was valued between -0.741 to 0.076 and kurtosis value was between 0.635 to 1.349; the Thai original cuisine value perception has skewness value was between -0.629 to 0.305 and the kurtosis value was between 0.456 to 1.284 respectively. All reflecting the variables were suited for the structural equation model analysis: SEM the measurement variables’ relationship among the Thai original cuisine on fundamental information business factors, the adaptive marketing strategy and value perception on the Thai original cuisine have related not more than 0.80 measurement indicating no multicollinearity. This indication shows that all variables should be used for structural equation model analysis: SEM as well.
The PLS path analysis model of the marketing strategic adaptation for valued perceptive creation of Thai original cuisine in Thailand which each component construction of the model consisting of marketing adaption and value perception has the convergent validity where by the construct reliability: ρc was valued between 0.760 and 0.519 respectively including variance extracted: ρc equal to 0.940 and 0.763 respectively. Therefore, the customers’ value perception in the Thai original cuisine business is well established when applying the adaptation of marketing strategy which both factors could be relied on types of business in the Thai original cuisine, business location, the period of business operations, media information perception and business performance at present compared with past performance of business.
Furthermore, the results of PLS analysis of marketing strategic adaptation for value perception buildup could be equated structure as follows:
The adaptation of marketing strategy = 0.112* types of the Thai original cuisine + 0.279* variety of the original cuisine presentation + 0.111* location of business + 0.097 number of employees + 0.103* time period of business performance + 0.289* information media perception + 0.360* the business performance result compared with last year business performance; R2 (square multiple correlation) = 0.325
The value perception = 0.660* the adaptation of marketing strategy; R2 (square multiple correlation) = 0.436
This research based on hypothesis with the following: factors of fundamental business information has causal related with the Thai original cuisine business shop adaptation: the fundamental business information such that types of the Thai original cuisine shop, variety of the Thai original cuisine time period of business performance of the Thai original cuisine, the media information perception on the Thai original cuisine and past business performance compared with the present business performance have causal related with the Thai original cuisine. Therefore, the hypothesis is accepted except the number of employees in business indicating there was no such relationship. This is because the over number of reflecting high cost for small or less food shop, the unskilled labors, turnover except chef due to experience and high salary.
The adaptation of the Thai original cuisine has causal relationship with value perception of the Thai original cuisine. Therefore, the hypothesis is accepted (P<0.05) which direct effect of path coefficient = 0.660* (DE=0.660*) meaning that of the Thai original cuisine business shop has brought the adaptation of marketing strategy for more implication on then it will more impact on customers’ value perception in service provision as well. Entrepreneurs in the Thai original cuisine should apply the adaptation of marketing strategy, product of the Thai original cuisine and manage on target segmentation strategy respectively. The PLS path model of marketing strategy adaptation of value perception for Thai original cuisine creation of Thailand has ability to predict at a good and acceptable level at 43.6 percentage which passed over 40 percentage. The characteristics of causal relationship indicated that communication business information concerning type of business, Thai original cuisine pattern, business operation period, media information perception and business operation results as compared with the past year operation has causal related with marketing strategy adaptation of Thai original cuisine, shop and Thai original cuisine marketing strategy value perception including the adaptation of marketing strategy of Thai original cuisine shop has causal related to Thai original cuisine value perception at 0.05 statistically significance as well. Keywords: Partial Least Square Path Modeling, Adaptation Marketing Strategy, Value Perception, Thai Original Cuisine Title : The Adaptation of Marketing Strategy for Creative Value Perception on Thai Original Cuisine of Thailand Researcher : Miss Wilawan Onwongprem Degree : Doctor of Business Administration Major Field : Marketing Dissertation Advisor Dr.Prin Laksitamas

Graduate School – Ph.DBA

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