The study of causal model of factors influencing organizational survival during the coronavirus 19 (COVID-19) outbreak of retail food business in Thailand

Name: Auyporn Naklamthong

LCSH: Retail trade -- Thailand

LCSH: Retail trade -- Management

LCSH: Marketing.

LCSH: Coronaviruses -- Thailand

LCSH: COVID-19 (Disease) -- Economic aspects -- Thailand

Abstract: This study, The Study of Causal Model of Factors Influencing Organizational Survival during the Coronavirus 19 (COVID-19) Outbreak of Retail Food Business in Thailand, aimed to investigate the factors influencing organizational survival in the retail food sector during the COVID-19 pandemic and to develop a model of related factors. The research employed a questionnaire comprising 18 observable variables and 6 latent variables, which were validated for content accuracy (IOC ≥ 0.50) and achieved a high reliability score (Cronbach’s Alpha = 0.971). A mixed-method approach was used, collecting quantitative data from 360 entrepreneurs and conducting in-depth interviews with 15 executives. Data were analyzed using Structural Equation Modeling (SEM) and Thematic Analysis to construct a model identifying factors affecting organizational survival during the COVID-19 pandemic. Strategies for organizational adaptation and long-term sustainability were also proposed. The findings revealed that the external general environment exerted the most significant influence on organizational survival (coef. = .351), both directly and indirectly, through transformational change management and corporate governance policy. Other factors, such as economic conditions and marketing innovation, also contributed to organizational survival. Rapid adaptation and environmental analysis emerged as critical strategies for maintaining competitiveness in rapidly changing circumstances. These results align with prior studies and insights from executive interviews. The study concluded that managing uncertainty, fostering adaptability, and preparing for future crises such as economic downturns or natural disasters are essential for ensuring organizational survival in unpredictable conditions. The developed model provides practical applications for enhancing competitive advantage and strengthening the future capabilities of retail food businesses

Address: BANGKOK

Email: lifelong@kmitl.ac.th

King Mongkut's Institute of Technology Ladkrabang. KMITL Lifelong Learning Center

Name: Singha Chaveesuk

Role: Thesis Advisor

Email : singha.ch@kmitl.ac.th

Name: Wornchanok Chaiyasoonthorn

Role: Thesis Co-Advisor

Email : wornchanok.ch@kmitl.ac.th

Created: 2024

Modified: 2025-03-20

Issued: 2025-03-14

วิทยานิพนธ์/Thesis

application/pdf

eng

DegreeName: Doctor of philosophy

Level: Doctoral Degree

Descipline: Industrial Business Administration

Grantor: King Mongkut's Institute of Technology Ladkrabang

©copyrights King Mongkut's Institute of Technology Ladkrabang

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