Business Model for Regional Electric Vehicle Battery Services: A Case Study of Small and Medium Enterprises in the Upper-Northern Thailand

Nutnicha Wannachotphawet; Anurak  Panyanuwat

doi:10.14456/mbr.2026.1

Authors

Nutnicha Wannachotphawet Interdisciplinary Studies College, Payap University
Anurak Panyanuwat Faculty of Humanities, Chiang Mai University

DOI:

https://doi.org/10.14456/mbr.2026.1

Keywords:

Battery Service, Business Model Canvas, Circular Economy, Electric Vehicle Ecosystem, Upper-Northern Thailand

Abstract

As electric vehicle (EV) adoption accelerates, overcoming infrastructure barriers in non-metropolitan regions remains a critical challenge. While existing literature emphasizes urban charging networks, this study addresses a significant gap by focusing on regional consumers' "service anxiety" specifically concerning the safety and cost of high-voltage battery maintenance post-warranty. This demand-side challenge is compounded by the difficulties traditional garages face in technological transition. Therefore, this study aims to systematically develop and empirically assess a localized EV battery service business model tailored for independent small and medium enterprises (SMEs) in Upper-Northern Thailand.

The study employed a mixed-methods design, Quantitative data were collected from 370 regional EV users to assess market expectations. Subsequently, qualitative insights were gathered through in-depth interviews with a panel of 25 industry experts. The model's strategic architecture was constructed by integrating the CIPP evaluation model (Context, Input, Process, and Product) with the Business model canvas (BMC) and validated through expert evaluation.

Empirical findings reveal that the transition to EV services is constrained primarily by a deficit in certified human capital. Expert evaluation confirmed the model’s overall appropriateness at a very high level (X̄ = 4.48, S.D. = 0.53). Under the resource-based view (RBV), specialized technician competency is the critical asset required to mitigate consumer service anxiety. The framework integrates stakeholder theory by advocating for public-private partnerships to support training, alongside circular economy principles to manage battery waste.

Ultimately, this research provides a de-risked blueprint for local SMEs and a strategic framework for policymakers to foster sustainable, decentralized EV ecosystems.

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