GUIDELINES FOR DEVELOPING THE OPERATIONAL POTENTIAL OF THE PHUN VILLAGE COMMUNITY ENTERPRISES, KHLONGSAMWA DISTRICT, BANGKOK
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Abstract
The objectives of this research were to study 1) the factors affecting the operational performance of community enterprises and 2) to identify guidelines for enhancing the operational potential of the Phun Village Community Enterprise, Khlongsamwa District, Bangkok. A mixed-methods research design was employed, questionnaires, in-depth interviews and focus group as research instruments. The population and sample consisted of 15 members of the Phun Village Community Enterprise, Khlongsamwa District, Bangkok and 31 key informants. Quantitative data were analyzed using percentage, mean, standard deviation, and multiple regression analysis, whereas qualitative data were analyzed through content analysis. The findings revealed that marketing factors and social and community factors significantly influenced the operational potential of the Phun Village Community Enterprise, Khlongsamwa District, Bangkok at the 0.05 level of statistical significance. Furthermore, three key approaches were identified for enhancing the enterprise’s operational potential 1) production management should focus on improving product quality and ensuring compliance with established standards. 2) marketing should emphasize expanding customer reach and increasing online marketing channels. And 3) participation should be promoted to strengthen community engagement and support the sustainable development of the community enterprise.
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