CRAFTING SUSTAINABILITY: HOW SERVICE QUALITY INTEGRATES INNOVATION AND RELATIONSHIPS IN THAILAND'S GEM AND JEWELRY BUSINESS
DOI:
https://doi.org/10.14456/aisr.2025.11Keywords:
Service Quality, Customer Relationship Management, Product Innovation Competency, Thai Gem and Jewelry Business, Customer ExperienceAbstract
In Thailand's vibrant gem and jewelry industry, SMEs face unique challenges in balancing tradition with innovation to achieve sustainable success in a globalized market. This research examines the factors driving business success in this sector, focusing on the often-underestimated strategic role of service quality. Utilizing a mixed-methods approach, the study integrates quantitative data from 420 SME entrepreneurs in the Thai gem and jewelry business with qualitative insights from 15 key informants. Partial Least Squares Structural Equation Modeling (PLS-SEM) and content analysis were employed to analyze the data. The findings reveal that service quality exerts the most significant direct influence on business success, accounting for a substantial portion of customer satisfaction and purchase decisions. Customer relationship management, product innovation competency, and entrepreneurial characteristics also play vital supporting roles. The developed causal model demonstrates that service quality is the primary driver of sustainable business success, while customer relationship management, innovation competency, and entrepreneurial characteristics are vital supporting elements for long-term growth. These findings highlight the need for Thai gem and jewelry SMEs to prioritize service excellence, customer engagement, and continuous innovation to achieve lasting competitiveness and responsible growth in the industry.
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