Investigating the Development of Omni Channel Marketing for Civil State: in Bang Nam Phung Floating Market Community, Bang Nam Phung Sub District, Phra Pradaeng District, Samut Prakarn Province
Keywords:
Omni Channel Marketing, Bang Nam Phung Floating Market Community, Competency, Value Proposition, Data DrivenAbstract
This research aimed to study the development of Omni Channel Marketing for Civil State in the Bang Nam Phueng floating market community. The objectives were to 1) study the competency of entrepreneurs, data-driven decision making, value proposition, development of Omni Channel Marketing for Bang Nam Phueng floating market traders, 2) study the influence of variables on the success of Omni Channel Marketing to performance for Bang Nam Phueng floating market traders, 3) develop Omni Channel Marketing for Bang Nam Phueng floating market traders and 4) study the competency of entrepreneurs, data-driven decision making, value proposition and international marketing strategy for community enterprise producers of processed products, surveyed by 400 entrepreneurs in the Bang Nam Phueng floating market community
The results of hypotheses in qualitative research revealed that there were eight paths to influence the model, namely 1) the entrepreneurial competency has influenced on the performance of Civil State of producers in the Bang Nam Phueng floating market community, 2) the entrepreneurial competency has influenced on the value proposition, 3) the entrepreneurial competency has influenced on the development of Omni Channel Marketing, 4) the entrepreneurial competency has influenced on data-driven decision making, 5) the value proposition has influenced on Omni Channel Marketing, 6) the development of Omni Channel Marketing has influenced on data-driven decision making, 7) the value proposition has influenced on the performance for Civil State of producers in the Bang Nam Phueng floating market community, and 8) Omni Channel Marketing has influenced on the performance for Civil State of producers in the Bang Nam Phueng floating market community. The regression coefficients were 0.292, 0.692, 0.376, -0.175, 0.675, 0.512, 0.323, 0.375 respectively.
The results of a Path Model Analysis of the Causal Relationship of Omni Channel Marketing developed were found that the evaluation criteria were consistent with the empirical data. The chi-square probability scale was 0.640, the relative chi-squared value was 0.447, the consistency index was 0.999, and the root mean square error of approximation was 0.001.
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