The Influence Factors Affecting of Balanced Competitive Advantage of Roasted Coffee Business in Thailand

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Chatsayan Thanunjirachote
Phongthep Srisopachit
Natcha Krimjai
Chanidapa Deesukanan


This research aimed to; (1) study the overall influences, direct and indirect influences of causal factors affecting balanced competitive advantage of roasted coffee business in Thailand and (2) verify the consistency of the causal model with the empirical data by collecting 1,150 samples from the sample group. Data were collected by questionnaire with reliability of 0.889. The data was analyzed by technical analysis using Amos software and Structural Equation Model (SEM).

The results of the research showed that: The factor that had direct influence on balanced competitive advantage of roasted coffee business in Thailand was the basic resource with the total influence of 0.468, being direct influence of 0.327 and indirect influence of 0.141, followed by the business transformation factor with the influence of 0.402 which all was direct influence and working system factor with the influence of 0.391 where direct influence was 0.245 and indirect influence through business transformation of 0.145, statistically significant at 0.01 level. After software package processing performed, it was found that the consistency of the structural equation model was related. All criteria indicated above the benchmark, namely, Chi-square = 52.814, p-value = 0.701, GFI = 0.980, AGFI = 0.970, CFI = 1.000, RMSEA = 0.000 and RMR = 0.017. It can be concluded that the results of this analysis are consistent with the empirical data.


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Thanunjirachote, C., Srisopachit, P., Krimjai, N., & Deesukanan, C. (2021). The Influence Factors Affecting of Balanced Competitive Advantage of Roasted Coffee Business in Thailand. Ph.D. In Social Sciences Journal, 11(1), 52-65. Retrieved from
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