Causal Factors of Omni Channel Affecting the Business Performance of the Modern Retail Industry
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Abstract
This research article aims to study (1) explore the causal factors influencing seamless marketing and business performance in the modern retail industry (2) examine the impact of these causal factors on business performance in the modern retail industry and (3) identify seamless marketing strategies that affect the business performance of the modern retail industry in Thailand.To lead to the creation of policy recommendations and seamless marketing guidelines for the modern retail industry in Thailand. This research a mixed-method approach, combining quantitative and qualitative research. Data was collected using a questionnaire with a sample size of 340 participants, and the qualitative research was conducted using phenomenological methods. The statistics used to test the hypotheses include Structural Equation Modeling (SEM). Findings are as follows: (1) logistics service quality significantly affects seamless marketing (2) logistics systems significantly impact seamless marketing (3) seamless marketing contributes to competitive advantage (4) seamless marketing influences business performance and (5) competitive advantage affects business performance. This includes policy recommendations to support technological infrastructure, seamless marketing using advanced technology systems, such as artificial intelligence (AI), big data analytics, and consumer data integration systems. Government support for infrastructure development will help increase business competitiveness and contribute to organizational planning and policy making to create efficiency and effectiveness in organizational operations.
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