Relationship between Marketing Capability and Marketing Survival: An Empirical Study of Fashion Retailing Thailand
Article Sidebar
Main Article Content
Abstract
The objective of this study is to examine the level of opinions for fashion retail entrepreneurs on marketing capability, marketing advantage, and marketing survival. Examine the relationship of marketing capability affects marketing advantage that leading to the marketing survival of fashion retailing in Thailand. A questionnaire was used to collect data from 322 entrepreneurs or managers in the fashion retailing. The validity and reliability were checked, which are content validity by an expert, the result of discriminant validity tested by factor analysis shows a value between 0.811 - 0.920, and the result of Cronbach’s Alpha Coefficient test of reliability value between 0.877 - 0.921. This research analyzes the data using the descriptive statistics method and multiple regressions for hypotheses testing.
The results revealed that the entrepreneurs or managers had the overall opinion on the marketing capability, marketing advantage, and marketing survival of fashion retailing, Thailand in the highest level. In addition, the results of hypothesis testing found that marketing capability (marketing learning, customer relationship management, and marketing adaptation) have a significant and positive effect on marketing advantage. Likewise, marketing advantage explicitly leads to the marketing survival of fashion retailing, Thailand
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Academic articles, research articles, and book reviews in the Ph.D. in Social Sciences Journal are author’s opinions, and not the publisher’s, and is not the responsibility of the Ph.D. in Social Sciences Journal Philosophy Association, Ramkhamhaeng University. (In the case that research is done on human, the researcher has to be trained in Ethics for Doing Research on Human Training and has to produce the evidence of the training).
References
Aaker, D. A., Kumar, V., & Day, G. S. (2001). Marketing research (7th ed.). John Wiley & Sons.
Ali, S., Wu, W., & Ali, S. (2021). Adaptive marketing capability and product innovations: The role of market ambidexterity and transformational leadership (evidence from Pakistani manufacturing industry). European Journal of Innovation Management, 25(4), 1056–1091.
Arabshahi, M., & Abbaszadehgaretekan, H. (2023). The impact of electronic customer relationship management on marketing performance with the analysis of the mediating role of product innovation and emphasis on customer knowledge. Journal of Value Creating in Business Management, 3(2), 42–61.
Armstrong, J. S., & Overton, T. S. (1977). Estimating nonresponse bias in mail surveys. Journal of Marketing Research, 14(3), 396–402.
Astawa, I. M., Dewi, L. K. C., & Marbun, S. (2023). The role of competitive advantage mediates the influence of customer relationship marketing on marketing performance (case study at rural bank in Bali, Indonesia). European Journal of Business and Management Research, 8(5), 62–68.
Bambang, A., Kusumawati, A., Nimran, U., & Suharyono, S. (2021). The effect of spiritual marketing and entrepreneurship orientation on determining sustainable competitive advantage. The Journal of Asian Finance, Economics and Business, 8(2), 231–241.
Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99–120.
Baskara, M., Madiawati, P. N., & Syahputra, S. (2025). The moderating role of adaptability in enhancing competitive advantage through market insight, business strategy, and innovation. Jurnal Syntax Transformation, 6(6), 98–109.
Brei, V. A., d’Avila, L., Camargo, L. F., & Engels, J. (2011). The influence of adaptation and standardization of the marketing mix on performance: A meta-analysis. BAR-Brazilian Administration Review, 8(3), 266–287.
Buttle, F., & Maklan, S. (2019). Customer relationship management: Concepts and technologies (4th ed.). Routledge.
Chooset, N., & Sukhabot, S. (2025). Developing entrepreneurial marketing dimensions for SMEs in the digital era: A grounded theory approach. Cogent Business & Management, 12(1), 2480748.
Creative Economy Agency. (2022). Study report on the development of the creative industry for fashion products 2022. https://article.tcdc.or.th/uploads/media/2022/12/2/media_Creative-Industries-Development-Report-Fashion-2022.pdf (in Thai)
Dahana, R. N., Indrawati, N. K., & Mugiono, M. (2021). Competitive advantage to mediate the influence of product innovation and entrepreneurial orientation on marketing performance in small and medium industry. Jurnal Aplikasi Manajemen, 19(2), 413–423.
Dataforthai. (2025). Clothing business. https://www.dataforthai.com/business/objective
Day, G. S. (1994). The capabilities of market-driven organizations. Journal of Marketing, 58(4), 37–52.
Duah, F. A., Kwarteng, K., & Mensah, A. O. (2025). Assessing marketing capabilities as a driver of firm performance in the retail. African Journal of Applied Research, 11(1), 306–333.
Gangwani, K. K., & Bhatia, M. S. (2024). The effect of market orientation and technology orientation on industry 4.0 technologies and market performance: Role of innovation capability. Industrial Marketing Management, 118, 231–241.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Pearson.
Hat, N. D., Tan, K. L., Ngoc Vi, N. L., Phu, N. A., & Ting, H. (2025). The influence of customer relationship management in enhancing hospitality business performance: The conditional mediation of digital marketing capabilities. International Journal of Hospitality & Tourism Administration, 26(3), 520–546.
Hongwattanajaingam, S., Luanjamroen, S., & Ngatkratok, S. (2024). A structural relationship model explaining the influence of strategic management, organizational responsiveness, and competitive advantage on the growth of small and medium enterprises in the automation system integration service provider business group. Journal of Social Science Doctorates, 14(1), 59–74. (in Thai)
Jaakkola, M., Möller, K., Parvinen, P., Evanschitzky, H., & Mühlbacher, H. (2010). Strategic marketing and business performance: A study in three European ‘engineering countries’. Industrial Marketing Management, 39(8), 1300–1310.
Kittikunchotiwut, P., Ussahawanitchakit, P., & Pratoom, K. (2013). Strategic management creativity and firm survival: An empirical investigation of the export fashion accessories business. Journal of the Academy of Business and Economics, 13(3), 87–114.
Konkham, P., Phumphayom, W., Tancharoen, C., Thungwa, L., & Phasuwan, K. (2025). Modern retail business management in the digital era using the POSDCoRB concept. Academic Journal of Public and Private Management, 7(1), 40–54. (in Thai)
Kotler, P., & Keller, K. L. (2009). Marketing management (13th ed.). Pearson Education.
Le, M. (2020). Effects of employee development and marketing capacity on competitive advantages: The mediating role of product innovation. Management Science Letters, 10(13), 3159–3166.
Lee, S., & Yoo, J. (2021). Determinants of a firm’s sustainable competitive advantages: Focused on Korean small enterprises. Sustainability, 13(1), 346.
Madhavan, R., & Grover, R. (1998). From embedded knowledge to embodied knowledge: New product development as knowledge management. Journal of Marketing, 62(4), 1–12.
Ngamsutti, S., Jhundra-indra, P., & Raksong, S. (2019). Integrated marketing communications strategy and marketing factor affecting marketing survival of fashionable apparel businesses in Thailand. Journal of Business Administration The Association of Private Higher Education Institutions of Thailand, 8(2), 230–247.
Onwongprem, W. (2018). Marketing adaptation strategies to create value awareness of traditional Thai food in Thailand [Doctoral dissertation, Siam University]. (in Thai)
Porter, M. E. (2008). Competitive advantage: Creating and sustaining superior performance. Simon and Schuster.
Sukdej, S., & Ussahawanitchakit, P. (2015). Dynamic marketing capability and marketing survival: Evidence from auto parts businesses in Thailand. The Business & Management Review, 7(1), 177–188.
THTI Insight. (2025). Fashion industry trends 2024: Factors expected to affect the growth of the fashion industry amidst uncertainty in 2024. https://www.thaitextile.org/th/insign/detail.3892.1.0.html (in Thai)
Thiamchit, P., & Inthasang, C. (2022). The impact of alternative strategy orientation on the success of the furniture business in Thailand. Journal of Accounting and Management, Mahasarakham University, 14(4), 120–134. (in Thai)
