Factors Affecting the Survival of the Van Rental Business in Southern Thailand from a Balanced Scorecard Perspectives
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Abstract
This research aimed to identify the factors that enable the van service or rental business to achieve sustainable survival in the present and the future. The objectives of the study were to: 1) examine business environment factors affecting van rental businesses in southern Thailand; 2) investigate marketing mix factors of van rental businesses; 3) study the factors influencing the survival of van rental businesses; 4) compare van rental businesses survival based on business environment factors; and 5) analyse the marketing mix factors influencing the survival of van rental businesses. The sample consisted of 400 van enterprises, selected through stratified random sampling from a population of 12,650 legally registered van operators in the southern region. The research instrument was a questionnaire, and data were analysed using percentage, mean, standard deviation, and regression analysis.
The findings revealed that: 1) most respondents had an educational level below a bachelor's degree, came from families previously engaged in the van rental business, owned one to three vans, and had been operating in the van rental business for over 15 years; 2) the overall level of the marketing mix factors of the van rental business was at the highest level; 3) the overall level of the survival factors of the van rental business were at the highest level; 4) there were statistically significant differences in opinions at the .05 level among respondents with different levels of education, business experience, and business size; and 5) the marketing mix factors influencing the survival of van rental businesses had a statistically significant influence on the survival of van rental businesses at the 0.05 level and could predict the overall survival of van rental businesses by 83.90 percent.
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