MARKETING LOGISTIC STRATEGIES FOR ORGANIZATION PERFORMANCE OF THE MODERN TRADE IN THAILAND

Sudarat  Pimonratanakan; Piyamas  Klakhaeng; Anuch  Nampinyo

Sudarat Pimonratanakan Suan Sunandha Rajabhat University
Piyamas Klakhaeng Suan Sunandha Rajabhat University
Anuch Nampinyo Suan Sunandha Rajabhat University

Keywords: Marketing Logistic Strategies, Competitive Advantage, Organization Performance, Modern Trade

Abstract

Abstract—This research aims to study 1) To study the influence of Marketing Logistic Strategies that affects the Competitive Advantage of the Modern Trade in Thailand 2) To study the influence of Marketing Logistic Strategies that affects the Organization performance of the Modern Trade in Thailand 3) To study the influence of Competitive Advantage that affects the Organization Performance of the Modern Trade in Thailand 4) To study the influence of change management, human capital development, building business alliances that affects the Marketing Logistic Strategies Organization Performance
This research is a quantitative research was used to test the causal and outcome relationship of the Modern Trade in in Thailand. Data were collected by using a questionnaire with 380 executives in the Modern Trade. The statistics used in the hypothesis were: second order confirmatory factor analysis, and structural equation model (SEM). The hypothesis-based research. Confirmatory factor analysis revealed that the hypothetical model is consistent with the empirical data well or the model has high accuracy. Considered from the chi-square ( ) 93.64 statistically significant at the level of 0.07 (p-value 0.07) chi-square ( ) is 1.25 and the Comparative Fit Index (CFI) is 1.00. The Goodness of Fit Index (GFI) was 0.97, the Adjusted Goodness of Fit Index (AGFI) was 0.94, and the root mean square error of approximation (RMSEA) was 0.03. The benefit of this research can explain the relationship. Cause and effect of Marketing Logistic Strategies for organization performance of Modern Trade in Thailand. The results of the study can be used in management as a guideline for Marketing Logistic Strategies and technological advancement. Businesses need to adapt and respond to changing environments in order to survive stable growth and competitiveness in international markets which leads to good results to happen to the organization in the future.