MANAGEMENT INNOVATION BUSINESS TREND AND THE CONTEXT OF THE ORGANIZATION THAT AFFECTS THE COMPETITIVENESS OF SMEs IN THE SERVICE BUSINESS IN THAILAND

Abstract

         The objectives of this research were: 1). to study the levels of management innovation, electronic service quality, trust, brand equity, and customers behavior of using online travel agency service in Thailand; and 2). to examine influences of management innovation, electronic service quality, trust, and brand equity on customer behavior of using online travel agency service in Thailand. This research employed quantitative methods. The sample consisted of 420 customers who used services of online travel agencies in Thailand. They were selected by multi-stage sampling. The sample size was determined based on 20 times the observed variables. Data were collected via questionnaire and were analyzed using a structural equation model. The research findings indicated that: 1). management innovation, electronic service quality, and brand equity were rated at a moderate level whereas trust and customer behavior of using online travel agency service in Thailand were rated at a high level; 2). innovation management, electronic service quality, trust, and brand equity had an influence on customer behavior of online travel agency service in Thailand at a 0.05 level of statistical significance. These research findings can be used to develop a key to success for entrepreneurs of online travel agencies in Thailand. To be specific, they need to focus on the development of management innovation and outstanding services to establish trust with customers accordingly.