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The Second-Order Confirmatory Analysis of Modern Marketing Mix for Small and Medium-Sized Enterprises |
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| รหัสดีโอไอ | |
| Creator | Supamas sanitprachakorn |
| Title | The Second-Order Confirmatory Analysis of Modern Marketing Mix for Small and Medium-Sized Enterprises |
| Publisher | Faculty of Management Science Nakhon Pathom Rajabhat University. |
| Publication Year | 2567 |
| Journal Title | Journal of Management Science Nakhon Pathom Rajabhat University |
| Journal Vol. | 11 |
| Journal No. | 2 |
| Page no. | 226-240 |
| Keyword | Modern Marketing, Small and Medium Enterprises, Second-order Confirmatory Factor Analysis |
| URL Website | https://so03.tci-thaijo.org/index.php/JMSNPRU/issue/view/17878 |
| Website title | https://so03.tci-thaijo.org/index.php/JMSNPRU/index |
| ISSN | 2392-5817 |
| Abstract | This research aims to analyze the modern marketing mix for small and medium-sized enterprises (SMEs) using second-order confirmatory factor analysis. Data were collected from a sample group of 850 customers, medium and small-sized enterprises, across Thailand through online questionnaires. The findings revealed the following: 1. First-Order Confirmatory Factors of the modern marketing mix for SMEs consist of: creating positive experiences (Experience), providing value for customers to justify spending (Exchange), ensuring easy accessibility through online platforms (Everywhere), and building loyal customers (Evangelism), in that order. 2. Second-Order Confirmatory Factors, based on the highest factor loadings of each component, are: Creating positive experiences: Consistent communication through social media (LY15 = 0.61). Providing value for customers to justify spending: Developing customer profiles by segmenting customers into smaller groups for a more precise understanding of their needs (LY22 = 0.63). Ensuring easy accessibility through online platforms: Effectively using social media by selecting appropriate channels, creating engaging content, and interacting with customers (LY32 = 0.55). Building loyal customers: Establishing business partnerships through collaborations with influencers and e-commerce platforms (LY45 = 0.52), respectively. |
