Enhancing Effectiveness of Smart Hypermarket in Digital Age Economy
The research on enhancing effectiveness of smart hypermarket in digital age economy employs two mutual supporting approaches, i.e., qualitative research to obtain indepth data and quantitative research to strengthen and complement the former approach. The objectives of this research are 1) to study the level of management innovation, quality of service, perceived value, awareness, satisfaction, and effectiveness of smart hypermarket in digital age economy. and 2) to study the influence of management innovation, quality of service, perceived value, awareness, satisfaction, effectiveness that influence the management of smart hypermarket in digital age economy. Research data collection primarily focuses on in-depth interview with 5 experts, 5 entrepreneurs, and 7 consumers, as well as using questionnaire to gather data from 360 consumers in different hypermarket branches such as 27 branches of Big C and 21 branches of Tesco Lotus in Bangkok Metropolitan and vicinity areas. The research deploys mean, standard deviation, percentage of coefficient of variation, minimum, maximum, skewness, kurtosis, chi-square test, and correlation coefficient as the analysis tools. The results reveal that 1) the level of management innovation relies moderately on (1.1) power of technology and (1.2) accessible anywhere anytime; the level of quality of service relies (2.1) heavily on service on demand and (2.2) moderately on digital service trends; the level of perceived value relies moderately on (3.1) perceived usefulness, (3.2) perceived ease of use, and (3.3) perceived reliable security; the level of awareness relies (4.1) heavily on awareness of worthiness and (4.2) moderately on awareness of standardization; the level of satisfaction relies moderately on (5.1) convenience, (5.2) prompt, and (5.3) economic; the level of effectiveness relies moderately on (6.1) trust, (6.2) reapply intention, (6.3) recommendation, and (6.4) heavily on advantage over competitor; and 2) factors that have direct influences on enhancing effectiveness of smart hypermarket are quality of service and management innovation, whilst management innovation factor alone has an indirect influence on enhancing effectiveness of smart hypermarket by means of service quality. In summary, business entrepreneurs benefit from improvement of relevant activities that enhance maximal effectiveness of smart hypermarket for consumers. Future research should focus on the qualitative impact among key factors and analysis of consumer psychology, whereby proper management innovation will be devised for the benefits of business entrepreneurs and consumers in this smart hypermarket of digital age economy.
awareness, innovation management, perceived value, quality of service, satisfaction, effectiveness
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