STRUCTURAL EQUATION MODEL OF BUSINESS SUCCESS OF BADMINTON COURTS IN THAILAND
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Abstract
The purposes of this research were 1) to analyze the factors affecting Business Success of Badminton Courts (BSBC) in Thailand; and (2) to examine Structural Equation Model of factors affecting Business Success of Badminton Courts in Thailand. A Quantitative Research
Was employed to 1,020 samples, selected by stratified random sampling, who were Badminton courts' stakeholders, comprised of Badminton court' owners, managers, coaches, umpires, front-officers and players. The instrument was questionnaire, with Validity of Index of Objective Congruence: IOC > 0.50, and Reliability with Cronbach’s Alpha = 0.90. The data were analyzed by Structural Equation Modeling’ (SEM) technique, Confirmatory Factor Analysis (CFA). The data analysis through descriptive statistics, percentage, frequency, qualitative analysis and content.
The results were found that: - 1) the Casual Factors of Business Success of Badminton Courts in Thailand, composed of 15 variables namely: Man, Money, Materials, Managements, Consumer Wants & Need, Cost to Satisfy, Convenience to buy, Communication that Connects, Product & Service, Price, Place, Promotion, People, Process and Physical Evidence. 2) Structural Equation Model of Business Success of Badminton Courts in Thailand, with Goodness of Fit = 0.79 (Comparative Fit Index: CFI), had 6 Direct Effect pathways, and 3 Indirect Effect pathways, with Standardized Factor Loading between 0.31 and 0.73, with Predictive Coefficient (R2) between 63.70 % and 79.70 %
It was concluded that Structural Equation Model of Business Success of Badminton Courts in Thailand, included of 4 latent factors of: - 4M's, 4C's, 7P's and BSBC. The model was appropriated, and consistent with the empirical data very well. The 4M’s Management Resources Factors have mostly Direct Effected to the Business Success of Badminton Courts, with Direct Effects and Indirect Effects through 4C’s Marketing Mix Factors and 7P’s Marketing Mix Factors, then caused the most total effect with value = 0.79
Article Details
The published article is a copyright of the Academic Journal of Thailand National Sports University. The passage appeared in each article in this academic journal is a perspective of each author which is not related to the journal. Each author is required to be responsible for all components of his/her own article. If there are any mistakes, each author must be responsible for those mistakes on his/her own.
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