How to cite this paper
Kultangwatana, W., Techakana, J & Wattanakomol, S. (2023). Guidelines for the development of small and medium enterprises into high-value markets.Uncertain Supply Chain Management, 11(4), 1877-1888.
References
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Al Idrus, S., Abdussakir, A., Djakfar, M., & Al Idrus, S. (2021). The effect of product knowledge and service quality on customer satisfaction. The Journal of Asian Finance, Economics and Business, 8(1), 927–938. https://doi:10.13106/jafeb.2021.vol8.no1.927
Alnawas, I., & Hemsley-Brown, J. (2019). Examining the key dimensions of customer experience quality in the hotel industry. Journal of Hospitality Marketing & Management, 28(7), 833–861. https://doi.org/10.1080 /19368623.2019.1568339
Al-Tit, A. A. (2020). E-commerce drivers and barriers and their impact on e-customer loyalty in small and medium-sized enterprises (SME). Verslas: teorija ir praktika, 21(1), 146–157. https://doi.org/10.3846/btp.2020.11612
Amoah, J., & Jibril, A. B. (2020). Inhibitors of social media as an innovative tool for advertising and marketing communication: evidence from SME in a developing country. Innovative Marketing, 16(4), 164–179. http://dx.doi.org/10.21511/im.16(4).2020.15
Arbuckle, J. L. (2016). IBM SPSS AMOS user’s guide. Amos Development Corporation.
Bank of Thailand. (2013). Challenges and opportunities for SMEs under the AEC. Retrieved from https://www.bot.or.th/Thai/PressAndSpeeches/Speeches/Speeches2556/governor_29Jan 13_TH.pdf
Budur, T., & Poturak, M. (2021). Employee performance and customer loyalty: Mediation effect of customer satisfaction. Middle East Journal of Management, 8(5), 453–474. https://doi.org/10.1504/MEJM.2021.117510
Daud, I., Nurjannahe, D., Mohyi, A., Ambarwati, T., Cahyono, Y., Haryoko, A. E., ... & Jihadi, M. (2022). The effect of digital marketing, digital finance, and digital payment on finance performance of Indonesian SMEs. International Journal of Data and Network Science, 6, 37–44. https://doi.org/10.5267/j.ijdns.2021.10.006
Djakasaputra, A., Wijaya, O., Utama, A., Yohana, C., Romadhoni, B., & Fahlevi, M. (2021). Empirical study of Indonesian SME sales performance in digital era: The role of quality service and digital marketing. International Journal of Data and Network Science, 5(3), 303–310. https://doi.org/10.5267/j.ijdns.2021.6.003
Ekawati, N., Wardana, I., Yasa, N., Kusumadewi, N., & Tirtayani, I. (2023). A strategy to improve green purchase behavior and customer relationship management during the covid-19 new normal conditions. Uncertain Supply Chain Management, 11(1), 289–298. https://doi.org/10.5267/j.uscm.2022.9.014
Erlangga, H. (2021). Effect of digital marketing and social media on purchase intention of SME food products. Turkish Journal of Computer and Mathematics Education (TURCOMAT), 12(3), 3672–3678. https://doi.org/10.17762/turcomat.v12i3.1648
Ferreras-Méndez, J. L., Olmos-Penuela, J., Salas-Vallina, A., & Alegre, J. (2021). Entrepreneurial orientation and new product development performance in SME: The mediating role of business model innovation. Technovation, 108, 102325. https://doi.org/10.1016/j.technovation.2021.102325
Flavián, C., Ibáñez-Sánchez, S., & Orús, C. (2019). The impact of virtual, augmented, and mixed reality technologies on the customer experience. Journal of business research, 100, 547–560. https://doi.org/10.1016 /j.jbusres.2018.10.050
Frank D. (2023). Marketing to high-end consumers–use these 11 strategies. Mediaboom. Retrieved from https://mediaboom.com/news/marketing-to-high-end-consumers/
George, D., & Mallery, P. (2003). SPSS for Windows step by step: A simple guide and reference, 11.0 update (4thed.). Allyn & Bacon, Boston.
Handiwibowo, G., Nasution, A., Arumsari, Y., & Astuti, R. (2020). Strategic fit implication of technological innovation capabilities for SME with new product development. Management Science Letters, 10(12), 2875–2882. https://doi.org/10.5267/j.msl.2020.4.020
Kotler, P. (2014). Kotler on marketing: How to create, win and dominate markets. Free Press, New York.
Kurhayadi, K., Rosadi, B., Yusuf, M., Saepudin, A., & Asmala, T. (2022). The effect of company reputation and customer experience on customer loyal behavior Citylink Indonesia. Riwayat: Educational Journal of History and Humanities, 5(2), 381–385. https://doi.org/10.24815/jr.v5i2.28848
Mandolfo, M., Chen, S., & Noci, G. (2020). Co-creation in new product development: Which drivers of consumer participation? International Journal of Engineering Business Management, 12, 1847979020913764. https://doi.org/10.1177/1847979020913764
Department of Business Development, Ministry of Commerce. (2020). Business Statistical Data-DBD Datawarehouse. Retrieved from https://datawarehouse.dbd.go.th/juristic/index
Morgan, T., Anokhin, S. A., Song, C., & Chistyakova, N. (2019). The role of customer participation in building new product development speed capabilities in turbulent environments. International Entrepreneurship and Management Journal, 15, 119–133. https://doi.org/10.1007/s11365-018-0549-9
Noronha, M. E. S. de., Martins, J. B. N., Iamamoto, A. T., Bidin da Silva, P., & Vieira Silva, R. de S. (2023). The dynamic capabilities of cleantechs and eco-innovation in the use of green fiscal public policies. Journal of Law and Sustainable Development, 11(1), e0248. https://doi.org/10.37497/sdgs.v11i1.248
Nuseir, M. T., & Aljumah, A. (2020). The role of digital marketing in business performance with the moderating effect of environment factors among SMEs of UAE. International Journal of Innovation, Creativity and Change, 11(3), 310–324. https://ijicc.net/images/vol11iss3/11325_Nuseir_2020_E_R.pdf
Office of Small and Medium Enterprise Promotion. (2022). SME Promotion Plan 4th (The year 2017–2021). Retrieved from https://www.sme.go.th/th/download.php?modulekey=12
Prasanna, R. P. I. R., Jayasundara, J. M. S. B., Naradda Gamage, S. K., Ekanayake, E. M. S., Rajapakshe, P. S. K., & Abeyrathne, G. A. K. N. J. (2019). Sustainability of SME in the competition: A systemic review on technological challenges and SME performance. Journal of Open Innovation: Technology, Market, and Complexity, 5(4), 1–18. https://doi.org/10.3390/joitmc5040100
Silcharu, T. (2020). Research and Statistical Analysis with SPSS and AMOS (18th ed.). Business R&D, Nonthaburi.
Stancu, A., Filip, A., Roșca, M. I., Ioniță, D., Căplescu, R., Cânda, A., & Roșca, L. D. (2020). Value creation attributes-clustering strategic options for Romanian SME. Sustainability, 12(17), 7007. https://doi.org/10.3390/su12177007
Sudari, S., Tarofder, A., Khatibi, A., & Tham, J. (2019). Measuring the critical effect of marketing mix on customer loyalty through customer satisfaction in food and beverage products. Management Science Letters, 9(9), 1385–1396. https://doi.org/10.5267/j.msl. 2019.5.012
Sukhawatthanakun, K. (2022a). Thai consumer perspective on marketing ethics of consumer products. Humanities and Social Sciences Letters, 10(2), 213–222. https://doi.org/10.18488/73.v10i2.3012
Sukhawatthanakun, K. (2022b). Marketing channels of chili in the upper northeastern region of Thailand. Kasetsart Journal of Social Sciences, 43(3), 637–644. https://doi.org/10.34044/j.kjss.2022.43.3.14
Sukhawatthanakun, K., Roopsing T., & Silpcharu, T. (2023). Industrial procurement management efficiency guidelines: Perform excellence through organizational change strategies. International Journal of Professional Business Review, 8(5), 1–29. e1770. https://doi.org/10.26668/businessreview/2023.v8i4.1770
Sukendia, J., & Harianto, N. (2021). The impact of e-service quality on customer engagement, customer experience, and customer loyalty in B2C e-commerce. Turkish Journal of Computer and Mathematics Education (TURCOMAT), 12(3), 3170–3184. https://doi.org/10.17762/turcomat.v12i3.1556
Supapon S., & Sukhawatthanakun. (2023). The effect of brand equity on Thai cosmetic purchasing decisions. Uncertain Supply Chain Management. 11(4). https://doi.org/10.5267/j.uscm.2023.6.001
Suyoto, Y. T., & Tannady, H. (2022). Ideal self-congruence: Its impacts on customer love and loyalty to luxury brands in Indonesia. International Journal of Professional Business Review, 7(6), 1–18. e0769. https://doi.org/10.26668/businessreview/2022.v7i6.e769
Techakana, J. (2020a). Innovative business model for high achievement. Journal of Social Science and Buddhistic Anthropology, 5(3), 431–445. https://so04.tci-thaijo.org/index.php/JSBA/article/view/237872/163995
Techakana, J. (2020b). Integrated Marketing Communications 4.0. Samnao Plus, Bangkok.
Techakana, J. (2020c). Book review: 130 trends and predictions for digital marketing 2020. Journal of the Association of Researchers, 25(2), 475–492. https://so04.tci-thaijo.org/index.php/jar/article/view/245375/166665
Turner, R. C., & Carlson, L. (2002). Index of item objective congruence for multiple objective measures. International Journal of Testing, 3(2), 163–171. https://doi.org/10.1207/S1532757 4IJT0302_5
Wattanakomol, S., & Silpcharu, T. (2022). Second-order confirmatory factor analysis of auto parts manufacturing industry management guidelines for sustainable success. Uncertain Supply Chain Management. 10(3), 905–912. https://doi.org/10.5267/j.uscm.2022.3.004
Wattanakomol, S., & Silpcharu, T. (2023). Characteristics of entrepreneurs in sustainably successful micro, small, and medium enterprises. Uncertain Supply Chain Management. 11(3), 1359–1368. https://doi.org/10.5267/j.uscm.2023.3.012
Wongmonta, S., & Techakana, C. (2010). Marketing 4.0 in the Context of Thailand. Journal of Economics and Public Policy, 8(15), 1–16. https://so01.tci-thaijo.org/index.php/econswu/article/view/117795/90375
Yi, H. T., Amenuvor, F. E., & Boateng, H. (2021). The impact of entrepreneurial orientation on new product creativity, competitive advantage and new product performance in SME: The moderating role of corporate life cycle. Sustainability, 13(6), 3586. https://doi.org/10.3390/su13063586
Zain, Z. M., Jusoh, A. A., Munir, R. I. S., & Putit, L. (2020). Drivers of e-commerce adoption amongst small & medium sized enterprises (SME) in the business service sector. Journal of International Business, Economics and Entrepreneurship, 5(1), 50–58. https://jibe.uitm.edu.my/images/jun2020/zahariahabs.pdf
Al Idrus, S., Abdussakir, A., Djakfar, M., & Al Idrus, S. (2021). The effect of product knowledge and service quality on customer satisfaction. The Journal of Asian Finance, Economics and Business, 8(1), 927–938. https://doi:10.13106/jafeb.2021.vol8.no1.927
Alnawas, I., & Hemsley-Brown, J. (2019). Examining the key dimensions of customer experience quality in the hotel industry. Journal of Hospitality Marketing & Management, 28(7), 833–861. https://doi.org/10.1080 /19368623.2019.1568339
Al-Tit, A. A. (2020). E-commerce drivers and barriers and their impact on e-customer loyalty in small and medium-sized enterprises (SME). Verslas: teorija ir praktika, 21(1), 146–157. https://doi.org/10.3846/btp.2020.11612
Amoah, J., & Jibril, A. B. (2020). Inhibitors of social media as an innovative tool for advertising and marketing communication: evidence from SME in a developing country. Innovative Marketing, 16(4), 164–179. http://dx.doi.org/10.21511/im.16(4).2020.15
Arbuckle, J. L. (2016). IBM SPSS AMOS user’s guide. Amos Development Corporation.
Bank of Thailand. (2013). Challenges and opportunities for SMEs under the AEC. Retrieved from https://www.bot.or.th/Thai/PressAndSpeeches/Speeches/Speeches2556/governor_29Jan 13_TH.pdf
Budur, T., & Poturak, M. (2021). Employee performance and customer loyalty: Mediation effect of customer satisfaction. Middle East Journal of Management, 8(5), 453–474. https://doi.org/10.1504/MEJM.2021.117510
Daud, I., Nurjannahe, D., Mohyi, A., Ambarwati, T., Cahyono, Y., Haryoko, A. E., ... & Jihadi, M. (2022). The effect of digital marketing, digital finance, and digital payment on finance performance of Indonesian SMEs. International Journal of Data and Network Science, 6, 37–44. https://doi.org/10.5267/j.ijdns.2021.10.006
Djakasaputra, A., Wijaya, O., Utama, A., Yohana, C., Romadhoni, B., & Fahlevi, M. (2021). Empirical study of Indonesian SME sales performance in digital era: The role of quality service and digital marketing. International Journal of Data and Network Science, 5(3), 303–310. https://doi.org/10.5267/j.ijdns.2021.6.003
Ekawati, N., Wardana, I., Yasa, N., Kusumadewi, N., & Tirtayani, I. (2023). A strategy to improve green purchase behavior and customer relationship management during the covid-19 new normal conditions. Uncertain Supply Chain Management, 11(1), 289–298. https://doi.org/10.5267/j.uscm.2022.9.014
Erlangga, H. (2021). Effect of digital marketing and social media on purchase intention of SME food products. Turkish Journal of Computer and Mathematics Education (TURCOMAT), 12(3), 3672–3678. https://doi.org/10.17762/turcomat.v12i3.1648
Ferreras-Méndez, J. L., Olmos-Penuela, J., Salas-Vallina, A., & Alegre, J. (2021). Entrepreneurial orientation and new product development performance in SME: The mediating role of business model innovation. Technovation, 108, 102325. https://doi.org/10.1016/j.technovation.2021.102325
Flavián, C., Ibáñez-Sánchez, S., & Orús, C. (2019). The impact of virtual, augmented, and mixed reality technologies on the customer experience. Journal of business research, 100, 547–560. https://doi.org/10.1016 /j.jbusres.2018.10.050
Frank D. (2023). Marketing to high-end consumers–use these 11 strategies. Mediaboom. Retrieved from https://mediaboom.com/news/marketing-to-high-end-consumers/
George, D., & Mallery, P. (2003). SPSS for Windows step by step: A simple guide and reference, 11.0 update (4thed.). Allyn & Bacon, Boston.
Handiwibowo, G., Nasution, A., Arumsari, Y., & Astuti, R. (2020). Strategic fit implication of technological innovation capabilities for SME with new product development. Management Science Letters, 10(12), 2875–2882. https://doi.org/10.5267/j.msl.2020.4.020
Kotler, P. (2014). Kotler on marketing: How to create, win and dominate markets. Free Press, New York.
Kurhayadi, K., Rosadi, B., Yusuf, M., Saepudin, A., & Asmala, T. (2022). The effect of company reputation and customer experience on customer loyal behavior Citylink Indonesia. Riwayat: Educational Journal of History and Humanities, 5(2), 381–385. https://doi.org/10.24815/jr.v5i2.28848
Mandolfo, M., Chen, S., & Noci, G. (2020). Co-creation in new product development: Which drivers of consumer participation? International Journal of Engineering Business Management, 12, 1847979020913764. https://doi.org/10.1177/1847979020913764
Department of Business Development, Ministry of Commerce. (2020). Business Statistical Data-DBD Datawarehouse. Retrieved from https://datawarehouse.dbd.go.th/juristic/index
Morgan, T., Anokhin, S. A., Song, C., & Chistyakova, N. (2019). The role of customer participation in building new product development speed capabilities in turbulent environments. International Entrepreneurship and Management Journal, 15, 119–133. https://doi.org/10.1007/s11365-018-0549-9
Noronha, M. E. S. de., Martins, J. B. N., Iamamoto, A. T., Bidin da Silva, P., & Vieira Silva, R. de S. (2023). The dynamic capabilities of cleantechs and eco-innovation in the use of green fiscal public policies. Journal of Law and Sustainable Development, 11(1), e0248. https://doi.org/10.37497/sdgs.v11i1.248
Nuseir, M. T., & Aljumah, A. (2020). The role of digital marketing in business performance with the moderating effect of environment factors among SMEs of UAE. International Journal of Innovation, Creativity and Change, 11(3), 310–324. https://ijicc.net/images/vol11iss3/11325_Nuseir_2020_E_R.pdf
Office of Small and Medium Enterprise Promotion. (2022). SME Promotion Plan 4th (The year 2017–2021). Retrieved from https://www.sme.go.th/th/download.php?modulekey=12
Prasanna, R. P. I. R., Jayasundara, J. M. S. B., Naradda Gamage, S. K., Ekanayake, E. M. S., Rajapakshe, P. S. K., & Abeyrathne, G. A. K. N. J. (2019). Sustainability of SME in the competition: A systemic review on technological challenges and SME performance. Journal of Open Innovation: Technology, Market, and Complexity, 5(4), 1–18. https://doi.org/10.3390/joitmc5040100
Silcharu, T. (2020). Research and Statistical Analysis with SPSS and AMOS (18th ed.). Business R&D, Nonthaburi.
Stancu, A., Filip, A., Roșca, M. I., Ioniță, D., Căplescu, R., Cânda, A., & Roșca, L. D. (2020). Value creation attributes-clustering strategic options for Romanian SME. Sustainability, 12(17), 7007. https://doi.org/10.3390/su12177007
Sudari, S., Tarofder, A., Khatibi, A., & Tham, J. (2019). Measuring the critical effect of marketing mix on customer loyalty through customer satisfaction in food and beverage products. Management Science Letters, 9(9), 1385–1396. https://doi.org/10.5267/j.msl. 2019.5.012
Sukhawatthanakun, K. (2022a). Thai consumer perspective on marketing ethics of consumer products. Humanities and Social Sciences Letters, 10(2), 213–222. https://doi.org/10.18488/73.v10i2.3012
Sukhawatthanakun, K. (2022b). Marketing channels of chili in the upper northeastern region of Thailand. Kasetsart Journal of Social Sciences, 43(3), 637–644. https://doi.org/10.34044/j.kjss.2022.43.3.14
Sukhawatthanakun, K., Roopsing T., & Silpcharu, T. (2023). Industrial procurement management efficiency guidelines: Perform excellence through organizational change strategies. International Journal of Professional Business Review, 8(5), 1–29. e1770. https://doi.org/10.26668/businessreview/2023.v8i4.1770
Sukendia, J., & Harianto, N. (2021). The impact of e-service quality on customer engagement, customer experience, and customer loyalty in B2C e-commerce. Turkish Journal of Computer and Mathematics Education (TURCOMAT), 12(3), 3170–3184. https://doi.org/10.17762/turcomat.v12i3.1556
Supapon S., & Sukhawatthanakun. (2023). The effect of brand equity on Thai cosmetic purchasing decisions. Uncertain Supply Chain Management. 11(4). https://doi.org/10.5267/j.uscm.2023.6.001
Suyoto, Y. T., & Tannady, H. (2022). Ideal self-congruence: Its impacts on customer love and loyalty to luxury brands in Indonesia. International Journal of Professional Business Review, 7(6), 1–18. e0769. https://doi.org/10.26668/businessreview/2022.v7i6.e769
Techakana, J. (2020a). Innovative business model for high achievement. Journal of Social Science and Buddhistic Anthropology, 5(3), 431–445. https://so04.tci-thaijo.org/index.php/JSBA/article/view/237872/163995
Techakana, J. (2020b). Integrated Marketing Communications 4.0. Samnao Plus, Bangkok.
Techakana, J. (2020c). Book review: 130 trends and predictions for digital marketing 2020. Journal of the Association of Researchers, 25(2), 475–492. https://so04.tci-thaijo.org/index.php/jar/article/view/245375/166665
Turner, R. C., & Carlson, L. (2002). Index of item objective congruence for multiple objective measures. International Journal of Testing, 3(2), 163–171. https://doi.org/10.1207/S1532757 4IJT0302_5
Wattanakomol, S., & Silpcharu, T. (2022). Second-order confirmatory factor analysis of auto parts manufacturing industry management guidelines for sustainable success. Uncertain Supply Chain Management. 10(3), 905–912. https://doi.org/10.5267/j.uscm.2022.3.004
Wattanakomol, S., & Silpcharu, T. (2023). Characteristics of entrepreneurs in sustainably successful micro, small, and medium enterprises. Uncertain Supply Chain Management. 11(3), 1359–1368. https://doi.org/10.5267/j.uscm.2023.3.012
Wongmonta, S., & Techakana, C. (2010). Marketing 4.0 in the Context of Thailand. Journal of Economics and Public Policy, 8(15), 1–16. https://so01.tci-thaijo.org/index.php/econswu/article/view/117795/90375
Yi, H. T., Amenuvor, F. E., & Boateng, H. (2021). The impact of entrepreneurial orientation on new product creativity, competitive advantage and new product performance in SME: The moderating role of corporate life cycle. Sustainability, 13(6), 3586. https://doi.org/10.3390/su13063586
Zain, Z. M., Jusoh, A. A., Munir, R. I. S., & Putit, L. (2020). Drivers of e-commerce adoption amongst small & medium sized enterprises (SME) in the business service sector. Journal of International Business, Economics and Entrepreneurship, 5(1), 50–58. https://jibe.uitm.edu.my/images/jun2020/zahariahabs.pdf