Causal Factors Influencing Performance of Retail Businesses in Khonkaen

Abstract

The objectives of this research are to 1) study the causal factors of customer satisfaction (SAT) and performance (PER) of retail businesses in Khon Kaen, 2) study the direct, indirect and total effects of causal factors influencing PER of retail businesses in Khon Kaen, and 3) examine the fit to empirical data of causal model of factors influencing PER of retail businesses in Khon Kaen. For methodology, the data was collected by questionnaires from 380 retailers in Khon Kaen Province. It was analyzed by descriptive statistics, confirmatory factor analysis (CFA), Pearson's correlation coefficient and structural equation model (SEM).