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Digital transformation as a bridge from ‘Leadership-People-Market’ to competitive advantage and sustainable growth of logistics service providers in Thailand
(2026-07-01)
Hongsakul, Bharis
;
Lalaeng, Chanyaphak
;
Ingard, Apinya
This study examined the mediating role of digital transformation (DT) in the conversion of organizational potential-entrepreneurial leadership (EL), human capital (HC), and entrepreneurial market orientation (EMO)-into tangible organizational outcomes among logistics service providers in Thailand. The conceptual framework was grounded in the resource-based view (RBV) and dynamic capabilities theory, positing that leadership, people, and market orientation can generate competitive and sustainable advantages only when effectively enabled through digital change. Data were collected from 303 logistics organizations across Thailand via a structured questionnaire, and the relationships among variables were analyzed via partial least squares structural equation modeling (PLS-SEM) via SmartPLS. The results indicate that digital transformation (DT) acts as a fully mediating mechanism linking EL, HC, and EMO to CA and SG. The results provided strong empirical support for all six hypothesized mediation paths, indicating that digital transformation functions as a key mechanism that channels the effects of entrepreneurial leadership, human capital, and entrepreneurial market orientation toward enhancing competitive advantage (CA) and sustainable growth (SG). The overall model demonstrated satisfactory explanatory power and predictive relevance, confirming the robustness and theoretical consistency of the proposed relationships. The findings underscore that the integration of leadership capability, human capital development, and market orientation with digital initiatives contributes significantly to organizational performance in the Thai logistics sector. Consequently, this study not only enriches the theoretical understanding by linking dynamic capabilities with digital transformation but also provides practical guidance for logistics managers to design a digital roadmap that strategically connects “leadership-people-market” with digital processes. This connection fosters both immediate competitiveness and long-term sustainability, serving as a model for digitally driven growth in emerging economies.
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The Impact of Environmental and Components of Tourism on Community Participation in Ecotourism: Evidence from The Community Leaders of Thailand
(2025-01-01)
Subongkod, Mallika
;
Sinlapasawet, Watchara
;
Lalaeng, Chanyaphak
;
Hongsakul, Bharis
This research aims to 1) study the level of opinions consist of environmental factors, components of tourism factors and community participation in ecotourism. 2) Study environmental factors that have a relationship with community participation in ecotourism and 3) Study the factor components of Tourism that have a relationship with community participation in ecotourism. The sample size included 367 community leaders in Koh Tao, Surat Thani, Thailand. Statistics used for data analysis descriptive statistics include percentage, average, and standard deviation. Inferential statistics include correlation analysis. The research results found that the environmental factors had a high level of opinion. As for the factors of tourism components and community participation, the opinions were at a moderate level. As for the analysis of the relationship between environmental factors and tourism component factors, it was found that they have a positive relationship with community participation with statistical significance at the 0.05 level.
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Optimizing Human Resource Performance through Total Quality Management (TQM): The Intermediate Role of Innovation Performance
(2025-01-01)
Hongsakul, Bharis
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Sirisombat, Dusit
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Subongkod, Mallika
Total quality management TQM has turned into an indispensable strategy to enhance development in all parts of organizational development. The purpose of this paper is to explore the TQM impulsion for HR efficiency attained by exploiting innovation performance as a mediator. For this purpose, research was conducted using an analytical descriptive methodology in the whole population of employees within the Chumphon province Town Municipality (approximately 400 individuals). Data was collected through a structured questionnaire and analyzed using SPSS software to answer the research questions. The regression results of hypothesis testing stated that TQM has a significant influence on innovation performance. In addition, the research found that innovation performance plays a mediating role in the TQM and human resource efficiency relationship which means There is no direct effect of linking with technology from total quality management to being useful for people another hand It has led us to innovations. Therefore, it is recommended that the innovation performance in Town Municipality of Chumphon province should be enhanced and all municipalities across Chumphon province need to coordinate on an innovative basis.
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Structural Equation Modeling of Green Economy Outcomes in Thailand’s Manufacturing Industry
(2024-08-03)
Lalaeng, Chanyaphak
;
Hongsakul, Bharis
This research aimed to analyze the causal relationship model and outcomes of the Green Economy in Thailand’s manufacturing industry. Data was collected through a questionnaire targeting small and medium enterprise (SME) operators in the Thai textil e manufacturing industry, who are registered as legal entities and SME members. The statistical analysis involved confirmatory factor analysis (CFA) and structural equation modeling (SEM). The major findings revealed that the structural model was well-aligned with the empirical data. The study demonstrated that the Green Economy, market effectiveness, and competitive advantage all had significant positive effects on business performance. Further analysis showed that the Green Economy directly influenced market pressures and competitive advantage. Additionally, the study identified positive direct relationships between market pressures, green dynamic capabilities, and socially responsible leadership with the Green Economy.
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The Relationship Between Organizational Politics and Organizational Citizenship Behavior in The Management Perspective: Evidence in Thailand
(2024-01-01)
Subongkod, Mallika
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Sinlapasawet, Watchara
;
Lalaeng, Chanyaphak
;
Hongsakul, Bharis
This study explored the relationship between Organizational Politics (OP) and Organizational Citizenship Behavior (organizational citizenship behavior for organization (OCB-O) and organizational citizenship behavior for individuals (OCB-I). Survey data was gathered from 398 employees work in manufacturing company in Chonburi province. PLS-SEM was used to test the research hypotheses. Results revealed that OP has a negative relationship with OCB-O and OCB-I. Based on these findings, this study recommends that the manufacturing company in Chonburi province should eliminate or reduce OP practices as much as possible in their organizations. The limitations of this study and recommendations for future research are also provided.
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STRUCTURAL EQUATION MODELING FOR THE BUSINESS PERFORMANCE OF PRIVATE HOSPITALS IN THAILAND: MANAGEMENT PERSPECTIVE
(2024-01-01)
Subongkod, Mallika
;
Hongsakul, Bharis
This research aimed to study the causal factors affecting the business performance of private hospitals in Thailand from a management perspective. The sample consisted of 411 executives from private hospitals in Thailand, selected through purposive sampling. Data were collected via questionnaire, with SEM being used for analysis. The results indicated that the development of an enterprise resource system, including the competency and capability of entrepreneurs, positively influenced the focus on competitive differentiation. In turn, this focus had a positive effect on customer relationship management. Customer relationship manage-ment positively impacted brand loyalty, which subsequently enhanced business performance. In contrast, the competency and capability of entrepreneurs did not have an effect on business performance. The findings suggest that the growth and sustainability of business performance in private hospitals depends on various supportive factors. These range from policy formulation and the development of technological systems in services to strategies for building customer relationships, all contributing to competitive advantages, service loyalty, and success in achieving set goals.
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Antecedents of Brand Loyalty of the Airline Business in Thailand
(2023-07-01)
Hongsakul, Bharis
;
Subongkod, Mallika
This research aimed to analyze the structure and relationship and to study the path of effects between customer behavior, customer relationship management, airline service quality, digital marketing, and brand loyalty. The study population comprised individuals aged 20 years and above who utilized airline services. The sample was selected using a simple random sampling method. A questionnaire was used for data collection. The sample consisted of 400 participants. Then analysis the measurement model and structural equation modeling before hypotheses testing by Partial Least Square Structural Equation Modeling (PLS-SEM) with SmartPLS 4. 0 software. The results found that the causal relationship structure was consistent with the empirical data. Customer behavior, customer relationship management, and airline service quality had a positive influence on digital marketing, and digital marketing had a positive influence on brand loyalty, but airline service quality did not have an influence on brand loyalty. The study results revealed that digital marketing was a mechanism driving customer behavior, customer relationship management, and airline service quality, leading to how to build brand loyalty in the airline business in Thailand.

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