The Impact of Business Strategies on Customers Satisfaction: An Evidence from Thai SME Export Companies

Suraporn Onputtha, Metinee Rasadaraksa, Chitralada Trisakhon, Pornapa Peamchai

Abstract


Thai SME export companies have been
important for Thai GDP and require for continuous
improvement in order to increase business performance.
Consequently, it is crucial to study what factors can drive
the business success. One of this can include business
strategy. Therefore, this study had objective to investigate
the effect of networking business strategy and
differentiation business strategy on customer satisfaction in
Thai SME export company. The data was collected from
400 from SME export entrepreneurs in Thai SME export
company. The purposive sampling method followed by
convenient sampling method were used for data collection.
Statistics used in the data analysis include descriptive
statistics covering frequency, percentage, mean, standard
deviation, and multiple regression analysis.
The findings indicated that networking business
strategy in terms of business partner relationship, supplier
relationship, and governmental relationship, had an effect
on customer satisfaction in Thai SME export company. In
addition, the differentiation business strategy in terms of
new customer identification, new product and service
development, and new product and service presentation,
had an effect on customer satisfaction in Thai SME export
company at the statistically significant level as of 0.05. The
result from this study can provide the guideline strategies
that can be beneficial for Thai SME export companies.
Keywords – Networking Business Strategy, Differentiation
Business Strategy, Customer Satisfaction, Thai SME Export
Company


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