The Guidelines for Creating Innovation That Affects Organizational Success for An Entrepreneur in Nakhon Nayok Province

Abstract

This study aims to: 1) explore and understand consumers’ opinions, complaints, suggestions, and feedback based on their experiences in purchasing goods and services; 2) explore the level of opinions on management factors focusing on customer responsiveness, business and service innovation development, and organizational success; 3) investigate the causal influence between management factors focusing on customer responsiveness, business and service innovation development, and organizational success; and 4) propose guidelines for creating innovations that contribute to the success of organizations for business operators in Nakhon Nayok province. This study employs a mixed-methods research design combining qualitative and quantitative methods. The qualitative research uses in-depth interviews with 30 business operators in the trade and service sectors in Nakhon Nayok province. The quantitative research uses a questionnaire to collect data from 400 business operators. The statistics used for data analysis include frequency, percentage, confirmatory factor analysis, and structural equation modeling. The findings revealed that: 1) The variables in the model can explain the variance in organizational success for business operators in Nakhon Nayok province. It was found that organizational success is directly influenced by business innovation and service innovation. 2) The approach to creating innovation that impacts organizational success for business operators in Nakhon Nayok province is based on the CIOS model, which consists of customer-focused management, innovation integration, operational excellence, and strategic synergy.