Abstract:
The research employed as Correlation Research method. Its objectives were 1) to study the internal and external factors and the effectiveness of the convenience store business in Surin province, 2) to examine the relation between the internal and external factors and the effectiveness of the business in Surin province, 3) to study influencing level of the internal and external factors and the effectiveness of the business in Surin province, 4) to find the good predictors, predicting of the effectiveness of the business in Surin province, and 5) to stipulate the predicting of the effectiveness of the business in Surin province. There were 360 sampling samples selected by stratified random sampling. The research tools to collect data were two five leveled rating scale questionnaires of customers and stores, with differentiate on the status of respondents and it reliability was 0.9352. Collected data were consequently analyzed by SPSS program for Windows, and by statistics such as frequency, percentage, means and standard deviation. Pearsons simple Correlation Coefficient was calculated to find the result of relation between the internal and external factors and the effectiveness of the business. The level influencing the effectiveness of the business and all predictors were analyzed by Multiple Regression. The Stepwise Multiple Regression Analysis was used to find the good predictors. In order to determine the good prediction standardized estimation and unstandardized estimation and analyze opinions and suggestions of respondents open-ended questionnaire, content analysis was applied.
The research findings were found as follows :
1. The overall internal factors were discovered appropriately at high level ( = 3.64 S.D. = 0.48). When examined at each aspect it was appropriate at high level in 9 items of personnel, finance, location / place, goods / products, image, policy and administration structure, public relations, control/checking and technology, which was appropriate at high level level ( = 3.69, 3.66, 3.71, 3.72, 3.64, 3.67, 3.57, 3.61, 3.64 S.D. = 0.58, 0.55, 0.57, 0.54, 0.62, 0.61, 0.60). In marketing strategy aspect, appropriate at middle level ( = 3.47 S.D. = 0.69)
2. The overall external factors showed that it was appropriate at high level. When examined individually, it was appropriate at high level in 4 items of chance of business, economic condition, popularity, and legal affairs respectively ( = 6.68, 3.61, 3.69, 3.65 S.D. = 0.55, 0.59, 0.52, 0.63)
3. Concerning the overall effectiveness of the business, the effectiveness was at high level ( = 3.64 S.D. = 0.47) when considered the finance effectiveness, the overall image was at high level, the customers at high level, the procedures at high level and learning and the developments at high level ( = 3.66, 3.62, 3.60, 3.68 S.D. = 0.49, 0.53, 0.57, 0.56) respectively.
4. The result of overall relation among predictors such as the internal and external factors related with the effectiveness of the business was as follows :
4.1 The internal factor related with the effectiveness was at the high level (r = 0.812) with its statistical significant of 0.05. The relation with the effectiveness, finance, customer, internal procedure and learning and development was at high level (r = 0.614, 0.695, 0.718, 0.781). In classified eases of predictors as detailed variables, it was found that 10 of them relation and effectiveness of the business at middle level (r = 0.643, 0.660, 0.596, 0.615, 0.676, 0.637, 0.654, 0.644, 0.754, 0.736) with finance effectiveness at middle level (r = 0.434, 0.492, 0.444, 0.454, 0.507, 0.502, 0.518, 0.487, 0.591, 0.570) customer effectiveness at middle and high lever (r = 0.555, 0.535, 0.490, 0.579, 0.548, 0.556, 0.545, 0.542, 0.676, 0.636) internal procedure effectiveness at middle level and high level (r = 0.619, 0.632, 0.588, 0.575, 0.665, 0.604, 0.638, 0.633, 0.709, 0.698) and the relation with effectiveness of learning and development at middle level and high level. (r = 0.608, 0.621, 0.536, 0.519, 0.617, 0.545, 0.562, 0.565, 0.634, 0.643) with its statistical significant of 0.05 respectively
4.2 The external factor related with the effectiveness of the business was at high level (r = 0.813), with its statistical significant of 0.05. The relation with finance effectiveness, customer, procedure internal, learning and development was at high level (r = 0.680, 0.701, 0.716, 0.666). The relation with finance effectiveness was at middle lever (r = 0.530, 0.592, 0.586). The effectiveness of the customer aspect was at middle level and high lever (r = 0.586, 0.612, 0.609, 0.579). The internal procedure was at middle and high level (r = 0.631, 0.672, 0.651, 0.554). The relation with effectiveness of learning and development was at middle and high level (r = 0.606, 0.611, 0.595), with its statistical significant of 0.05 respectively.
5. The result of influencing level towards the effectiveness of the business was indicated that 2 predictors attained a high influencing level of 0.851 or 72.50% influencing the effectiveness of finance, customer, procedure internal, learning and development at high level of 0.672, 0.733, 0.799, 0.751 and related to the detailed variables at the percentage of 45.20, 53.70, 63.90, 56.30. In case of separating predictors affecting with influencing level towards the effectiveness of the business, it showed at high level of 0.868 or 75.10%. Influencing the effectiveness finance, customer, procedure internal, learning and development was at high level 0.705, 0.764, 0.815, 0.769 and related to the variable at the percentage of 75.40, 49.70, 58.40, 66.40, 59.10 respectively.
6. The result in finding good predictors to predict the effectiveness of the business was that the good predictors were the internal and the external factors with their precise and high prediction of 72.50 percent with were precise in predictors effectiveness finance, customer, procedure internal, learning and develop, with their precise and high prediction of 45.20, 53.70, 63.90, 56.30 percent. In the case of separating 10 predictors there were 6 good predictors such as the internal factors of finance, goods/product, control/checking and technology, and the external factors of popularity and legal affairs regarding their precise and high prediction of 72.50 percent. The effectiveness of finance in 4 good predictors such as the internal factors of goods/product, control/checking, technology external factors of popularity and legal affairs was due to their precise high prediction of 48.20 percent. The effectiveness of the customers 4 good predictors such as the internal factors of goods/product, control/checking, technology external factors of legal affairs was due to their precise and high prediction of 57.30 percent. The internal procedure of 5 good predictors such as the internal factors of finance, location/place, control/checking, technology and external factors of popularity was due to their precise and high prediction of 65.40 percent. The learning and development of 6 good predictors such as the personnel, finance, control/checking technology and external factors of popularity and legal affairs was due to their precise high prediction of 58.70 percent.
7. Results of equation development from good predictors were as follows:
7.1 Results of equation development of effectiveness of the business from overall of good predictors.
7.1.1 The equation development of the business in both estimations of standardized and unstandardized one from 2 good predictors, was as follows :
standardized estimation equation :
= 0.449Zinternal + 0.443Zexternal
untandardized estimation equation :
= 0.502 + 0.430X internal + 0.431Xexternal
7.1.2 The equation development of the business in both estimations of standardized and unstandardized one from 6 good predictors, was as follows:
standardized estimation equation :
= 0.257Zfinance + 0.219Zproduct + 0.179 Zcontrol
+ 0.167Ztechnology + 0.165Zpopularity + 0.081Zlegal
untandardized estimation equation :
= 0.511 + 0.197Xfinance + 0.172Xproduct + 0.132 control
+ 0.141Xtechnology + 0.146Xpopularity + 0.070Xlegal