Market Focus Factors Influencing on the Competitiveness of Small and Medium Enterprises (SME) in the Case of the Covid-19 Crisis in Nonthaburi Province

Abstract

This research aimed to study market focus factors influencing on the competitiveness of small and medium enterprises (SME) in the case of the Covid-19 crisis in Nonthaburi Province. The research instrument was a questionnaire. The population in the research was a group of small and medium-sized business (SME) entrepreneurs in Nonthaburi Province. There were 400 samples. For a test of research instrument, the IOC value was 0.88 and the confidence value was 0.989. The data were analyzed by using statistical techniques to analyze the structural equation model, percentage, mean, standard deviation.
The results were found as follows:
The relationship path model of factor causal structure based on the influential market focus factors was relatively consistent with the empirical data by
considering the evidence as follows: (1) Chi-square Probability Level: CMIN-p is 16.829, (2) Relative Chi-square: CMIN/df is 1.683, Goodness of Fit Index: GFI is .930, and (4) Root Mean Square Error of Approximation: RMSEA is .079. Considering the sum of influences was found that the market focus factors of small and medium-sized businesses (SMEs) consist of 3 areas. They are 1) customer focus factor 2) competitor focus factor, and 3) coordination factors within the organization influencing factors of competitiveness of small and medium-sized business operators (SME) in the case of the COVID-19 crisis in Nonthaburi Province with a sum of influence equal to 0.47