MEDIATING ROLE OF DIGITAL MARKETING BETWEEN DIGITAL TRANSFORMATION ORGANIZATION AND OPERATIONAL PERFORMANCE OF FOOD AND BEVERAGE INDUSTRY IN THAILAND

Abstract

            The purpose of this research is to study digital transformation organizational, digital marketing, operational performance and checking the consistency of the structural equation model of digital organizational transformation and digital marketing that affect the operational performance of the food and beverage industry. The population used in this research includes executives of 280 food and beverage factories in Thailand, which were obtained from stratified sampling. The sample size was determined based on 20 times the parameter line. Data were collected using questionnaires and interviews, analyzed using structural equation modeling. The research results found that digital transformation organization, digital marketing and operational performance is at a high level. The results of checking the consistency of the structural equation model are consistent with the empirical data. Results from research can be used in practice by developing innovation and technology to create new things in product development and service marketing innovations for speed, accuracy, learning and working participate in modern thinking and joint development in designing enterprise big data analytics platforms from upstream, midstream, and downstream. Develop advanced data analysis skills to support rapid decision making. The executives must set a clear vision, strategy and promote the learning of employees' skills to work with the digital system. Improve the digital infrastructure and cooperation platform to exchange real-time internal and external data with predictive analysis techniques of market and customer needs in advance.