THE ANTECEDENT FACTORS OF SUCCESS IN THE OPERATION OF INTERIOR DESIGN BUSINESS IN BANGKOK AND VICINITY
Rapid changes affecting the survival and success of business operations bring to systematically study of the causal factors, creativity, new product development, service innovation, environment and value of design affecting the operation of interior decoration business in Thailand. The research aimed 1) to study level of creativity, new product development, service innovation, environment, and values that affect the operation success of an interior design business 2) to study the influence of creativity, new product development, service innovation, environment, and values that affect the operation success of an interior design business. 3) to develop the model of creativity, new product development, service innovation, environment, and values that affect the operation success of an interior design business in Bangkok and its vicinity. This research used an integrated research method between quantitative research and qualitative research. As for quantitative research, the sample group was 420 interior design business operators. The sample size was determined using a 20-fold criterion of the observed variables using multistage sampling. The data was collected with questionnaires. Data was analyzed by structural equation modeling. Qualitative research used in-depth interview methods. The target audience was 20 executives and interior design business entrepreneurs. The findings revealed that 1) creativity, new product development, service innovation, environment, value and success of the interior design business were at a very high level. 2) creativity, new product development, service innovation, environment, and value affected the success of interior design business statistically significant at the .05 level. 3) model of the operation success of interior design business in Bangkok and vicinities developed by the researcher named 2RSMC Model (R = Research and Development, R = Rule of Law, M = Money Value, S = Solve problems, C = Creativity). In addition, the results of qualitative research also found that building the success of the interior design business in Bangkok and its vicinity, continuous research and development of new products, working with regard to environmental regulations, creating designs with quality that worth the money, employees can use their creativity in design work independently, solving problems and working that meets the customer's needs as much as possible. The results of this research can be adapted into strategies to create a competitive advantage with competitors in interior design effectively and create the success of the interior design business in Thailand to grow steadily and sustainably.
Modeling / Interior Design / Creativity / Success in Business Operations.