Chapter 5 Modeling of Critical Success Factors of Thai Retailers: Interpretive Structural Modeling Approach

The purpose of this chapter is to identify and analyze various critical success factors (CSFs) that can facilitate retailing business in Thailand. This chapter further aims to understand the mutual interactions among these CSFs through identification of the hierarchical relationships among them. A framework for Thai retailers has been developed, wherein the hierarchical interrelationships between identified CSFs have been presented and interpreted using total interpretive structural modeling (TISM). Cross-impact matrix multiplication applied to classification analysis has been further employed to identify the driving power as well as dependence power of these CSFs. In the present research, 15 CSFs have been identified through literature review and expert opinions. The methodology employed in this study provides a mechanism to conduct an exploratory study by identifying the factors and analyzing their interactions through the development of a hierarchical framework. The proposed framework developed through qualitative modeling is an effort to understand relevant factors that can apply to the Thai retailers. This study makes a significant contribution in the literature of retailing business, which captures the perspective of different customers.