Özet:

This research aims to study the guidelines for competitive advantage in the Thai software industry. For qualitative research, in-depth interviews were conducted with nine experts to create the tools used in the estimation research. A group discussion with 11 experts was conducted to obtain a consensus on the model of this research. Quantitative data were collected from a survey of 500 enterprises in the Thai software industry using descriptive, reference, and multiple statistics. The research provides guidelines for the Thai software industry's competitive advantage, comprising four elements. The essential items of each element are as follows:1) Marketing Strategies ( = 4.25) maintain customer confidentiality without disclosing or using data for any other benefit. 2) Business Sustainability ( = 4.24) builds trust and credibility in partner collaboration. 3) Internal Process ( = 4.23) analyzes current work processes to improve efficiency continuously. 4) The Business Alliance ( = 4.23) conducts business with integrity, transparency, and accountability. In addition, the hypothesis test showed that the difference in enterprise size revealed overall elements that were significantly different at the level of 0.05. The analysis of the developed structural equation model showed that it followed the empirical data and passed the evaluation criteria with chi-square probability level, relative chi-square, the goodness of fit index, and root mean square error of approximation of 0.262, 1.031, 0.928, and 0.008, respectively.

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