The Impact of Big Data Analytics Capability on
Supply Chain Innovation and Competitive Advantage
of Restaurant Industry in Thailand

 

ผลกระทบของความสามารถในการวิเคราะห์ข้อมูลขนาดใหญ่
ต่อนวัตกรรมห่วงโซ่อุปทาน และความได้เปรียบทางการแข่งขัน
ของอุตสาหกรรมร้านอาหารในประเทศไทย

 

 

Received:
September 10, 2025

Revised:
November 6, 2025

Accepted:
November 12, 2025

Dr.Chanchai Meathawiroon

Siritida Songkhwan*

Lecturer of Department of Logistics Management,

Business School, University of the Thai Chamber of Commerce

(*Corresponding Author)

 

 

วันที่ได้รับต้นฉบับบทความ :
10 กันยายน 2568

วันที่แก้ไขปรับปรุงบทความ :
6 พฤศจิกายน 2568

วันที่ตอบรับตีพิมพ์บทความ
12 พฤศจิกายน 2568

 

ดร.ชาญชัย เมธาวิรุฬห์

สิริธิดา สงขวัญ*

อาจารย์ประจำสาขาวิชาการจัดการโลจิสติกส์

คณะบริหารธุรกิจ มหาวิทยาลัยหอการค้าไทย

(*ผู้ประสานงานหลัก)

 

 

Keywords:

Big Data Analytics Capability,
Supply Chain Innovation,
Competitive Advantage

ABSTRACT

This study aims to analyze the contributions of big data analytics capability (BDAC) to the evolution of supply chain innovation (SCI) and the pursuit of competitive advantage (CA) within Thailand's restaurant sector. Utilizing the resource-based view (RBV) and Dynamic Capability (DC) frameworks, the study formulates and empirically evaluates a structural model that investigates both direct and mediating effects. Data were gathered from 184 restaurant enterprises via a questionnaire, and the hypothesized relationships were empirically examined employing partial least squares structural equation modeling (PLS-SEM).

The findings indicate that BDAC exerts a substantial impact on both SCI and CA, whereas SCI subsequently enhances competitive results by functioning as a mediating variable within the BDAC–CA relationship. The results of this study offer theoretical implications by broadening the resource-based view within the framework of digital supply chains and illustrating the pivotal function of innovation as a dynamic capability. In the context of managerial significance, the research accentuates the criticality of allocating resources towards data-informed decision-making processes and cultivating pioneering supply chain methodologies to ensure enduring competitive advantage. Control variables including firm size and firm age were additionally integrated, thereby enhancing the robustness of the findings.

Overall, the research elucidates the mechanisms by which BDAC empower organizations to transform technological assets into competitive advantages via innovations in supply chain management, providing valuable guidance for both scholars and industry professionals.

 

 

คำสำคัญ :

ความสามารถในการวิเคราะห์ข้อมูล
ขนาดใหญ่ นวัตกรรมห่วงโซ่อุปทาน
ความได้เปรียบทางการแข่งขัน

บทคัดย่อ

การศึกษานี้มีวัตถุประสงค์ เพื่อวิเคราะห์การสนับสนุนของความสามารถในการวิเคราะห์ข้อมูลขนาดใหญ่ต่อการพัฒนานวัตกรรมห่วงโซ่อุปทาน และการแสวงหาความได้เปรียบทางการแข่งขัน ในภาคธุรกิจร้านอาหารของประเทศไทย โดยใช้กรอบแนวคิดมุมมองฐานทรัพยากร และความสามารถเชิงพลวัต การศึกษานี้ได้พัฒนาและทดสอบเชิงประจักษ์ซึ่งแบบจำลองโครงสร้างที่ศึกษาทั้งอิทธิพลทางตรงและอิทธิพลการเป็นตัวแปรส่งผ่าน ข้อมูลถูกรวบรวมจากกิจการร้านอาหารจำนวน 184 แห่งผ่านแบบสอบถาม และความสัมพันธ์ตามสมมติฐานได้รับการทดสอบเชิงประจักษ์ด้วยการวิเคราะห์แบบจำลองสมการโครงสร้างด้วยวิธีกำลังสองน้อยที่สุดบางส่วน

ผลการศึกษาพบว่า ความสามารถในการวิเคราะห์ข้อมูลขนาดใหญ่ มีอิทธิพลอย่างมีนัยสำคัญต่อทั้งนวัตกรรมห่วงโซ่อุปทาน และความได้เปรียบทางการแข่งขัน ในขณะที่นวัตกรรมห่วงโซ่อุปทาน ส่งเสริมผลลัพธ์ทางการแข่งขันโดยทำหน้าที่เป็นตัวแปรส่งผ่านในความสัมพันธ์ระหว่างความสามารถในการวิเคราะห์ข้อมูลขนาดใหญ่ และความได้เปรียบทางการแข่งขัน ผลการศึกษานี้มีนัยสำคัญเชิงทฤษฎีโดยขยายมุมมองฐานทรัพยากรภายใต้บริบทของห่วงโซ่อุปทานดิจิทัล และแสดงให้เห็นบทบาทสำคัญของนวัตกรรมในฐานะความสามารถเชิงพลวัต ในด้านนัยสำคัญเชิงการจัดการ การวิจัยนี้เน้นย้ำถึงความสำคัญยิ่งของการจัดสรรทรัพยากรเพื่อกระบวนการตัดสินใจที่อิงข้อมูล และการพัฒนาวิธีการห่วงโซ่อุปทานที่ล้ำสมัยเพื่อรับประกันความได้เปรียบทางการแข่งขันที่ยั่งยืน ตัวแปรควบคุมประกอบด้วยขนาดขององค์กรและอายุขององค์กรได้ถูกนำมาพิจารณาร่วมด้วย ซึ่งช่วยเพิ่มความน่าเชื่อถือของผลการศึกษา

โดยภาพรวมการวิจัยนี้ทำให้เกิดความชัดเจนในด้านความสามารถในการวิเคราะห์ข้อมูลขนาดใหญ่ ช่วยให้องค์กรสามารถแปลงทรัพยากรทางเทคโนโลยีให้เป็นความได้เปรียบทางการแข่งขันผ่านนวัตกรรมในการจัดการห่วงโซ่อุปทาน อันเป็นแนวทางที่มีคุณค่าสำหรับทั้งนักวิชาการและผู้ประกอบการในอุตสาหกรรม

 

 

 

HOW TO CITE

 

Meathawiroon, C., & Songkhwan, S.  (2026). The impact of big data analytics capability on supply chain innovation and competitive advantage of restaurant industry in Thailand. Journal of Business Administration, 49(189), 26-56.  https://doi.org/10.14456/jba.2026.2

 

 

 

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