The Use Of Automation Systems In Managing Retail Business Operations In The Lower Northern Region Of Thailand

Abstract

This study investigates the use of automation systems in managing retail business operations in the lower northern region of Thailand, focusing on their impact on service quality and business performance. The objectives were threefold: (1) to examine the extent of automation adoption, (2) to assess its role in improving service quality and operational performance, and (3) to evaluate retailers’ readiness for automation. A quantitative research design was employed using a survey method. Data were collected from 157 retail operators, managers, and supervisors across nine provinces through purposive sampling. The structured questionnaire included demographic factors, retail operating system variables, and outcome measures. Reliability testing confirmed strong internal consistency (Cronbach’s alpha > .70). Descriptive statistics indicated that respondents rated automation adoption across five domains operational technology, product display, customer engagement, data management, and analytics/profitability at high levels, with particular emphasis on mobile applications, social media promotions, and modern data storage. Inferential analysis using multiple regression revealed that data management (β = .509, p < .001) and operational technology (β = .207, p = .003) significantly predicted service quality (R² = .370), while data management (β = .381, p < .001) and operational technology (β = .186, p = .014) predicted business performance (R² = .225). Operational technology also modestly predicted sales (β = .187, p = .035). No significant differences were found across demographic subgroups. The findings highlight data management as the most influential factor, underscoring the need for integrated analytics and customer data utilization. The study concludes that combining robust data practices with customer-facing technologies enhances service quality, operational outcomes, and competitiveness, providing a foundation for sustainable retail growth in Thailand’s lower northern region.