Individual Marketing Strategy and Marketing Profitability: Evidence From E-Retailing Businesses in Thailand

Abstract

Thailand has the highest growth rate of electronic retail business in ASEAN (ETDA, 2019). When faced with the epidemic crisis of
Corona Virus Disease 2019, it resulted in the competition which intensified even more. As a consequence, it is challenging for eretailing businesses to gain success. This paper is aimed at examining the effects of individual marketing strategy on excellence
experience creation, marketing value achievement, individual satisfaction fulfillment, and marketing profitability of e-retailing
businesses in Thailand. Using a mailed survey of 139 e-retailing businesses located throughout Thailand as the key instrument to collect
data, the model is empirically tested. Correlation analysis and multiple regression analysis are used to analyze data. The findings suggest
that all three dimensions of individual marketing strategy have a significant positive influence on excellence experience creation,
marketing value achievement, individual satisfaction fulfillment, and marketing profitability. However, it is evident that marketing
operation flexibility has no influence on marketing profitability. In addition, excellence experience creation, marketing value
achievement, and individual satisfaction fulfillment have an influence on marketing profitability. Finally, this study suggests theoretical
and managerial contributions to academics and executives of e-retailing businesses operated under a crisis environment so as to gain
marketing profitability and business survival. Recommendations for future research are also provided.