Read the full-text of this article for free

Title: Data-driven retail service operations: big data analytics capability, market orientation, innovation and marketing capabilities in Thailand's retail sector

Authors: Supannika Supapon; Kanyarat Sukhawatthanakun

Addresses: Business Administration Department, Faculty of Liberal Arts and Management Science, Kasetsart University, Chalermphrakiat Sakon Nakhon Province Campus, 47000, Thailand ' Business Administration Department, Faculty of Liberal Arts and Management Science, Kasetsart University, Chalermphrakiat Sakon Nakhon Province Campus, 47000, Thailand

Abstract: The research examines relationships among big data analytics capability, market orientation, innovation and marketing capabilities in Thailand's retail sector and compares SME-sized retailers with large retailers. Drawing on the resource-based view and dynamic capabilities perspective, a nationwide stratified-quota survey was conducted from January to March 2026. Of 1,552 invited firms, 500 provided usable responses, equally divided by firm size. Descriptive statistics, Welch's t-tests, confirmatory factor analysis and structural equation modelling were applied. The final model showed strong fit (CMIN-p = 0.306, CMIN/DF = 1.046, GFI = 0.961, RMSEA = 0.010). Big data analytics capability was strongly associated with market orientation and positively associated with innovation and marketing capabilities; market orientation was positively associated with both downstream capabilities. Large retailers reported higher capability levels. The findings position data-driven retail strategy as an interconnected capability pattern within retail service operations.

Keywords: big data analytics; retail service operations; market orientation; innovation; marketing capabilities; Thailand retail sector.

DOI: 10.1504/IJSOM.2026.156611

International Journal of Services and Operations Management, 2026 Vol.55 No.5, pp.1 - 23

Received: 02 Jun 2026
Accepted: 17 Aug 2026
Published online: 29 Sep 2026 *