FACTORS THAT INFLUENCED DIGITAL TRANSFORMATION FOR BUSINESS SURVIVAL IN COVID-19 PANDEMIC: A CASE STUDY OF REAL ESTATE FIRMS IN THAILAND

The Year 2020 marked history as the year when the deadly coronavirus pandemic, also known as Covid-19 outbreak or crisis, created havoc worldwide resulting in millions of human casualties and business bankruptcies across many industries. The real estate business in Thailand had not been spared. The purpose of this study was to investigate the relationship of a set of variables that included Entrepreneurial Orientation (EO), Digital Transformation (Technology Readiness) (DT-TR), Marketing Capability (MC), Customer Value Co-creation Behaviors (CVCCB) with Firm Performance Survival (FP-S) for real estate businesses in Thailand during the Covid-19 crisis. It involved organizational climates of change real estate organizations created as a function of the Perceived Survival and Subject Survival. This paper also aimed to understand how EO was related to the survival of an organization and its success. This research had shown a favorable association between the company's EO and its overall survival results. It contributed to literature by separating performances in a company from various roles and discussed how these functional performances were related to the components of the EO’s relationship and organizational performance. In this study, the researcher utilized a survey questionnaire that was floated among real estate firms in Thailand generating 237 respondents. The hypotheses were tested using the structural equation modelling (SEM), specifically the one of partial least squares (PLS-SEM). The structural equation model PLS consisted of two keys, namely: the estimation model and the structural model. The model measurement reflected the relationships between the data measured and the latent variables. Among others, it is hoped this study could contribute to literature, to be useful in minimizing the digital divide among Thailand’s real estate firms and contribute to the business sustainability and the growth of the industry.

digital-transformation-real-estate

Submitted by: Amar Chaitanya Podila
In Partial Fulfillment of the Requirements for the Degree of
Master of Science in Information Technology and Data SCIENCE
Supervisor:Dr. Raheel Asghar
Date:October,2024
EIU-Paris

covid DIGITAL thailand transformation

FACTORS THAT INFLUENCED DIGITAL TRANSFORMATION FOR BUSINESS SURVIVAL IN COVID-19 PANDEMIC: A CASE STUDY OF REAL ESTATE FIRMS IN THAILAND

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