THE RELATIONSHIP OF ENTREPRENEURIAL ORIENTATION, FOREIGN CUSTOMER TRUST, DISTRIBUTION PARTNERSHIP ON BUSINESS PERFORMANCE-THAI FURNITURE AND HOME DECORATION EXPORT COMPANY

Purpose – To investigate the relationship between entrepreneurial orientation, foreign customer trust, distribution partnerships, and business performance.Methodology – The research was collected from 400 participants who work in the Thai furniture and home decoration export industry. The quantitative approach was used in this research. This research analysis method was interested in operating on structural equation modeling (SEM).Results – The finding demonstrated the relationship between entrepreneurial orientation, distribution partnership, and foreign customer trust, which have a positive effect on business performance.Implications – Entrepreneurs and business owners in the export sector should recognize the value of entrepreneurial orientation, foreign customer trust, and distribution partnerships for success. This model assists business owners to deeply contribute to explaining the significance of the role of entrepreneurial orientation in increasing business performance. Originality/Value – The framework model shows the significance of the relationship of entrepreneurial orientation, foreign customer trust, and distribution partnerships on business performance. The research explains the advantage of foreign customer trust and distribution partnerships on business performance for entrepreneurial aspects. All variables are crucial to be achieved in a company.