DRIVING PERFORMANCE IN RETAIL SMES: THE ROLES OF ENTREPRENEURIAL ORIENTATION, TOTAL QUALITY MANAGEMENT, AND KNOWLEDGE MANAGEMENT

This paper seeks to analyze how entrepreneurial orientation (EO), total quality management (TQM), and knowledge management (KM) affect organizational performance (OP) in SMEs in Thailand’s retail sector. The research used a structured questionnaire to collect data from business owners and senior managers in retail SMEs, such as convenience stores, traditional shops, and supermarkets. The sampling method was proportional stratified random sampling to ensure fair representation across different business types and regions. A total of 353 SMEs participated in the study. The questionnaire measured EO, TQM, KM, and OP using a 5-point Likert scale and included basic demographic questions. The questionnaire was examined for validity and reliability concerning content, convergent, and discriminant validity, as well as item and scale reliability, prior to the data analysis phase. The data were analyzed using covariance-based structural equation modeling (CB-SEM) to reach the primary objectives of the study. The results showed that EO positively impacts TQM, KM, and OP. TQM improves KM and OP, and KM also strongly influences OP. This study highlights the importance of EO, TQM, and KM for improving business performance. It gives practical ideas for SME owners to stay competitive and adapt to the fast-changing retail market.