บทบาทของคุณภาพข้อมูลและความพร้อมในการวิเคราะห์ข้อมูลในความสัมพันธ์ระหว่างความสามารถการจัดการข้อมูลดิจิทัลกับคุณภาพการตัดสินใจเชิงกลยุทธ์ ขององค์กรธุรกิจขนาดกลางและขนาดย่อมในประเทศไทย

Teetut  Tresirichod

Authors

Teetut Tresirichod School of Management Science, Sukhothai Thammathirat Open University

Keywords:

Digital Data Management Capability, Data Quality, Analytics Readiness, Strategic Decision Quality, Small and Medium-Sized Enterprises

Abstract

This study aimed to examine (1) the effects of digital data management capability on data quality, analytics readiness, and strategic decision quality; (2) the effects of data quality and analytics readiness on strategic decision quality; and (3) the mediating roles of data quality and analytics readiness among small and medium-sized enterprises (SMEs) in Thailand. A quantitative research approach was employed. Data were collected through questionnaires from 300 entrepreneurs, executives, and employees. Descriptive statistics and partial least squares structural equation modeling (PLS-SEM) with 5,000 bootstrap resamples were used to analyze the data.

The results revealed that digital data management capability had significant positive effects on data quality (β = 0.675), analytics readiness (β = 0.506), and strategic decision quality (β = 0.197). Data quality exerted a stronger influence on strategic decision quality
(β = 0.449) than analytics readiness (β = 0.230). Furthermore, data quality and analytics readiness significantly mediated the relationship, with specific indirect effects of 0.303 and 0.116, respectively. The total indirect effect was 0.420, exceeding the direct effect and indicating complementary partial mediation. These findings suggest that organizations should enhance data quality alongside analytics readiness to translate digital data management capability into greater value for strategic decision-making.

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