Quality management factors affecting innovation service, internal process after COVID-19 and marketing axis of street food business in Bangkok

This study examines the causal relationships between quality management (QM), service innovation (IS), and internal process adjustments after COVID-19 (IC), as well as the marketing axis (MA), while exploring the indirect effects of QM on MA through IS and IC as mediators. A quantitative approach utilizing Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) was applied to test the research hypotheses. Findings indicate that QM positively influences IS and IC but does not directly impact MA. However, both IS and IC significantly and positively affect MA, demonstrating their crucial role in marketing success. Moreover, QM indirectly impacts MA through IS and IC, reinforcing the importance of service innovation and internal process adjustments after COVID-19 in marketing strategy. The study underscores the critical role of QM in enhancing business performance through innovation and operational improvements. Street food businesses prioritizing quality, innovation, and adaptability are better equipped to remain competitive in a dynamic market and respond effectively to changing consumer demands. Street food businesses are integral to the economy and cultural identity of many cities and countries, including Bangkok, Thailand. As urbanization progresses, the industry continues to evolve, with the Good Food concept gaining importance in ensuring sustainability and efficiency through quality management (QM).