CMMU Faculty Research on Retail Leadership in Thailand Published by International Journal

A CMMU research report, entitled "Examining store manager effects in consumer and staff satisfaction: Evidence from Thailand", by Assistant Professor Dr. Sooksan Kantabutra, has been published by Journal of Retailing and Consumer Services indexed in SCOPUS, the world's largest database of peer-reviewed literature.

Relationships between perceived vision-based leadership, and consumer and staff satisfaction are examined in retail stores in Thailand.  Store visions characterized by brevity, clarity, future orientation, stability, challenge, abstractness and ability to inspire and containing reference to sales, consumer, employee and store leadership directly predict enhanced store manager leadership as perceived by staff.  Such visions also indirectly predict improved staff satisfaction, while staff’s perceived leadership improves staff satisfaction directly.  There is no direct effect from staff satisfaction on consumer satisfaction as normally expected else where.  Practical implications and future research directions have been discussed.

Publication of this research confirms CMMU's status as a leading business school in Asia.  Click here for full report.