Figures & data
Table 1. Variables mean and standard deviation.
Table 2. Variables correlation.
Table 3. Confirmatory factor analysis results for market variables.
Table 4. Structural equation model showing the direct and indirect effects of market variables on business growth through customer behavior.
Table 5. Hypotheses testing results.
Data availability statement
The data and materials supporting this work are available upon request from the corresponding author, Montajula Suvattanadilok ([email protected]).