QUALITY BEAUTY SALONS, ORGANIZATIONAL AGILITY AND DYNAMIC CAPABILITIES AFFECTING THE BALANCED PERFORMANCE OF QUALITY BEAUTY SALONS IN BANGKOK AND ITS VICINITY

Abstract

This research aims to examine the levels of quality beauty salons, management innovation, organizational agility, and dynamic capabilities affecting the operational efficiency of quality beauty salons in the Bangkok metropolitan area, and to study the influence of these factors on operational efficiency. A mixed-methods approach was used, combining quantitative (n=400, analyzed via structural equation modeling) and qualitative (18 in-depth interviews with medical professionals) research. Findings indicate that all four factors significantly influence operational efficiency at the 0.05 level, with quality beauty salons at a moderate level, while management innovation, organizational agility, and dynamic capabilities are at high levels. The variables collectively predict operational performance equilibrium by up to 40%.