Perceived Risk and Firm Performance for Chain Hotels in Thailand: Moderating Roles of Work Roles


Wipada Thaothampitak Sippavit Wongsuwatt


     Research on the effect of perceived risk on firm financial performance has grown more important. This study aims to investigate the effect of the perceived risk of chain hotel staffs on their hotel’s financial performance and the moderating role of the work roles of hotel staffs. One hundred and ten chain hotels in Thailand were represented by 400 respondents who are chain hotel staff. A questionnaire survey and financial database were collected in this study. Results from Ordinary Least Squares (OLS) regression found a significantly positive relationship between perceived risk and firm financial performance, including profitability, growth, and market value. In addition, the different work roles of the hotel staff influenced their perceptions of risk and firm financial performance. In terms of organizational implications, our findings would suggest that enhancing perceived risk policies within an organization would enhance firm financial performance. However, collaborating and balancing the work roles of hotel staff should be considered and the relationships between perceived risk and staff work behavior should be conducted in further research.

Keywords: Chain Hotels, Firm Financial Performance, Perceived Risk, Work Roles of Hotel Staff


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Research Articles


How to Cite
THAOTHAMPITAK, Wipada; WONGSUWATT, Sippavit. Perceived Risk and Firm Performance for Chain Hotels in Thailand: Moderating Roles of Work Roles. Journal of Community Development Research (Humanities and Social Sciences), [S.l.], v. 12, n. 4, p. 25-36, nov. 2019. ISSN 2539-5521. Available at: <>. Date accessed: 08 aug. 2020. doi: