| Publisher: Huachiew Chalermprakiet University (Total: 4 journals) [Sort by number of followers]
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Business Review Journal
Number of Followers: 1  Open Access journalISSN (Print) 1905-713X - ISSN (Online) 2651-2351 Published by Huachiew Chalermprakiet University  [4 journals]
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- The Impact of Corporate Governance on Performance of Listed Companies in
the Stock Exchange of Thailand, Case Study of Service Group
Authors: Jakkrapan Wongsathep, Nongnit Chancharat, Chamaiporn Kumpamool
Pages: 474 - 489
Abstract: The purpose of this study is to explore the impact of corporate governance on performance of the listed companies in the Stock Exchange of Thailand ( SET) , case study of service group. The data were collected during four years between 2015-2018 from SETSMART: SET Marketing Analysis and Reporting Tool and Datastream of the Thai listed companies in service group that totaled 92 companies. The data analyzed by using stepwise multiple
regression to analyze the relationship between the corporate governance and performance.
Independent variables in the study were proportion of independent directors, board size, the number of board meeting per year, CEO duality, and year of used the corporate governance principle. The results showed that the number of board meeting per year is negatively related to corporate performance. It is possible that the higher number of meetings may lead to a conflict of interest, the loss of time in decision making and an increase of meeting attendant fee for board of directors. As a result, this may impact to decrease return on assets (ROA) and return on equity (ROE).
PubDate: 2023-01-09
Issue No: Vol. 14, No. 2 (2023)
Authors: พวงชมพู โจนส์
Pages: 1 - 6
PubDate: 2022-12-23
Issue No: Vol. 14, No. 2 (2022)
- The Effects of Compulsory Pension Wealth on the Personal Saving Behavior
Authors: Siam Sakaew, Praewpailin Janposri
Pages: 7 - 26
Abstract: Thailand has many compulsory saving schemes for longevity and income uncertainty at old age. A crucial question is whether how saving schemes affect saving behavior. The empirical results of this study found that the present value of the Social Security Fund benefit cannot encourage private employees to save more, although the benefit is insufficient to live after retirement. This is because less additional welfares provided insufficiently. While the present value of the government pension fund encourages government officials to save more. A reason is due to this compulsory pension provides the opportunity to government officials to save up to 15 percent of their salary, and the return of saving is quite high. Moreover, they have also other welfare benefits that can reduce the cost of living, thus allowing them to save more ultimately. Finally, the present value of the old-age allowance can encourage workers to save more. A possible reason to explain this is that the old age allowance is too low which may insufficient when becomes elderly. As a result, additional voluntary saving is needed in order to increase retirement saving among workers. Therefore, the government should extend the compulsory pension covers to all Thais and create a savings guarantee for the savers to have enough savings to sustain life in old age. Moreover, increase the welfare of private employees equal to government officials in order to reduce daily expenses and have more money to save.
PubDate: 2022-12-23
Issue No: Vol. 14, No. 2 (2022)
- Development of Accounting System in Management to Enhance of
Competitiveness of Small and Micro community Enterprise (SMCE) in
Chaloemphrakiat District, Nakhonratchasima
Authors: Sukritta Burinwattana
Pages: 27 - 40
Abstract: The purpose of this research was to study the operating conditions, guidelines for creating accounts of community enterprises. As well as developing and proposing suitable accounting systems for use in the administration of community enterprises Chaloem Phrakiat District Nakhon Ratchasima by purposive sampling for only 39 community enterprise members. The research instruments is a questionnaire. Using frequency, percentage, mean and standard deviation for data analysis. The study indicated that; Most of the respondents are female. Between the ages of 51 years - 60 years old. They have a primary education level Have marital status. The source of income is mainly from the family. Most sources of expense and most respondents didn't save money at all group members have the lowest daily income of 130 baht and the highest daily income of 4,000 baht, with an average of 410.51 baht. The minimum daily expenses of 100 baht and the highest 3,500 baht have an average of 330.51 baht. The situation of bookkeeping of membership groups in Chaloem Phrakiat District Nakhon Ratchasima province in general, found that; the accounting group has a high satisfaction level. The group is well-prepared for accounting and has a high level of accounting knowledge. As for the guidelines for the development of accounting systems for community enterprise members Chaloem Phrakiat District Nakhon Ratchasima Most of them agree that able to apply knowledge about accounting systems for daily use followed by the development of accounting systems to know the financial status of the group and the development of accounting systems in the overall community has continuously improved.
PubDate: 2022-12-23
Issue No: Vol. 14, No. 2 (2022)
- Entrepreneurs’ Marketing Capabilities Correlated with Business
Performance of the Traditional Construction Material Retail Business in
Songkhla Province
Authors: Wantanee Bualoi , Siripat Chodchuang
Pages: 41 - 59
Abstract: The purposes is to investigate the marketing capability affecting the operational outcome of traditional construction material retail business by using a questionnaire as a research tool in data collection from 90 traditional construction material retail store entrepreneurs in Songkhla Province. The research sampling group consisted of the entrepreneurs who registered their capital ranging between 20,000.00 and 3,000,000.00 Baht where the sampling selection was through quota sampling and volunteer sampling methods. The statistics used for data analysis were frequency, percentage, mean and the analysis on multiple regression equation was employed for a hypothesis test. The findings show that the marketing capability on product development is correlated with the operational results on profits and number of new customers whereas the one on distribution channel management is correlated with the entire number of customers as well as those who return or reuse the services. In addition, the competence on marketing promotion is correlated with the total sales along with the number of new customers; however, the one on pricing shows non-correlation with any business performance.
PubDate: 2022-12-23
Issue No: Vol. 14, No. 2 (2022)
- Performance of Dollar-Cost Averaging Using Internal Rate of Return on
Mutual Fund Investment
Authors: Pongsutti Phuensane, Santi Seawsirikul, Surachai Chancharat , Ploypailin Kijkasiwat
Pages: 60 - 75
Abstract: Dollar-Cost Averaging has been popular as an investment strategy in mutual fund for new investors who may lack of time nor knowledge to monitor their portfolio. The principle of Dollar-Cost Averaging strategy is to buy a fixed amount of an investment at regular interval irrespective of its price. This study investigates the Internal Rate of Return between two trading strategies; the Dollar-Cost Averaging and the Lum Sum Investment. Also, the study examines the performance of fund management identified by Sharpe Ratio, Treynor Ratio and Jensen's Alpha measurement. The results show that Lum Sum Investment provides a yield curve in the same direction as the SET TR Index while the Dollar-Cost Averaging's yield is based on the price trend scheduled on a certain date and market timing rather than investment periods. However, the high performance of fund management makes return on Dollar-Cost Averaging strategy gets closer to the return index due to more investment frequency.
PubDate: 2022-12-23
Issue No: Vol. 14, No. 2 (2022)
- Relationship between Communication Style, Perceived Audit Quality, and
Clients’ Satisfaction in Non – Listed Companies
Authors: Thanwa Sunphichai, Naruanard Sarapaivanich, Attapong Peeracheir
Pages: 76 - 91
Abstract: The objective of this research is to understand the relationship between (1) communication style, (2) perceived audit quality, and (3) clients’ satisfaction. This research collected data from 423 participants from non-listed companies using a highly structured questionnaire. Data were analyzed using Structural Equation Model (SEM). The results of this research reveal that affiliation communication style has significantly positive effect on perceived audit quality and clients’ satisfaction. However, dominance communication style does not have any significant effect on perceived audit quality or clients’ satisfaction. Moreover, it was found that perceived audit quality has significantly positive effect on clients’ satisfaction.
PubDate: 2022-12-23
Issue No: Vol. 14, No. 2 (2022)
- Online Purchasing Behavior of Generation Z Undergraduate Students
Authors: Jirawan Boonmee, Thawatchai Boonmee
Pages: 92 - 111
Abstract: This study is objected to examine the online purchasing behavior of generation Z undergraduate students in the Faculty of Management Science, Chiang Mai Rajabhat University. The survey research collected online buying behavior for tangible goods, which must be shipped to the buyer after online ordering later. There were pre-purchasing behaviors, purchasing behaviors, and post-purchasing behaviors. The researcher used the probability sampling by selecting the sample group with the simple random sampling and the cluster sampling from the 9 program students. Total samples were 774 students from 20 sections. The data were analysed by using descriptive statistics. It was found that most respondents had online buying experience for 1 - 2 years. They generally conducted pre-purchasing and purchasing online behaviors but the occasionally post-purchasing online behaviors.
PubDate: 2022-12-23
Issue No: Vol. 14, No. 2 (2022)
- The Push and Pull Factors of Japanese tourists that affect traveling to
Thailand
Authors: Usanee Watcharapaisankul, Jutamas Namthipsrithong, Phatsapol Angcheewanont, Armonwan Kaewtip, Titiworada Hanpol, Panitipa Amutaku, Panudda Tarakamha , Vachiravit Saelee
Pages: 112 - 128
Abstract: The study aims to (1) to study the behaviors that are push factors of Japanese tourists traveling to Thailand (2) to study the Marketing Mix (8P’s) that a pull factors of Japanese tourists traveling to Thailand and (3) to propose guidelines of marketing’s plan develop of Thailand tourism’s industry for Japanese’s tourist. This Research is a quantitative research, data was collected using questionnaires for the 400 samples by Convenience Sampling method, the descriptive statistics were used to describe the characteristics of the data and the test statistics using Chi-Square method. The results had shown that the push factors of Japanese tourists traveling to Thailand are the beautiful tourist attractions, interesting cultures and traditions. And pull factors of Japanese tourists traveling to Thailand are various tourism activities and reasonable cost. Moreover, it shows the demographics of the Japanese tourists such as age, status and career affects the pull factors. It also shows that the Japanese tourists with different intended level of education, status, career and monthly salary will have different attitudes toward the pull factors in making a decision to travel to Thailand at the 0.05 level of significance
PubDate: 2022-12-23
Issue No: Vol. 14, No. 2 (2022)
- An Important Performance Analysis (IPA) of Service Quality of Fine Dining
Restaurant in Phitsanulok, Thailand
Authors: Phisunt Tinakhat, Santidhorn Pooripakdee
Pages: 129 - 148
Abstract: Restaurant business is one of important businesses in the tourism industry. One type of restaurants that is becoming popular is the fine-dining restaurant that focuses on providing excellent service. To impress the customers to come back to use the service again is not easy; therefore, the concept of service quality is a good tool for fine-dining restaurants to be used and implemented to create good service standard. This research aims to study ways to increase service quality of fine-dining restaurants in Phitsanulok by using the Performance-Priority Analysis (IPA) as a tool to assess service quality. Purposive sampling was conducted by distributing surveys to 200 Thai customers of fine-dining restaurant in Phitsanulok from October 2019 to November 2019. The result of the research shown that consumers place the most importance on Assurance, followed by Empathy, Reliability which were in Quadrant 2, Responsiveness was in Quadrant 4, and Tangibility was in Quadrant 1.
PubDate: 2022-12-23
Issue No: Vol. 14, No. 2 (2022)
- The Relationship between Perceived Workload, Work Environment and Job
Burnout of Employees in Banpho District Public Health Office, Chachoengsao
Province.
Authors: Natkamol Phurahong, Ek-Anong Tangrukwaraskul
Pages: 149 - 168
Abstract: The objectives of this research were to study 1) Levels of Job burnout 2) To study job burnout classified by personal factors 3) To study the relationship between perceived workload, work environment and job burnout. The population in this research consisted of 73 employees in Banpho District Public Health Office, Chachoengsao Province and the instrument was questionnaire. Statistics for data analysis were percentage, mean, standard deviation and Pearson’s correlation analysis for hypothesis testing. The result of this research revealed that 1) Populations had Job burnout in low level emotional Exhaustion in moderate level, and Depersonalization in very low level, and Lack of Personal Accomplishment in low level 2) Populations with different work experience levels have different job burnout 3) The hypothesis testing found perceived workload had related in the positive direction with job burnout at the significance level of 0.05 and work environment had related in the negative direction with job burnout at the significance level of 0.05
PubDate: 2022-12-23
Issue No: Vol. 14, No. 2 (2022)
- Problems on Onion Plantation of Normal Famers and GAP Famers in Don Pao
and Ban Gad Sub-Districts, Mae Wang District, Chiang Mai Province
Authors: Theeralak Satjawathee, Aiyada Kharawarattanapichet , Ruttikan Kantapuang
Pages: 169 - 188
Abstract: This research aims to study problems on planting onion and compare problem levels of general farmer and GAP farmers in Don Pao and Ban Gad Sub-Districts, Mae Wang District, Chiang Mai Province. Research population was 710 farmers and the sample set was 256 farmers. Collecting method was the hybrid method using questionnaires by interviewing. Descriptive statistics and inferential statistics on independent t- test were used. Top five problems from planting onions were importing onions from abroad, high seed price, high fuel price, high supplies material price and low prices purchase from middlemen. Results on testing hypothesis revealed that general farmers have had more problem level than the GAP farmers in 6 issues, which are, debt payment, harvest cost, chemical fertilizer cost, pesticides cost, supplies price, and onion imported from aboard. These implied that the GAP farmers who have guaranteed by government sector as Good Agriculture Practice (GAP) have been able to solve these problems better than normal farmers. So, government sector should support general farmers to improve their farming procedure under the GAP rules to reduce problems in onion plantation.
PubDate: 2022-12-23
Issue No: Vol. 14, No. 2 (2022)
- Tourism Supply Chain Management Collaboration Model of the Secondary City
Tourism Industry on the Eastern Economic Corridor Towards Cooperation in
the CLMV Group Countries (Cambodia, Lao PDR, Myanmar and Vietnam)
Authors: Thongtham Jiangsataporn
Pages: 189 - 208
Abstract: This paper aims to 1) Synthesize the context of the tourism supply chain management cooperation model of the secondary city tourism industry on the Eastern Economic Corridor towards cooperation in CLMV countries 2) Study the components that effect to tourism supply chain management cooperation of the secondary city tourism industry on the Eastern Economic Corridor towards cooperation in the CLMV countries 3) Analyzing the elements that affirmative of tourism supply chain management cooperation of the secondary city tourism industry on the Eastern Economic Corridor towards cooperation in the CLMV countries. The study explored by mixed methods research (qualitative and quantitative) which the researching tools include Indepth interview, focus group and questionnaire. Based on 264 establishments under multistage sampling and it using Confirmatory Factor Analysis (CFA). In statistical analysis had found that the tourism supply chain management collaboration model of the secondary city tourism industry on the Eastern Economic Corridor towards cooperation have significant component such as 1) Joint team 2) Dedicated Investment 3) Collaborative Communication 4) Risk Sharing 5) Shared Resources and 6) Synchronized Decision.
PubDate: 2022-12-23
Issue No: Vol. 14, No. 2 (2022)
- Modelling the Influence of the Perceived Value on Trust and Customer
Loyalty of Chinese Perspective in Boutique Hotel
Authors: Nimit Soonsan
Pages: 209 - 224
Abstract: This study aims to propose relationship between perceived value, trust and satisfaction in predicting customer loyalty. Quantitative method was used in this study, and 400 customers were conducted by questionnaire with quota sampling at boutique hotels in Phuket. A data was tested by structural equation modeling statistic. The result showed that perceived value had directly affected on trust. Moreover, it had indirectly affected on customer loyalty mediated by trust. In addition, trust had directly affected on customer loyalty. These results could help marketers to develop perceived value and enhance customers’ perception of trust. On the other hand, the marketers could create the great guideline to attract customer loyalty.
PubDate: 2022-12-23
Issue No: Vol. 14, No. 2 (2022)
- Decode Covid-19 Crisis Management Policies and Strategies of Property
Developers in Thailand – TOWS Matrix Model
Authors: Chonmani Tananpang, Praewpan Ploythanachai
Pages: 225 - 240
Abstract: This study aims to (1) study Covid-19 Crisis Management Policies and Strategies of Property developers in Thailand ; (2) analyze impacts on Covid-19 Crisis Management adoption and (3) analyze the appropriateness of strategic plans during the crisis by using an analytic tool called ‘TOWS Matrix Model’. This Research is considered a qualitative research gathering data regarding property developers’ strategic plans and policies during the crisis in Thailand, as well as, company performances within first half-year of 2020. Furthermore, researchers found that a suitability of strategic adoption also depends on related factors including SWOT, liquidity, market customer and purposes of each companies as well as speed of response. Tows Matrix is beneficial for analyzing and choosing proper strategies, which mentioned factors lead to different results in performance of each company. Thus, the result tends to be useful for those property developers in order to prepare themselves for an upcoming crisis in advance.
PubDate: 2022-12-23
Issue No: Vol. 14, No. 2 (2022)
- The Relationship between Employer Brand Perception and Employee
Performance with Job Satisfaction as a Mediating Variable : A Case Study
of a Public Utility Enterprise in Thailand
Authors: Watanyu Mariesirisakul , Kritkorn Nawakitphaitoon
Pages: 241 - 260
Abstract: This research aimed to 1) study the relationship between employer brand perception, job satisfaction and employee performance and 2) study the role of job satisfaction as a mediator of the relationship between employer brand perception and employee performance. The data were collected from 376 employees at a public utility enterprise in Thailand using a quota randomization method. The statistic applied to analyze the data were multiple regression and hierarchical multiple regression. The results of this study showed that 1) employer brand perception was positively related to employee performance 2) employer brand perception was positively related to job satisfaction 3) job satisfaction was positively related to employee performance and 4) job satisfaction partially mediated the relationship between employer brand perception and employee performance. The findings provide insight as to how an organization can establish and implement a concrete employer brand strategy to improve employee job satisfaction and performance.
PubDate: 2022-12-23
Issue No: Vol. 14, No. 2 (2022)
- The Development of Acceptance Model of Financial Transactions Through
Authors: Prasertsak Phothong , Phakrada Kerdprathum
Pages: 261 - 280
Abstract: This research aimed to study the influence of factors; quality of system and services, perceived risk, perceived usefulness, acceptance of innovation affecting the acceptance of financial transactions through mobile application of service users of large commercial banks in Thailand and to develop the acceptance model of financial transactions through mobile application of service users of large commercial banks in Thailand with the mixed method research. The research instrument was a questionnaire to collect data from customers of Thailand’s large commercial banks in Bangkok and metropolitan areas amounting 450 persons and in-depth interviews were drawn from key informants which comprise of bank executives and experts who are relevant and specialized in mobile applications and information technology. Using a nonprobability random sampling method (accidental sampling). The Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) used for data analysis. Results showed that: Factors affecting the acceptance of financial transactions through mobile application of service users of large commercial banks in Thailand through descending order of importance were perceived usefulness, acceptance of innovation and quality of system and services. Acceptance model of financial transactions through mobile application of services users of large commercial banks in Thailand was consistent with empirical data.
PubDate: 2022-12-23
Issue No: Vol. 14, No. 2 (2022)
- Analysis of Financial Structure and Performance of Higher Education
Savings Cooperatives in Bangkok
Authors: Kanyakorn Srivichai, Pimgun Saengpoda, Praewa Boonyathikarn , Sasipa Pojanavatee
Pages: 281 - 293
Abstract: The objective of the study is to empirically examine the financial structure and performance of the 12 higher education savings cooperatives in Bangkok for the period from 2010 to 2018. The study considered return on assets as a proxy for the performance of the cooperatives using the generalized least squares approach. The results indicate that size and debt to equity ratio have a significant negative relationship with cooperative performance. The results of the study show that leverage ratio has a significant positive effect on cooperative performance. However, the effect of liquidity ratio of the cooperative is not reflected in the performance of the cooperative.
PubDate: 2022-12-23
Issue No: Vol. 14, No. 2 (2022)
- The Strategy on Promoting Sustainable Development of China's
Investment in Thailand
Authors: Li Renliang
Pages: 294 - 310
Abstract: The strategy on promoting sustainable development of China's investment in Thailand has four research objectives: 1) to study the development, current situation and trend of China's investment in Thailand; 2) to explore the development opportunities and challenges of Thailand from the aspect of expansion of China's investment in Thailand; 3) to formulate strategies to promote China's investment in Thailand; 4) to put forward some policy suggestions for the sustainable development of China's investment in Thailand. This study was conducted by qualitative research method, and data was collected by literature research, documentary, in-depth interview, and focus groups. The research findings are, In 2000, China announced "Going-abroad policy". In 2013, China announced Belt and Road initiative (BRI) bringing significant increase of investment in Thailand. In 2019, China became the first country with the most investment in Thailand. "Thailand 4.0", Eastern Economic Corridor (EEC), China-U.S. trade conflict, and COVID-19 outbreak are the main factors for China to invest in Thailand, and there is a trend of increasing investment. Thailand should develop projects in line with its own investment strategy, prepare for the expansion of China's investment through the private sector, China Council for the Promotion of Foreign Trade and Investment and other associations, actively publicize, track and supervise the commercial operation of Chinese enterprises in Thailand, so as to solve the problems in the process of commercial operation, as well as selecting pilot projects or changing projects to adapt to the ever-changing environment.
PubDate: 2022-12-23
Issue No: Vol. 14, No. 2 (2022)
- The Impact of Marketing Strategic Factors on Service Satisfaction: A Case
Study of MICE Industry at Khon Kaen Province
Authors: Ronnakron Kitipacharadechatron, Mantana Wongwan
Pages: 311 - 324
Abstract: This paper was undertaken to study the impact of marketing strategic factors on consumer' satisfaction by employing the covariance structure model. The data was collected from 400 Khon Kaen-MICE’s customers with convenience sampling. The result reveals that the “physical factors” and “people factor” were playing an important role in customer satisfaction. Besides, the “place factors” and “process factors” were playing a subordinate role to customer satisfaction. In addition, the “promotion factors” “product factors” and “price factors” were playing a minor role in customer service satisfaction significantly.
PubDate: 2022-12-23
Issue No: Vol. 14, No. 2 (2022)
- Customer Journey of Fresh Fruits via Online Channel
Authors: Nisarat Akarapanjavit , Kuntonrat Davivongs, Suwanna Sayruamyat, Sophon Yamklin
Pages: 325 - 344
Abstract: The purposes of this research were to investigate the customer journey and analyze customer touchpoints in purchasing fresh fruit via online channel. A customer journey began with pre-purchasing, during-purchasing and post-purchasing. Data were collected by in-depth interview from 24 fruit buyers and then analyzed by systematic coding analysis. The results demonstrated that in purchasing fresh fruit via online channel, the customer journey consisted of 7 stages 1) Awareness 2) Consideration 3) Preference 4) Purchasing 5) Feedback 6) Loyalty 7) Advocacy. Each stage has many touchpoints, but two key touch points were the post in Facebook seller (awareness stage) and the review of real buyers (consideration stages), which influence customer making decision. Thus, online sellers should focus on Facebook channel and clearly specifying the product details including reviews from customers. It would encourage repurchase and increase the sales and repurchase.
PubDate: 2022-12-23
Issue No: Vol. 14, No. 2 (2022)
- The Analysis of the Causal Factors in Online Purchasing Intention in
Health and Beauty Products
Authors: Kedwadee Sombultawee, Phattaraporn Weeraphattarawanich
Pages: 345 - 361
Abstract: The objective of this research is to study the behavioral intentions toward the online stores by considering the consumer trust in an offline store, perceived confidence of shopping at the online store, information search intention at the online store. Samples were 210 customers aged from 18 to 37 who had purchased health and beauty products through offline and online channels. Data was gathered by online questionnaire. The result reveals that the consumer trust in an offline store is directly affected neither behavioral intentions toward the online stores nor, information search intention at the online store but there is positively affected perceived confidence of shopping at the online store.
PubDate: 2022-12-23
Issue No: Vol. 14, No. 2 (2022)
- Effects of Cognitive and Affective Country Image in the Full Service
Restaurant Sector
Authors: Chonlada Sajjanit
Pages: 362 - 381
Abstract: The purpose of this study is to examine the relationship between cognitive and affective country image and consumer evaluations in the full service restaurant setting. The study conducts a quantitative survey of 370 Thai consumers to verify the proposed hypotheses. Japanese, Italian, and Chinese full service restaurants are chosen as they are ranked in the top three in terms of consumer preference. Structural equation modeling (SEM) provides evidence that affective influence plays a major role in consumer evaluations in the restaurant setting. Specifically, consumers’ positive emotions toward the selected countries i.e. likability, friendliness, peace-lovingness and ideals of a country dominate the cognitive or fact-based component on restaurant choice. The results contribute theoretically in that different aspects of country image studies in the service context, especially in the restaurant industry, have rarely been addressed. The proposed model would enable multinational marketers to better manage and communicate country image as a positive affective element to their customers.
PubDate: 2022-12-23
Issue No: Vol. 14, No. 2 (2022)
- Factors of the Promotion of Power Generation from Solar Rooftop in
Thailand
Authors: supawadee nusin, Wisakha Phoochinda , Sompote Kunnoot
Pages: 382 - 401
Abstract: The objective of this research is to study the factors that promote the production of rooftop solar power in Thailand, that in case of selling electricity to the Provincial Electricity Authority and the Metropolitan Electricity Authority by qualitative research with the Delphi technique, that collects opinions from 19 experts and analyses data according to the framework of CIPP-I Model and found that there were contextual factors such as urban expansion, electricity demand, electricity price, objection to new power plant and technology advancement, clarity of government policies, the rules that not complicated. There were inputs such as awareness, participation, assurance and equipment and installation standards. There were process aspects such as electrical stability control system, energy storage system, smart grid system, to accommodate the fluctuation of electricity and systematic processing. There were results such as the expansion of renewable energy, increase the efficiency of energy production and reduce losses in the system. There were effects such as reducing the need for new power plants, stability, and energy diversity, increase employment and economic. The results of this research can be used as an information to make decisions about sustainable energy policy and planning.
PubDate: 2022-12-23
Issue No: Vol. 14, No. 2 (2022)
- The Study of the Factors which have an Influence on Thai Fruit Business
and the Promotion of the Study of Business Thai of Chinese Students
Authors: Dong Lu, Nition Pornumpaisakul
Pages: 402 - 418
Abstract: This article’s objectives is to study about the factors which have an influence on Thai fruit business that promote the study of Business Thai of Chinese students. The research shows that there are three factors which influence Thai fruit business that promote the study of Thai as a foreign language of Chinese students. Firstly, the business growth between Thailand and China: the opening and the revolution of China, the diplomatic relationship between Thailand and China, the setting of free trade area between Thailand and China, the exportation of Thai fruits to China, and One Belt-One Road policy. Secondly, important fruit investors in Thailand: both major and minor business people. Thirdly, Chinese students’ desire to understand Business Thai language. All of these factors lead to the intimate coordination between Thailand and China. They help promote the development of trade and economics between the two countries, especially the fruit business. They attract the Chinese investors to invest in fruit industry in Thailand, resulting in the greater demand of labor market which needs more Chinese people who understand Business Thai language about fruits. Therefore, Chinese students want to study Thai as their foreign language.
PubDate: 2022-12-23
Issue No: Vol. 14, No. 2 (2022)
- Service Marketing Mix Factors of Low-Cost Airline Affecting Purchase
Intention of Passengers Travelling to the Secondary Tourist City
Authors: Natchanok Pongsutthiyakorn , Watsida Boonyanmethaporn
Pages: 419 - 436
Abstract: This study aimed at studying opinions about service marketing mix factors of low-cost airlines of passengers traveling to the secondary tourist city, investigating purchase intention of passengers traveling to the secondary tourist city, and examining service marketing mix factors of low-cost airline affecting purchase intention of passengers travelling to the secondary tourist city. The study’s model was empirically tested using self-administered questionnaire survey of 710 samples. The descriptive and inferential statistics consisted of frequency, percentage, mean, standard deviation, Exploratory Factor Analysis (EFA) and Multiple Regression Analysis. The results showed that service marketing mix factors of low-cost airlines in the aspect of airline services, physical environment and integrated marketing communication had influenced on passengers’ purchase intention who traveled by low-cost airlines at 0.05 statistical significance.
PubDate: 2022-12-23
Issue No: Vol. 14, No. 2 (2022)
- Relationship between the Quality Management of Institutions, Curriculum
and Lecturer to Decision to Further Education in Higher Education with the
Moderating Role of Institution Reputation
Authors: Wanlee Putsom, Damrong Sattayawaksakul , Subin Putsom
Pages: 437 - 456
Abstract: The objectives of this research are 1) to study the management level of quality of institution, quality of curriculum, and quality of teachers; 2) to analyze the relationship between the management of quality of institution, quality of curriculum, and quality of teachers towards decision making in pursuing higher education, and 3) to analyze the relationship between the management of quality of institution, quality of curriculum, and quality of teachers towards decision making in pursuing higher education, with the reputation of the institution as a moderator variable. The sample group consisted of 338 general public and high school students. The statistics used in this research are frequency, percentage, mean, standard deviation, correlation coefficient analysis, and hypothesis testing using Moderated Hierarchical Regression Analysis. The results showed that the reputation has no relationship with institutional quality management, quality of curriculum and quality of teacher for further study decisions. Therefore, this research is a study of the current situation with the decreasing of number of students in higher education in Thailand, which has found that the reputation of the institute does not correlate with the decision to further study.
PubDate: 2022-12-23
Issue No: Vol. 14, No. 2 (2022)
- Guidelines for the Promotion of Cultural Tourism Participation of Songkhla
Old Town Bo Yang Subdistrict, Mueang Songkhla District, Songkhla Province.
Authors: Nithikittikarn Hemsuwan , Santidhorn Pooripakdee
Pages: 457 - 473
Abstract: In this research, the promotion approach for cultural tourism with participation of Songkhla Old Town community was conducted. Mixed-method study was used to collect the data from information sources, related documents, observation, group discussion, and interview with ten community leaders and involved five people. The assessment of the tourism potential was considered as a physical assessment and a preliminary assessment in order to find out the basic potential of tourism. There were five criteria by observation and the results showed that, at present, a conservation group was established to cooperate with all sectors and the old town of Songkhla community to promote attractions, archaeological sites, buildings which are associated with the history of this area and easily accessible. However, there were still no service centers or souvenirs to show the identity of the area. Therefore, the community should be developed in terms of security throughout the system, including tourism activities, environment, and tourism potential by applying lifestyles to rather create tourism activities than present tourist sites and archaeological sites. In addition, the meaningful interpretation in tourist attractions should be improved to attract more tourists.
PubDate: 2022-12-23
Issue No: Vol. 14, No. 2 (2022)
- As A Leader the Way We Are Now, Is Not the Way We Should Be
Authors: Sakchai Aroonratsameruang, Janya Yodnil, Rapee Udomsub, Rungrudee Rattanawilai, Sathaporn Pincharoen
Pages: 474 - 485
Abstract: “Knowing our enemies, knowing ourselves, we have always won the battles.” However, many leaders often stumble over their legs like the hair that blocks seeing the mountains especially when we have not learned enough to know ourselves. People have their leadership styles, they may be in a different way. Also, there are advantages and disadvantages in applying each leadership style. Therefore, successful leadership depends on having the right leadership style for different situations or contexts. In this article, it is an intention for learning that brings readers to find out in their styles that fit into their characters and turn their leadership styles in the different situations of life. This article represents that a person may have mixed leadership characteristics with personalities and decide to choose or adapt according to the situation. Leaders can raise their high potential to lead and follow more effectively. The article also presents a leadership model based on the concept of a British management behaviorist named William James Reddin.
PubDate: 2022-12-23
Issue No: Vol. 14, No. 2 (2022)
- ตำราหลักการบัญชี
Authors: รุ่งฤดี รัตนวิไล
Pages: 486 - 486
PubDate: 2022-12-23
Issue No: Vol. 14, No. 2 (2022)
