https://so03.tci-thaijo.org/index.php/JMSNPRU/issue/feed Journal of Management Science Nakhon Pathom Rajabhat University 2021-12-31T17:03:29+07:00 Wisit Rittiboonchai wisitson@webmail.npru.ac.th Open Journal Systems <p>- Focus and Scope<br>To publish academics paper of educators and interested parties both inside and outside the university based on General Management, Marketing, Finance, Banking, Accounting, Human Resource Management, Logistics, International Business, Business Computer, Business Studies, Economics Communication Arts, Public Administration Or related fields.</p> <p>- Peer Review Process<br>All published articles must be approved by the editorial board and evaluated by double-blind peer- reviewed from at least 2-3 academic scholars.</p> <p>- Language <br>Articles written in either Thai or English languages are accepted for publication.</p> <p>- Publication Frequency <br>Journals published 2 issues per year<br>Issue 1 January - June<br>Issue 2 July - December</p> <p>- Sources of Support</p> <p>Supported by the Thailand Research Fund (TRF) and Nakhon Pathom Rajabhat University</p> <p><span style="text-decoration: underline;"><strong>Dissemination Policy</strong></span><br>Journal of Management Science, Nakhon Pathom Rajabhat University is published the academic journals biannually. The considerations of the journal publications include research articles, academic articles, review articles or literary reviews, and book reviews. All published articles must be approved by the editorial board and evaluated by double-blind peer- reviewed from at least 2-3 academic scholars. More importantly, the views and opinions appeared in the Journal of Management Sciences are in charge of the authors’ responsibilities and not under considerations for the editorial boards.</p> <p><a href="https://drive.google.com/file/d/1LVVrNokREJJzysRCTjYHUNmcgKIOaS1G/view?usp=sharing" target="_blank" rel="noopener">Preparation process</a></p> <p>&nbsp;</p> https://so03.tci-thaijo.org/index.php/JMSNPRU/article/view/257476 Service quality of civil registration Bang Pla Subdistrict Municipality Local Registration Office Mueang Samut Sakhon District Samut Sakhon Province 2021-12-30T09:04:33+07:00 Aphisamai Patthong aphispping@gmail.com <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; This research aimed to study: (1) level of service quality of the civil registration Bang Pla Subdistrict Municipality Local Registration Office Mueang Samut Sakhon District (2) factors of service of the civil registration Bang Pla Subdistrict Municipality Local Registration Office Mueang Samut Sakhon District (3) Service factors of the civil registration That affects the service quality of the civil registration Bang Pla Subdistrict Municipality Local Registration Office Mueang Samut Sakhon District Samut Sakhon Province . The sample group used in the research is the people who come to use the civil registration service. Bang Pla Subdistrict Municipality Local Registration Office Mueang Samut Sakhon District Samut Sakhon Province Between November - December 2019, 130 people. Data were treated and analyzed by using descriptive and Inferential Statistics methods, which were percentage, mean, standard deviation and Multiple Regression Analysis.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Findings:<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 1. Service quality of civil registration work Bang Pla Subdistrict Municipality Local Registration Office Mueang Samut Sakhon District Samut Sakhon province, in general, the service quality is moderate. When considering each aspect, it was found that the service quality was at a high level, such as providing trust to clients. Responding to service recipients The aspect of service quality was at a medium level, including knowing and understanding of clients. Reliability in the service and concrete aspects of the service <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 2. Service factors of the civil registration Bang Pla Subdistrict Municipality Local Registration Office Mueang Samut Sakhon District Samut Sakhon province found that in general, the practice is in a high level. When considered in each aspect, it was found that the aspect that was practiced at a high level In the following order Personal needs Past experience Advertising As for the aspect that was practiced at a moderate level, such as the telling of others <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 3. The factors of service of the civil registration In telling stories from other people Past experience There is a rational relationship with the quality of service of the civil registration. Bang Pla Subdistrict Municipality Local Registration Office Mueang Samut Sakhon District Samut Sakhon Province Statistical significance at the level of 0.001 for personal needs. There is a rational relationship with the quality of service of the civil registration. Bang Pla Subdistrict Municipality Local Registration Office Mueang Samut Sakhon District Samut Sakhon Province With statistical significance at the level of 0.01 and in advertising and public relations There is a rational relationship with the quality of service of the civil registration. Bang Pla Subdistrict Municipality Local Registration Office Mueang Samut Sakhon District Samut Sakhon Province With statistical significance at the level of 0.05. Show that Service quality of civil registration work Bang Pla Subdistrict Municipality Local Registration Office Mueang Samut Sakhon District Samut Sakhon Province Which is a result of various factors, including past experience In telling stories from other people Personal needs And public relations advertising.</p> <p>Article history : Received 23 March 2020 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Revised 22 May 2020<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Accepted 25 May 2020 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; SIMILARITY INDEX = 6.95 %</p> 2021-12-31T00:00:00+07:00 Copyright (c) 0 https://so03.tci-thaijo.org/index.php/JMSNPRU/article/view/257479 Effective Management of Subdistrict Administrative Organization (SAO) in Nonthaburi Province 2021-12-30T09:04:57+07:00 Paphatsorn Woraphatthirakul pa.phatsorn@hotmail.com <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The objectives of this article aimed to: 1) study the current situation in the effective management of the SAO in Nonthaburi province; 2) study problems and obstacles affecting the effective of the administration of the SAO in Nonthaburi province; and 3) suggest guidelines for the management of the SAO in Nonthaburi province. Qualitative research were used by in-depth interview from 36 key informants consisting of the chief executive of the SAO, chairman of the SAO council, secretary of the SAO council, chief administrator of the SAO, officers, community leaders and people; then describe and draw conclusions systematically, rationally, refer to the theory of data organization.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The results indicated that: <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;1) the current state in the management of the SAO is a result of social, economic, political and technological conditions, which reflect the effective of the SAO in Nonthaburi province; <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;2) problems and obstacles in rules, regulations, interest groups, the local political environment and public participation are persistent problems at the local level that affect the effective of the SAO in the Nonthaburi province.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;3) guidelines for the management of the SAO in Nonthaburi province based on the findings from the following research. There are; 3.1) determining the right size for the space conditions; 3.2) budget allocation to be appropriate for size and mission; 3.3) encouraging people to participate appropriately in the administration of the SAO; and 3.4) determining guidelines for monitoring, auditing and evaluating performance with empirical results under the policies and strategic plans that have been clearly laid out in accordance with the Good Governance principles.</p> <p>Article history : Received 24 May 2021 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Revised 10 August 2021<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Accepted 19 August 2021 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;SIMILARITY INDEX = 1.32 %</p> 2021-12-31T00:00:00+07:00 Copyright (c) 0 https://so03.tci-thaijo.org/index.php/JMSNPRU/article/view/257481 Community Innovation Linking Community Economy to Sustainability 2021-12-30T09:05:14+07:00 Yanisa Phuanpoh y.phuanpoh@gmail.com Prasopchai Pasunon y.phuanpoh@gmail.com <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The purposes of this academic article are to study and review the basic information about the concepts, theories, researches of innovation linking to the community economy and to discuss the phenomena from the results of research related in the following issues; the meaning of innovation and community innovation, the components of community innovation, the community economic linking and the community sustainability. In this article, the definition of community innovation is creating creative differences to solve problems in the community, furthering knowledge or folk wisdom, including strengthening the community in the fields of economy, society, environment, education and balanced maintenance of local wisdom. There are 3 components of community innovation which are 1) innovations created to solve problems or promote a community 2) participation in community management by people in the community and 3) good relationships with internal and external networks. The linkage of the community economy involves the circular economy, the welfare and the strength of the community. In order to plan for the sustainability of communities in Thailand, it is necessary to consider the balance among economy, society, environment and education without neglecting the foundation culture of the community and preserving local wisdom and way of life. This finding support Stakeholders with community development for the guidelines for creating and develop community innovations to connect the community economy to sustainability.</p> <p>Article history : Received 13 May 2020 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Revised 5 June 2020<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Accepted 8 June 2020 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;SIMILARITY INDEX = 0.90 %</p> 2021-12-31T00:00:00+07:00 Copyright (c) 0 https://so03.tci-thaijo.org/index.php/JMSNPRU/article/view/257482 Developing an Environmental Health Model for Health Tourism Destinations and Sustainability in Western Thailand 2021-12-30T09:05:32+07:00 Vajinee Areerob aphispping@gmail.com Thanatchaporn Mulikaburt aphispping@gmail.com Maslin Buaban aphispping@gmail.com Chalida Trakulsoontorn aphispping@gmail.com <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The objectives of this research are 1) to study environmental health characteristics of health tourism destinations in the western region 2) to study factors affecting environmental health characteristics of health tourism destinations in the western region 3) to study the satisfaction of tourists on environmental health factors of health tourism destinations in the western region and 4) to develop the environmental health model in the health tourism destinations. <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;A mixed method was applied for data collecting. This research was divided into 4 phase. The first and the second phase were qualitative research. In-depth interview and focus group were used for studying environmental health with 50 stakeholders. The third phase was to studied tourists' satisfaction with 358 tourists. The fourth phase was to develop the model and test it.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;This research found that, the environmental health in health tourism destinations is characterized by the appropriateness of destinations’ context. It consists of 7 environmental health factors, including 1) food sanitation, 2) supply of drinking water, 3) solid waste management, 4) toilet management, 5) waste water disposal, 6) management accommodation and 7) safety health tourism. This research selected 5 health tourism routes in the western region, namely Route 1, Pala U Community, Prachuap Khiri Khan Province, Route 2, Nong Ya Plong Community, Petchaburi Province, Route 3, Ban Nong Rong Community, Kanchanaburi Province, Route 4, Lao Stud Community Klak, Ratchaburi Province, Route 5, Mahasawat Canal Community, Nakhon Pathom Province. Tourists were satisfied with the environmental health management in the medium to high levels. Which the 5 selected places. most of the places do not have a good accommodation service and some places have a homestay which managed by the house owner and depends on the owner's decision. the test is to evaluate 6 aspects in total of 25 issues. A model of the environmental health will lead 5 tourism destinations to be the sustainable health tourism destinations if they develop and improve the environmental health management in 25 issues, including 141 practices.</p> <p>Article history : Received 9 May 2020 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Revised 10 August 2020<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Accepted 14 August 2020 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;SIMILARITY INDEX = 2.97 %</p> 2021-12-31T00:00:00+07:00 Copyright (c) 0 https://so03.tci-thaijo.org/index.php/JMSNPRU/article/view/257483 The Effect of Using Training Program for Enhancing Knowledge to Successful Aging Behavior 2021-12-30T09:05:51+07:00 Janjirapon Panyindee janjirapon@webmail.npru.ac.th <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The objectives of this research were to 1) develop training program for enhancing knowledge to successful aging behavior 2) study the effect of using training program for enhancing knowledge to successful aging behavior. The research was quasi experimental design. The elders aged 60–69 years for 35 elders participated throughout the research. The elders were self-assessed to have successful aging behavior. The data was analyzed in term of frequency, percentage, mean, standard deviation, and paired t – test. The results from this research indicated that as following:<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;1. Training program for enhancing knowledge to successful aging behavior was two phases. First phase was training program development by review literature and focus group discussion with stakeholder. Second phase was try out the training program, divided into 5 units, which are physical health, mental health, spiritual development, social support and independence for thirty hours using various training methods. Finally, successful aging behavior was assessed after one month of training.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 2. The results of using the training program were as follows:<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 2.1 The learners had knowledge higher than before participation in training program with statistical significance at the level of .01.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 2.2 The learners had successful aging behavior higher than before participation in training program with statistical significance at the level of .01.</p> <p>Article history : Received 12 June 2020 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Revised 10 August 2020<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Accepted 14 August 2020 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;SIMILARITY INDEX = 0.00 %</p> 2021-12-31T00:00:00+07:00 Copyright (c) 0 https://so03.tci-thaijo.org/index.php/JMSNPRU/article/view/257484 Guidelines for Developing Competitive Strategies for Fruit and Vegetable Export Businesses in Nakhon Pathom Province 2021-12-30T09:06:08+07:00 Wallapa Wichayawong vp_puy@hotmail.com <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; This research aims to: Study the guidelines for developing the competitive strategy of fruit and vegetable export business in Nakhon Pathom province.&nbsp; This research used qualitative research methodology. Research tools were semi-structured interview forms. The samples were specific sampling of 14 entrepreneurs and&nbsp;&nbsp; representatives of exporters of vegetable and fruit in Nakhon Pathom province. This research used content analysis in business environments by analysing strengths, weaknesses, opportunities, and obstacles, leading to strategic analysis using TOWS Matrix. Including analysis of competition in the industry using the Five-Forces Model. The research found that the appropriate competitive strategy of the fruit and vegetable export business in Nakhon Pathom province were strategies for making a difference by adding value, creating brand value, product quality development and choosing the market where has high profit potential.</p> <p>Article history : Received 5 June 2020 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Revised 10 October 2020<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Accepted 12 October 2020 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;SIMILARITY INDEX = 0.00 %</p> 2021-12-31T00:00:00+07:00 Copyright (c) 0 https://so03.tci-thaijo.org/index.php/JMSNPRU/article/view/257485 Leadership of Change in the 4.0 Era of District Administrative Administrators in Ban Laem District Phetchaburi Province 2021-12-30T09:06:27+07:00 Khittaya Khumlaikaew khitta.2499@gmail.com <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; This research aimed to study: (1) level of leadership of change of the administrators of subdistrict administrative organizations in Ban Laem District Phetchaburi Province (2) success of bureaucratic 4.0 system of the subdistrict administrative organization administrators in Ban Laem District Phetchaburi Province (3) success of the bureaucratic system 4.0 with a logical relationship with the leadership of the change of the administrators of the sub-district administration organization in Ban Laem District Phetchaburi Province The sample group used in the research was personnel who were civil servants, staff and employees of the Subdistrict Administration Organization in Ban Laem District. Phetchaburi Province, amount 130 people of the total population of 282, the sample was determined using the quota random sampling. Data were treated and analyzed by using descriptive and Inferential Statistics methods, which were percentage, mean, standard deviation and Multiple Regression Analysis.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Findings:<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 1. The level of leadership of change of the administrators of the subdistrict administrative organizations in Ban Laem District Phetchaburi Province in the overall and in each aspect, there is a leadership level of change at a high level in the following order: for being a good role model Vision evaluation Vision creation Vision Compliance and in the field of vision distribution<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 2. Success factors of the bureaucratic system 4.0 of the administrators of the subdistrict administrative organizations in Ban Laem District Phetchaburi Province In overall and in each aspect, it was practiced at a high level in the following order Power coordination between government and other sectors in the digital adaptation society and in the field of innovation<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 3. There were casual relationships between Government success factors in terms of Innovation, Collaboration, and Digitalization Aspects and transformational leadership at a statistic significance of 0.001 and 0.01 respectively, the equation has 57.70% predictive power. The multiple regression analysis equations are: Ŷ = 0.527 + 0.259 (x<sub>1</sub>) + 0.318 (x<sub>2</sub>) + 0.282 (x<sub>3</sub>)</p> <p>Article history : Received 3 August 2020 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Revised 14 October 2020<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Accepted 16 October 2020 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;SIMILARITY INDEX = 2.62 %</p> 2021-12-31T00:00:00+07:00 Copyright (c) 0 https://so03.tci-thaijo.org/index.php/JMSNPRU/article/view/257486 Cost and Return Analysis on Jew's Ear Mushroom Growing of Large Farmers Association in Bang Phae District, Ratchaburi Province. 2021-12-30T09:06:47+07:00 Pimolwan Katepan aon400480@gmail.com Rapee Dokmaithes aon400480@gmail.com Thamrong Mekhora aon400480@gmail.com Thanyaluck Srithawan aon400480@gmail.com <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Jew's ear mushroom is one type of fungus that is interesting to trade because it is a high-yielding economic crop. But farmers must have a production plan in line with the market demand, especially, farmers who are interested in cultivating jew's ear mushroom for sale as a domestic trade. Regarding to most farmers still lack of marketing and production management information, which may cause a price drop, some farmers are not receiving enough return on the investment. Therefore, this research aimed to investigate cost and return in jew's ear mushroom of Large Mushroom Farmers' Association in Bang Phae District, Ratchaburi Province. Qualitative and survey research were analyzed. In-depth interview was the tool to gather the primary data from 28 jew's ear mushroom farmer samples who were main informant, using a purposive sampling technique. Data were analyzed by descriptive statistics, comprise of: frequency and percentage. Result of cost and return analysis revealed that the average total cost of mushroom growing was 61,052.07 baht per production cycle per mushroom growing house with the average fixed cost of 11,746.50 baht per production cycle per mushroom growing house and the average variable cost was 49,305.57 baht per production cycle per mushroom growing house. The average net profit was 63,947.93 baht per production cycle per mushroom growing house or 15,986.98 baht per mushroom growing house per month. In 1 year, the average net profit was 165,255.21 baht per mushroom growing house.</p> <p>Article history : Received 1 September 2020 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Revised 1 November 2020<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Accepted 6 November 2020 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;SIMILARITY INDEX = 1.14 %</p> 2021-12-31T00:00:00+07:00 Copyright (c) 0 https://so03.tci-thaijo.org/index.php/JMSNPRU/article/view/257487 Organizational Commitment of Academic Supporting Staff, Burapha University, Chonburi Province. 2021-12-30T09:07:02+07:00 Racha Muengsuwan Racha@go.buu.ac.th <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; This research aimed to study 1) organizational commitment of academic supporting staff of Burapha University, 2) perceived career success of academic supporting staff of Burapha University, 3) perceived career success influenced the organizational commitment of academic supporting staff of Burapha University. Data were treated and analyzed by using descriptive and Inferential Statistic Methods, which were percentage, Frequency, mean, standard deviation, Chi-square test and Multiple Regression Analysis. Using Probability Sampling and Stratified Random Sampling. Sample group consisted of 340 academic supporting staff working in Burapha University. <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Finding: 1) organizational commitment, as a whole and each aspect was at high level, 2) perceived career success, as a whole and each aspect was at high level, 3) perceived career success in aspects of interpersonal success (X2) and hierarchical success (X4) affecting organizational commitment of academic supporting staff of Burapha University at the percentage of 34.30 with statistical significance level of 0.01.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The regression equation was Y ̂ = 1.183 + 0.146(X1) + 0.202(X2) + 0.088(X3) + 0.265(X4)</p> <p>Article history : Received 31 August 2020 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Revised 1 November 2020<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Accepted 6 November 2020 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;SIMILARITY INDEX = 2.90 %</p> 2021-12-31T00:00:00+07:00 Copyright (c) 0 https://so03.tci-thaijo.org/index.php/JMSNPRU/article/view/257489 Integrated marketing communication That affects the perceived value and loyalty in the product One Tambon One Product Food types in Nakhon Pathom Province. 2021-12-30T09:07:16+07:00 Supalul Youyoung sulaluk684@gmail.com <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Integrated marketing communication To create value recognition And loyalty in the brand One Tambon One Product Food types in Nakhon Pathom Province There are 4 research objectives which are to study 1) Value recognition And loyalty in the brand Products One Tambon One Product Product classified by personal factors 2) Value recognition And loyalty in the product brand. One Tambon One Product Product classified by consumption behavior of customers.3) The influence of integrated marketing communication affecting brand value, One Tambon One Product in Nakhon Pathom province, and 4) The influence of integrated marketing communication that affects loyalty In the product brand One Tambon One Product in Nakhon Pathom Province.The researcher collected data from Consumers of One Tambon One Products 400 food items in Nakhon Pathom Province were collected using convenient sample selection methods based on questionnaires that passed content validity validation and reliability at acceptable levels. The statistics used for data analysis are percentage, mean, standard deviation. Independent t-test One-way Analysis of Variance Multiple regression analysis and content analysis.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The result of the research shows that<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 1. Value recognition and loyalty in the brand The products of One Tambon One Product were not different when Classified by personal factors. <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 2. Value recognition One Tambon One Product Food types in Nakhon Pathom Province There are differences According to the estimated cost of each visit And the places that buy products the most Statistical significance While the loyalty in the brand One Tambon One Product Food types in Nakhon Pathom Province Will be different According to the purpose of purchasing the product Statistical significance.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 3. Influence of integrated marketing communication on product value awareness One Tambon One Product Food types in Nakhon Pathom Province Comprised of Sales promotion (b = 0.23) and word of mouth communication (b = 0.48). The equation has a predictive power of 54 percent. The equation can be written as follows<br>Y = 0.44+0.01 X<sub>1</sub>+0.07 X<sub>2</sub>+0.23 X<sub>3</sub>**+0.01 X<sub>4</sub>+0.48 X<sub>5</sub> **<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 4. Influence of integrated marketing communication on brand loyalty One Tambon One Product Food types in Nakhon Pathom Province Comprised of Activity and experience marketing (b = 0.22) and word of mouth communication (b = 0.24). The equation has a predictive power of 42 percent. The equation can be written as follows<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Y = 0.97+0.08 X<sub>1</sub>+0.01 X<sub>2</sub>+0.14 X<sub>3</sub>+0.22 X<sub>4</sub>**+0.24 X<sub>5</sub> **</p> <p>Article history : Received 30 March 2020 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Revised 30 May 2020<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Accepted 2 June 2020 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;SIMILARITY INDEX = 6.04 %.</p> 2021-12-31T00:00:00+07:00 Copyright (c) 0 https://so03.tci-thaijo.org/index.php/JMSNPRU/article/view/257492 Talent Management in Restaurant Business for Competitive Advantage 2021-12-30T09:07:31+07:00 Chanchira Chattrawanit janjiracha2525@gmail.com Prasopchai Pasunon janjiracha2525@gmail.com <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The restaurant business currently faces changing competitive environments, economics, politics, societies, and service workers. The important tools of these competitions are human resource management and talent management. Likewise, efficient and effective personnel management plays a crucial role in the competition of the sustainable restaurant business. Therefore, the purposes of this research were to study the definitions and traits of talented people, talent management, and the guidelines for developing talented people in the restaurant business. This study could be beneficial for the restaurant business in order to apply talent management and gain sustainable competitive advantages in business</p> <p>Article history : Received 27 October 2020 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Revised 21 January 2021<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Accepted 28 January 2021 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;SIMILARITY INDEX = 2.82 %</p> 2021-12-31T00:00:00+07:00 Copyright (c) 0 https://so03.tci-thaijo.org/index.php/JMSNPRU/article/view/257493 Tourism behaviors Satisfaction and Decision-making in tourism for the Ecotourism, Raksamae Bridge Rayong province 2021-12-30T09:08:19+07:00 Siriporn Butsanom sbutrsnm@gmail.com <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The purposes of this survey research were: 1) to study the different between the demographic characteristics and tourism behavior, 2) to study the different between tourism behavior and tourism satisfaction, and 3) to study the relationship between tourism satisfaction and decision-making for the ecotourism in Raksamae Bridge area, Rayong province. The quantitative research was applied to collect the data from 400 Thai tourists, who traveled to Raksamae Bridge area, Rayong province, by purposive and quota sampling. The data analyzed by the statistical computer program to find the percentage, mean and standard deviation. The statistical method of Chi-Square Test was used in hypotheses testing and One-way Analysis of Variance. The statistics used in testing are F-test, LSD Test and Bivariate Correlation analyzed by using Pearson’s Correlation Coefficient. <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The study shows that 1) the difference of demographic characteristics influences tourism behavior at the 0.05 significant level. (Except on the gender and occupation factor) 2) Tourism behavior influences the tourism satisfaction at the 0.05 significant level. 3) It was noticed that the tourism satisfaction plays an important role toward the making decision of tourism in every aspect with hypothesis-tested.</p> <p>Article history : Received 13 November 2020 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Revised 18 December 2020<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Accepted 28 January 2021 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;SIMILARITY INDEX = 5.43 %</p> 2021-12-31T00:00:00+07:00 Copyright (c) 0 https://so03.tci-thaijo.org/index.php/JMSNPRU/article/view/257494 Factors affecting the accounting practice potentials of the community enterprises in Nakhon Pathom Province 2021-12-30T09:08:33+07:00 Supanee Injun supanee_injun@hotmail.com <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; This research was a quantitative research aimed to study 1. The accounting potential of community enterprise group in Nakhon Pathom Province and 2. Factors affecting the accounting practice potentials of the community enterprises in Nakhon Pathom Province. Samples were consisted of 129 community enterprise groups in Nakhon Pathom Province in Bangkok, sized by G * Power 3.1.9.2 program and using accidental sampling. Research instruments were a five-rating scale questionnaire with the overall reliability of .98. Statistics used for data analysis were mean, standard deviation, Pearson correlation coefficient and multiple regression analysis.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The research found that 1. The overall accounting potential of community enterprise group in Nakhon Pathom Province was in medium level. Considering in aspects, 5 aspects were found in medium level as follow Information Technology, Problem solving, Professional ethics and Legal aspects related to accountants and one aspect was found in low level, Foreign language aspect. 2. Factors statistically affected the accounting practice potentials of the community enterprises in Nakhon Pathom Province with the significant at level 01, were four factors, respectively, the regression coefficient in the form of standard scores as follows: Accounting Knowledge Factors (X1, β = 0.41), Accounting Proficiency Factors (X4, β = 0.31), Professional Accounting Skills Factors (X2, β = 0.24), and Accounting Information System Factors (X3, β = 0.12) which had the predictive coefficient of 0.27 (R<sup>2</sup> = 0.27) and had the standardized predictive equation form as <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Z = 0.41Z<sub>1</sub> + 0.24Z<sub>2</sub> + 0.12Z<sub>3</sub> + 0.34Z<sub>4</sub></p> <p>Article history : Received 13 November 2020 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Revised 21 January 2021<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Accepted 28 January 2021 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;SIMILARITY INDEX = 0.00 %</p> 2021-12-31T00:00:00+07:00 Copyright (c) 0 https://so03.tci-thaijo.org/index.php/JMSNPRU/article/view/257495 The Capability Innovation Management for the Organization Performance of the Agricultural Industry in Thailand 2021-12-30T09:08:50+07:00 Sudarat Pimonrattnakan pimon124@gmail.com <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; This research aimed 1) to study the influence of Dynamic Human Capital Development Potential, Change Management Base on Diversity, Potential for Creating Creative Business Alliances. This affects the Capability innovation Management of the agricultural industry in Thailand. 2) to study the influence of Capability innovation Management that affect the Value-Co-Creation base on Competitive Excellence of the agricultural industry in Thailand. 3) to study the influence of Capability innovation Management that affect the Sustainable Organization Performance of the agricultural industry in Thailand. 4) to study the influence of Value-Co-Creation base on Competitive Excellence that affect the Sustainable Organization Performance of the agricultural industry in Thailand. This research is quantitative research. The sample is used in the agricultural industry in Thailand, consisting of 320 places. The research instrument was a questionnaire. The statistics used for data analysis were frequency, percentage, mean, and standard deviation. For the statistics used to test the hypothesis, the researcher used the harmonic index consisting of chi-square, GFI, RMSEA and CFI. And the results of the verification were consistent with the empirical data. The results of the data analysis showed that the Chi-square was 63.02 with the P-Value of 0.30 and the CFI was 1.00. GFI was 0.98 and RMSEA was 0.02.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The results found that The results of the study showed that the results of the 1) Dynamic Human Capital Development Potential, Change Management Base on Diversity, Potential for Creating Creative Business Alliances has a direct positive influence on the Capability innovation Management of the agricultural industry in Thailand. 2) Capability innovation Management has a direct positive influence on the value-co-creation base on Competitive Excellence of the agricultural industry in Thailand. 3) Capability innovation Management has a direct positive influence on the Sustainable Organization Performance of the agricultural industry in Thailand. 4) Value-co-creation base on Competitive Excellence has a direct positive influence on the Sustainable Organization Performance of the agricultural industry in Thailand. And the benefits of this research are a way for the industry to plan to implement the principles of Sustainable Organization Performance.</p> <p>Article history : Received 22 October 2020 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Revised 8 December 2020<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Accepted 20 January 2021 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;SIMILARITY INDEX = 0.56 %</p> 2021-12-31T00:00:00+07:00 Copyright (c) 0 https://so03.tci-thaijo.org/index.php/JMSNPRU/article/view/257497 Balanced Scorecard Administrative Strategies of A Community Enterprises Group for Processing Product from Coconut, Ampawa District, Samut Songkhram Province 2021-12-30T09:11:19+07:00 Varinthorn Tarasansombut varinthorn_ru@hotmail.com <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The study was aimed to 1) study the Balanced Scorecard (BSC) administrative strategies of community enterprise groups for processing product from coconut, Ampawa District, Samut Songkhram Province and 2) to present the Balanced Scorecard (BSC) administrative strategies of community enterprise groups for processing product from coconut, Ampawa District, Samut Songkhram Province by using the in-depth interview. The sample group of this study was 24 leaders and members from 4 community enterprise groups; The Learning Center under the Royal Initiative, Shoe-Manufacturing community enterprise group, Traditional Thai Dessert and Coconut Stalk Basketry community enterprise group in Bang Chang and Brown Coconut Stalk Basketry community enterprise group in Tha Ka. All data obtained were analyzed, gathered and concluded for the appropriate guideline. <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The findings of the Balanced Scorecard (BSC) administrative strategies of community enterprise groups for processing product from coconut, Ampawa District, Samut Songkhram Province revealed that; 1) Customer Perspective – the target group was not the local customer who traveled and bought it as a souvenir, and the local customer who bought it for the household use as it’s not expensive, 2) Financial Perspective – the annual income rate of the target group of The Learning Center under the Royal Initiative has increased 45,000-80,000 baht as there were a different kind of product, and the annual income rate of other community enterprise groups has increased 15,000-30,000 baht as there was a limit of the product, 3) Internal Process Perspective – it was structured as the community enterprise group leader, board of the community enterprise group and member of the community enterprise group, operated by the chairman, vice chairman and secretary with the undefined role and responsibility, and 4) Learning and Growth Perspective – there was no knowledge of creating value-added product and no new generation for its inheritance. <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The findings of the Balanced Scorecard (BSC) administrative strategies of community enterprise groups for processing product from coconut, Ampawa District, Samut Songkhram Province revealed that; 1) Product Development Strategy – to enhance the quality standard, 2) New Product Development Strategy – for more different kind of product, 3) Service Strategy – for more accessibility, 4) Distribution Strategy – to apply the information technology for the local product development, 5) Transportation Strategy – to choose the private transport service for more rapidity, 6) Proactive Public Relation – to choose the appropriate public relation media for the community enterprise product, 7) Proficiency Development Strategy – to improve the human capital for more knowledge, proficiency and expertise on the community enterprise product.</p> <p>Article history : Received 19 October 2020 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Revised 28 January 2021<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Accepted 1 February 2021 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;SIMILARITY INDEX = 2.80 %</p> 2021-12-31T00:00:00+07:00 Copyright (c) 0 https://so03.tci-thaijo.org/index.php/JMSNPRU/article/view/257498 Work Factors Affecting Work Efficiency of Local Government Organization Employees in Khlong Luang District Pathum Thani Province 2021-12-30T09:12:01+07:00 Kronwaka Meesamsen krisada_c@rmutt.ac.th Krisada Chienwattanasook krisada_c@rmutt.ac.th <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The objectives of this study are to 1) study the working conditions of local government organization employees. Khlong Luang District Pathumthani Province and 2) study the influence of working factors. That affects the efficiency of the work of the employees of the local administrative organization in Khlong Luang District Pathumthani Province it is quantitative research. The questionnaire was used as a tool for data collection. The sample group was determined according to the formula of 340 Taro Yamane from the personnel of the Klong Luang District Local Administrative Organization. Pathumthani Province number 2 municipalities 5 sub-district administrative organizations with convenient sampling methods The statistics used for data analysis were percentage, mean, standard deviation, and Multiple Regression Analysis.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;The results of the research were as follows: 1) The working factors consisted of job characteristics. role Success and progress in the work Relationships within the organization and the environment in the organization as a whole, there was a high level of opinion. The area with the highest average is the success and progress of the job. And the aspect that had the lowest average was internal relationships. 2) The factors of work That affect the efficiency of the work of the employees of the local administrative organization in Khlong Luang District Pathumthani Province as a whole, including the environment in the organization (β = 0.367) and roles (β = 0.367) with statistical significance at the .01 level, Able to explain the fluctuation of the overall operational efficiency of 32.7 percent and write the equation as follows<br>Y=0.018X1+0.323X2**+0.025X3+0.031X4+0.363X5**</p> <p>Article history : Received 20 February 2021 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Revised 10 March 2021<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Accepted 15 March 2021 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;SIMILARITY INDEX = 4.05 %</p> 2021-12-31T00:00:00+07:00 Copyright (c) 0 https://so03.tci-thaijo.org/index.php/JMSNPRU/article/view/257528 Increasing Community Income through Collaboration between the Government and Private Sector in Social Enterprise: Case Study of Organic Vegetable Cultivation in Tambon Ban Ton, Phrayeun District, Khon Kaen Province 2021-12-30T13:30:04+07:00 kanokwan Auiwong rousseau2475@gmail.com <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; This research had the following objectives:(1) To study collaboration between the government and private sector in social enterprise by conducting a case study of organic vegetable cultivation in Tambon Ban Ton, Phrayeun District, Khon Kaen Province; and (2) To study the effect of public-private collaboration on raising the income of the community from organic vegetable cultivation in Tambon Ban Ton, Phrayeun District, Khon Kaen.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; This research was a qualitative study. Data were collected by in-depth interviews with seven key informants, including one from the government sector, one from the private sector, and five members of the Community Enterprise Group of Tambon Ban Ton, Phrayeun District, Khon Kaen Province. This study had the following findings:<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 1) There was public-private collaboration during implementation of the organic vegetable cultivation in four dimensions: (1) Marketing, including planning and preparation, identifying markets, and processing raw product; (2) Production, including training to increase knowledge on vegetable cultivation and harvesting crop; (3) Management, including implementation in accordance with a structure, roles and responsibilities of enterprise group members; and (4) Finance and accounting, including funding for start-up costs, creation of a revolving loan fund, and training in balancing income and expenditures.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;2) The public-private collaboration in support of the community enterprise helped strengthen the host community in the following ways: (1) Management: The enterprise was able to double the yield from the organic vegetable cultivation; (2) Marketing: Sales of product doubled; (3) Increased knowledge: Participants learned how to minimize capital costs in the purchase of fertilizer; (4) Public relations: Participants learned how to add value to the product through branding; and (5)Capital fund management:Participants were able to expand the area for organic vegetable cultivation.</p> <p>Article history : Received 27 February 2021 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Revised 1 April 2021<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Accepted 5 April 2021 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;SIMILARITY INDEX = 0.00 %</p> 2021-12-31T00:00:00+07:00 Copyright (c) 0 https://so03.tci-thaijo.org/index.php/JMSNPRU/article/view/257541 The Effects of Shareholder Structure, Profitability and Capital Structure on Corporate Income Tax Planning of Listed Companies on The Stock Exchange of Thailand: Real Estate and Construction Industries 2021-12-30T13:30:19+07:00 Janya Krongboon janya_k@mail.rmutt.ac.th Kusuma Dampitakse janya_k@mail.rmutt.ac.th <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The objectives of this research were to investigate the effects of shareholder structure, profitability, and capital structure on tax planning of listed companies on The Stock Exchange of Thailand: real estate and construction industry. The samples were listed companies in real estate and construction industry except property funds and real estate investment trusts. The research using secondary data collected financial statement, form 56–1 and annual report during year 2017 to 2019 from Set Market Analysis and Reporting Tool (SETSMART). The data collected from 84 companies consisted of 237 firm-year. The measurement of tax planning concentrated on corporate income tax planning measured by Effective Tax Rate (ETR). While shareholder structure focused on family ownership. In addition, profitability measured by return on equity and capital structure measured by debt-to-equity ratio. The statistics used were descriptive and multiple regression analysis at 0.05 significant level. The results revealed that the shareholder structure and capital structure had the positive influence on corporate income tax planning. In addition, profitability had the negative influence on corporate income tax planning.</p> <p>Article history : Received 18 February 2021 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Revised 10 March 2021<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Accepted 19 March 2021 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;SIMILARITY INDEX = 0.00 %</p> 2021-12-31T00:00:00+07:00 Copyright (c) 0 https://so03.tci-thaijo.org/index.php/JMSNPRU/article/view/257542 Factors in Considering Loan Applications from Venture Capital for Small and Medium Enterprises in Thailand a Case Study of The Tourism Business Service Sector 2021-12-30T13:30:36+07:00 Manussanun Ngamkhum manusanun_ng@hotmail.com Siriporn Praesri manusanun_ng@hotmail.com <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; This research aimed to 1) study demographic factors which affect the decision to request loans from Venture Capital Business for small and medium sized enterprises in Thailand. A case study of the tourism business service. 2) study the level of important of factors in considering Loan applications from Venture Capital Business for small and medium sized enterprises in Thailand. A case study of the tourism business service. 3) study the relation between the factors in considering Loan applications and the decision to request loans from Venture Capital Business for small and medium sized enterprises in Thailand.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;This research is qualitative research. The sample for this research is SMEs entrepreneurs from the Tourism Industry in Thailand such as hotels, accommodations, restaurants, Travel Agents in Thailand. The techniques that were used for this study is convenience sampling. The sample was 400 SMEs entrepreneurs from the Tourism Industry in Thailand by using the questionnaire to collect the data. The statistical techniques that used to be analyzed for this research are frequency, percentage, means and standard deviation, hypothesis testing. The research hypothesis used T-test, One-way ANOVA or F-test and Pearson's correlation coefficient for analyzing. <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The research results were as follows: 1. Demographic factors are male age education level experience to run business and total amount to request loans. These factors will affect for considering Loan applications differently. 2. The samples’ perceived important levels of factors in considering Loan applications from Venture Capital Business which overall are moderate. The order will be 2.1 Entrepreneurship and management team 2.2 product and service characteristics 2.3 Marketing characteristics and 2.4 Financial characteristics. 3. The result of analysis by using Pearson's correlation coefficient is that factors in considering Loan applications which are Entrepreneurs and Management Team Products and Services Characteristics Marketing Characteristics and Financial Characteristics had relationship with the decision to apply from Venture Capital Business which is statistically significant at the .05 level.</p> <p>Article history : Received 6 January 2021 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Revised 18 March 2021<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Accepted 22 March 2021 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;SIMILARITY INDEX = 2.86 %</p> 2021-12-31T00:00:00+07:00 Copyright (c) 0 https://so03.tci-thaijo.org/index.php/JMSNPRU/article/view/257543 Factors Affecting The Quality of Work Life of Personnel in The Department of Employment, Ministry of Labour 2021-12-30T13:30:53+07:00 Niwat Rungsoi rungsnp@hotmail.com <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The objective of this research was to compare factors affecting the quality of work of personnel in the Department of Employment, Ministry of Labour that classified by individual factors of personnel. This research was quantitative research. The population was 1,258 people and a multistage sampling was performed from the calculations of the formula of Krejcie and Morgan that a sample group consisted of 300 people. A questionnaire used as a tool for collecting data. The statistics used for data analysis were frequency, percentage, mean, standard deviation, t-test, and One- Way ANOVA.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The result indicated that the comparison of factors affecting the quality of work life of personnel in the Department of Employment, Ministry of Labour: concluded that the overall was not different at statistically significant .05, except, regarding the fair and reasonable compensation, opinions differed on education level and monthly income: environmental hygiene and safety have different opinions about sex: job progress and security, there are different opinions on sex: and in social performance, differing opinions on monthly income. In terms of human competence development, social integration, work regulations and work-life balance, there was no statistically significant difference at .05 level.</p> <p>Article history : Received 9 March 2021 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Revised 4 April 2021<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Accepted 7 April 2021 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;SIMILARITY INDEX = 6.96 %</p> 2021-12-31T00:00:00+07:00 Copyright (c) 0 https://so03.tci-thaijo.org/index.php/JMSNPRU/article/view/257544 The Effects of Customer Satisfaction and Its Effects on The Advocacy of Toyota and Honda Car Users in Bangkok Thailand. 2021-12-30T13:31:11+07:00 Atchara Unarat atchara.urt@gmail.com <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; This research aims to study the direct and indirect effects of the expectation factor, perceived quality, perceived value, satisfaction, complaint handling, and loyalty towards advocacy. The samples used in the research were collected from Toyota and Honda car cars. The total sample size consists of 600 individuals, 300 or half of which are Toyota car users and the latter being Honda car users. The statistics used in analyses were in percentages, mean, standard deviation, confirmation element analysis and structural equation modeling. <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The results of the study showed that the expectation of car users had a positive impact on their perceived quality and satisfaction; however, there was no positive impact on the perceived value. Furthermore, perceived quality has a positive impact on the perceived value and satisfaction. Perceived value has a positive effect on satisfaction. Additionally, satisfaction has a positive impact on complaint handling and loyalty, although no positive impact on advocacy was found. Complaint handling has a positive impact on loyalty and advocacy. Lastly, loyalty has a positive impact on advocacy. Results from the studies of both Toyota and Honda executives can be applied to create a perceived quality that is consistent with expectations. In order for customers to realize the perceived value, they must be satisfied with the efficiency of complaint handling, which would in turn increase customers’ loyalty, thus promoting advocacy.</p> <p>Article history : Received 3 March 2021 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Revised 14 April 2021<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Accepted 26 April 2021 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;SIMILARITY INDEX = 0.70 %</p> 2021-12-31T00:00:00+07:00 Copyright (c) 0 https://so03.tci-thaijo.org/index.php/JMSNPRU/article/view/257571 Factors affecting entrepreneurial intentions of 4th Year Students, General Management, Nakhon Pathom Rajabhat University 2021-12-31T05:06:14+07:00 Phongsan Tanyong ptanyong@npru.ac.th Thongchai Pongsittikanchana ptanyong@npru.ac.th Chantana Pongsittikanchana ptanyong@npru.ac.th Patcharakan Nimitsadikul ptanyong@npru.ac.th <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The purpose of this research is 1) to study the level of opinions on entrepreneurial characteristics, attitude towards Entrepreneurship, perceived ability of entrepreneurship, entrepreneurial education and entrepreneurial intentions of the Fourth Year Students in General Management, Nakhon Pathom Rajabhat University 2) to study the factors affecting entrepreneurial intentions of the 4th year students in General Management, Nakhon Pathom Rajabhat University. Using a quantitative research methodology, sample used in this research is a 4th year student in General Management, Nakhon Pathom Rajabhat University, total 191 people by quota sampling method. The data were analyzed by descriptive statistics such as frequency, percentage, mean and standard deviation and inferential statistics used stepwise multiple regression analysis.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The results of the research were as follows: 1) the level of opinion on entrepreneurial characteristics, attitude towards Entrepreneurship, perceived ability of entrepreneurship, entrepreneurial education and entrepreneurial intentions of the 4th Year Students in General Management, Nakhon Pathom Rajabhat University was in all high levels. 2) attitude towards Entrepreneurship factors, perceived ability of entrepreneurship and entrepreneurial education positively affecting entrepreneurial intentions of the fourth-year students in General Management, Nakhon Pathom Rajabhat University statistically significant and has a forecasting power of 59.00 percent. The equation was as follows:<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Y ̂tot= 0.544 + 0.183** (X<sub>3</sub>) + 0.104** (X<sub>2</sub>) + 0.093** (X<sub>4</sub>)</p> <p>Article history : Received 8 March 2021 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Revised 18 April 2021<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Accepted 28 April 2021 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;SIMILARITY INDEX = 2.82 %</p> 2021-12-31T00:00:00+07:00 Copyright (c) 0 https://so03.tci-thaijo.org/index.php/JMSNPRU/article/view/257567 The Principles of Good Governance Affecting Service Quality Management of Nakhon Pathom Government Center 2021-12-31T05:06:34+07:00 Sukanya Phothijathoom forever-2912536@hotmail.com Suravee Sunalai forever-2912536@hotmail.com <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The purposes of this study were: to compare the levels of customer satisfaction towards service quality management at Nakhon Pathom government center classified by personal factors and to analyze good governance that effects on service quality management at Nakhon Pathom government center. The samples from this study consisted of 388 individuals who were served by Nakhon Pathom government center. The research instrument was the questionnaires. For the statistics that used to analyze descriptive data were frequency, percentage, mean and standard deviation, and inference statistics were t-test and One-way ANOVA, and Multiple Linear Regression.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Findings reveal that:<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 1) The levels of customer satisfaction towards service quality management at Nakhon Pathom government center in overall are not significantly different at 0.05 level between customers with different gender, ages, academic level, occupations, and average income;<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 2) The results of Multiple Linear Regression analysis found that there were five principles of good governance are able to explain the variation of customer satisfaction towards service quality management at Nakhon Pathom government center by 46.80. When considering the independent variables that have a prediction power on customer satisfaction towards service quality management include accountability (b = 0.170), merit (b = 0.135), effectiveness and efficiency (b = 0.131), , participation (b = 0.126) and rule of law (b = 0.093). The regression equation was <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; ŷ = 1.341+0.093x<sub>1</sub>**+0.135x<sub>2</sub>**+0.057x<sub>3</sub>+0.126x<sub>4</sub>**+0.170x<sub>5</sub>**+0.131x<sub>6</sub>**</p> <p>Article history : Received 8 March 2021 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Revised 15 April 2021<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Accepted 29 April 2021 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;SIMILARITY INDEX = 6.93 %</p> 2021-12-31T00:00:00+07:00 Copyright (c) 0 https://so03.tci-thaijo.org/index.php/JMSNPRU/article/view/257546 The Board Process Factors Antecedents of Board Performance 2021-12-31T05:06:57+07:00 Kittisak Jermsittiparsert kittisak.jer@dpu.ac.th Kovit Wongsurawat kittisak.jer@dpu.ac.th <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The main objective is to investigate that if a significant relationship exists among the board’s process factors and the board performance. For this purpose, a hypothesis was developed stating that variables like, effort norms, cognitive conflict, and use of skills and knowledge are the manifest variables for the board process, and the group think is positively related with board monitoring, networking and service roles of performance in Thailand. This relationship was tested using PLS. Thus, significant association was found among the two constructs which is also consistent with findings, in which the found supporting evidence for the idea that the board’s task performance is significantly influenced by the board’s process variables. In addition, each particular monitoring, networking and service tasks are differently affected by board processes. Furthermore, industry and firm characteristics also significantly affect the board’s task performance. In a similar vein, collected 325 samples from Thailand companies and 384 from the directors. Thus, board performance and board process are found to be related in terms of cognitive conflict, use of skills and knowledge, and individual parameters of effort norms. When information is received, the group members tend to avoid any superior debate and give in to their peers’ persuasive power and do not attempt to raise their point. This explains why policymakers use inefficient approach while taking decisions. suggested to integrate those processes which reinforce each other in a group. Besides, he also cited a few examples, such as, failure to consider risks arising from the selection of preferred choices; incomplete survey of objectives and alternatives; selective bias during information processing, inefficient search of information, failure to review alternatives that were rejected initially; and failure of executing contingency plans.</p> <p>Article history : Received 18 March 2021 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Revised 15 April 2021<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Accepted 30 April 2021 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;SIMILARITY INDEX = 0.00 %</p> 2021-12-31T00:00:00+07:00 Copyright (c) 0 https://so03.tci-thaijo.org/index.php/JMSNPRU/article/view/257545 Behaviors that Affect Online Shopping through Shopee Application of Consumers in Nakhon Pathom Province 2021-12-31T16:54:00+07:00 Pawana Bumrungsuk pawanaae@gmail.com <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; There are two objectives of this research: 1) to study the behavior of online shopping through Shopee application of consumers in Nakhon Pathom Province when classified by behavior of using the internet to shopping online and 2) to study 6 marketing factors affecting decision to shop online via Shopee application of consumers in Nakhon Pathom Province. The researcher collected data from consumers in Nakhon Pathom area who had previously made purchases online products through an application, 400 people collect data using convenience selection method. The tool used was a questionnaire that has been validated for content validity and find an acceptable level of confidence. The statistics used in the data analysis consisted of percentage, mean, standard deviation, tests, one-way analysis of variance. and multiple regression analysis.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The results showed that<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 1. Online shopping behavior through the Shopee application of consumers in Nakhon Pathom Province when classified according to the behavior of using the internet to shop online statistically significant<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 2. Marketing Factors Affecting Online Shopping Decisions via Shopee applications consumers in Nakhon Pathom Province consisted of products (b=0.141) price (b=0.102) distribution channels (b=0.180) marketing promotion (b=0.081) and privacy (b=0.321) The equation has a predictive power of 73.10 percent. The equation can be written as follows. <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Ŷ = 0.494 +0.141 x<sub>1</sub> **+ 0.102 x<sub>2</sub> *+ 0.180 x<sub>3</sub> **+ 0.081 x<sub>4</sub> *+ 0.067 x<sub>5</sub> + 0.321 x<sub>6</sub>**</p> <p>Article history : Received 3 March 2021 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Revised 20 May 2021<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Accepted 28 May 2021 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;SIMILARITY INDEX = 2.19 %</p> 2021-12-31T00:00:00+07:00 Copyright (c) 0 https://so03.tci-thaijo.org/index.php/JMSNPRU/article/view/257565 Influence of Brand Equity as a Mediator Linked to Marketing Mix to Purchase Intention of Toyota Cars in Thonburi Side of Bangkok 2021-12-31T16:54:34+07:00 Nathapol Chaikusint S6141410002@sau.ac.th Sumalee Ramanust S6141410002@sau.ac.th <p>The objectives of this research are: (1) to study marketing mix factors, brand equity, and Toyota car purchase intention of consumers in Thonburi area, Bangkok; (2) to study brand equity as mediator connecting marketing strategies affecting Toyota car purchase intention of consumers in Thonburi area, Bangkok. Research tool was questionnaire. Data were collected from 500 purchasers who purchased Toyota cars in Thonburi area, Bangkok, under the concept of Comrey &amp; Lee (2013). Statistics used in this research were mean, Standard Deviation, and Structural Equation Model (SEM) by using Smart PLS program.<br>The results revealed that: (1) Overall marketing mix, brand equity, and purchase intention level were in high level; and (2) Brand Equity as a mediator linked to marketing mix to purchase intention of Toyota Cars in Thonburi side of Bangkok, sorted by overall influence consisted of Brand Associate (BAS) (TE=0.360), Brand Awareness (BAW) (TE=0.202), Perceived Quality (PQ) (TE=0.132), Brand Loyalty (BL) (TE=0.220), and Marketing Mix has an overall on purchase intention (TE=0.745). Which shows that marketing mix has an overall on purchase intention more than connecting to influence on brand equity.</p> <p>Article history : Received 10 April 2021<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Revised 5 June 2021<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Accepted 7 June 2021<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;SIMILARITY INDEX = 0.00 %.</p> 2021-12-31T00:00:00+07:00 Copyright (c) 0 https://so03.tci-thaijo.org/index.php/JMSNPRU/article/view/257576 The Impact of financial performance to use of the QR-Code technology to receive payments for goods and services : Case Study of pomelo operators in Amphawa 2021-12-31T16:54:49+07:00 Veerakij Utharnsakul kingkan@webmail.npru.ac.th Kingkan Jarukana kingkan@webmail.npru.ac.th Kusuma Sangkhakun kingkan@webmail.npru.ac.th <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The research objective is to The impact of financial performance to use of the QR-Code technology to receive payments for goods and services: Case study of pomelo operators in Amphawa. The study samples composed of a case study of pomelo operators in Amphawa and structured interviews were used as a tool to collect data from 72 pomelo owners. By sampling using the formula for finding the sample population with the formula of Taro Yamane from the population of 88 pomelo owners in Bang Nang Li Subdistrict, Amphawa District, Samut Songkhram Province. The statistics used in data analysis were only the descriptive statistics, and the multiple regression analysis (stepwise). The results of the research showed that the introduction of QR code technology to receive payments for goods and services : case study of pomelo operators in Amphawa has affected the financial performance of owners. This is based on the number of payments for goods and services with QR code (β = 0.41) and confidence in use (β = 0.20) with a predictive power 23.10% with significant difference of 0.05 the regression equation was <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Y =58.99 + 0.41(X<sub>1</sub>) **+ 0.20 (X<sub>2</sub>)**</p> <p>Article history : Received 16 May 2021 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Revised 1 August 2021<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Accepted 4 August 2021 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;SIMILARITY INDEX = 0.00 %</p> 2021-12-31T00:00:00+07:00 Copyright (c) 0 https://so03.tci-thaijo.org/index.php/JMSNPRU/article/view/257566 Risk Management Process of Occupants in I Condo Green Space Sukhumvit 77 Phase 1 2021-12-31T16:55:06+07:00 Natthanun Khamdee ut.pichaya@gmail.com <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The objectives of this research were: to study personal information for residents that affect condominium risk management: to study the level of physical resource management of buildings: to study the level of condominium risk management: and to study the relationship between general information and the risk management of occupants in I Condo Green Space Sukhumvit 77 Phase 1. Population were residents of I Condo Green Space Sukhumvit 77, Phase 1. The samples consisted of 216 people which collected data from questionnaires and analyzed by computer package program. The statistics used were frequency, percentage, mean, standard deviation, Independent-Samples t-test, One-Way ANOVA, F-test and Multiple Linear Regression.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The results indicated that: (1) the most of respondents were male; aged between 21-30 years old; graduated in bachelor degree; private employees; income between 15,001-30,000 Baht: (2) managing physical resources by people to manage beyond expectations: (3) the risk management of condominiums of residents were the risks associated with financial management, which were at the highest level of risk: (4) the different of gender, age, educational level, occupation and income; the opinion about risk management were not difference at statistical significant level of 0.05, as for the different status, opinions on strategic risk management were difference at statistical significant level of 0.05; these results found that single and married, had a different opinion: and (5) human resource management affected to risk management while location and work aspects did not affect risk management at statistically significant level of 0.05.</p> <p>Article history : Received 8 February 2021 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Revised 25 June 2021<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Accepted 1 July 2021 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;SIMILARITY INDEX = 6.55 %</p> 2021-12-31T00:00:00+07:00 Copyright (c) 0 https://so03.tci-thaijo.org/index.php/JMSNPRU/article/view/257568 The Casual Effect of Dynamic Capabilities and Information System Quality on the Performance of Small and Medium Enterprises in the Digital Age : The Study of Mediating Variables of Product, Process and Marketing Innovation 2021-12-31T16:55:23+07:00 Boontharika Wongwanich krisada.dba@gmail.com Kritsada Chienwatthanasuk krisada.dba@gmail.com <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; This research aimed at studying 1) the effect of dynamic capabilities on the performance of small and medium enterprises in the digital age; 2) the effect of dynamic capabilities on product, process and marketing innovation of small and medium enterprises in the digital age; 3) the effect of information system quality on the performance of small and medium enterprises in the digital age; 4) the effect of information system quality on product innovation, process and marketing of small and medium enterprises in the digital age; 5) the effect of product, process and marketing innovation on the performance of small and medium enterprises in the digital age; and 6) the mediating effect of product, process and marketing innovation variables between dynamic capabilities and information system quality on the performance of small and medium enterprises in the digital age. The researcher used a multistage sample technique to gather data from 500 small and medium-sized business entrepreneurs in Thailand. The research instrument was a questionnaire with content validity tests conducted by three experts in the area and reliability tests. Percentage, mean, standard deviation, path analysis, and confirmatory factor analysis were utilized in the study.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The result indicated as follows:<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 1) Dynamic capabilities statistically affected the performance of small and medium enterprises in the digital age with a direct effect of 0.42 and a total effect of 0.73. <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 2) Dynamic capabilities statistically affected product innovation, process and marketing of small and medium enterprises in the digital age with direct effects of 0.85, 0.74, and 0.86, respectively. <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 3) Information system quality statistically affected the performance of small and medium enterprises in the digital age with a direct effect as of 0.15 and a total effect of 0.20. <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 4) Information system quality statistically affected the process innovation of small and medium enterprises in the digital age with a total effect of 0.25; however, information system quality did not statistically affect product and marketing innovation. <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 5) Product and process innovation statistically affected the performance of small and medium enterprises in the digital age with a total effect of 0.43 and 0.13; however, marketing innovation did not statistically affect performance of small and medium enterprises in the digital age. <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 6) Product, process and marketing innovation had a mediating effect between dynamic capabilities and the performance of small and medium enterprises in the digital age with an effect value of 0.31; however, product, process and marketing innovation did not have a mediating effect between information system quality and the performance of small and medium enterprises in the digital age at the statistically significant level of 0.05.</p> <p>Article history : Received 22 May 2021 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Revised 10 August 2021<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Accepted 16 August 2021 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;SIMILARITY INDEX = 2.59 %</p> 2021-12-31T00:00:00+07:00 Copyright (c) 0 https://so03.tci-thaijo.org/index.php/JMSNPRU/article/view/257583 The Decision to Choose Accommodation Services for Thai Tourists in Suphan Buri Province from the Service Marketing Mix 2021-12-31T16:55:41+07:00 Jinda Tubtemdee jinda_k08@hotmail.com <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The objectives of this research were to study 1) the decision to use accommodation services of Thai tourists in Suphanburi Province. from the service marketing mix when classified by personal factors (2) decision to choose accommodation services of Thai tourists in Suphanburi Province from the service marketing mix when classified by accommodation selection behavior. The researcher collected data from 400 Thai tourists using Convenience Sampling method. Data were analyzed using descriptive statistics such as percentage, mean, standard deviation. and inferential statistics by using the t test and one-way analysis of variance.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The results showed that<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 1. The decision to choose accommodation services for Thai tourists in Suphan Buri Province from the service marketing mix when classified by personal factors are different by gender statistically significant.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 2. The decision to choose accommodation services for Thai tourists in Suphan Buri Province from the service marketing mix when classified by accommodation selection behavior are different according to travel frequency main purpose travel companion source of information and cost per time statistically significant.</p> <p>Article history : Received 1 February 2021 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Revised 1 September 2021<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Accepted 9 September 2021 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;SIMILARITY INDEX = 2.97%</p> 2021-12-31T00:00:00+07:00 Copyright (c) 0 https://so03.tci-thaijo.org/index.php/JMSNPRU/article/view/257592 The Influence of Engagement Affecting Organizational Citizenship Behavior of Generation Y Employees in Bangkok and its Vicinity 2021-12-31T16:56:02+07:00 Sirinan Tipcharoen et al. sirinan41@hotmail.com <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The objectives of this research were to study (1) organizational citizenship behavior of Generation Y employees in Bangkok and its vicinity when classified by personal factors and (2) the influence of engagement affecting organizational citizenship behavior of Generation Y employees in Bangkok and its vicinity. The researcher used convenience selection, by collecting online questionnaires from employees of private companies in Bangkok and its vicinity. Data were treated and analyzed by using descriptive and Inferential Statistics methods, which were percentage, mean, standard deviation, independent t-test, One Way ANOVA and Multiple Regression Analysis.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Findings:<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 1. A good member of the organization of Generation Y employees in Bangkok and its vicinity There is a difference according to the status and the income was statistically significant at the 0.05 level<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 2. Influences of engagement affecting organizational membership of Generation Y employees in Bangkok and and its Vicinity consisted of compliance (b=0.22), organizational identification (b=0.27), and organizational internalization (b=0.36) The equation has 44% predictive power. The forecast equation can be written as follows.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Y ̂= 0.18+ 0.22 x<sub>1</sub> ** + 0.27 X<sub>2</sub> **+ 0.36 X<sub>3</sub>**</p> <p>Article history : Received 8 January 2021 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Revised 15 February 2021<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Accepted 28 February 2021 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;SIMILARITY INDEX = 1.45 %</p> 2021-12-31T00:00:00+07:00 Copyright (c) 0