Journal of Management Science Nakhon Pathom Rajabhat University https://so03.tci-thaijo.org/index.php/JMSNPRU <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>Every article must be considered by at least 2 experts with expertise.</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 peer-reviewed and published biannual, is an academies journal for research article; academic article; review article; book review. All published articles must be approved by the editorial board and evaluated by double-blind peer-review. The views and opinions expressed in the articles will be the responsibility of the authors and not considered as the editorial views and responsibilities.</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> คณะวิทยาการจัดการ มหาวิทยาลัยราชภัฎนครปฐม en-US Journal of Management Science Nakhon Pathom Rajabhat University 2392-5817 <p>The views and opinions of the article appearing in this journal are those of the author. It is not considered a view and responsibility of the editorial staff.</p> Fire Safety Management Model of High–Rise Residential Buildings in Bangkok Metropolis https://so03.tci-thaijo.org/index.php/JMSNPRU/article/view/249430 <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The objectives of this study were fourfold: (1) to examine the general condition of the administrative practices with regard to the fire safety of the residential high–rise buildings in Bangkok Metropolis; (2) to ascertain the type of leaders who were capable of using administrative tactics to maintain the fire safety of the residential high–rise buildings in Bangkok Metropolis; (3) to determine the administrative practices regarding the fire safety based on the principle of good governance; and (4) to offer administrative patterns deemed appropriate for the maintenance of the fire safety of the residential high–rise buildings in the Bangkok Metropolitan areas according to the participatory principle. The study was qualitative in nature. 15 key informants comprised the sample of the study. The key informants included the following persons: fire safety specialists from the Bangkok Metropolitan Administration, specialists and topflight persons outside the BMA, some residents living in the residential high–rise buildings, and real estate managers. All of these key informants had a deep understanding of the administration of residential high–rise buildings as well as a lot of experience checking the safety standard of residential high–rise buildings. The collected data were analyzed by descriptive analysis in a systematic way. The data analysis has brought to light the following facts: The research found that <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 1. The BMA had the superb organizational structure deemed highly appropriate for the maintenance of the fire safety of residential high–rise buildings; clarity of roles of the authorities responsible for the maintenance of fire safety of high–rise buildings; authorities concerned strictly abide by the rules and regulations; only the Governor of the BMA had the right to command and worked with all 50 directors of district offices in a collaborative fashion. Due to the fact that the decision–making processes were impeded and impaired by the red tape of the bureaucratic system to the degree that timely responses to the people’s needs and help was an impossibility, the BMA was determined to hire private organizations to provide assistance to the fire victims and to check the quality of residential high–rise buildings. <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 2. The administrators of the BMA had attributes deemed suitable for the management of fire safety of residential high–rise buildings. They set appropriate targets, plans, and procedures with respect to the fire protection and preparedness for urgent action in case of fire. However, the checking of the residential high–rise buildings and the evaluation of the quality of the residential high–rise buildings were far from complete. Moreover, the violators were not severely punished; and the fire prevention practice was not effectual. <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 3. The BMA administered the fire safety of residential high–rise buildings by resorting to the principle of good governance largely because the BMA authorities realized that the fire safety matter was of vital importance in that fire disaster could cause a lot of damage of lives and properties of the people living in Bangkok Metropolitan areas. Therefore, the BMA administrators had a policy regarding the fire protection and strictly implemented the policy. All policies relevant to the fire protection focused on the safety of the people. <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 4. The governmental agencies responsible for the fire safety of residential high–rise buildings used the principle of participatory leadership only to some extent. For this reason, attempts should be made to encourage the people to take greater part in expressing their opinions and evaluating the operational plan or activities pertaining to the fire safety for the sake of their safety in life and property.</p> <p>Article history : Received 20 February 2019 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Revised 11 July 2019<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Accepted 18 July 2019 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;SIMILARITY INDEX = 0.00 %</p> Sunjutha Witchawut Copyright (c) 2021 https://creativecommons.org/licenses/by-nc-nd/4.0 2021-06-30 2021-06-30 8 1 1 13 10.14456/jmsnpru.2021.1 Management Effectiveness of Local Administrative Organizations Based on The Building Control Act of B.E. 2522 in Samut Prakan Province https://so03.tci-thaijo.org/index.php/JMSNPRU/article/view/253188 <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The objectives of this study were: 1) to investigate the administration effectiveness of the local governments based on the Building Control Act of B.E.2522 in Samutprakan province and 2) to offer recommendations for the improvement of the factors favorable to the administration effectiveness. The study was qualitative in nature. 48 key informants comprised the sample of the study. These key informants had deep knowledge, abilities and skills concerning the administration of the Act. They included the following persons: local administrators, authorities granting a license, and license holders. In – depth interviews were conducted with them with an eye to obtaining the needed data; the collected data were analyzed by means of descriptive analysis. <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The data analysis revealed the following facts: operations pertaining to the housing control law consisted of four steps: (1) making an official request for obtaining a permit, (2) checking the site of building construction, (3) receiving a license, and (4) checking the site when the building construction was underway. Some difficulties and obstacles sprang from the use of the aforesaid, four steps. For instance, some service users failed to understand the laws relating to the building control, documents used for making an official request for obtaining a permit were varied and many to the extent that it was extremely difficult for the service users to gain an insightful understanding. Moreover, the authorities themselves failed to gain insight into the content of the law and they were somewhat negligent in checking the site of the building construction both before and after the building took place. <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 2) However, there were a wide variety of ways that can be used to streamline the use of laws regarding the building control. For instance, keeping the people constantly well – informed about the building control law, encouraging the people to take part in the surveillance of law violators, assuring sufficient staff to perform their duties regarding the checking of the construction site, and training on the building control law should be provided to the operating staff on a continual basis.</p> <p>Article history: Received 20 February 2019 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Revised 16 July 2019<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Accepted 18 July 2019 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; SIMILARITY INDEX = 2.97 %</p> Khongkiat Kamsiripiman Copyright (c) 2021 https://creativecommons.org/licenses/by-nc-nd/4.0 2021-06-30 2021-06-30 8 1 14 25 10.14456/jmsnpru.2021.2 Development of Sepak Takraw Sports Management System For private universities in Thailand https://so03.tci-thaijo.org/index.php/JMSNPRU/article/view/253190 <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The objective of this research were to (1) study and develop the Sepak Takraw sports management system of private universities in Thailand and (2) evaluate the quality of Sepak Takraw sports management system of private universities in Thailand. Research study model use research and development along with in-depth interviews and focus group discussions. The sample group was administrators, sports teachers and general teachers in 9 private universities, totaling 320 people. Interviews and fucus group, The key informants were 9 private university administrators.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The research found that<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 1. The development of Sepak Takraw sports management system of private universities in Thailand In the overall picture, it is at a high level. And when considering each aspect, it was found that the development of Sepak Takraw sports management system of private universities in Thailand In every level By sorting the average from descending as follows The development of vision strategies has the highest meanings, followed by strategic management. Individual considerations sequential strategic planning and strategy determination are the least average.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 2. Sepak Takraw Sports Management System is the gathering of personnel, materials, technology and financial resources needed. Used to enable sports organizations to achieve their goals. Executives may be in the form of individuals. Or the committee is responsible for collecting the resources, personnel, money and tools that will be used to work and achieve goals.</p> <p>Article history: Received 18 April 2019 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Revised 20 July 2019<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Accepted 23 July 2019 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; SIMILARITY INDEX = 0.00 %</p> Umnouy Janthamontree Copyright (c) 2021 https://creativecommons.org/licenses/by-nc-nd/4.0 2021-06-30 2021-06-30 8 1 26 38 10.14456/jmsnpru.2021.3 Management of community enterprises by applying the sufficiency economic philosophy effectively https://so03.tci-thaijo.org/index.php/JMSNPRU/article/view/253191 <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; This research aimed to (1) study the status and problems of community enterprise business management in Bangkok; and (2) develop a model of the sufficiency economy philosophy for effective management of community enterprise business in Bangkok. The results of the research were as follows:<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 1. Community enterprises in Bangkok had a level of sufficiency economy philosophy for the management of community enterprises in moderation by paying attention to moral conditions, knowledge conditions and modesty. The least emphasis on applying the sufficiency economy philosophy for community enterprise management was immunity. The significant factors of the sufficiency economy philosophy that affect the management of community enterprises in Bangkok are moral conditions, modesty, reasonability and knowledge conditions. <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 2. The model of the sufficiency economy philosophy for effective management of community enterprises in Bangkok is to apply the concepts and characteristics of community management according to the sufficiency economy philosophy as a strong community enterprise, and it consists of the concept as below: (1) The restoration of the community: by creating a development coalition and searching for the capacity and integrated community funds, the life plan, community plan and local development plan. (2) Concept of the adaptation of the community: by organizing a good management system. There is surveillance in dealing with problems and obstacles, and being a part of established community social measures to be an agreement for peaceful coexistence and continually learn and develop their own potential, and (3) the concept of the existence of the community: by building solidarity in the community. And encouraging the community to love and cherish the community can be self-sufficient sustainably with three systems such as triangle support system, knowledge system, information system and related system.</p> <p>Article history: Received 2 October 2019 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Revised 1 December 2019<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Accepted 9 December 2019 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; SIMILARITY INDEX = 2.89 %</p> Peerawich Jitpetch Copyright (c) 2021 https://creativecommons.org/licenses/by-nc-nd/4.0 2021-06-30 2021-06-30 8 1 39 49 10.14456/jmsnpru.2021.4 Teachers Leadership and Work Environment That Influence the Effectiveness of Teachers Performance in Secondary School Level https://so03.tci-thaijo.org/index.php/JMSNPRU/article/view/253262 <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; This study aimed at studying the level of teacher’s leadership and work environment that influence the effectiveness of teacher’s performance. This research collected 186 secondary school teachers. The research instrument was a questionnaire. The data was analyzed by using descriptive statistics such as frequency, percentage, average, deviation, and multiple regression analysis. <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The result shows that teacher’s leadership for change has the highest influence on work performance among three aspects. In terms of work environment, instructional program management, and instructional model had the greatest influence on performance. of the teacher with statistical significance at the 0.05 level, the equation had 58.00 percent predictive power. The work environment influenced the teacher's performance, including job-specific characteristics, security, and job supervision. teacher's work with statistical significance at the 0.05 level, the equation had 46.20% predictive power.</p> <p>Article history: Received 11 February 2020 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Revised 20 Murch 2020<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Accepted 27 Murch 2020 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; SIMILARITY INDEX = 0.00 %</p> Pakamass Buapong Krisada Chienwattanasook Copyright (c) 2021 https://creativecommons.org/licenses/by-nc-nd/4.0 2021-06-30 2021-06-30 8 1 50 62 10.14456/jmsnpru.2021.27 Competency Development of Educational Personnel Office Secondary schools in the lower central region https://so03.tci-thaijo.org/index.php/JMSNPRU/article/view/253265 <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The objectives of this research were to: (1) study the relationships between core competency together with supporting factors and the result of work performance of educational personnel in the Secondary Educational Service Area Office in the lower central region, (2) find out guidelines for developing the educational personnel in the Educational Service Area Office in the lower central region. The mixed research method was applied in this research. The samples used in quantitative research were selected by stratified random sampling and simple random methods from the personnel and employees working for the Office of Educational Service Areas, consisting of 3 groups: (1) Educational Supervisors, (2) Staff Personnel, and (3) Employees, totaling 111 persons. The data were analyzed by using percentage, mean, standard deviation, and Pearson's product moment correlation coefficient. For the qualitative research, structured interview was employed for collecting the data from key informants, including (1) the directors of the administrative sector, <br>(2) the director of the personnel management sector, and (3) the director of the policy and plan sector, consisting of 9 persons, selected by using purposive sampling method and content analysis was used for data analysis.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The results of the research showed that<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 1. There was relationship between core competency together with supporting factors and educational personnel’s work performance outcome (Y tot) with statistical significance at the .01 level. There was the highest relationship at .386 between attitude and educational personnel’s work performance outcome, whereas the relationship between motivation and work performance outcome was at the least level at .040.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 2. The personnel development guidelines were that the personnel should strive for their operations and methods, that the personnel development should be seriously and thoroughly supported and proceeded operation, including promotion of further study, organizing the training, seminar, and study tour, through clear administrative system for core competency development. The reason was that the promotion of core competency development according to the personnel’s need would result in more effectiveness and efficiency of the organization.</p> <p>Article history: Received 1 February 2020 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Revised 28 Murch 2020<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Accepted 31 Murch 2020 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; SIMILARITY INDEX = 3.68 %</p> Rachjikorn Jitwattananon Copyright (c) 2021 https://creativecommons.org/licenses/by-nc-nd/4.0 2021-06-30 2021-06-30 8 1 63 78 10.14456/jmsnpru.2021.6 The Guideline for Potential Development of Wellness tourism service providers in Wellness tourist attraction management, A case study of Nong Yai Plong hot spring community, Noang Yai Plong, Phetchaburi https://so03.tci-thaijo.org/index.php/JMSNPRU/article/view/253266 <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The research aimed to (1) study the context of wellness tourism in Nong Ya Plong hot spring community, (2) study the need to develop the potential of the local people that acts as a wellness tourism service provider, 3) find the guidelines to develop tourism service providers' potential in wellness tourist attraction management; a case study of Nong Ya Plong hot spring community, Nong Ya Plong District, Phetchaburi Province. This research was a qualitative research by conducting a survey of the study area in Nong Ya Plong hot spring tourist attraction in Phetchaburi Province. The sampling group was 25 stakeholders, consisting of (1) community leaders, (2) local entrepreneurs, and (3) local people in the community. The data was collected by using semi-structured interview, meeting and group discussions methods with selecting purposive sampling group. <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The results showed that: <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 1. The health tourism context in Nong Ya Plong Phu hot spring community found that; the health tourism activities were a hot - spring bathing and foot soaking, Thai health massage and nature trail hiking. <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 2. Regarding the need to develop the potential of the local that acted as a wellness tourism service provider, it revealed that the development needs were: (1) English youth guide development (2) English training for Thai masseuses and service providers (3) good host skills and 4) hygienic management in wellness tourist attractions.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 3. The guidelines for the development of tourism service providers' potential in wellness tourist attraction management; a case study of Nong Ya Plong Hot Springs Community Nong Ya Plong District, Phetchaburi Province, to have the potential and important features as following factors: (1) English language skills (2) tourism service skills (3) sanitation and safety.</p> <p>Article history: Received 18 February 2020 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Revised 3 April 2020<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Accepted 7 April 2020 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; SIMILARITY INDEX = 0.00 %</p> Pimchanok Mulmit Copyright (c) 2021 https://creativecommons.org/licenses/by-nc-nd/4.0 2021-06-30 2021-06-30 8 1 79 92 10.14456/jmsnpru.2021.7 Effectiveness of rights and legal registration services of the Land Office PrachuapKhiri Khan Province https://so03.tci-thaijo.org/index.php/JMSNPRU/article/view/253267 <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; This research aimed to study: (1) level of effectiveness of rights and juristic registration services of PrachuapKhiri Khan Land Office (2) quality of services regarding rights registration and juristic acts of the PrachuapKhiri Khan Land Office (3) quality of services Having a logical-effect relationship And the effectiveness of rights and legal registration services of PrachuapKhiri khan Land Office The sample group used in the research was 394 people who came to contact the PrachuapKhiri Khan Land Office. Data were treated and analyzed by using descriptive and Inferential Statistics methods, which were percentage, mean, standard deviation, and Multiple Linear Regression Analysis.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Findings:<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 1. The effectiveness level of rights and legal registration services of PrachuapKhiri Khan Provincial Land Office found that in general and in each aspect the effectiveness is at the highest level. The order is as follows: accuracy in work, rights registration and legal affairs Satisfaction in providing services on rights registration and legal transaction and the achievement of goals in the registration of rights and juristic acts<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 2. The quality of service in relation to the registration of rights and juristic acts of PrachuapKhiri Khan Provincial Land Office found that the overall quality of service is at the highest level. When considering each aspect, found that the quality of service is at the highest level in the following order Providing equal service Continuous service on time service Progressive service and the aspect of service quality at a high level is sufficient service.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 3. Service quality factors in overall, on time Sufficient service Continuous service provision and progressive services Have a rational relationship with the effectiveness of rights and juristic registration services of PrachuapKhiri Khan Land Office statistical significance at the level of 0.001 The equation of the multiple regression analysis is Ŷ= 0.601**–0.004 x<sub>1</sub> + 0.194 x<sub>2</sub> ** + 0.060 x<sub>3</sub> ** + 0.515 x<sub>4</sub> **+ 0.109 x<sub>5</sub> **</p> <p>Article history: Received 24 March 2020 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Revised 13 May 2020<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Accepted 15 May 2020 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; SIMILARITY INDEX = 3.22 %</p> Anon Numthai Copyright (c) 2021 https://creativecommons.org/licenses/by-nc-nd/4.0 2021-06-30 2021-06-30 8 1 93 107 10.14456/jmsnpru.2021.8 The Development of the Quality of Public Administration (PMQA) in the Organization Management under the Policy of Thailand 4.0 of Agencies under the Ministry of Natural Resources and Environment in Phetchaburi Province https://so03.tci-thaijo.org/index.php/JMSNPRU/article/view/253269 <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; This research aimed to study: (1) study the level of quality development of public administration (PMQA) in organizational management. of agencies under the Ministry of Natural Resources and Environment in Phetchaburi Province. (2) Study Thailand 4.0 policy in organizational management of agencies under the Ministry of Natural Resources and Environment in Phetchaburi Province. (3) Study Thailand 4.0 policy in organizational management. There is a rational relationship with the development of quality of public administration (PMQA) in the management of the organization of agencies under the Ministry of Natural Resources and Environment in Phetchaburi Province The sample group used in the research was 130 personnel working in agencies under the Ministry of Natural Resources and Environment in Phetchaburi Province. The quota random sampling method was used. 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 quality development of public administration (PMQA) in the management of the organization of agencies under the Ministry of Natural Resources and Environment in Phetchaburi Province In the overall and in each aspect there is a high level of development. The order is as follows: Measurement, Analysis and Knowledge Management. Human resource focus Organization Strategic planning Process management Assessment and in giving importance to service recipients and interested parties<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 2. Thailand 4.0 policy for organization management of agencies under the Ministry of Natural Resources and Environment in Phetchaburi Province In overall and in each aspect, it was practiced at a high level. In the following order In support of the Ministry of Natural Resources and Environment Technology Creative and innovation<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 3. Thailand 4.0 Policy for Organizational Technology Innovation Management And in support of the Ministry of Natural Resources and Environment There is a rational relationship with the development of quality of public administration (PMQA) in the organization management of agencies under the Ministry of Natural Resources and Environment in Phetchaburi Province. With statistical significance at the level of 0.001 and the Thailand 4.0 policy on organizational management Creative There is a rational relationship with the development of quality of public administration (PMQA) in the organization management of agencies under the Ministry of Natural Resources and Environment in Phetchaburi Province. Statistical significance at the level of 0.01 is the multiple regression analysis.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The equation has 92% predictive power. The multiple regression analysis equation is Ŷ = -0.271* + 0.684 x1** + 0.116 x2** + 0.101 x3** + 0.161 x4**</p> <p>Article history: Received 23 March 2020 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Revised 15 May 2020<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Accepted 18 May 2020 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; SIMILARITY INDEX = 2.81 %</p> Angkana Yamnil Copyright (c) 2021 https://creativecommons.org/licenses/by-nc-nd/4.0 2021-06-30 2021-06-30 8 1 108 122 10.14456/jmsnpru.2021.9 Marketing mix factors affecting customers’ behavior in using farmer credit cards of the Bank for Agriculture and Agricultural Cooperatives in Ratchaburi Province https://so03.tci-thaijo.org/index.php/JMSNPRU/article/view/253270 <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; This research aimed to study: (1) the customers’ behavior in using farmer credit card of the Bank for Agriculture and Agricultural Cooperatives in Ratchaburi Province, as classified by personal factors; (2) the influence of service marketing mix factors affecting the customers’ behavior in using farmer credit cards; and (3) the market promotion guidelines for using farmer credit cards. Mixed method research was used in this study. The research sample was 365 customers of the Bank for Agriculture and Agricultural Cooperatives derived by convenient sampling. The research instrument was a questionnaire with the acceptable content validation and reliability. The statistics used for data analysis were percentage, mean, standard deviation, t-test, one-way analysis of variance, and multiple regression analysis. Regarding the qualitative research, the key informants were 4 district managers derived by purposive sampling. Data were analyzed by content analysis.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The findings of this research were as follows:<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 1. The customers’ behavior in using farmer credit card service was statistically significantly different when classified by personal factors in all aspects.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 2. The service marketing mix affecting the behavior in using farmer credit cards in the aspect of card usage per year was price (b = 1.82) and place (b = 1.75). The equation was with the predictive power of 36 percent and could be written as follow: Y = 1.01+0.48 X<sub>1</sub> +1.82 X<sub>2</sub>** +1.75 X<sub>3</sub> **+0.12 X<sub>4</sub> + 0.29 X<sub>5</sub> +0.36 X<sub>6</sub>+ 0.19 X<sub>7</sub><br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 3. The marketing promotion guidelines in using farmer credit cards were focusing on the clear bank's policies; using price and promotion factors to attract customers; increasing the channels to use credit cards; focusing on the comprehensive use of card and inclusive PR campaign.</p> <p>Article history: Received 30 March 2020 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Revised 19 May 2020<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Accepted 21 May 2020 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; SIMILARITY INDEX = 0.00 %</p> Sukuma Lepkrut Copyright (c) 2021 https://creativecommons.org/licenses/by-nc-nd/4.0 2021-06-30 2021-06-30 8 1 123 135 10.14456/jmsnpru.2021.10 Guidelines for developing marketing mix strategies to build brand loyalty among chicken part consumers in western region https://so03.tci-thaijo.org/index.php/JMSNPRU/article/view/253271 <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; This research aimed to study: (1) the brand loyalty of chicken part consumers as classified by personal factors; (2) the marketing mix factors affecting the brand loyalty of chicken part consumers; and (3) the guidelines for developing marketing mix strategies to build brand loyalty among chicken part consumers in western region. Mixed method research was used in this study. The research sample was 400 consumers who bought chicken products in western region, derived by quota sampling. The research instrument was a questionnaire the acceptable content validity and the reliability. The statistics used for data analysis were percentage, mean, standard deviation, t-test, one-way analysis of variance, correlation analysis and multiple regression analysis. Regarding qualitative research, the key informants were 6 managers and consumers derived by purposive sampling. Data were analyzed by content analysis.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The findings of this research were as follows:<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 1. The brand loyalty of chicken part consumers in western region, when classified by personal factors, was statistically significantly different in the aspects of age, education, status, occupation, and income.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 2. The marketing mix strategies to build the brand loyalty of chicken part consumers in western region were marketing promotions (b = 0.23), distribution (b =0.20), product (b = 0.18), and price (b = 0.14). The equation was with the predictive power of 81 percent and could be written as follow: Y = 0.84 +0.18 X<sub>1</sub>**+0.14 X<sub>2</sub>**+0.20 X<sub>3</sub>**+0.23 X<sub>4</sub>**<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 3. For the guidelines for developing marketing mix strategies to build brand loyalty of chicken part consumers, the managers should: (1) regarding product, focus on creating and maintaining product quality, researching and developing products, and designing standardized packaging; (2) regarding price, give priority to price setting by cost, consumers’ purchasing power, and marketing competitors; (3) regarding place, emphasize on reaching customers with targeting community location, expand branches to meet the demand, and increase distribution channels through online media; and 4) regarding promotion, focus on marketing promotion by reducing the price of new products and giving discount on the next purchase.</p> <p>Article history: Received 30 March 2020 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Revised 18 May 2020<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Accepted 21 May 2020 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; SIMILARITY INDEX = 0.00 %</p> Supawan Sonsawat Copyright (c) 2021 https://creativecommons.org/licenses/by-nc-nd/4.0 2021-06-30 2021-06-30 8 1 136 150 10.14456/jmsnpru.2021.11 The Understanding of Democratic Political System Among Lao Migrant Workers in Bangkok https://so03.tci-thaijo.org/index.php/JMSNPRU/article/view/253347 <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The objective of this research aims to study the understanding of democracy among Lao migrant workers in Bangkok and to compare democratic knowledge of Lao migrant workers in Bangkok based on demographic characteristics. This research also studies the relationship between the channels for receiving information and the democratic knowledge of the Lao migrant workers in Bangkok. This was a quantitative research. The samples used in the research consist of 391 Lao migrant workers at restaurant in Bangkok from area 7, 8, and 9 whom were chosen through Convenience Sampling. The questionnaire was used as a tool in collecting the data, and the statistics that are used to analyze the data are percentage, mean, standard deviation, t-test, one-way ANOVA, Least Significant Difference and Pearson’s correlated coefficient.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The research results showed that:<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 1. The knowledge about the democracy of Lao migrant workers in Bangkok was at a moderate level.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 2. The comparison of Lao migrant workers democratic knowledge based on gender, age, level of education, and the period of residence, the researcher found that Lao migrant workers that have different age, level of education, and period of residency, also have a different level of knowledge and understanding about democracy with the statistical significance level at 0.05.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 3. The relationship between the channels for receiving information and the democratic knowledge of Lao migrant workers in Bangkok showed that the internet media is the most important source of information among migrant workers regarding democratic knowledge with the low level of relationship with the statistical significance level at .01</p> <p>Article history: Received 31 March 2020 <br>&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; Accepted 25 May 2020 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; SIMILARITY INDEX = 1.44 %</p> Ployprapat Hotrawaisaya Copyright (c) 2021 https://creativecommons.org/licenses/by-nc-nd/4.0 2021-06-30 2021-06-30 8 1 151 161 10.14456/jmsnpru.2021.12 Bankruptcy Risk: Case Study Delisted Companies in The Stock Exchange of Thailand https://so03.tci-thaijo.org/index.php/JMSNPRU/article/view/253351 <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; This research aims to study the chances of financial failure of companies listed on the Stock Exchange of Thailand before being delisted. The sample group was companies which delisted from the Stock Exchange of Thailand during 1975 - 2020. Collecting secondary data from financial reports, 37 companies from a population of 261 companies. This research conducted research using quantitative methods. And using descriptive statistics. Analyze and calculating according to the Zmijewski Model, use the financial ratios calculated in all 3 ratios to determine the probability of failure or financial bankruptcy. Variables of the calculated Zmijewski Model for each company in the sample group, classified as Group that has a chance of financial failure and a group that does not have a financial failure.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The results of the research showed that Listed companies in the Stock Exchange of Thailand. There are 7 companies in the group that are likely to have a bankruptcy. Companies in the real estate and construction industry Agriculture and food industry, industrial product services Consumer goods and companies in the group do not have a chance of financial failure of 30 companies. It can be seen that most of the sample groups do not have the possibility of financial failure.</p> <p>Article history: Received 25 April 2020 <br>&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; Accepted 25 May 2020 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; SIMILARITY INDEX = 0.00 %</p> Premarat Vilalai Copyright (c) 2021 https://creativecommons.org/licenses/by-nc-nd/4.0 2021-06-30 2021-06-30 8 1 162 173 10.14456/jmsnpru.2021.13 Factors affecting the decision of purchasing domestic flight tickets of Thai Airways: Case Studies of Bangkok - Chiang Mai Routing https://so03.tci-thaijo.org/index.php/JMSNPRU/article/view/253352 <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The objective of this research project is to study the demographic factors and service marketing mix factors which affect the decision of purchasing domestic flight tickets of Thai Airways, Bangkok - Chiang Mai.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; In which the researchers collected data using questionnaires survey from 400 samples of those people who have purchased and travelled with Thai Airways on domestic flight, Bangkok - Chiang Mai. These samplings were collected by convenience sampling technique through a questionnaire-based survey. As the analysis included Percentage, Mean, Standard Deviation, t-test, one-way ANOVA and Multiple Regression Analysis. <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The study found that <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 1. A study of the relationship between demographic factors and the decision of purchasing domestic flight tickets of Thai Airways, Bangkok - Chiang Mai found that careers is statistically different significance at the level of 0.05.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 2. The study base on service marketing mix factors (7Ps) which affect the decision of purchasing domestic flight tickets of Thai Airways, Bangkok - Chiang Mai, the research findings were shown that Product, Price and Personnel are statistical significance at the level of 0.05. The multiple regression equation was shown as follows:<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Y = 0.776* + 0.392X<sub>1</sub>** + 0.112X<sub>2</sub>** - 0.004X<sub>3</sub> + 0.050X<sub>4</sub> + 0.228X<sub>5</sub>** + 0.039X<sub>6</sub> - 0.019X<sub>7</sub> <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; From This equation, the marketing mix factors (Product, Price and Personnel) will be predicted the decision of purchasing domestic flight tickets of Thai Airways, Bangkok - Chiang Mai with the percentage of 21.50.</p> <p>Article history: Received 23 March 2020 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Revised 18 May 2020<br>&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; SIMILARITY INDEX = 0.00 %</p> Narongphon Chanlongbutra Copyright (c) 2021 https://creativecommons.org/licenses/by-nc-nd/4.0 2021-06-30 2021-06-30 8 1 174 186 10.14456/jmsnpru.2021.14 Total Quality Management Development (TQM) of Service Division, Infantry Center, Thanarat Barracks https://so03.tci-thaijo.org/index.php/JMSNPRU/article/view/253354 <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; This research aimed to study: (1) to study level total quality management (TQM) of infantry center service division, Thanarat barracks (2) to study of factors for organizational development 7 factors (7s) of infantry center service division, Thanarat barracks and (3) to study of factors for organizational development 7 factors (7s) there is a relationship with the total quality management (TQM) development of infantry center service division, Thanarat barracks. The sample group was selected from the personnel of infantry center service division. The sample comprised of 154 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. Total quality management development of infantry center service division, Thanarat barracks, when considered in each aspect it was found that was at high level in all aspect, are focus on the internal and external personnel, organization management, performance measurement, continuous quality improvement, and personnel participation respectively.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 2. Factors of organizational development 7 factors (7s) of infantry center service division, Thanarat barracks as a whole was at high level. When considered in each aspect it was found that was at high level in all aspect, are strategy, skill, format, system, structure, shared values, and personnel respectively.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 3. Factors for organizational development 7 factors (7s), includes format and shared values there is a relationship with the total quality management development have statistically significant at the level of 0.001, skill had relationships with statistically significant at the level of 0.05, structure and system have causal relationship statistically significant at the level of 0.05. The equation of the multiple regression analysis is<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Ŷ = 0.296* + 0.070x<sub>1</sub>+ 0.115 x<sub>2</sub> *+ 0.135 x<sub>3</sub> *+ 0.165 x<sub>5</sub> **+ 0.192 x<sub>6</sub> **+ 0.185 x<sub>7</sub> **</p> <p>Article history: Received 13 May 2020 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Revised 28 June 2020<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Accepted 30 June 2020 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; SIMILARITY INDEX = 1.15 %</p> Nutjaree Sinthong Copyright (c) 2021 https://creativecommons.org/licenses/by-nc-nd/4.0 2021-06-30 2021-06-30 8 1 187 197 10.14456/jmsnpru.2021.15 A Quality Management Swiftlet’s Nest Business in Thailand https://so03.tci-thaijo.org/index.php/JMSNPRU/article/view/253356 <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The objective of this research is to study the quality management of a bird-nest business operator in Thailand. Using qualitative research by interviewing 35 people. The main data were divided into three group. First, The swiftlet’s builder entrepreneurs. Second, The entrepreneurs of bird nest cleaning. Third, The entrepreneurs of bird nest distribution. By using PDCA quality management 1. Planning (P) 2. Do (D) 3. Check(C) 4. Action (A). <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The research found that, to build a house in order to feed the birds and to renovate the house that used to feeds the bird, quality and color of the bird's nest is the most important. Operator need to take a serious attention to control the cleanliness in the house. Dash will cause disease, insect. Moreover, the biogas will cause acidity and alkalinity that affect to the colour, shape and thickness of the bird’s nest. Also, the operator has to pay attention to the temperature and humidity of the house, the temperature not to over 30 degrees and the relative humidity around 85-90% for the quality of the bird’s nest. In order to trick the swiftlet to come into the house the volume should be control not to over 80 decibels and open from 16.00-19.00 pm. is the time that the birds will be bent back to the house along to the living route. Food preservation must use in order to maintain the natural protein by bring PDCA to manage the quality because of the bird’s nest will stay in the house for 3-4 months and the bird’s nest contains protein &gt;50%. Also, the result found that the entrepreneurs of the swiftlet can be also a bird’s nest washing operator for sale and able to control the bird’s nest business system of the whole process of PDCA</p> <p>Article history: Received 4 April 2020 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Revised 10 July 2020<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Accepted 15 July 2020 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; SIMILARITY INDEX = 0.00 %</p> Chayaporn Krabeethong Copyright (c) 2021 https://creativecommons.org/licenses/by-nc-nd/4.0 2021-06-30 2021-06-30 8 1 198 215 10.14456/jmsnpru.2021.16 A Personal Financial Management Guideline for Effective Retirement Plan of Employees of Rajabhat University https://so03.tci-thaijo.org/index.php/JMSNPRU/article/view/253357 <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The purposes of this research are to study (1) the factor that influences the personal financial management for efficiency retirement plan of employees in Rajabhat University (2) to study the method of personal financial management and to provide the personal financial management and (3) guideline for efficiency retirement plan of employees in Rajabhat University. This research is mixed method research. The data collections are questionnaire and in-depth interview from employees in Rajabhat University. The statistics used in this research are descriptive statistics, linear regression analysis, and analysis the interview data by typological analysis. <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The results indicated that the representative sample are realize about economic, being good financial discipline and behavior exempt debt, having skill and knowledge in finance for retirement, and being proper and appropriate financial attitude. 1. the model of saving and investment for retirement depends on income, monthly expenditure, other saving, living cost, and debt. 2. For the personal financial management methods of retirement planning, it was found that should have a plan for living in the future. They have to be driven by oneself in self-confidence and consciousness in spending and providing resources for retirement by managing income and expenses, personal debt management, personal risk management, and personal wealth management with the middle line. Besides, to be effective in money management for retirement, there is the enhancement of financial knowledge, financial health controlling and checking regularly. 3. the guidelines of effective retirement planning are to set goals for living after retirement in order to drive themselves in motivation to provide necessary resources after retirement. In the work life, they should provide sufficient income for expenditure and retirement saving or investment.</p> <p>Article history: Received 25 June 2020 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Revised 27 July 2020<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Accepted 29 July 2020 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; SIMILARITY INDEX = 0.00 %</p> Suprawee Sirinukulwatana Copyright (c) 2021 https://creativecommons.org/licenses/by-nc-nd/4.0 2021-06-30 2021-06-30 8 1 216 231 10.14456/jmsnpru.2021.17 Development of communication potential through maps and tourism media to promote Health tourism in the western region of Thailand https://so03.tci-thaijo.org/index.php/JMSNPRU/article/view/253360 <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; There are 2 aims in this research. The first is to study factors for creating tourism maps and multimedia based on local uniqueness of health tourism in the west of Thailand. The second is to design and develop tourism maps and multimedia based on local uniqueness of health tourism in the west of Thailand. Mixed research method and the participation process was used to collect the data. <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; This research found that creating brochure and multimedia based on local uniqueness of health tourism in the west of Thailand should to recognize local and tourists’ needs. There are 3 research results in this research. (1) Type of multimedia should interesting, be easy for understanding and presenting local uniqueness. (2) The multimedia should provide option tourism activities, tourism information such as events, souvenirs. and (3) The contents of multimedia are important. Moreover, this research found that tourist prefer creative media such as cartoon or video than pictures. <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Importantly, brochure and signs should create based on new technology because it can encourage tourism target who are niche market and middle age people. The researcher created the multimedia which were be related important information of destination. QR code was designed for presenting video motion graphic. It is beautiful, fun and easy for understanding.</p> <p>Article history: Received 8 June 2020 <br>&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; Accepted 13 August 2020 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; SIMILARITY INDEX = 1.11 %</p> Kwanyupa Srisawang Art Ar-reerob Copyright (c) 2021 https://creativecommons.org/licenses/by-nc-nd/4.0 2021-06-30 2021-06-30 8 1 232 245 10.14456/jmsnpru.2021.18 Service quality of The War Veterans Organization under The Royal Patronage of His Majesty the King. https://so03.tci-thaijo.org/index.php/JMSNPRU/article/view/253363 <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The research aimed (1) to investigate the levels of service quality and service satisfaction of the War Veterans Organization under the Royal Patronage of His Majesty the King, (2) to examine levels of satisfaction toward the service of the War Veterans Organization under the Royal Patronage of His Majesty the King and (3) to examine service quality of the War Veterans Organization under the Royal Patronage of His Majesty the King affecting to the war veterans’ satisfaction. The quantitative methodology was used. Numbers of the population were uncertain. The sample was 370 out of uncertain numbers of service users at the War Veterans Organization under the Royal Patronage of His Majesty the King collected by convenience sampling. Data were analyzed by using descriptive statistics: frequency, percentage, mean and standard deviation, and using multiple linear regression with enter regression. <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The findings were that (1) the level of service quality was at the highest level; (2) users’ satisfaction was at the highest level and (3) service quality affected positively on the satisfaction of the service quality with a statistical significance which was in accordance with the hypothesis. The satisfaction can be predicted 77 percent. The prediction equation was <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Y = .343** +.321X<sub>1</sub>**+.165X<sub>2</sub>**+ .517X<sub>3</sub>**+.115X<sub>4</sub>**+.453X<sub>5</sub>**</p> <p>Article history: Received 31 March 2020 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Revised 10 September 2020<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Accepted 14 September 2020 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; SIMILARITY INDEX = 0.00 %</p> Thapat Chunyindee et al. Copyright (c) 2021 https://creativecommons.org/licenses/by-nc-nd/4.0 2021-06-30 2021-06-30 8 1 246 253 10.14456/jmsnpru.2021.19 A Causal Relationships Model Between Spiritual Intelligence and Job Satisfaction the affect Organizational Commitment of University Academic Support Staff Rajmangala University of Technology Krungthep. https://so03.tci-thaijo.org/index.php/JMSNPRU/article/view/253408 <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; This research was aimed to develop a causal relationships model between spiritual intelligence and job satisfaction the affect organizational commitment of university academic support staff rajmangala university of technology krungthep. The relationship of this developed model with empirical data was also evaluated. The samples were university academic support staff. using a stratified random sampling method, 260 people were randomized for this study and the casual relationship was examined by LISREL. Resulfs indicated that a causal relationships model between spiritual intelligence and job satisfaction the affect organizational commitment of university academic support staff rajmangala university of technology krungthep was consistent with the empirical data Goodness of fit statistics were chi-square test = 45.24, df=32, p-value=.08, GFI=.99, AGFI=.98, SRMR=.01, RMSEA=.02 and all variables in the model can be explained variance of organizational commitment of university academic support staff to 74 percent. Job satisfaction a positive direct effect with organizational commitment. Moreover, spiritual intelligence a positive indirect effect with organizational commitment as related to job satisfaction.</p> <p>Article history: Received 24 August 2020 <br>&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; Accepted 10 November 2020 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; SIMILARITY INDEX = 0.00 %</p> Sakchai Jantasang Copyright (c) 2021 https://creativecommons.org/licenses/by-nc-nd/4.0 2021-06-30 2021-06-30 8 1 254 269 10.14456/jmsnpru.2021.20 Causal Factors Influencing Risk Management of Electronic Commerce for Small and Medium Enterprises in The Central Region of Thailand https://so03.tci-thaijo.org/index.php/JMSNPRU/article/view/253412 <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The objectives of this research were: (1) to study causal factors influencing the risks of e-commerce for small and medium enterprises, (2) to study management of risks influence of e-commerce for small and medium enterprises and (3) to suggest causal factors influencing risk management of e-commerce for small and medium enterprises. This research was a quantitative research using questionnaires as a tool to collect data. The sample consisted of 400 people using the formula of Cochran (1953). The statistics used for data analysis were percentage, mean, standard deviation, Pearson’s correlation coefficient and analyzed the structural equation modeling: SEM. <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The results found that: <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Findings from the research suggested that information technology, consumer behavior and information security had direct and positive influence on enterprise risk management. By examining the construct validity of information technology model consists of 4 components: data devices network and personnel the research founded the information technology model is consistent with the empirical data. Examining the construct validity of consumer behavior model which consists of 3 components: attitude user interface quality and security perception the research founded the consumer behavior model is consistent with empirical data. Examine the construct validity of security model which consists of 3 components: confidentiality integrity and availability the research founded the security model is consistence with empirical data. <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The examining the construct validity of enterprise risk management model which consists of 4 components: communication support from top management trust and organization structures the research founded the enterprise risk management model is consistent with empirical data.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; In addition, information technology was indirectly influenced by enterprise risk management by passing on consumer behavior and security. Consumer behavior was indirectly influenced by enterprise risk management by passing on security. In enterprise risk management model, the research founded the most influential variables in enterprise risk management were information technology consumer behavior and information security, respectively.</p> <p>Article history: Received 14 November 2020 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Revised 22 January 2021<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Accepted 1 November 2021 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; SIMILARITY INDEX = 0.00 %</p> Anantaporn Wongkham Copyright (c) 2021-06-30 2021-06-30 8 1 270 283 10.14456/jmsnpru.2021.21 Administration to Promote Culture, Traditions and Wisdom of Tambon Donsai Subdistrict Municipality, Khuan Khanun District, Phutthalung Province https://so03.tci-thaijo.org/index.php/JMSNPRU/article/view/253413 <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The objectives of the research were: (1) to study administration to promote culture, traditions and wisdom of administrators and related persons, (2) to study administrative processes to promote culture, traditions and wisdom, and (3) to study the participation of people in promoting culture, traditions and wisdom of Tambon Don Sai subdistrict municipality, Khuan Khanun district, Phatthalung province. This research was a qualitative research with a group of 30 key informants including government sector, private sector and local people, then bring in a systematic, rational and theoretical conclusion.<br>The results indicated as follow:<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 1. Administration to promote culture, traditions and wisdom of administrators and related persons used an integrated mechanism from all sectors to be consistent in order to push towards the goals of quality of tourist attractions, tourism personnel and infrastructure for generating income and distributing income to the community according to the local development plan.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 2. There were some interesting findings in the administrative processes to promote culture, traditions and wisdom as follow: (1) rehabilitation and development of tourist attractions, (2) the promotion of tourism management to be responsible, (3) promotion of tourism that facilitates the learning process, (4) enhancing the participation process of the people and local communities, and (5) promotion, public relations, marketing, creation of activities and patterns of tourism.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 3. The participation of people in promoting culture, traditions and wisdom was a common integration between government sector, private sector and public sector in order to drive strategies for promoting culture, traditions and wisdom, as well as presenting new perspectives that are distinctive and Thai identity, taking into account sustainability such as developing, restoring cultures, traditions and local wisdom.</p> <p>Article history: Received 18 May 2020 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Revised 18 July 2020<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Accepted 20 July 2020 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; SIMILARITY INDEX = 1.45 %</p> Niyom Phatsanasri Pornpen Petsuksiri Copyright (c) 2021-06-30 2021-06-30 8 1 284 294 10.14456/jmsnpru.2021.22 Factors Affecting the Decision to Use Biodiesel Alternative Energy of People in Pathum Thani Province https://so03.tci-thaijo.org/index.php/JMSNPRU/article/view/253431 <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The objectives of this research were: (1) to compare factors affecting the decision to use biodiesel alternative energy of people in Pathum Thani province by classified by personal factor, and (2) to study factors influencing the decision to use biodiesel alternative energy of people in Pathum Thani province. A questionnaire was used to collect data. The sample consisted of 400 people. The statistics used in the analysis were percentage, mean, standard deviation, Chi-square and Regression Analysis in the hypothesis testing to analyze the relationship between independent and dependent variables in this study. The results indicated as follow:<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 1. A comparison of the decision to use biodiesel alternative energy by personal factor concluded that: the overall was not different except for gender, occupation and income per month. <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 2. Factors influencing the decision to use biodiesel alternative energy of people consisted of the perception of biodiesel alternative energy (β = 0.86), followed by the value of biodiesel alternative energy (β = 0.78), knowledge of biodiesel alternative energy, and attitude of biodiesel alternative energy (β = 0.68), respectively. The equation has 89 percent predictive power and can be written as the following equation: <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Z = 0.86 X<sub>1</sub> ** + 0.78X<sub>2</sub> ** + 0.74X<sub>3</sub> ** + 0.64X<sub>4</sub> **</p> <p>Article history: Received 11 January 2021 <br>&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; Accepted 11 March 2021 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; SIMILARITY INDEX = 0.00 %</p> Jinda Tubtemdee Copyright (c) 2021 https://creativecommons.org/licenses/by-nc-nd/4.0 2021-06-30 2021-06-30 8 1 295 306 10.14456/jmsnpru.2021.23 Organizational Citizenship Behavior and Iddhipada-4 affecting Work Performance of Employee in Manufacturing Industry in Phra Nakhon Si Ayutthaya Province https://so03.tci-thaijo.org/index.php/JMSNPRU/article/view/253434 <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The objective of this research is to study organizational citizenship behavior (OCB) and iddhipada-4 affecting the work performance of employee in manufacturing industry in Phra Nakhon Si Ayutthaya province. The sample is 336 employees of manufacturing industry in Phra Nakhon Si Ayutthaya province. A quota sampling was employed and using questionnaire as a research tool. Data were analyzed using descriptive statistics such as frequency, percentage, mean and standard deviation. Inferential statistics analysis which is structural equation model (SEM) was employed in hypotheses testing.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The results of the research showed that the model is consistent with the empirical data. By considering the Chi-square value of 56.444, the p-value of 0.002, Chi-square/df of 1.881, GFI of 0.974, AGFI of 0.932, CFI of 0.994, NFI of 0.988, and RMSEA of 0.051. And the hypothesis testing found that organizational citizenship behavior and iddhipada-4 affecting work performance of employee in manufacturing industry at Phra Nakhon Si Ayutthaya province at 0.05 level of statistical significance, with 87% of the power of forecasting.</p> <p>Article history: Received 21 February 2021 <br>&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; Accepted 19 March 2021 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; SIMILARITY INDEX = 1.41 %</p> Chaleewat Jittsopa Krisada Chienwattanasook Copyright (c) 2021-06-30 2021-06-30 8 1 307 319 10.14456/jmsnpru.2021.24 The Consumers Behavior In Buying Jewelry In Muang District of Kanchanaburi Province https://so03.tci-thaijo.org/index.php/JMSNPRU/article/view/253435 <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; This research aims to study (1) consumer behavior in buying jewelry and (2) The relationship between personal factors and consumer behavior in purchasing jewelry in amphoe maung, Kanchanaburi province. The population was the consumer who chose to buy jewelry in amphoe maung, Kanchanaburi province which did not know the exact population. A sample size of 400 was obtained from the purposive selection method. The research tool was a questionnaire. The data collected were analyzed for statistics regardless of the population distribution, frequency distribution, percentage and chi-square statistics were used.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The results showed that:<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 1. Consumer behavior in buying jewelry found that most samples purchased ring jewelry and purchased it on average once a year. The decided amount is less than 5,000 baht. Buy gemstones made of platinum and made from precious gemstones that are solid. Buy at diamond gold jewelry general stores and buy them from reputable/reliable stores during weekends (Sat-Sun). The criteria used to make a purchase are the right price for the quality, receive information about jewelry from word of mouth but there was no effect in making a purchase decision. Planning before making a purchase<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 2. The relation factors between personal factors and jewelry purchase behavior (2.1) gender correlated with the choice of jewelry, the average number of purchases, reasons for buying and the criteria used in making purchasing decisions (2.2) age correlated with the choice of jewelry, times of purchase, reasons for purchase and characteristics of the store, purchase decision criteria and plan to purchase. (2.3) the status correlated with the influencer person and plan to purchase (2.4)education level correlated with influencer person, characteristics of the store, the resources obtained to influence the purchase of jewelry. (2.5) occupation correlated with the choice of jewelry, the average number of purchases, reasons for buying, purchase decision criteria and plan to purchase. (2.6) Income correlated with the choice of jewelry, the average number of purchases, reasons for buying and plan to purchase. Statistically significant correlations level at .05 and .01</p> <p>Article history: Received 2 February 2021 <br>&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; Accepted 16 April 2021 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; SIMILARITY INDEX = 1.35 %</p> Nuttaya Chombunchoo Copyright (c) 2021 https://creativecommons.org/licenses/by-nc-nd/4.0 2021-06-30 2021-06-30 8 1 320 330 10.14456/jmsnpru.2021.25 The Environmental Factors Affecting Performance Quality of Accounting Firms in Suphanburi Province https://so03.tci-thaijo.org/index.php/JMSNPRU/article/view/253437 <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The aimed of the environmental factors affecting performance quality of accounting firms in Suphanburi province were: 1) to compare performance quality of accounting firms in Suphanburi province that classified by personal factor: and 2) to study the environmental factors influencing performance quality of accounting firms in Suphanburi province. The sample consisted of 286 people using a convenience sampling method. The statistical analysis used percentage, mean, standard deviation, t-test, One-Way ANOVA and multiple regression analysis.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The results indicated as follow:<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 1. Comparison performance quality of accounting firms in Suphanburi province found that there was no difference at statistically significant. When considering each aspect found that performance quality of accounting firms in Suphanburi province in term of resource management difference by gender.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 2. Analysis of internal environmental factors influencing performance quality of accounting firms in Suphanburi province found the factors that affect including the physical environment (b=0.591), personnel (b=0.152) and service processes (b=0.140) were predictive power for the 79 percent and the equation can be written as follows:<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Y = 0.278+0.082 X<sub>1</sub>+0.101 X<sub>2</sub>+0.079 X<sub>3</sub>+0.062 X<sub>4</sub>+0.152 X<sub>5</sub>**+0.140 X<sub>6</sub>**+0.591 X<sub>7</sub>**<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 3. Analysis of external environmental factors influencing performance quality of accounting firms in Suphanburi province found the factors that affect including laws and regulations (b=0.282), economic conditions (b=0.281) and the customer attitudes (b=0.250) were predictive power for the 48 percent and the equation can be written as follows.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Y = 0.683+0.281 X<sub>8</sub>**+0.250 X<sub>9</sub>**+0.081X<sub>10</sub>+0.282 X<sub>11</sub> **</p> <p>Article history: Received 23 February 2021 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Revised 16 April 2021<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Accepted 19 April 2021 <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; SIMILARITY INDEX = 1.44 %</p> Pinyaphat Promma Copyright (c) 2021 https://creativecommons.org/licenses/by-nc-nd/4.0 2021-06-30 2021-06-30 8 1 331 344 10.14456/jmsnpru.2021.26