Journal of Management Science Nakhon Pathom Rajabhat University

The influence of knowledge management on the preventive behavior against COVID-19 risk among students of Western University, Kanchanaburi

Sumalee chasan — 2024-06-30

This research aims to: 1. Compare the preventive behaviors against COVID-19 risk among students of Western University, Kanchanaburi, and 2. Study the influence of knowledge management on these preventive behaviors. Data were collected from nursing students in years 1-4, academic year 2022, at Western University, Kanchanaburi Campus, totaling 251 individuals, and from veterinary students in years 1-6, academic year 2022, at the same campus, totaling 50 individuals.

The results of the research revealed that

1) When comparing the preventive behaviors against COVID-19 risk among students at Western University, Kanchanaburi, statistically significant differences were observed in all aspects. The top three differences in preventive behaviors before and after the study were: maintaining a distance of about 1-2 meters when conversing with others, avoiding the consumption of raw or undercooked food, and wearing face masks when leaving home, in that order.

2) The influence of knowledge management on the prevention and control of COVID-19 among students was evidenced by knowledge utilization (b=0.40) and knowledge creation (b=0.23). Factors that had an effect, but not to a statistically significant degree, included knowledge acquisition, knowledge sharing, and knowledge storing. The predictive power of the equation was 56.30%, and it could be written as follows:

Y_tot =0.31+011X₁+0.23X₂**+0.14X₃+0.40X₄**+0.05X₅

Article history: Received 21 December 2023

Revised 15 January 2024

Accepted 17 January 2024

SIMILARITY INDEX = 15.00 %

Government organizations Management in the 21st Century

Jiraporn Chananchana — 2024-06-30

Government organizations currently confront challenges stemming from diverse changes, such as technological advancements, the global dissemination of COVID-19, and the intricacy of issues necessitating solutions. These challenges have prompted government organizations to adjust to an innovative organizational model, as conventional management approaches are no longer apt. Organizations must undergo structural transformations to endure and prosper.

This article posits management guidelines for government organizations in the 21st century, shifting toward an innovative organizational model. This model encompasses several components, including collaboration between the public and private sectors, transparency, and citizen participation. It underscores risk management and security, the reconfiguration of management systems, the significance of knowledge management, effective leadership, and organizational restructuring. These components function as a roadmap for the development of government organizations in the 21st century, ensuring efficiency and innovation.

Article history: Received 13 November 2023

Revised 25 January 2024

Accepted 29 January 2024

SIMILARITY INDEX = 5.82 %

Marketing mix factors affecting consumers' decision to buy instant coffee 3 in 1 powder in Bangkok

Noppasit kradkrayang — 2024-06-30

This research aims to compare the purchasing decision of 3 in 1 instant coffee powder among consumers in Bangkok. Classified by demographic factors and to study the marketing mix factors affecting the decision to buy instant coffee in 3 in 1 powder form among consumers in Bangkok from questionnaires from the sample group by convenience sampling totaling 385 individuals. Using independent t-test statistics, one-way ANOVA analysis and multiple regression analysis (MRA) Hypothesis testing revealed that there was a statistically significant difference at the .05 level in decision to buy instant coffee in 3 in 1 powder based on that factors of age and occupation and the factor affecting the decision to buy instant coffee 3 in 1 powder is the price and promotion statistically significant at the .05 level as follows:

Y (The decision to buy instant coffee 3 in 1 powder) = .581 + .047 (Product) + .245 (Price) + .093 (Place) + .447 (Promotion)

the predictive power of all 4 variables is 66.7 percent.

Article history: Received 22 February 2024

Revised 17 April 2024

Accepted 19 April 2024

SIMILARITY INDEX = 11.59 %

The Development of a People Participation Model in Community Economic Development in Nakhon Ratchasima Province

Orathai Pholwises — 2024-06-30

The objectives of the study were ; (1) to ascertain the problems and obstacles nexting the community economic development in Nakhon Ratchasima Province . (2) to study the public participation factors effecting the community economic development in Nakhon Ratchasima Province. and (3) the develop the public participation model regarding the community economic development in Nakhon Ratchasima Province. There are 4 groups of key informants: Government sector Private sector Public sector Number of people: 25 people Use the interview form as a research tool. By in-depth interview the collected data was analyzed for content.

The research results found that The development of public participation models in community economic development in Nakhon Ratchasima Province is as follows. (1) Developing participation in decision-making, including attending meetings to present guidelines for community economic development, jointly deciding to plan steps in community economic development, jointly presenting information on community economic development. and join in considering, inspecting, reviewing and making corrections in community economic development. (2) Developing participation in operations, including participating in activities, working together to develop the community economy, jointly supporting materials and equipment to develop the community economy, jointly developing and maintaining cleanliness. in developing the community economy and participating in supervising groups of people in developing the community economy (3) Participation formats include participating in observing and inspecting community economic development, participating in monitoring performance. In community economic development, help compile reports and information about community economic development and help set up a monitoring and evaluation system to drive operations. In the areas involved in community economic development

Article history: Received 5 January 2024

Revised 19 February 2024

Accepted 22 February 2024

SIMILARITY INDEX = 14.93 %

Cleanroom: Meaning and importance to the pharmaceutical, hospital and electronics industries in Thailand, Factors affecting the use of Cleanroom Performance Testing

Tadtawan Prakobvaitayakit — 2024-06-30

This academic article aims to indicate the factors affecting the use of cleanroom performance testing service in the areas of pharmaceutical, hospital and electronics industries in Thailand. Decision making for customers to use the service is quality, contamination, safety of operator, and reduction of product lost. The cleanroom is an area that regulates the amount of dust, temperature, humidity, pressure, and air circulation within the room is controlled. The international standard issued guidelines for cleanroom controlling and cleanroom testing professionals are certified by NEBB (National Environmental Balancing Bureau). Furthermore, service quality divided into 5 dimensions: tangibility, reliability, responsiveness, assurance and empathy are used to be the guidelines in research studies that influence customer’s purchase in several factors such as brand image, price, satisfaction, and loyalty.

Article history: Received 9 October 2023

Revised 4 March 2024

Accepted 7 March 2024

SIMILARITY INDEX = 0.00 %

Components of Management for Excellence in Private Elementary Schools in Northern Thailand

Chutinun Angumnuaypong — 2024-06-30

The objective of this research is to study the components of management for excellence in private elementary schools in Northern Thailand. A quantitative research method was employed to seek answers. The sample group for this study included 693 individuals comprising administrators, deputy administrators, and teachers from private elementary schools in Northern Thailand, selected through stratified sampling. The research tool used was a questionnaire that had been tested for reliability. The statistics used for data analysis included frequency, percentage, mean, standard deviation, and exploratory factor analysis. Qualitative data were analyzed using content analysis.
The research findings revealed that the management model for excellence in private elementary schools in Northern Thailand consists of seven components: strategic management and knowledge management, customer and stakeholder focus, personnel focus, clear and tangible organizational goals, the use of leadership by administrators, operational focus, and valuing outcome.

Article history: Received 4 March 2024
Revised 3 April 2024
Accepted 5 April 2024
SIMILARITY INDEX = 6.77 %

The Factor that Affecting Democratic Expression Participation of Generation Z in Bangkok

Nichanath Na Nakorn — 2024-06-30

This study aimed to 1) Investigate the level of democratic expression participation of Generation Z in Bangkok, 2) Study and compare the relationship between personal factors of Generation Z in Bangkok and democratic expression participation, and 3) Study the factors affecting the democratic expression participation of Generation Z in Bangkok. This was a quantitative research study using a questionnaire with a sample is generation Z in Bangkok. The participants were selected through non-probability sampling by Convenience Sampling totaling 400 individuals.
The study found that 1) The democratic Expression Participation of Generation Z in Bangkok had a high average score. 2) There was a statistically significant difference in democratic expression participation based on education, occupation, and monthly income. And (3) The factors affecting the democratic expression participation include compensation and psychological and the equation had a predictive power of 53.10%. The equation can be written as follows
Y_tot = 0.129 + 0.063 (Political knowledge) + 0.172 (Psychological) + 0.056 (Perception of political news) + 0.580 (Compensation)

Article history: Received 4 March 2024
Revised 24 April 2024
Accepted 26 April 2024
SIMILARITY INDEX = 11.98 %

Effectiveness of the Rapid Transit System management of the Yellow Line in Bangkok Metropolis and its Perimeter

Somboon Kwangtung — 2024-06-30

The purpose of the study were to (1) study the management conditions of the Yellow Line rapid transit system in Bangkok and surrounding areas. (2) Study the effectiveness of the management of the Yellow Line rapid transit system in Bangkok and surrounding areas and (3) study guidelines for the management of the rapid transit system of the Yellow Line in Bangkok and surrounding areas. The research format is qualitative research. There were 4 groups of key informants: the government sector, the private sector, the public sector, and 20 experts using interviews as a research tool by in-depth interview. The collected data was analyzed for content.

Research results (1) Conditions of management of the Yellow Line rapid transit system in Bangkok and surrounding areas. It was found that the government sector has organized other forms of public transportation that are conveniently connected to the mass transit. Can accommodate tourists with fast and convenient public transportation. It plays an important role that affects people's daily lives causing a change in travel patterns. The private sector has expanded investment in land development along the electric train lines and nearby areas causing the expansion of new communities Especially residential real estate projects Economic activities continued to increase. Consumers are more likely to adjust their behavior to use electric train services especially the middle class with purchasing power who wants convenience and speed in traveling and certainty of time. All groups of people can access services. Responding to the hustle and bustle of today's society. (2) The effectiveness of the management of the Yellow Line rapid transit system in Bangkok and surrounding areas was found to be a fast and convenient public transport service, It is safe. Respond to the needs of the people in daily life is very clean, safe, pollution-free, resulting in a change in travel patterns Reduce inequality in urban areas around Bangkok and surrounding areas and (3) guidelines for managing the rapid transit system of the Yellow Line in Bangkok and surrounding areas. In order to achieve the specified goals. Therefore, a clear operational policy framework must be established. Introducing technology systems to monitor, follow up or receive various complaints. Moving forward to raise the level of service to facilitate and connect travel for citizens who want to access the rail transportation system as well as responding to the use of services Innovative modern technology is used to supervise the rail transport system to meet standards and safety.

Article history: Received 16 January 2024

Revised 27 March 2024

Accepted 28 March 2024

SIMILARITY INDEX = 5.46 %

Internal Auditing to Add Value for The Golden jubilee Museum of Agriculture Office (Public Organization)

Oraphin Nimwanno — 2024-06-30

Academic article titled “Internal Auditing to Add Value for The Golden jubilee Museum of Agriculture Office (Public Organization)” is a communication to assure the organization that the internal audit will proceed with fairness, which creates added value to the agency and those involved. To enable the agency to improve its operations to be more efficient and effective. The internal audit will be conducted in the form of consulting, advice or written reporting or otherwise as it deems appropriate. with the determination to ensure that the operations of the agency can achieve the goals as set and in accordance with the expectations of the management towards the internal audit unit of the office.

Internal audit the internal auditors perform internal audits independently through assurance services and consulting services. It is a guarantee to assess the operational efficiency and effectiveness of the agency's operations. whether in management or finance before presenting to the management, the agency's committee was informed. To improve the operations of the agency to achieve the goals and objectives set. Management and use of various resources that are worthwhile for maximum benefit. Moreover, the quality and reliable internal audit can also reduce various risks from the operation of the unit to a certain extent.

Article history: Received 23 June 2023

Revised 10 April 2024

Accepted 15 April 2024

SIMILARITY INDEX = 1.35 %

Administration of Academic Credit Bank System of Private Vocational Colleges

Anyamanee Klinthusin — 2024-06-30

The objectives of this research are to (1) study the management components of the credit banking system of private vocational educational institutions and (2) present and confirm guidelines for managing the credit banking system of private vocational educational institutions.

The research format is a combined research method. Both qualitative and quantitative research the main group of informants included administrators of the Private Vocational Education Administration Office and administrators of private vocational education institutions, a total of 9 people, who used the method of selecting specific informants. The research instrument was a semi-structured interview. The sample group used in this research were administrators or academic assistants. There were 402 license holders of private vocational education institutions. The researcher determined the sample size by opening the tables of Krejci and Morgan. Then, a multistage random sampling method was used. The research tools were a questionnaire with a 5-level rating scale and group discussion points. There were 9 main informants. Statistics used in data analysis included frequency, percentage, mean, and standard deviation. Exploratory factor analysis and content analysis were used for qualitative data.

The results of the research found that

1. Components of credit banking system management for private vocational education institutions consist of 7 elements: (1) credit banking system management, (2) personnel development and training, (3) cooperation with industry and agencies, (4) quality assurance, (5) Information management support system, (6) communication and public relations, and (7) strategic management.

2. Guidelines for managing the credit banking system of private vocational education institutions according to the "7M" model, consisting of 7 elements, guidelines, and 32 factors.

Article history: Received 4 March 2024

Revised 8 May 2024

Accepted 10 May 2024

SIMILARITY INDEX = 11.29%

Guidelines for Driving the Policy of Smart City Development Mahasarakham Province

Pronsawan Chansomworakun — 2024-06-30

The objecties of this research were four-fold: (1) to investigate the driving force of the smart city development policy of Mahasarakham Province; (2) to ascertain the factors conducive to the success of driving the policy the smart city development in the case of Mahasarakham Province, (3) to ferret out the problems and obstacles that impede and impair the driving force of the smart city development policy, and (4) to determine guidelines for use in driving the smart city development policy.

The research was qualitative in character. 20 key informants were purposively selected for in-depth interviews; the key in formants comprised four groups of people, namely group 1: five public sector representatives; group 2: five business sector representatives; group 3: five members of the Smart City Development Steering Committee, Mahasarakham Province; group 4: four smart city management experts and one public administration academic. The research procedures consisted of two stages: document study and in-depth interviews. The collected data were analyzed by means of organizing and analyzing the data in line with the objectives of the research.

Research findings: (1) The driving force of the smart city development policy of Mahasarakham Province encompassed six areas: smart environment, smart travel and transportation, smart living style, smart citizens, smart economy, and smart public administration has simultaneous movement in all 6 sides. (2) Concerning the factors conducive to the success of driving the policy of the smart city development, it was found that the driving of the policy used the community as the base of development and used state of the art technology as the quintessence of the development resulting in the alertness of the community members as to the acceptance of new technology. (3) Regarding the problems and obstacles of the driving smart city development policy, it was found that the government must be strongly serious about the development of smart city; the government must provide financial, administrative, and legal support so that the creation of sustainable smart city can become a possibility rendering the improvement of the quality of life of the citizens, (4) With regard to the guidelines for use in driving the smart city development policy of Mahasarakham Province, it was found that Smart City Development Steering Committee, Mahasarakham Province attempts should be made to publicize about the smart city and the benefits to be attained from the smart city development.

Article history: Received 4 March 2024

Revised 3 April 2024

Accepted 5 April 2024

SIMILARITY INDEX = 7.57%

The Effects of Fuel Price and Exchange Rate on Inflation Rate of Lao PDR

Nidsoudaphone VONETHABING — 2024-06-30

This study aims to analyze the impact of fuel prices and exchange rates on the inflation rate of Lao PDR. The quarterly time series data from 1st quarter of 2011 to 4th quarter of 2022 were used to imply with VECM model. The empirical analysis revealed that the exchange rate and inflation rate have both a short-run and long-run relationship as well as a bidirectional relationship where the exchange rate has a positive impact on the inflation rate while the inflation rate has a negative impact on the exchange rate. There is no significant relationship between fuel prices and inflation, in either both the short or long term. The speed of adjustment to the long-term equilibrium point of the model is 3.47% and the forecast results of the VECM model that the trend of the three variables is similar, with the inflation rate tending to increase continuously in quarter 1/2023-1/2024, but the increase is less than 6% per quarter. The price of fuel tends to increase slightly, and in some quarters, there may be a decrease, is also less than 6%. Meanwhile, the exchange rate tends to rise continuously and increases by more than 10% per quarter.

Article history: Received 19 February 2024

Revised 6 June 2024

Accepted 10 June 2024

SIMILARITY INDEX = 0.00 %

The Causality Between Exchange Rate, Public Debt and Trade Balance

Thepaksone HEUANGPASEUTH — 2024-06-30

This paper aims to test the causality between exchange rate, public debt and trade balance for the evidence of Lao PDR using the Vector Autoregressive model and Granger causality test. The time series data from 1998 – 2021 was used. The VAR model reveals that exchange rate and public debt significantly impact trade balance, with a 1% and 5% level of statistical significance, respectively. The previous of the exchange rate has a positive effect and align with the setting hypothesis. As the results, a 1% increase in exchange rate volatility led to a 0.863% increase in trade balance. The previous year's public debt significantly impacted trade balance by 5%, indicating that a 1% increase in public debt leads to a 0.994% increase in trade balance. Furthermore, the study indicates that previous exchange rate volatility negatively impacts public debt by a significant level of 1%, indicating that an increase in this volatility would result in a 1.22% decrease in public debt.

The results of the Granger causality between public debt and the trade balance there is a unidirectional causal relationship between the variables meaning that there is a one-way causality runs through public debt to the trade balance, but the trade balance does not cause public debt. Otherwise, it is evidence from the results that there is also one-way causality runs through the exchange rate to public debt and the trade balance, but not through public debt and the trade balance to the exchange rate or public debt and the trade balance does not cause the exchange rate volatility

Article history: Received 19 February 2024

Revised 10 June 2024

Accepted 13 June 2024

SIMILARITY INDEX = 0.00%

Quality of Working Life That Affects The Core Competencies of Bangkokthonburi University Personnel

Pongpipat Mallikamal — 2024-06-30

The aimed of this study is (1) to study the quality of working life of personnel at Bangkok Thonburi University. (2) To study the competencies of personnel at Bangkok Thonburi University. (3) To study the relationship between the quality of working life and the competencies of Bangkok Thonburi University personnel. (4) To find the influence of quality of working life that affects the performance of Bangkok Thonburi University personnel.

The research design is quantitative research. The population is 1,151 personnel under Bangkok Thonburi University. The sample size is 297 people. The sample size was determined using Taro Yamane's formula and random sampling was used. The instrument used to collect data was a questionnaire. Statistics used in the study include percentage, mean, standard deviation, correlation coefficient analysis and multiple regression analysis.

The analysis results found that (1) The overall quality of working life of Bangkok Thonburi University personnel was at a high level. When considering each aspect, it was found that all aspects were at a high level. The highest average was in terms of income and returns, followed by opportunities to develop potential, and the lowest average was the balance between work life and personal life. (2) The competency of personnel at Bangkok Thonburi University overall was at a high level. When considering each aspect, it was found that every aspect had opinions at a high level. The average ranking from highest to lowest was: knowledge, followed by skills, and abilities, respectively. (3) All 8 aspects of quality of working life were related in the same direction to the competencies of Bangkok Thonburi University personnel. There were correlation coefficients (r) equal to 0.444, 0.390, 0.442, 0.492, 0.414, 0.424, 0.447, and 0.411, respectively, with 7 aspects of quality of working life having a moderate relationship and 1 aspect of quality of working life having a low level of relationship. At the significance level of 0.01, the environment was safe and promoted health (r=0.390). (4) The quality of working life variables that most influenced the performance of Bangkok Thonburi University personnel were income and compensation. The second most important aspect was the balance between work life and personal life, and the last ranking was pride in the organization.

Article history: Received 25 April 2024

Revised 24 May 2024

Accepted 27 May 2024

SIMILARITY INDEX = 13.53 %

Management of Foreign Labor Groups of Industrial Operators Samut Sakhon Province

Natsamaphon Monthnapakpong — 2024-06-30

This research aimed to 1.) Study the management of foreign labor groups of Industrial operators in Samut Sakhon Province. 2.) Examine the problems and obstacles in managing foreign labor groups of Industrial operators in Samut Sakhon Province. 3.) Identify guidelines for managing foreign labor groups of Industrial operators in Samut Sakhon Province appropriately and efficiently.

The research format was qualitative. The main informants were 30 people, divided into three groups as follows: Group 1, a group of 15 top industrial operators that employed foreign workers. Group 2, a group of 10 government officials and Group 3, a group of 5 experts. The research was conducted in two steps are document study and in-depth interviews and data analysis involved organizing and analyzing the data according to the research objectives.

The results of the research found that 1) Management of foreign labor groups in Samut Sakhon Province involved four areas: wages and compensation for foreign workers, welfare provision, developing foreign labor skills, and workplace safety. Most entrepreneurs managed groups of foreign labors as required by law. 2) Problems and obstacles in managing foreign labor groups of Industrial operators in Samut Sakhon Province included the issue of illegal immigration of foreign labor, the formation of communities by foreign labors, and the potential unrest caused by living together in groups.3) Guidelines for managing foreign labor groups of Industrial operators in Samut Sakhon Province that were found to be appropriate and efficient included establishing a comprehensive service center for registering foreign labors, verifying the nationality of foreign labors, implementing whole-system labor management, developing the potential of officials, campaigning for employers to treat foreign employees fairly, and fostering consciousness, positive attitudes, and cooperation among foreign labors.

Article history: Received 25 April 2024

Revised 28 May 2024

Accepted 31 May 2024

SIMILARITY INDEX = 19.19 %

Development of an innovative tourism model for a sustainable community in Trang Province

Wilasinee Muensantichiwin — 2024-06-30

This research aimed to (1) study the environment and identity of Trang Province at that time, (2) examine the management process and sustainable tourism development in Trang Province, and (3) recommend the development of innovative tourism models for sustainable communities in Trang Province.

The research format was qualitative. There were 3 groups of key informants: a group of 20 people involved in the public sector, a group of 10 people involved in the private sector, and a group of 5 experts, totaling 35 people. In-depth interviews were used as the research tool. The collected data were analyzed for content.

The research results found that (1) the environment and identity of Trang Province were characterized by abundant and beautiful resources, but improvements were needed in the scenery of certain areas and in learning resources to enhance their appeal to tourists. Additionally, the main infrastructure and transportation routes were still insufficient and did not meet international standards. Utilizing local wisdom to create unique business value and promoting communities with cultural highlights were recommended. (2) The management process and sustainable tourism development in Trang Province showed that, as a tourism hub in the southern region, Trang Province featured diverse tourist attractions, particularly notable natural attractions both on land and at sea. However, there was a need for further development towards sustainable tourism. Tourism activities should have efficiently provided information through various online media systems to reach a wide audience. Products and services should have highlighted the uniqueness of Trang Province while demonstrating social and environmental responsibility. Developing an innovative tourism community required active participation from local community members. (3) Development guidelines included establishing a community network and fostering connections with other community networks and various forms of public relations, both online and offline. Additionally, original tourist attractions should have been developed, and new ones should have been created to enhance tourism offerings.

Article history: Received 25 April 2024

Revised 3 June 2024

Accepted 4 June 2024

SIMILARITY INDEX = 10.18 %

The development of online marketing channels for Lampathao tilapia farmers, Chaiyaphum

Umawadee Detthamrong — 2024-06-30

The purpose of this study is to develop online marketing channels for tilapia farmers. Quantitative and qualitative research were conducted. The key informants are a farmer who raises Lampatow tilapia in Sap Si Thong Subdistrict, Mueang District, Chaiyaphum Province. Questionnaires and semi-structured interviews were used as research tools.

The results reveal that 1) a farmer who raises tilapia in Lampatow, most of them female, has marital status, completed elementary education, is aged 51-59 years old, has a main occupation of farming, a secondary occupation is self-employed, has an average monthly income of 11,001 baht or more, and has been an experienced farmer for 3 years or more. 2) Farmers only have distribution channels through offline channels. The process for developing online marketing channels for tilapia farmers consists of the following steps: 1. stimulating group members to understand the importance of selling products through online channels; 2. developing skills in selling products through online channels; 3. implementing online marketing channels; and 4. starting the sales process. Tilapia farmers place importance on communication through online channels, using a Facebook page as the main channel to communicate with target customers, followed by a Shopee store, and using the page and store name "Lampatow Tilapia”.

Article history: Received 8 January 2024

Revised 10 June 2024

Accepted 12 June 2024

SIMILARITY INDEX = 0.00 %

Mutelu tourism: Wat Chedi (Ai Khai), Nakhon Sri Thammarat Province

Pattanun Atitang — 2024-06-30

"Mutelu" tourism or faith-based tourism It is getting great attention for the tourism industry. And Thailand is a travel destination with a unique culture. linked to identity Local beliefs that answer the needs of faith tourism very well. This article aims to study traditional theory. and service quality that affects the decision to visit Mutelu tourists at Wat Chedi (Ai Khai), Nakhon Si Thammarat Province. The results of the study found that Mutelu Tourism Make people follow, conform, and be seen by the group or reference person. Have the ability to recognize beliefs about goodness. Especially in the area of life Make people exempt from prohibitions Follow the rules, regulations of society, community, and guidelines for living life. Including elements to measure service quality in 5 dimensions: reliability, responsiveness, confidence, empathy, and tangibles. It will help create power in various fields, creating a competitive advantage. Create a good image. Customers are willing to pay in exchange for good service. When loyalty arises, it will create more repeat purchases and It is also an important tool for advertising to new customers to use the service by word of mouth as well.

Article history: Received 3 October 2023

Revised 18 June 2024

Accepted 20 June 2024

SIMILARITY INDEX = 7.30%

Causal Factors of Affecting the Service, Satisfaction and Organizational Performance of the National Sports Development Fund, Thailand

Chompoo Saisama — 2024-06-30

This research aims to (1) study the causal factors affecting organizational performance, (2) ) study the causal factors affecting Satisfaction (3) study the causal factors affecting Service. The quantitative methodology was applied with data collection through questionnaires undertaken with 400 informants. Statistics used in hypothesis include Structural Equation Modeling Analysis (SEM). The results showed that 1) the service caused a positive direct effect towards the satisfaction, 2) the service caused a positive direct effect towards the organizational performance, 3) satisfaction caused a positive direct effect towards the organizational performance, 4) alliance building caused a positive direct effect towards the service, and 5) change management caused a positive direct effect towards the service. Confirmatory factor analysis found that hypothesized model is consistent with the model has high accuracy. Considered from = 96.07, p-value = 0.14 and the CFI = 1.00.

Benefits from this research can be used explain the causal relationship and satisfaction result from service affecting the organizational performance of the National Sports Development Fund Thailand and the findings can be further applied as a guideline of management for sustainable organizational performance.

Article history: Received 2 January 2024

Revised 10 June 2024

Accepted 12 June 2024

SIMILARITY INDEX = 4.77 %

Components of Transportation Management for Ornamental Fish Farmers in Nakhon Pathom Province

Supamas Sanitprachakorn — 2024-06-30

The objectives of this research are to: 1) Analyze the components of transportation management for ornamental fish farmers in Nakhon Pathom Province. 2) Study the problems and solutions for transportation management among these farmers. The sample used in this study includes 400 ornamental fish farmers in Nakhon Pathom Province, selected through convenience sampling. The statistics used for data analysis include frequency, percentage, mean, standard deviation, second-order confirmatory factor analysis, and content analysis.

The research findings indicate that:

1. The analysis of transportation management components for ornamental fish farmers in Nakhon Pathom Province revealed that the highest weighted factor in the first-order analysis was the reliability of the transportation service providers. In the second-order confirmatory factor analysis, the findings were: (1) In the logistics process dimension, the highest weighted factor was the smooth flow of information, with regular updates and real-time tracking capabilities. (2) In the service accessibility dimension, the highest weighted factor was the ease and speed of contacting the transportation service providers through various channels. (3) In the reliability of the transportation service providers dimension, the highest weighted factor was the credible image of the service providers. (4) In the information technology dimension, the highest weighted factor was the continuous and consistent development of information technology by the service providers.

2. The problems in transportation management for ornamental fish farmers in Nakhon Pathom Province include transportation issues (such as long transport times and lack of tracking systems, leading to unknown status of goods during transit) and cost issues (such as increased costs for food and operations, resulting in reduced profits for farmers and lack of a system for group cost reduction). The solutions suggested include developing standardized containers suitable for transporting ornamental fish, improving the efficiency, speed, and safety of the transportation system, promoting farmer group formations to reduce transportation costs, and developing effective tracking and inspection systems for goods.

Article history: Received 9 May 2024

Revised 11 June 2024

Accepted 13 June 2024

SIMILARITY INDEX = 2.51 %

The problem of social violence in social media of the youth

Virasak Nachaidee — 2024-06-30

The purposes of this research are to study the problem of social violence in social media of the youth. This research is qualitative research. The data collections are focus group and in-depth interview in 2 groups which is not the same group as the in-depth interview. It is divided by the 10 students from lower secondary school in samphran District and the 10 students from lower secondary school in Dontum District at Nakhon Pathom Province. The data analysis is analyzed using descriptive analysis.

The results indicated that the problem of social violence in social media of the youth consists of 3 parts: (1) Perception of violence on social media, youth are exposed to a lot of news reporting that contains violent content. It will be a still image, text, audio, and video clips which are highly shared which youth are aware of the violence from the news on social media that is characterized by illegal acts, aggression, sexual violence, values and beliefs. (2) There are 5 forms of news presentation on social media that affect the feelings, thoughts, and behaviors expressed to viewers as follows: 1. Presentation through violent images and language to describe the event, 2. Video clip has been edited and presented in the form of a news scoop, 3. Posting secretly recorded clips and news anchors commenting on the news, 4. Presenting clips of real events and compiling them into news stories, and 5. Narrating events who shot the clip narrated the event in detail. (3) The impact of youth perception of news affecting violence. It has a psychological effect, making one feel afraid, suspicious, and depressed frequently until feeling that it is normal, it becomes an imitation behavior. In problem solving and prevention, youth must receive media with awareness, use discretion in receiving media, consume less media, and manage themselves to turn to other activities.

Article history: Received 15 January 2024

Revised 20 June 2024

Accepted 24 June 2024

SIMILARITY INDEX = 3.28 %

The marketing mix factors that influencing the decision-making process regarding the selection of water park hotels of Thai family tourists in Hua Hin district, Prachuap Khiri Khan province

Tiparpa Boonkoum — 2024-06-30

This research article studies the marketing mix factors affecting the decision-making of Thai family tourists in choosing water park hotels in Hua Hin District, Prachuap Khiri Khan Province. The objectives are to: 1) examine the service marketing mix factors influencing their decision to choose water park hotels. 2) to compare marketing mix factors influencing their decision to choose water park hotels classified by demographics characteristics and tourist behaviors. The sample group consisted of 400 Thai family tourists. Data were collected using questionnaires, and statistical analyses included frequency, percentage, mean, standard deviation, independent t test and One-way ANOVA

The research findings were as follows:

1. Marketing mix factors: The 7P’s marketing mix factors influenced the decision to choose water park hotels, with the overall was found at a high level. The most important factor was physical characteristics, following by personnel, process, promotion policy, product, distribution channels, and price, respectively.

2. The comparison results of marketing mix factors in the decision making process for choosing water park hotels among Thai family tourists in Hua Hin District, Prachuap Khiri Khan province, categorized by demographic characteristics and tourist behaviors, showed that tourists with different genders, ages, education levels, occupations, incomes, lengths of stay, modes of transportation, information sources, and travel purposes had significantly different marketing mix factors in their decision making at the .05 significance level. In contrast, tourists with different marital statuses and numbers of travel companions did not have significantly different marketing mix factors in their decision making for choosing water park hotels.

Article history: Received 1 June 2024

Revised 21 June 2024

Accepted 24 June 2024

SIMILARITY INDEX = 7.56 %