Journal of Logistics and Supply Chain Operations (JLSCO)

A Selection of Suitable Digital Platforms for Direct Marketing of Tubtim-Chan Rose Apple Farmers in Thailand Using the Fuzzy Analytic Hierarchy Process

Natapat Areerakulkan — 2024-08-24

Agriculture sector of Thailand has been facing changing economy and production structures issue causing agriculture sector’s GDP hardly increased in the past 9 years (2012-2021),leading to Thai government proposing the Smart Farmer policy to aid those farmers. Hence, to be a part of solving the issues and in line with the government’s policy, this research aims to firstly evaluate and select the suitable marketing digital platforms and secondly present the effective implementation measures of selected platforms for Tubtim-Chan Rose Apple farmers group in Nakorn Pathom, Thailand. The research used a mixed method between qualitative and quantitative research by surveying, interviewing, and Fuzzy analytic hierarchy process (FAHP) assessment. The research population is 591 households of Tubtim-Chan Rose Apple farmers group and related stakeholders in Nakorn Pathom province area. The research uses purposive sampling to select 20 participants who pass the exam according to basics understanding of digital marketing, from 95 participants. The results reveal that the suitable platforms assessment for digital marketing strategy of the farmers group, the assessment scores calculation for each digital marketing platform shows that the best digital platform is social media (0.327), the second rank is email (0.264), websites (0.173), online shopping (0.139), and search engines (0.096), respectively. For implementation of selected digital platform, the researcher recommends initially the farmers group should begin with the Facebook fan page integrating with email marketing strategy since these two platforms easy to use and their relevant costs less than other platforms.

The Development of Prototype Packaging for Ban Chiang Krom Rice Community Enterprise Products in The Form of Souvenirs with a Local Identity

Pattaravis Yoowattana — 2024-08-24

This article aims to 1) study and research the product identity of Ban Chiang Krom Rice Processing Community Enterprise in order to develop a packaging prototype of Ban Chiang Krom Rice Community Enterprise in the form of a souvenir with a local identity. 2) Develop packaging prototypes for Ban Chiang Krom rice processing community enterprise products in the form of souvenirs with a local identity and 3) generate a guideline model to increase the level of purchase intent from a marketing model suitable for Ban Chiang Krom Rice Processing Community Enterprise products that have been developed for packaging in the form of souvenirs with local identity. The study used a combination of qualitative and quantitative research methods. Information was gathered from local villagers who consumed steamed rice produced by the cooking process. To find ways to create a unique packaging identity. Indepth interviews with 7 main informants were conducted, 385 questionnaires were distributed,and hypotheses were tested in relation to context-specific marketing modeling approaches. The findings revealed that 1) red lotus buds in the upper corner. In the community, the red lotus flower represents the local symbol of the area. 2) It was created as a packaging model,resulting in Ban Chiang Krom rice processing products with distinct packaging and a distinct
identity and 3) a study prototype was used to create a marketing model after testing the hypothesis, it was discovered that the generated marketing equation model was consistent with the empirical data and could be used as a guideline model to increase the level of purchase intent from the marketing model suitable for enterprise products. Ban Chiang Krom Rice Processing Community has developed packaging for the Ban Chiang Krom Rice Community Enterprise in the form of souvenirs with local identity.

Adaptation of Road Goods Transportation Entrepreneurs to Enhance Firm’s Performance in the Eastern Economic Corridor (EEC) Areas of Thailand

Piyamas Klakhaeng — 2024-08-24

This research aims 1) to study adaptation of road goods transportation entrepreneurs that influences firm’s performance and 2) to build an adaptation model of road goods transportation entrepreneurs and provide implementation guidelines to executives.The research was designed as mixed methods research. The sample was stratified randomly selected consisting of 26 companies for questionnaire survey and purposive selected consisting of 9 companies for in-depth interview. Data were analyzed using Structural Equation Modeling (SEM) and Path Analysis. The findings show that (1) adaptation of entrepreneurs (AOE) has direct positive effects to firm’s performance (FP) (0.61) but has no indirect effects due to indirect influence value (0.21) which is not statistical significant, (2) adaptation of entrepreneurs (AOE) effects to both agility of business and organization (ABO) (0.98) also flexibility of transportation operations (FTO) (0.95), and (3) agility of business and organization (ABO) and flexibility of transportation operations (FTO) both has no positive direct effects to firm’s performance (FP) (0.61, 0.40) with no statistical significance. Secondly,for building an adaptation model, findings revealed that the model must consist of 2 main components which are; (1) the adaptation of entrepreneur (ABO) including two subcomponents namely, agility of business and organization (ABO) and flexibility of transportation operations (FTO), due to these subcomponents both have positive direct effects to adaptation of entrepreneur, (2) for firm’s performance (FP) and implementation guidelines, the entrepreneurs must first focus on building abilities in both responsiveness (RS) (0.84) also resources and vehicles management (RM) (0.88) which will benefit in increasing income successively (II) (0.81).

Impact of Brand Image, Brand Self Expressiveness and Brand Engagement on Purchase Intention: The Mediator Role of Brand Love

Tomnak Mahothan — 2024-08-24

This research aims to study the direct influence of brand image, brand self expressiveness, and brand engagement on brand love and their indirect influence on purchase intention as the mediator role of brand love. Also, measure the level of the mentioned variables and confirm the brand love element. The research is quantitative with survey techniques. Populations were members of Tesla Club Thailand online communities, as of March 31, 2022, there are a total of 160,499 members. 400 samples were chosen randomly by non-probability based on convenience. Use the questionnaire as a research tool, collecting data online. Data were analyzed by frequency, mean, percentage and standard deviation. The hypothesis was tested by exploratory confirmation analysis and the structural equation model. The results showed that brand image does not influence brand love. While brand self-expressiveness and brand engagement influence brand love. Brand love has an influence on purchase intent at the statistical significance level of .05. All variables had a statistically significant indirect influence on purchase intent as partial mediation. All variables were relatively high. And the elements of brand love consisted of rationality and emotion. The benefits of this research will be applied in marketing to create a positive attitude among consumers in the electric vehicle industry that is becoming popular in the country.

Antecedents Affecting Performance of the Logistics Services Providers in Thailand

Rakkhwan Sarawasee — 2024-08-24

The research aimed to 1) study levels of firm innovation, employee engagement, green logistics management, brand equity and firm performance, 2) study causal relationship of firm innovation, employee engagement, green logistics management and brand equity which influenced on performance of the Logistics Services Providers in Thailand, and 3) examine the accordance of casual relationship between the antecedents affecting performance of the Logistics Services Providers in Thailand and the empirical data. Data were collected from 303 primary level managers and the higher of the Logistics Services Providers in Thailand by questionnaire as a research instrument. The analytical data were conducted by using a structural equation model (SEM). The results showed that the average opinion of employee engagement and brand equity were the highest levels and the average opinion of firm innovation, green logistics management and firm performance were high levels. The structural equation model was completely compatible with empirical data and hypothesis: χ2/df = 1.307 p =0.078,CFI =0.995, TLI =0.990, GFI =0.973, RMSEA =0.032 RMR =0.014. The findings showed that firm innovation and brand equity had directly affected firm performance at a significance level of .001. The employee engagement and green logistics management had directly affected firm performance at a significance level of .01. Furthermore, firm innovation, employee engagement and green logistics management had also indirectly affected firm performance via brand equity at a significance level of .001.

Casual Model Development for Severity of Motorcycle Accidents: The Industrial Area of Eastern Economic Corridor (EEC)

Somrudee Klinhom — 2024-08-24

The purposes of this study were: 1) to analyze the appropriate components in developing a causal model for severity of motorcycle accidents; 2) to verify the consistency of the causal model and empirical data; and 3) to study the direct and indirect effects of Various variables affect the severity of motorcycle accidents in the industrial area of the Eastern Economic Corridor. The sample was 600 motorcycle riders in three provinces, namely Chachoengsao,Chonburi, and Rayong. The data was collected by a convenient random sampling method.The questionnaire was used as a tool for collecting data. The questionnaire was examined for validity by experts. The IOC index was 0.90, and the confidence level was 0.869. This research analyzed the causal relationship using structural equation modeling techniques. The results showed that personal variables, motorcycle variables, and environmental variables were variables that affected the severity of motorcycle accidents. The model was consistent with the empirical data. The harmonization was tested, and the results were within the acceptable range. The influence was tested and found that the motorcycle variable had the highest total effect (β=0.708), directly and indirectly affecting motorcycle accident severity, followed by the personal variable (β=0.445), and the environment variable had a negative direct influence (β=0.244) and an indirect influence in the positive direction (β=0.168). The researchers recommend that motorcyclists receive proper training and education on safe driving practices.Including motorcycle maintenance by using protective equipment and obeying traffic rules,road infrastructure and safety measures should be improved.

Supply Chain Management of Safe Vegetable with SCOR Model: A Case Study of a Large Farm Group Lom Sak District, Phetchabun Province

Puntarika Sukonthasing — 2024-08-24

This research aimed to 1) analyze the safe vegetable supply chain of large agricultural groups in Lom Sak District, Phetchabun Province, using the SCOR model 2) study the problems in the supply chain of safe vegetable production of these groups. The research methodology employed was qualitative, and the study involved 36 key informants who were farmers from large agricultural groups certified for Good Agricultural Practices (GAP) in Lom Sak District,Phetchabun Province. The research instrument used was structured interviews, in-depth interviews, focus group discussions, and non-participatory observations. The collected data were analyzed descriptively, and annotations were provided with rational explanations. The study revealed that; 1) The safe vegetable supply chain model of the large agricultural groups in Lom Sak District, Phetchabun Province. At the upstream level, in terms of planning, there is a production plan, a transportation plan, and a return plan. The procurement of inputs (source) is decentralized and carried out through intermediaries. At the mid-stream level, agricultural groups with trading partners use a make-to-order production model, while those without trading partners adopt a make-to-stock production approach. In terms of delivery, the agricultural groups collaborate with a partner company, and the delivery date is predetermined. Various factors such as waiting period after the order, delivery quantity per trip, delivery schedule, routes, and transportation vehicles are considered. However, agricultural groups without trading partners do not operate in this area. At the downstream level, the agricultural groups have four destinations,including local community markets, the wholesale market in the district, large national wholesale markets, and partner companies for domestic and international resale. Regarding product returns, only agricultural groups with business partners maintain records of return information. In terms of operational support (enable), the agricultural groups have allocated resources and information to support operations during the planning process. 2) The study identified problems in the supply chain, particularly in the return process. It was found that farmers’ groups faced difficulties in tracing back to individual producers. To address this issue, the research proposed the development of a traceability system using QR Code technology.

Logistics Capabilities, Supply Chain Agility and Collaboration are Affecting the Pallet Pooling Business Service Quality in Thailand

Pakaporn Phongthong — 2024-08-24

This research aimed to 1) Study logistics abilities Cooperation and agility in supply chain and logistics service quality in the pallet rental business in Thailand., and 2) verify the conformity of the structural equation model of Logistics capacities, Supply Chain Collaboration,and Supply Chain Agility on Logistics Service Quality of Pallet Rental Business in Thailand. The sample consisted of 372 companies, persons in charge of rental pallets, selected by systematic sampling. The sample size was specified based on the criterion of 12 cases per parameter. Data were collected using questionnaires and interviews and analyzed using a structural equation model. The research results revealed that 1) logistics capability, supply chain Collaboration, supply chain agility, and logistics service quality of the pallet rental business are at a high level. Supply chain collaboration and supply chain agility have a positive direct effect on logistics service quality, 3) logistics capacities have a positive indirect effect on logistics service quality. Influence is transmitted through supply chain collaboration and supply chain agility. The result of the analysis of the structural equation model is consistent with the empirical data (Chi-Square = 76.505, df = 61, Relative Chi-square = 1.254, p-value = 0.087, GFI = 0.981, AGFI = 0.936, RMSEA = .026 และ RMR = .005). The result can be used in practice to improve the logistics services quality of the pallet rental business, by developing the ability to handle urgent orders with digital technology for exchanging information with the right customers, convenient and fast improvement the quality of pallets to meet the standards before delivering them to customers. Co-Working can develop personally with agility working. It able to quick respond for changing customer’s needs with accuracy,quick response, shared and co-working. Evaluate and bring results to improve work efficiency to be flexible according to customer needs, with cost efficiency in mind create mutual incentives to capitalize on the changes that occur and grow sustainably.

The Analytic by Strategic Tools “SWOT- 5 Force Model- Ansoff Matrix -Value Chain” to Design and Develop the Business Model Canvas for the Women’s Career Development Enterprise Group, Pak Kret District, Nonthaburi Province

Sedthapoom Thoucharee — 2024-08-24

This research aimed to 1) analyze using the strategic tools that included SWOT, 5 force model, ansoff matrix, value chain 2) design and develop a business model canvas with elements of 9 segments and 3) measure the income increase of Women’s Career Development Enterprise Group, Caring community, Bang Phut sub-district, Pak Kret district, Nonthaburi province using the guideline as the qualitative research methods. Key informants were the members of enterprise group, totaling 20 households together with the use of 20 questionnaires to collect data for analysis. The research tools were SWOT, Five force model, Value chain and Ansoff matrix. Then, the data result obtained from the analysis was brought to design and develop as business model canvas (BMC) to be applied to the Women’s career development enterprise. The research result found that 1) the members of Women’s Career Development Enterprise Group had the expertise to produce the exquisite products, to develop the product designs to be more modern and better, the products are diverse and meeting the needs of customers 2) The analysis result of 4 types of strategic tools could be used to design as business model canvas (BMC) in order to operate the business of the enterprise group well. 3) The result of measuring the income of the enterprise group increased approximately 4,558 baht/month (17.57%). Therefore, the president of the enterprise group should have applied the BMC model of 9 activities to the Women’s Career Development Enterprise Group, It included (1) the customer segment was the government officials or the general public (2) the value propositions were focusing on producing a variety of products, increasing of convenience and comfort in life. (3) channels were the social media and the booth activities at various events. (4) customer relationship was tracking the results from customers and creating a membership system. (5) revenue streams were the wholesale and the retail. (6) key resources were employees, buildings, offices, and machines. (7) key activities were emphasizing the craftsmanship and meticulous works. (8) key partnerships were chaipattana foundation and department of Industrial promotion and (9) cost was focusing on managing the producting cost and the operating cost.

The Comparison of Demand Forecasting Models in Electrical Appliance and Electronic Products Retail Business in Thailand

Thanapon Sarika — 2024-08-24

Effective forecasting plays an important role in supply chain management. the significance of accurate forecasting in supply chain, inventory management, and strategic decisions. Focusing on consumer electronics, it presents a comprehensive sales forecast model for both online and offline channels, utilizing the ABC analysis alongside various techniques including Weighted Moving Average (WMA), Single Exponential Smoothing (SES) and Double Exponential Smoothing (DES), Autoregressive Integrated Moving Average (ARIMA), and Feed-Forward Neural Network (FFNNs), evaluated through MSE, MAD, and MAPE. Results indicate the Weighted Moving Average as the most accurate for 6 of 10 online items (with average MAPE of 25.89%), while Autoregressive Integrated Moving Average stands out for 4 of 8 offline items (with average MAPE of 26.74%). A recalculated Safety Stock reduces minimum weekly holding costs by 513,026 Baht, potentially decreasing weekly inventory costs by 13%. However, the prominence of the Autoregressive Integrated Moving Average model suggests it be integrated with other models for comprehensive performance evaluation