RMUTT Global Business and Economics Review

NEXT-GEN AI FOR BUSINESS TRANSFORMATION

2025-10-01T22:22:35+07:00

This academic paper examines the process of transforming business to modern era with artificial intelligence technology. To serve as a guide for digital entrepreneurs in Thailand. Referring to information from global indices and government policies that support the creation of artificial intelligence innovation for the public and private sectors. Business transformation involves many factors, including the integration of advanced technologies into business processes. Adapting new business strategies and models Developing skills in using artificial intelligence for personnel, determining operational measures. Reorganization and culture evolution. The business transition to the artificial intelligence era with agentic AI is an evolution of AI that could understand commands or targets and turn them into a series of complex actions without relying on human control. It is considered a change in AI that supports entrepreneurs in the digital era for competition. The Artificial Intelligence regulatory framework under the EU AI Act and the National AI Action Plan for Thailand's Development establishes guidelines for data management to associate technology, ethics, and good governance, build consumer confidence, and promote social responsibility.

CEO EXCELLENCE: THE SIX MINDSETS THAT DISTINGUISH THE BEST LEADERS FROM THE REST

2025-12-15T15:40:47+07:00

The book "CEO Excellence: The Six Mindsets that Distinguish the Best Leaders from the Rest" is authored by Carolyn Dewar, Scott Keller, and Vikram Malhotra from the global management consulting firm, McKinsey & Company. This publication serves as a comprehensive resource of 21st-century leadership wisdom, analyzing the management approaches of top-tier Chief Executive Officers (CEOs). The research involved screening over 2,400 CEOs from various public companies, resulting in a selection of 67 high-level executives for in-depth interviews. The list features high-profile executives like Satya Nadella from Microsoft, Reed Hastings from Netflix, and Jamie Dimon from JPMorgan Chase & Co. The value of this book lies in its ability to distill insights from the mindsets of top leaders. These mindsets are the key factors that enable them to generate sustainable returns and outperform competitors in today’s highly volatile business world. The core content identifies six mindsets that align with the primary responsibilities of modern CEOs. Each of these mindsets is more than just a "to-do list"; they represent a way of thinking that helps CEOs approach and resolve complex challenges effectively.

DETERMINANT OF THE GROWTH OF ISLAMIC BANKING BY MODERATING VARIABLES OF SAVINGS INTEREST RATE AND CREDIT INTEREST RATE EVIDENCE FROM BANTEN, INDONESIA

2025-05-25T15:03:41+07:00

This study aims to identify the key determinants of the growth of Islamic banking in Banten Province, Indonesia, and to examine whether the presence of conventional banks acts as a moderating factor in this growth. The research utilizes monthly data spanning the period from 2019 to 2022. The analysis methods employed include Moderating and Multiple Linear Regression, which were conducted using the SPSS program version 22. Findings from this research reveal that the savings profit-sharing and financing profit-sharing significantly impact the growth of Islamic banking. Furthermore, the growth of Islamic bank assets is found to have a significant positive effect on overall Islamic banking growth. The savings interest rate is found to moderate the relationship between the savings profit-sharing and Islamic banking growth, indicating an interplay between conventional banking practices and the development of Islamic financial institutions. However, the interest rate on loans does not function as a moderating variable in the relationship between financing profit-sharing and the growth of Islamic banking.

DEVELOPING ATTRIBUTES OF LUXURY CHAIN HOTELS IN THAILAND TO ENHANCE EXPERIENCE, DELIGHT AND TRUST FOR EXCELLENT SERVICE IN ACCOMMODATING SENIOR TRAVELERS

2025-01-20T10:57:12+07:00

This study examines how luxury hotel chain characteristics in Thailand influence the experiences of senior tourists, with a focus on satisfaction and trust. Using structural modeling to analyze causal relationships, the research evaluates how key hotel attributes shape senior guests’ experiences in high-end accommodations. Reliability testing confirmed strong measurement scales, with Cronbach’s alpha values between 0.81 and 0.95. Data collected through an e-questionnaire from 629 senior travelers show that luxury hotel attributes significantly affect customer experience management, which in turn influences satisfaction and trust. The proposed structural equation model demonstrated an excellent fit with the empirical data, supported by strong indices: Chi-square = 183.095, df = 120, CMIN/DF = 1.526, RMSEA = 0.032, RMR = 0.007, GFI = 0.965, and TLI = 0.979. These results validate the robustness of the conceptual framework. Findings indicate that while physical facilities and service quality are essential, a holistic approach to customer experience is needed, one that integrates emotional and creative elements to meet the evolving expectations of senior guests. Effective experience management enhances satisfaction and trust, but hotels must balance emotional engagement with operational reliability to maintain credibility. Practically, the study highlights the need for luxury hotels to combine functional excellence with emotional value creation to build lasting relationships with senior travelers. Future research should explore how external factors further shape trust and loyalty.

THE HUMAN RESOURCE ANALYSIS OF THE UNIVERSITY GRADUATES OF THAILAND IN PERSPECTIVE TO THE SELECTED INTERNATIONAL COMPANIES IN THAILAND

2025-05-25T14:55:09+07:00

The study aims to examine the effectiveness of university graduates' human resources in Thailand in relation to the operational standards of international companies (both Thai-owned and Foreign direct investment firms). And also to evaluate the competencies of Thai graduates in meeting international business standards. The study employed survey research. A sample of 260 respondents from the selected international companies in Pathumtani Thailand who are actively transacting international business marketing operations was used. Multiple regression analysis was conducted to explore the relationship between occupational tasks and the operational standards of international companies. The results revealed that two key factors improvement suggestions and quality circles significantly contributed to aligning with business standards across financial, internal business, customer, and innovation perspectives at the significance level (α = 0.01). Developing targeted HRM strategies focused on specific occupational tasks can improve Thai graduates' ability to meet international business requirements. The study offers practical implications for educational institutions and policymakers in aligning academic programs with the needs of the global market

LEVERAGING VIRTUAL INFLUENCER ATTRACTIVENESS TO GREEN PURCHASE INTENTIONS IN SUSTAINABLE FASHION

2025-01-16T14:51:31+07:00

Technological advancements have significantly impacted modern marketing strategies, with virtual influencers gaining increasing popularity. This study aims to examine the influence of virtual influencers’ attractiveness on consumers’ green purchase intentions, considering the mediating roles of attitude and brand engagement. A survey was conducted using a sample of 440 Thai consumers aged 18 and above, and the data were analyzed using the PROCESS Macro to explore the relationships between the variables. The results indicate that both attitude and brand engagement fully mediate the relationship between virtual influencers’ attractiveness and green purchase intention in a serial manner. However, the attractiveness of virtual influencers does not have a direct effect on purchase intention. The study highlights how the attractiveness of virtual influencers can enhance consumers’ positive green attitudes and increase brand engagement, ultimately leading to a higher green purchase intention. The findings contribute to the development of marketing strategies that utilize technology in sustainability businesses and expand the understanding of virtual influencer effects under the Stimulus-Organism-Response (S-O-R) theory.

EXPLORING FACTORS INFLUENCING PRODUCT INNOVATION EXCELLENCE: PERFORMANCE INDICATORS IN SMALL BUSINESS ENTERPRISES

2025-01-16T15:43:04+07:00

The objective of this study is to examine the factors contributing to product innovation excellence and the performance indicators in small businesses. The sample consists of 30 small businesses enterprises in Kalasin Province, Thailand, registered with the Department of Agricultural Extension. This research employs a qualitative methodology, utilizing interviews with leaders of small businesses. The findings indicate that the factors of product innovation excellence include imaginative development, improvement existing, team happiness, and innovative management. Additionally, the product performance indicators identified are profit evolution and production excellence. The results suggest that the factors contributing to product innovation excellence can enhance the competitiveness of small businesses by enabling the development of products that meet customer needs and by promoting continuous improvements in the production process. Furthermore, performance indicators not only aid in evaluating the success of the business but also foster sustainable improvements and developments across various aspects of small businesses enterprises.

RESPONSIVENESS AND ATTITUDINAL CHANGE OF AGRICULTURAL COOPERATIVE FIRM’S OFFICERS (ACOs) TO TECHNOLOGICAL DISRUPTION OF JASMINE RICE BUSINESS OF THAILAND

2025-05-25T16:39:13+07:00

This study investigates the responsive strategies and attitudinal changes of Agricultural Cooperative Firm’s Officers (ACOs) to technological disruption in the Jasmine Rice business in Northeastern Thailand. The research aims to understand how ACOs perceive and respond to technological advancements and how their attitudes towards organizational intangible capital affect the business performance. The study employs a mixed-methods approach, combining quantitative analysis of survey data from 180 ACOs with qualitative insights from focus group discussions. The result shows that the ACOs have a positive attitude toward technological change, yet experience constraints in accessing and utilizing data. Regarding other intangible capitals (human, information, organization and management), they have positive viewpoints varying by their job positions. However, information capital is a mere factor affecting Asset Turnover Ratio (ATO) at a statistically significant level. The findings underscore the importance of information literacy and data-driven decision-making. To aid cooperatives, the 5D model (Dream, Discover, Define, Design, Develop) is presented as a framework for developing strategic business plans, enabling systematic resource assessment, challenge identification, and targeted interventions. This could conclude that information capital is a significant factor affecting the performance of agricultural cooperatives in the technologically disruptive era.

MODERATING ROLE OF INTERNATIONALIZATION AND FIRM SIZE ON THE RELATIONSHIP BETWEEN INSTITUTIONAL OWNERSHIP AND EARNINGS QUALITY

2025-08-04T20:07:25+07:00

This study examines the moderating effects of internationalization and firm size on the relationship between institutional ownership and earnings quality. The sample consisted of 326 firm-year observations from four industries listed on the Stock Exchange of Thailand (SET) during the period 2017–2019. The findings revealed that institutional ownership did not have a significant effect on earnings quality. However, internationalization positively moderated this relationship, while firm size did not exhibit such an effect. Further analysis indicated that institutional ownership was positively and significantly associated with earnings quality only in firms that operated internationally and were of medium to large size. These results point to the value of effective corporate governance mechanisms, particularly for firms expanding into international markets with institutional investors as shareholders. The study contributes to a more profound understanding of the conditional factors affecting earnings quality in emerging market contexts.

THE INFLUENCE OF ENTREPRENEURIAL ORIENTATION ON FIRM PERFORMANCE: THE MEDIATING ROLE OF LEARNING ORIENTATION IN SMALL AND MEDIUM-SIZED ENTERPRISES

2025-06-10T11:58:55+07:00

This study aimed to examine the influence of entrepreneurial orientation (EO) on learning orientation (LO) and firm performance (FP) in small and medium-sized enterprises (SMEs). Additionally, the research sought to validate a causal relationship model linking EO, LO, and SME performance. Data were collected through a structured questionnaire administered to 372 SME respondents. The analysis employed both descriptive statistics (percentage, mean, and standard deviation) and inferential statistics using Structural Equation Modeling (SEM) via the AMOS software. The goodness-of-fit indices indicated that the model was consistent with the empirical data (Chi-square/df = 1.32, CFI = 0.975, TLI = 0.966, RMSEA = 0.041, SRMR = 0.038). The findings revealed that: (1) EO, comprising innovativeness, proactiveness, risk-taking, autonomy, and competitive aggressiveness, had a significant positive effect on SME performance; (2) EO positively influenced LO; (3) LO had a positive impact on SME performance; and (4) EO influenced SME performance both directly and indirectly through LO. These findings provide practical implications for SMEs by emphasizing the importance of fostering an entrepreneurial mindset and a learning-oriented culture—particularly in promoting innovation—as a means to enhance organizational performance and competitiveness.

THE IMPACT OF LOGISTICS CAPABILITIES ON 3PL PROVIDER FIRM PERFORMANCE

2025-07-17T16:15:46+07:00

This research investigates the impact of logistics capabilities on firm performance in third-party logistics (3PL) providers. Drawing on the resource-based view, the researchers examine how three key capability dimensions—service capability, innovation capability, and flexible capability—influence both service and financial performance outcomes. Using SMART PLS 4.0 with data collected from 205 3PL firms in Thailand, the research reveals that all three capability dimensions significantly enhance service performance, with flexible capability demonstrating the strongest effect. Innovation capability uniquely contributes directly to both service and financial performance, while service and flexible capabilities influence financial outcomes primarily through service performance. The findings validate the service-profit chain framework in logistics contexts and highlight innovation capability as a valuable strategic resource generating dual benefits. This research advances the theoretical understanding of capability-performance linkages in logistics outsourcing while providing practical insights for 3PL providers seeking to prioritize capability investments for competitive advantage. By distinguishing between direct and indirect performance effects across capability dimensions, the study offers a more nuanced perspective on how logistics capabilities translate into measurable performance outcomes in increasingly complex supply chain environments.