Songklanakarin Journal of Management Sciences

The Development of a Causal Model for Value Chain Management and Marketing Strategies Affects Business Performance of SMEs in Ubon Ratchathani Province

2024-08-19T09:33:52+07:00

This article aims to study the causal model of marketing strategies and value chain management affects the performance of SME businesses in Ubon Ratchathani Province. It consists of three latent and sixteen observed variables using causal structural equation modeling. Data were collected using questionnaires with 271 small and medium enterprise operators in Ubon Ratchathani Province by stratified random sampling. The study results found that (1) the causal relationship model of marketing strategies and value chain management affects the performance of SME businesses in Ubon Ratchathani Province was consistent with the empirical evidence. (2) marketing strategies increase the performance of SMEs, especially it plans for finding distribution channels for products or services to reach more new customers. It helps make SMEs' value chain management system more efficient because marketing strategies are planned for production and services, setting prices and promoting marketing (3) value chain management increases the performance of SMEs, especially in the financial aspect and internal processes of SME businesses.
Therefore, if SME entrepreneurs want to increase business performance, they should focus on marketing strategies (Total Effect = 0.98) and value chain management (Total Effect = 0.61), respectively. Value chain management, businesses should emphasize human resource management because employees in the organization are the drivers of every process of the business so that it can be carried out according to the business's goals. Second, operations technology and research are essential in production and service processes to ensure quality and standards. The next essential processes are inbound logistics, infrastructure, outbound logistics, services, and purchasing. The results of this research will provide SME entrepreneurs with guidelines on prioritizing marketing strategy planning and value chain management to increase the performance of SMEs. In addition, government agencies, such as The Office of Small and Medium Enterprises Promotion (OSMEP), have seen the guidelines for organizing activities to develop SME entrepreneurs be on point, especially in planning marketing strategies for distribution channels and managing the administrative value chain, human resources, operation, technology and research in the further.

Marketing Mix Factors Affecting Green Products Purchasing Decision of Customer in Mueang District Nakhon Ratchasima Province

2025-03-19T09:25:01+07:00

The research aimed to study personal factors and marketing mix factors that influence consumers’ decision to purchase green products in Mueang District, Nakhon Ratchasima Province. An online questionnaire was used to collect data from a sample group of 400 using non-probability sampling and purposive sampling and the data were statistically analyzed: One-Way ANOVA, pairwise difference test, and multiple regression analysis stepwise method.
The results of the study found that personal factors, such as different income and different occupations have different effects on purchasing decisions for environmentally friendly products. Marketing factors promotion, distribution channels, and products have an effect on consumers' decision to buy green products. Three factors predicted the decision to buy green products by 15.60 percent. The results of the study can be applied by entrepreneurs to manage the marketing of green products in order to develop and improve products, to create satisfaction and respond to consumer needs, and for business competition in the industry.

The Influence of Perceived Salient Features of the Marketing Mix in Running Shoe Purchases on Consumer Satisfaction in Chiang Mai Province

2025-03-27T09:03:43+07:00

This research aims to examine the influence of perceived salient features of marketing mix factors in the purchase of running shoes and to test the relationship between these perceived features and consumer satisfaction in Chiang Mai Province. A quantitative research method was employed. The sample consisted of 385 consumers in Chiang Mai who had purchased running shoes within the past year. The research instrument used was a questionnaire. The sampling technique was convenience sampling. Descriptive statistics used included frequency, percentage, mean, and standard deviation. Inferential statistics included Exploratory Factor Analysis (EFA) and Enter Multiple Regression Analysis.
The research findings revealed that the perceived salient features of marketing mix factors in the purchase of running shoes influencing consumer satisfaction consisted of 32 variables, which could be categorized into four components: (1) shoe attributes and price, (2) distribution channels, (3) sales promotion, and (4) brand image and knowledge. When testing the influence of these perceived salient features on consumer satisfaction in the purchase of running shoes, it was found that shoe attributes and price as well as brand image and knowledge significantly influenced consumer satisfaction. Other components were found to have no significant influence on consumer satisfaction in purchasing running shoes.

Relationship Between COVID-19 Pandemic News and Stock Liquidity in The Stock Exchange of Thailand

2024-12-17T15:29:24+07:00

Investor decisions are still heavily influenced by liquidity, and the COVID-19 pandemic has had an effect on the stock market. This study aims to investigate how COVID-19 epidemic announcements impact stock liquidity on the Stock Exchange of Thailand in order to better understand the relationship between COVID-19 outbreak news and stock liquidity. The study covers 484 firms with a total of 485,988 samples, collects COVID-19 outbreak reports from eight countries and runs from November 1, 2019, to January 31, 2022. According to the study's multiple regression analysis, stock liquidity increases when COVID-19 outbreaks are announced because investors perceive the outbreak as a temporary event. The study finds that while positive news enhances stock liquidity, negative news decreases it, as investors typically react more strongly to negative news due to fear. Therefore, investors should closely follow the news and analyze it carefully to ensure that their investment decisions are not influenced by panic caused by short-term negative news.

Goat Meat Supply Chain Efficiency Improvement using a Simulation Technique

2024-12-20T08:53:03+07:00

A problem regarding goat meat is the lack of work integration among the supply chain members, resulting in a long time between farmers and slaughterhouses. Therefore, the researchers developed a discrete-event simulation (DES) in the meat goat supply chain operation. This study aims to (1) investigate the goat meat supply chain’s operational process and (2) improve the case study’s goat meat supply chain through the collaborative idea of simulation modeling. There are 23 farmers, 2 goat collectors, and 1 slaughterhouse in the case study on the supply chain for goat meat. This study improved the supply chain by facilitating information exchange among supply chain participants in order to enhance workflows, resulting in a lower processing time by 2,895.88 minutes or 5.15% of the total processing time (it is regarded as one cycle and includes the time from farming to the completion of the slaughtering operation), with lower cost by baht, or 2,407.87 baht or 3.16% of the total cost. Moreover, an experiment in improving the meat goat supply chain was conducted under the situation that could occur in the future, i.e., a 15% higher oil price. The results of the experiment conformed to the normal situation. To clarify, supply chain improvement using collaboration among its members could reduce the processing time and costs. This enables business owners to react to consumers’ product needs faster. Thus, among the meat goat supply chain members, collaboration should be applied in the supply chain for more efficiency and higher profits.

A Study of Problems in the Beef Cattle and Beef Products Supply Chain Issues: Social, Economic, and Environmental Dimensions in the Thai-Cambodian Border Area, Sa Kaeo Province

2025-02-11T13:41:02+07:00

This research aimed to investigate the supply chain issues of beef cattle and beef products in the social, economic, and environmental dimensions, as well as to analyze business opportunities for beef cattle farming in the Thai-Cambodian border area of Sa Kaeo Province. Data were collected through questionnaires administered to 338 upstream stakeholders, 65 midstream stakeholders, and 276 downstream stakeholders. Business opportunities were analyzed using SWOT analysis and the Business Model Canvas (BMC) through focus group discussions with a total of 120 participants.
The findings indicated that economic issues posed the most significant challenge, while social and environmental issues were moderate. Business opportunity analysis indicated strengths in the region's proximity to the border, enabling export potential, and opportunities from government policies promoting cattle farming. However, weaknesses included insufficient skills for producing high-quality beef, and obstacles arose from increasing farming costs. The following strategies should be implemented: (1) Promote cattle farming practices that meet Good Agricultural Practices (GAP) standards for livestock and expand export markets by leveraging government policies. (2) Develop cattle farming skills to enhance meat quality and value. (3) Improve farming systems to mitigate risks from natural disasters and disease outbreaks. (4) Reduce production costs by utilizing local resources and improving farm management. The BMC analysis highlighted that middlemen are key customers, accessed directly or via social media. The primary value proposition is chemical-free beef, with the main costs being feed expenses. Key partners include family members and beef cattle cooperatives.

A Deep Learning Model for Online Review Analysis to Enhance Service Quality of 1-3-Star Hotels in the Sam Buri Area

2025-04-17T08:45:17+07:00

This research aims to develop a deep learning model and data-driven strategies for marketing and service enhancement by analyzing online reviews in the hotel industry across the Sam Buri area, comprising Lopburi, Saraburi, and Singburi provinces. It focuses on 1–3-star hotels, utilizing review data from Agoda. A Long Short-Term Memory (LSTM) model was employed to classify sentiments as positive, negative, or neutral based on 2,767 reviews collected between 2023 and 2024. The model achieved an overall accuracy of 0.8297. Notably, it performed well in identifying negative reviews, with precision of 0.9079, recall of 0.8920, and F1-score of 0.8999, reflecting its ability to recognize the distinct linguistic features of negative sentiment, which often uses clear and direct language. Frequent keywords in negative reviews included “room”, “breakfast”, “cleanliness”, “parking”, “bed” and “old room.” For neutral sentiment, the model showed satisfactory performance with an F1-score of 0.8510. Positive review classification yielded a lower F1-score of 0.6527, likely due to the diverse and ambiguous nature of positive expressions. Common keywords in positive reviews were “room”, “breakfast”, “cleanliness” and “good service.” Overall, the LSTM model demonstrates strong potential for practical application in sentiment analysis and text classification within the hospitality industry.

Future Foresight to Drive Bangkok's Urban Development Plan as a Creative City of Design

2025-04-28T14:34:00+07:00

This research aims to study the operational situation of the private sector and support from the government, analyze opportunities, obstacles, and problems in development, and forecast the future through strategic cooperation mechanisms to drive Bangkok's development as a Creative City of Design. The research employed qualitative research methodology using the Delphi forecasting method, collecting data through in-depth interviews with 12 key informants who are representatives from government agencies and private sectors involved in creative industries. The research found that understanding of the creative city concept in Bangkok's context remains diverse and lacks clarity. Operations are often characterized by activities specific to
certain groups and areas, without systematic integration. Despite opportunities from cultural capital, tourism potential, and being part of the global creative city network, significant obstacles remain, such as lack of direction and integration, focus on developing only areas with high cultural capital, lack of quality infrastructure, and lack of public participation. The research proposes solutions and forecasts development directions, while identifying key success factors in developing Bangkok as a Creative City of Design that balances cultural identity with modernity and leads to improving citizens' quality of life. The development of Bangkok into a Creative City requires a long-term vision that remains consistent regardless of political changes, the distribution of development across all areas allowing each district to discover its own identity, and the improvement of laws, financial incentive measures, as well as educational policies that systematically promote creativity.