Journal of Management Science Chiangrai Rajabhat University

Reducing Waste from Delays in the Bag Manufacturing Process through Integrated Supply Chain Management and ECRS Principles

2025-07-15T10:41:08+07:00

Delays embedded in fragmented supply chains generate significant lead-time waste in Thailand’s bag-manufacturing sector. This research aims to study the reduction of waste from delays in the bag production process through integrated supply chain management and the ECRS principles (Eliminate, Combine, Rearrange, Simplify), using a bag manufacturing factory in Bangkok as an in-depth case study. Data were gathered through participatory observation and in-depth interviews with ten key informants, complemented by a small group interview for a comprehensive process analysis. Analytical tools included IDEF0 process maps, the SIPOC (Supplier–Input–Process–Output–Customer) model, How-How analysis, and tree diagrams. The production process originally comprised 30 activities, five of which were classified as non-value-adding (NVA). The improvement initiative eliminated all NVA activities, reducing the process to 25. As a result, the average cycle time for production has decreased from 101.28 minutes to 40.25 minutes, and material-handling distance decreased from 87.8 metres to 85.8 metres. This study reveals that the integration of supply chain management with ECRS principles significantly reduces waste caused by production delays, ensures timely product delivery, and strengthens the competitiveness of the bag manufacturing industry and related sectors.

Trends and Compositions of Agri-tainment Characteristics in Thailand

2025-07-14T14:49:35+07:00

This research aimed to 1) study the trends of Agri-tainment tourism patterns in Thailand and 2) study the components of Agri-tainment characteristics in Thailand. This qualitative research used grounded theory methodology to obtain findings based on empirical data through in-depth interviews. It consists of 20 key informants of farmers, experts in agriculture, agritourism, food, cultivation, design and creation, and organic agricultural certification. The data were triangulated from different literature reviews, in-depth interviews, and participant observations. The results of the study presented theoretical concepts that explain the characteristics of Agri-tainment tourism in 5 important dimensions in the context of Thailand: 1) eco-cultural and Agricultural dimensions, 2) creative agri-aesthetics experiences, 3) holistic management dimensions, 4) community participation and benefit sharing dimensions, and 5) value creation and value added dimensions, which can be used as a basis for the sustainable development and enhancement of this type of tourism.

Cold Chain Efficiency of Agricultural and Food Logistics Service Providers in Thailand

2025-07-16T17:47:54+07:00

The cold supply chains are essential for managing agricultural and food products, helping to reduce food losses. Therefore, researchers conducted a study on the efficiency of cold supply chains of agricultural and food logistics service providers. The objectives were to study the relationship between good storage and distribution methods, supply chain cooperation, supply chain flexibility, and cold supply chain efficiency, and to propose guidelines for increasing cold supply chain efficiency that are consistent with the current environment for cold supply chain operators to use. The population consisted of 639 executives of temperature-controlled transportation and storage service providers nationwide. Data were collected through questionnaires from 380 sample groups and structural equation analysis was used. The results of the study found that 1) good storage and distribution methods have a significant positive influence on supply chain cooperation, supply chain flexibility, and cold chain efficiency. 2) Supply chain cooperation has a statistically insignificant positive influence on cold supply chain performance. 3) Supply chain flexibility has a statistically significant positive influence on cold supply chain performance. 4) Supply chain cooperation is not a mediating factor between good storage and distribution practices and cold supply chain performance. 5) Supply chain flexibility is a mediating factor between good storage and distribution practices and cold supply chain performance. Therefore, it is important to promote the transfer of modern knowledge to operators so that they have effective and standardized storage and distribution methods, and to plan operations with flexibility from upstream to downstream to further enhance the efficiency of the cold chain.

Self-Efficacy and Creativity as A Series Mediating Effect that Transfers Transformational Leadership to Job Performance of Hotel Business’s Front Office Employees with Customer Incivility as The Moderator Variable

2025-08-22T13:23:03+07:00

This research aimed to 1) study the level of customer’s opinion on transformational leadership, self-efficacy, creativity, work performance and incivility; 2) test the causal influence of transformational leadership, self-efficacy and creativity on work performance; 3) test the influence of serial mediating variable of self-efficacy and creativity on the relationship between transformational leadership and work performance; and 4) test the influence of customer incivility as a moderating variable between self-efficacy and creativity. This quantitative research used 620 hotel business’s front office employees. Data were collected using questionnaires and analyzed using descriptive statistics and structural equation analysis.

The results of the study found that 1) work performance had the highest mean value, followed by transformational leadership, self-efficacy and creativity. and customer incivility 2) transformational leadership had the highest influence (TE = 0.838, p = 0.000), followed by self-efficacy (TE = 0.468, p = 0.000) and creativity (TE = 0.215, p = 0.000), predicting 83.20 percent of work performance (R² = 0.832). 3) Self-efficacy and creativity partially mediate the relationship between transformational leadership and performance. Transformational leadership not only directly impacts performance, but also indirectly through the process of self-efficacy, leading to the development of creativity. 4) Customer incivility partially moderates the relationship between self-efficacy and creativity (ß = 0.198, t = 6.472, p < 0.001, R² = 0.767). Employees with high self-efficacy are able to maintain and develop their creativity even when faced with customer incivility. However, excessive levels of incivility can impair or limit the opportunity to fully utilize their creative potential.

Communication Strategy of Education Institute in Thailand’s Esports Industry for Promoting the Creative Economy

2025-06-20T17:02:07+07:00

This research examined the communication strategies employed by educational institutions in Thailand’s esports industry. The study employs qualitative research methodology through in-depth interviews with 12 experts from the education sector, comprising both academics and professionals from higher education institutions.

The findings indicate that educational institutions offering esports-related programs adopt three primary approaches: classroom-based assignments, the application of case studies, and lectures that emphasize the development of practical skills aligned with industry requirements. In addition, special events are organized, and social media platforms are utilized to facilitate interaction with students. These strategies emphasize the integration of theoretical and practical learning in collaboration with private sector stakeholders, enabling students to gain real-world experience in esports operations, including tournament organization, community management, and digital media production. Furthermore, esports activities serve as an effective promotional tool for academic programs, allowing prospective students to experience the learning environment firsthand. This approach fosters partnerships between educational institutions and industry players, contributing to the development of a skilled and creative workforce that meets the evolving demands of the esports industry.

The Guidelines for Using Soft Power to Gastronomy Tourism Uniqueness of Koh Kret Nonthaburi Province

2025-06-30T17:56:32+07:00

This study aimed to study the factors of cultural influence, community tourism, community-based gastronomy tourism, social media awareness, service quality, and inspiration that influenced the gastronomy tourism uniqueness of Koh Kret Nonthaburi Province. Qualitative and quantitative research by Thai and foreign tourists, and local residents total 400 samples and policymakers and local residents in Koh Kret, Nonthaburi Province total 15 samples by using purposive sampling and collecting data through questionnaires, the researcher analyzed the instrument’s reliability coefficient and found it to be 0.87, which is close to 1.00. This indicates that the questionnaire items demonstrate an acceptable level of validity. Furthermore, the analysis of Cronbach’s alpha revealed that the 30-question questionnaire had alpha coefficients ranging from 0.71 to 0.89, indicating that the questionnaire possesses high to very high reliability and can be utilized with good to very good effectiveness. The results of the study found that it can be implemented with the ITSC model consisting of Promoting Local Identity, Telling the story of food culture and history, Promoting Sustainable and Responsible Tourism, and Building Collaborative Networks.

The Relationship Between Strategic Agility, Team Collaboration, and Performance of Small and Medium Enterprises in Northern Region: The Moderating Role of Digital Marketing

2025-07-30T12:10:10+07:00

This research aimed 1) to study the importance of strategic agility, team collaboration, digital marketing and performance, 2) to study the relationship between strategic agility and team collaboration on performance, and 3) testing the moderating role of digital marketing to strategic agility and team collaboration on performance of SMEs in the northern region of Thailand. It was quantitative research. The sample consisted of 600 SMEs in the northern region of Thailand registered with government agencies. The research instrument was a questionnaire using descriptive statistics to find percentages, means, and standard deviations. The inferential statistics were analyzed using structural equation modeling (SEM) to test the model fit with the JAMOVI software

The research results found that all variables were highly important. The first was performance, followed by strategic agility, team collaboration, and digital marketing. Strategic agility had both direct and indirect relationships with performance. Team collaboration also has a direct relationship with performance. There is no direct relationship between strategic agility and performance when considering the role of digital marketing. Instead, digital marketing acts as a moderator that influences the relationship between team collaboration and performance. This occurs because digital marketing mechanisms encourage clear marketing goals and transparent joint decision-making, which fosters collaboration and ultimately leads to improved performance.