Journal of Management Science Pibulsongkram Rajabhat University

Regression Limit Analysis of the Relationship between Service Failure, Service Recovery, Customer Forgiveness and Customer Loyalty of the Omnichannel Marketing Restaurants in the Lower Northern Provincial Cluster 1 of Thailand

Uthen Thatsaringkharnsakun — 2025-12-30

This research aimed to study the level of customers’ opinions on service failure, service recovery, customer forgiveness, and customer loyalty and investigate the relationship between service failure, service recovery, customer forgiveness, and customer loyalty of the omnichannel marketing restaurants in the Lower Northern Provincial Cluster 1 of Thailand. The data for this quantitative research were collected from a sample of 750 people through a questionnaire with an overall reliability between 0.864 - 0.943, and a validity and reliability with an average Cronbach's alpha of 0.886. The results revealed that the customers’ highest level of opinion was on customer forgiveness, customer loyalty, service recovery, and service failure, respectively. It was also found that the highest relationship was between service recovery and customer forgiveness, service recovery and customer loyalty, customer forgiveness and customer loyalty, service failure and customer loyalty, and service failure and service recovery, respectively. However, service failure had an inverse relationship with customer forgiveness.

Social media usage, FOMO, and psychological well-being from smartphone use among Rajabhat University undergraduate students in Thailand: A theory of planned behavior perspective on the mediating roles of attitude, anxiety, and life satisfaction

Sutisa Chenchan — 2025-12-30

This research aims to investigate the influence of social media usage, fear of missing out, social norms, and perceived behavioral control on attitudes, anxiety, life satisfaction, and psychological well-being through smartphone use among undergraduate students at Rajabhat Universities in Thailand. The subjects of this quantitative research consisted of 575 undergraduate students from Rajabhat Universities throughout Thailand selected by quota sampling. The data were collected by using a questionnaire and analyzed by using structural equation modeling (SEM). The research findings revealed that social media usage, social norms, and perceived behavioral control positively affected attitudes, while fear of missing out had a negative impact. Fear of missing out, social media usage, and social norms positively affected anxiety, whereas attitudes and perceived behavioral control had a negative effect. Attitudes positively influenced life satisfaction, while anxiety had a negative impact. Furthermore, attitudes and life satisfaction positively affected psychological well-being, while anxiety had a negative effect.

The Impact of Culture, Planned Behavior, and Entrepreneurial Motivation on the Entrepreneurial Intentions of Business Management Students in Chiang Mai, Thailand.

Pichaphob Panphae — 2025-12-30

The purposes of this research were to study the significance of cultural dimensions, planned entrepreneurial behavior, entrepreneurial motivation, and entrepreneurial intention among undergraduate business management students; and examine the consistency of the structural equation model of entrepreneurial intention and propose strategies to foster entrepreneurial intention among the students. As a mixed-methods approach, combining both quantitative and qualitative research methodologies, the participants of the quantitative study consisted of 400 undergraduate business management students in Chiang Mai selected by using simple random sampling, and the data were collected by using a questionnaire. The data were analyzed using structural equation modeling (SEM). The qualitative research was conducted in a focus group discussion with a target group of 10 people by using purposive sampling. The findings indicated that the participants thought that the most important factors were entrepreneurial intention, planned entrepreneurial behavior, cultural dimensions, and entrepreneurial motivation, respectively. It was also found that the structural equation model was consistent with empirical data (χ²=0.734, df=1, χ²/df=0.734, p-Value=0.392, GFI=0.999, CFI=1.000, RMSEA=0.000, RMR=0.003). The study revealed that planned entrepreneurial behavior had the greatest overall influence on entrepreneurial intention, followed by cultural dimensions and entrepreneurial motivation, all of which were statistically significant at the 0.05 level. In addition, the findings from the quantitative study were consistent with those from the qualitative investigation. In particular, the qualitative evidence highlighted that cultural dimensions play a significant role in shaping entrepreneurial intention-especially in contexts where businesses are closely tied to local traditions and culture, such as family enterprises, cultural tourism, and handicraft production. Three key strategies were proposed for fostering entrepreneurial intention: cultivating a culture that values independent thinking and business ownership, developing positive attitudes towards entrepreneurship, and enhancing motivation to encourage readiness for entrepreneurial ventures. This study serves as a crucial foundation for driving a modern economy powered by innovation and creativity, fostering a society of opportunities where individuals can establish and sustain their own businesses.

The Structural Relationship between Gerotechnology, Functional Rehabilitation and Successful Aging in Place among Older Adults: A Case Study in Phitsanulok Province

Thanet Oonprechavanich — 2025-12-30

This study aimed to analyze the direct and indirect influences of technology on the elderly’s happy life at home in Phitsanulok Province, and examine the mediation effect of functional rehabilitation between technology for the elderly and healthy aging. The data were collected by using a questionnaire. The participants were 234 elderly individuals, aged 60 and above, in 9 districts of Phitsanulok, selected by non-probability quota sampling. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) and mediation testing with the PROCESS v4.2 (Model 4). The results showed that technology for the elderly had a direct effect on healthy aging at home with a value of 24.60% and functional rehabilitation with a value of 72.30%. Also, functional rehabilitation had a direct effect on healthy aging at home with a value of 61.60%. In addition, technology for the elderly had an indirect effect on healthy aging at home with a value of 44.50%. Finally, functional rehabilitation served as a partial mediating variable between technology for the elderly and healthy aging at home in Phitsanulok.

Development of a Comprehensive Community-Based Solid Waste Management Model in Loei Municipality

Weerayut Ratchatawetchakul — 2025-12-30

This study aimed to examine the components of comprehensive community-based solid waste management in Loei Municipality, develop a solid waste management model, assess and validate the model, and expand the developed model. A mixed-methods research design was employed, consisting of four phases. Phase 1 involved an examination of the components of solid waste management through the review of academic textbooks, relevant research studies, and in-depth interviews with 8 key informants. Phase 2 tested the consistency of the developed model with empirical data using a questionnaire. The sample consisted of 400 residents from 50 communities within Loei Municipality. Phase 3 involved evaluating and validating the model through focus group discussions with 12 experts. Phase 4 focused on expanding the model through three community development activities. The findings revealed that the 57 indicators utilized in the study met the established criteria for appropriateness. The developed solid waste management model was consistent with empirical data, in which the most significant components were participatory management, support from relevant agencies, information awareness, community culture, and transformational leadership, respectively. All the indicators were found to be appropriate, feasible, useful, and comprehensive. It was also found that he three community development activities received the highest level of satisfaction from the participants.

The Relationship Between the Good Corporate Governance Score and Security Price Change of Thai Listed Companies

Thanai Sriersan — 2025-12-30

This research aimed to study the relationship between the good corporate governance scores and security price change of Thai Listed Companies. The data were collected from the financial statement reports and good corporate governance reports of Thai listed Companies from a sample of 381 companies that disclosed their corporate governance scores in seven industrial groups over a five years period, from 2019 to 2023. The researcher used multiple regression analysis to test the hypothesis. The study results revealed that the level of good corporate governance score had a positive effect on the security price change with the control variables of company size, and capital structure also had an effect on the security price change. Not only can this research serve as a valuable database for further research on corporate management and corporate governance development, but it can also assist companies in the planning and development of effective corporate governance policies that will foster investor confidence

Effective of Work-Life Balance,Work-Family Boundary Management Performance and Career Withdrawal Intention on Hotel Employee Service Performance in JiangSu Province,China

Xingran Li — 2025-12-30

As competition intensifies within China's hotel industry, frontline employees increasingly face challenges related to work-life conflict. This study aims to develop and test a theoretical model that examines the effects of work-life balance (WLB), work-family boundary management (WFBM), and career withdrawal intention (CWI) on service performance, with work engagement (WE) serving as a mediating variable. A mixed-methods approach was employed, including literature review, interviews, and a questionnaire survey conducted with 412 frontline hotel employees in Jiangsu Province. Structural Equation Modeling (SEM) was used to analyze the data. Key findings reveal that WLB significantly improves both work engagement and service performance, while CWI negatively impacts both outcomes. WFBM has a negative effect on work engagement but no significant direct effect on service performance. Notably, work engagement mediates the relationship between WLB and CWI with service performance, but not between WFBM and service performance. These results emphasize the critical role of psychological engagement as a pathway linking work-life conditions to employee performance. Practically, the study offers actionable insights for hotel managers to enhance employee performance by promoting flexible work arrangements, developing engagement-focused HR practices, and identifying early signs of withdrawal intention to improve staff retention and service quality in the hospitality sector.

The Development of a Digital Platform to Promote the Marketing of the Cultural and Local Wisdom Products in Phra Nakhon Si Ayutthaya Province

Sawita Yousukkee — 2025-12-30

This research aimed to develop a digital platform to promote the marketing of cultural and local wisdom-based products in Phra Nakhon Si Ayutthaya Province. A mixed-methods research approach was employed, involving qualitative data collection through interviews with 10 entrepreneurs and quantitative data collection using a questionnaire with 400 consumers. The Weka software was used to analyze association rules of marketing strategy factors (7Ps) that influenced consumers’ purchasing decisions for cultural products. The results revealed that both entrepreneurs and consumers prioritized platforms that were user-friendly, provided comprehensive information, ensured security, and were compatible with mobile devices. Key influencing factors included diverse and efficient delivery options, convenient and fast order management, promotional activities, and consistent marketing communication, all of which significantly affected purchase decisions and user satisfaction. Through the Apriori algorithm, the top five association rules with a confidence value of 1.00 and high lift indices were identified, indicating strong positive relationships. For example, offering various delivery methods was associated with consistent promotional efforts, and after-sales services were correlated with the organization of sales promotion events. Furthermore, an appropriately designed platform directly impacted brand perception and the effectiveness of communication with customers. These findings were applied to design and develop the digital platform.

Repeat Purchase of Online Fashion Apparel among Generation Y in Bangkok

Phanida Roekchaiyo — 2025-12-30

This research aimed to study the repurchase decision of online fashion clothing among Generation Y, compare repurchase decisions based on personal demographic factors, and examine the influence of service quality, brand value perception, and online marketing mix strategies on the repurchase decision of online fashion clothing among Generation Y in Bangkok. This quantitative research utilized a questionnaire as a data collection tool. The sample consisted of 400 consumers aged between 28 and 43 who had previously purchased online fashion clothing. The statistical methods used included percentage, mean, standard deviation, and hypothesis testing using F-test (One-way ANOVA), with multiple comparisons using the Least Significant Difference (LSD) method, and Multiple Regression Analysis (MRA). The results revealed that there was a siginifically difference between certain demographic factors-specifically gender, education level, and average monthly income in repurchase decisions among Generation Y consumers in Bangkok. Furthermore, service quality (R²=82.8%), brand value perception (R²=84.2%), and online marketing mix strategies (R²=89.6%) had a statistically significant and positive influence on their repurchase decisions.

The Role of Satisfaction in Linking Internal Organizational Support Factors Affecting Employee Engagement in the Private Sector in the Northern Region of Thailand

Jurarat Kamthakruea — 2025-12-30

This research aimed to examine the levels of internal organizational support factors, satisfaction, and employee commitment among private sector employees in Thailand, study the effects of internal organizational support factors and satisfaction on employee commitment, and investigate the role of satisfaction as a mediator between internal organizational support factors and employee commitment in the private sectors in Thailand. The sample of this quantitative research consisted of 400 employees working in private organizations in three northern provinces: Lamphun, Kamphaeng Phet, and Chiang Mai. The data were collected by using a questionnaire. Descriptive statistics were used to calculate percentages, means, and standard deviations, while inferential statistics were analyzed using SEM. The results showed that all factors were significantly important and ranked as follows: satisfaction, internal organizational support, and employee commitment. It was also found that internal support factors such as working conditions, work-life balance, and organizational culture significantly influenced employee commitment. Specifically, work-life balance and organizational culture had a direct effect on employee commitment. Satisfaction was found to have a statistically significant effect on employee commitment at the 0.01 level. However, internal organizational support in terms of working conditions did not have a direct effect on employee commitment. The mediating role of satisfaction. Satisfaction played a mediating role in linking internal organizational support to employee commitment through three indirect paths: Path 1, Internal support in terms of working conditions had an indirect effect on employee commitment through satisfaction, with a path coefficient of 0.144. Path 2, Internal support in terms of work-life balance had an indirect effect on employee commitment through satisfaction, with a path coefficient of 0.268. Path 3, Internal support in terms of organizational culture had an indirect effect on employee commitment through satisfaction, with a path coefficient of 0.049. Overall, satisfaction served as a mediator linking internal organizational support factors to employee commitment

Saving Behavior among Undergraduate Students of the Faculty of Management Science at Pibulsongkram Rajabhat University.

Ratchadaporn Pattana — 2025-12-30

This research aimed to examine the saving behavior and influencing factors among undergraduate students at the Faculty of Management Science, Pibulsongkram Rajabhat University based on the behavioral economics particularly the Life-Cycle Hypothesis, Nudge Theory, and the Theory of Planned Behavior (TPB). The study also explored the effects of income, financial attitude, personal motivation, and financial literacy on their saving behavior. The participants were 237 students of the faculty. The data were collected by using a questionnaire and analyzed using descriptive statistics and multiple regression. The results showed that most students saved regularly, primarily through digital platforms. Income significantly influenced their saving behavior, while the other variables: financial attitude, personal motivation, and financial literacy tended to show positive effects but not significantly. The R² value was 0.418, suggesting that these factors explained 41.8% of the variation in saving behavior. The findings also suggested that behavioral interventions such as automated saving systems, reminders, and peer comparisons may effectively promote students’ savings. Future research could include variables like family influence, spending patterns, or financial well-being for deeper insights.

The Development of Faith-Based Tourism Routes with the Participation of The Tha Chai-Si Satchanalai Community.

Pongpan Puttivisit — 2025-12-30

This research aimed to achieve two primary objectives: 1) to study the context and explore information on Faith-Based Tourism (FBT) attractions within the Tha Chai-Si Satchanalai community area, and 2) to investigate guidelines for developing FBT routes in the Tha Chai-Si Satchanalai community, Si Satchanalai District, utilizing a qualitative research methodology. The study involved surveying and analyzing the potential of FBT attractions in the Tha Chai-Si Satchanalai community, conducting in-depth interviews with key stakeholders involved in community-based tourism (CBT) management in the Tha Chai-Si Satchanalai area of Sukhothai Province, and organizing a focus group discussion with 15 relevant stakeholders to determine appropriate development guidelines for FBT in the area.

The process for developing FBT routes in Tha Chai-Si Satchanalai identified nine suitable FBT sites. Development should involve joint operations and cross-sectoral collaboration among all relevant partners at every level. This requires utilizing existing cooperative mechanisms to develop FBT routes through the analysis of site potential, verification of accurate local data, and a process to enhance the capacity of community members across all age groups. Capacity building should focus on enabling them to understand and interpret the attractions and community area authentically. Finally, establishing networks with nearby communities is crucial for facilitating visitor flow and distributing income to the local populace.

Utilitarian and Hedonic Motivations in consumer purchase of local fabrics

Anongwan Chinnasree — 2025-12-30

This study aims to synthesize the concepts of consumers’ utilitarian and hedonic motivations for purchasing local fabrics by integrating motivation theories and purchasing behaviors into the context of culturally valuable products. The analysis of motivations is divided into two main dimensions: utilitarian motivations and hedonic motivations. Utilitarian motivations consist of functional utility motivations and goal-oriented motivations with reasons and confidence, which were the main factors influencing consumers’ decision to purchase local fabrics. Hedonic motivations consist of inspiration from happiness factors expressed in the form of being a conservationist, enjoyment from stories and cultural connections, and social identity expression. From the synthesis of concepts, the author presents a conceptual model that illustrates the interaction between utilitarian and hedonic motivations in the decision-making process of purchasing local fabrics, which is a complex process influenced by several types of motivations that work together systematically.