https://so03.tci-thaijo.org/index.php/msaru/issue/feed Journal of Management Science Review 2022-08-31T11:59:23+07:00 วารสารวิทยาการจัดการปริทัศน์ msarujournal@gmail.com Open Journal Systems <p><img src="https://so03.tci-thaijo.org/public/site/images/ysawita/msjournal1.jpg" /></p> <p><img src="https://so03.tci-thaijo.org/public/site/images/ysawita/msjournal2.jpg" /></p> <p><img src="https://so03.tci-thaijo.org/public/site/images/ysawita/msjournal3.jpg" /><img src="https://so03.tci-thaijo.org/public/site/images/ysawita/msjournal4.jpg" /></p> <p><img src="https://so03.tci-thaijo.org/public/site/images/ysawita/msjournal5.jpg" /></p> <p> </p> https://so03.tci-thaijo.org/index.php/msaru/article/view/260547 The Adaptation of Food Business after the COVID-19 Crisis 2022-07-05T22:48:38+07:00 Chirawan Kitivanarat tarn_chirawan@hotmail.com Noppawan Wisedsind noppawan.t@dru.ac.th Patra Sukasukont patra_sukasukont@yahoo.com <p>The epidemic of the covid-19 virus has had a huge impact on the restaurant business due to campaign measures to refrain from leaving the house if it is not necessary. This academic article, therefore, aims to present the adjustment of the restaurant business under new normal circumstances. Due to this epidemic crisis, the value of the restaurant business between 2020 and 2021 decreased by 11%, operators need to adjust their businesses to meet the changing consumer behavior. Therefore, in adjusting the restaurant business under new normal circumstances, entrepreneurs should have a plan to be prepared to deal with various crises, especially in Crisis communication. The employees should be trained for increasing more knowledge, in addition, entrepreneurs should also focus on raising business standards in line with new normal situations such as cleanliness and food safety, providing customer service that minimizes exposure. There is a partnership with online food ordering platforms, marketing communications focused on new normal service standards and should explore consumer behavior towards the restaurant business in order to track the buying behavior or consumption patterns of the target customers and to develop a business model to meet the needs of consumers with efficiency and sustainability in business.</p> 2022-08-31T00:00:00+07:00 Copyright (c) 2022 Journal of Management Science Review https://so03.tci-thaijo.org/index.php/msaru/article/view/260950 Leadership with Medical Records Management in the Digital Age 2022-07-05T22:51:52+07:00 Peera Deelert peera.de@kmpht.ac.th Janjira Deelert janjira_d@aru.ac.th <p>This academic article analyzed leadership in the management of medical records in the digital age. Leadership theory consisting of trait theory, behavioral leadership theory, situational leadership theory, and transformational leadership theory were used to analyze together with the changes in the digital age in the context of medical records management of health care facilities in Thailand. According to the analysis, there were suggestions about leadership and medical records management in the digital age. Leaders in medical records agencies in the digital age must have the knowledge and high competence maturity in order to keep up with changes, morals, and ethics, and be able to apply the theory of leadership to suit the situation, flexible and changeable according to the appropriate environment under the leadership standpoint. If a leader had the qualities of a good leader, followers would act willingly resulting in efficient work. Leadership was therefore important and necessary to management in order to comply with policies and lead the organization to success in this rapidly changing era like the digital age.</p> 2022-08-31T00:00:00+07:00 Copyright (c) 2022 Journal of Management Science Review https://so03.tci-thaijo.org/index.php/msaru/article/view/261001 Progressive Sufficient-Economy-Based Business Model for Adding Value to Local Products and Social Return in Tak Special Economic Development Zone During the Coronavirus Disease Outbreak 2022-07-05T21:50:23+07:00 Kanthana Ditkaew dr.noon@rmutl.ac.th Krisada Chienwattanasook krisada_c@rmutt.ac.th <p>The economic downturn caused by the coronavirus disease 2019 outbreak has affected several local businesses, from large organizations to local enterprises. A severe slowdown in production and investment has wide-ranging impacts causing a large reduction in domestic employment. It is important to reconsider the intrinsic foundation in order to sustainably resolve these business issues. A policy imposed by the Thai government aims to strengthen the business foundation. With local knowledge and resources, the locals with increased potential can produce goods and services to generate income for the community in accordance with the Sufficiency Economy Philosophy. This article aimed to present an immunity in the form of a business model based on the progressive sufficiency economy philosophy by applying various academic principles in process planning and local economic recovery. For sustainable development, it is essential to add value to local products and social returns. It is also beneficial for the government to allocate budgets for local communities in accordance with their use and expansion in Tak Special Economic Development Zone.</p> 2022-08-31T00:00:00+07:00 Copyright (c) 2022 Journal of Management Science Review https://so03.tci-thaijo.org/index.php/msaru/article/view/261575 Strategic Leadership in Organizations 2022-08-10T09:18:47+07:00 Nalinee na Nagara Raktham nalinee.waew@gmail.com <p>The purpose of this article was to describe Strategic Leadership in Organizations. The content was comprised of the meaning of leadership, the meaning of strategic leadership, and the meaning of organizations together with important tools which were SWOT Analysis and PEST Analysis. These tools were important for the strategic planning. In summary, two important components were indicated in Strategic Leadership Attributes. The first component was Personal Leading which included 1) Vision, 2) Challenge Ability, 3) Creative Thinking, and 4) System Thinking. The second component was Organizational Leading, including 1) Strategic Management, 2) Human Resource Management, 3) Power, and 4) Good Governance.</p> 2022-08-31T00:00:00+07:00 Copyright (c) 2022 Journal of Management Science Review https://so03.tci-thaijo.org/index.php/msaru/article/view/260603 Operational Factors Affecting Employee Performance of Elec & Eltek (Thailand) Co., Ltd. in Pathum Thani Province 2022-05-04T23:14:26+07:00 Sudarat Sadoyu 76377122@aru.ac.th Sangjit Taisang PHDPOO@hotmail.com <p>The objectives of this research were 1) to study the factors affecting the performance of employees of Elek &amp; Eltek (Thailand) Co., Ltd. in Pathum Thani Province, 2) to compare the demographic factors. and the efficiency of work of employees of Elek &amp; Eltek (Thailand) Co., Ltd. in Pathum Thani Province, and 3) to study the relationship between the operational factors on the efficiency of work of employees of Elek &amp; Eltek (Thailand) Co., Ltd. in Pathum Thani Province. The sample group consisted of 281 employees in the production department. The research instrument was a questionnaire with a confidence value of 0.97. The data were analyzed using frequency, percentage, mean, standard deviation, and the hypothesis was tested with T-value, F-value, LSD-value, and Pearson's correlation coefficient by setting the level of statistical significance at .05</p> <p>The results showed that 1) In terms of operational factors, it was found that the operational factors of the production staff as a whole were averaged at a high level (=4.80, S.D.=0.41) when considering each aspect in descending order of averages. It was found that the delegation of tasks was clear which the average was at the highest level (=4.82, S.D.=0.43), followed by fair evaluation (=4.81, S.D.=0.43) and acceptance (=4.80, S.D.=0.43). 2) Comparison of demographic factors with the performance of employees of Elek &amp; Eltek (Thailand) Co., Ltd. in Pathum Thani Province, found that employees with different incomes had different levels of factors affecting their efficiency. Performance of employees of Elek &amp; Eltek (Thailand) Co., Ltd. in Pathum Thani Province, as follows: Achievement, Standard, Deadline, and Strategy were no different. 3) The level of correlation between operational factors has a positive correlation to the efficiency of the employees of Elek &amp; Eltek (Thailand) Co., Ltd. in Pathum Thani Province in all aspects. The levels of employee performance in Competence, Acceptance, Clear Assignments, Training, and Fair Assessment were highly correlated with the level of employee performance in terms of Achievements, Standards, Deadlines, and Strategies were all statistically significant at the .01 level. The correlation coefficient (r=0.876) meant a high level of correlation.</p> 2022-08-31T00:00:00+07:00 Copyright (c) 2022 Journal of Management Science Review https://so03.tci-thaijo.org/index.php/msaru/article/view/260681 Marketing Strategies Influencing the Decision Making to Use Safety Training Services of Safety Officer of Ayutthaya Group in Phra Nakhon Si Ayutthaya Province 2022-05-07T00:19:29+07:00 Niphon Phophangphum niphon.sty@hotmail.com Sangjit Trisang Phdpoo@hotmail.com <p>The objectives of this research were 1) to study personal factors, marketing strategies, and decision-making in choosing safety training services and 2) to study the relationship between personal factors and marketing strategies influencing the decision-making in safety training services. The sample was 103 members of the Ayutthaya Safety club. This research was quantitative research. The samples were 103 Safety Officers of Ayutthaya Group which was determined as a sample size using Krejcie and Morgan's table. The questionnaire was used as the research tool, and percentage, mean, standard deviation, and Pearson's correlation coefficient were used for data analysis. The results of the study revealed that most of the Ayutthaya Safety Officer members were female under the age of 30, graduated with bachelor's degrees, as well as being in the position of safety officer at a professional level, and having 11 to 15 years of experience. When comparing the marketing strategies to deciding on a safety training service found that the 7 aspects of marketing strategies were different. The relationship between marketing strategies and deciding on a safety training service was also found the marketing strategies in terms of product, distribution channel, marketing promotion, human resource, and process were related to the decision-making of the Ayutthaya safety officer group significantly at the statistical level of 0.05</p> 2022-08-31T00:00:00+07:00 Copyright (c) 2022 Journal of Management Science Review https://so03.tci-thaijo.org/index.php/msaru/article/view/260871 Potential Enhancing of Creative Community-Based Tourism to Develop Areas on the Basis of Local Identity of Ban Ngew Sub-District, Sam Khok District, Pathum Thani Province 2022-07-05T21:22:20+07:00 Patcharaporn Jantarakast patcharaporn.jan@vru.ac.th Kanmanee Waiyakrud kanmanee@vru.ac.th Prachayapachara Wan-Uta prachayapahchara@vru.ac.th <p>This research objectives were 1) to improve the quality of creative community tourism products in terms of both value and worth based on the local identity in Ban Ngew Sub-district, Sam Khok District, Pathum Thani Province, 2) to promote communication channels for community-based tourism marketing to target tourists in Ban Ngew community, and 3) to build community capacity as a model for community-based tourism management and network members for the sustainability in Ban Ngew Sub-district, Sam Khok District, Pathum Thani Province. This research was participatory qualitative research and in-depth interviews were used to collect data from 15 members of the Ban Ngew Sub-District Community Lifestyle Tourism Enterprise Group, and 10 staff members in Ban Ngew Sub-District. Data were analyzed by using content analysis. The results of the study found that 1) in terms of the product quality development for creative community-based tourism has been carried out until it has received the sanitary safety standard for recreation and tourist attractions from the Tourism Authority of Thailand, 2) in terms of upgrading marketing communication channels, tourism products have been exhibited at the opening event, “One Day Trip, Pathum Thani, Charming Near the City. Open the city of Pathum Thani to receive tourists” in order to launch products from the community tourism enterprise group in Ban Ngew Sub-District, and 3) in terms of the capacity of the community as a model for community-based tourism management and network partners were strengthened by asking for the assessment of community-based tourism standards from the Department of Tourism to create value and economic value for members of the product development group, which affects the balance of the economy, society, culture, and environment of the community. This was an important goal of sustainable community-based tourism development.</p> 2022-08-31T00:00:00+07:00 Copyright (c) 2022 Journal of Management Science Review https://so03.tci-thaijo.org/index.php/msaru/article/view/260895 Competency Development of Workers with Physical Disabilities 2022-05-17T11:37:52+07:00 Kunlawee Wuthikorn Kunlawee123@hotmail.com Teerachod Sattakom ssran1969@gmail.com Arunrat khaeypong arunrat7271@gmail.com Pangmanee Dechkhum pangma.dech@gmail.com Mookda Sriyong m_sriyong@hotmail.com <p>The purpose of this research was to study obstacles, problem solving, and guidelines for working competency development in physical disability workers using mixed method research. The study found that disabled workers were unable to fully work because they were struggling with a disability and they did not have the abilities and knowledge needed for their nature of work. So, it suggested workplaces recruit and select disabled workers who could rely on themselves and communicate with other people. Most importantly, they should provide them with positions and jobs that were appropriate for them and their physical disabilities. Furthermore, these workplaces should give the opportunity the disabled to work with them and build up motivation for them. They should also feel greater empathy for them and listen to their opinions. The study also suggested that workplaces give more time to the disabled to work while their supervisors should teach them to work step by step before assigning them to work on tasks that were appropriate for their abilities, knowledge, and disabilities. The disabled should be entitled to get equal rights and welfare and facilities must be provided or made available to employees with all types of disabilities. The state must promote vocations for the disabled and their vocational skill development. The disabled should undergo different types of vocational training in developing their potential such as computer technician courses, and management and administration course. It should also teach the disabled how to work and encourage the private sector to hire more disabled people to work with them. Related training should be provided for the private sector as well. The disabled should prepare themselves to enter the labor market by developing their abilities, knowledge, job skills, and positive attitude through a wide range of training. They must understand how society looks at them, they can stay with other people and they can compel themselves into socializing with them. They must know how they can control emotions. They must have strength and patience, getting ready to work.</p> 2022-08-31T00:00:00+07:00 Copyright (c) 2022 Journal of Management Science Review https://so03.tci-thaijo.org/index.php/msaru/article/view/261595 Services Quality and Satisfaction Affecting Customer Loyalty of Accommodation in Betong District, Yala Province 2022-08-18T20:53:46+07:00 Abbas Paliket abbas.p@yru.ac.th <p>This study aimed to investigate the service quality and satisfaction affecting customer Loyalty to accommodation in Betong district, Yala province, and to investigate the causal relationship model of service quality and satisfaction affecting customer Loyalty to accommodation in Betong district, Yala province<strong>. </strong>The data collection included 270 cases of people who had used accommodation services in Betong district, Yala province<strong>.</strong> The questionnaire was used as a research instrument to collect data, and convenience sampling was used in this study<strong>. </strong>The fundamental statistics and causal relationship model were used in data analyses<strong>. </strong>The findings showed that the average of service quality, satisfaction, and customer loyalty was at a high level. The causal relationship model of service quality and satisfaction affecting customer Loyalty to accommodation correlated with the empirical data, service quality, and satisfaction had a positive influence on customer loyalty<strong>. </strong>Moreover, the factor complying with the service quality was the most influential on customer loyalty<strong>. </strong></p> 2022-08-31T00:00:00+07:00 Copyright (c) 2022 Journal of Management Science Review https://so03.tci-thaijo.org/index.php/msaru/article/view/260965 Personnel Development Affecting the Performance Efficiency of Mitsui Precision Thai Co., Ltd. 2022-07-21T10:22:04+07:00 Katesara Boonkrob khun.duan.b@gmail.com Phattaranan Surachatri Surachatri@hotmail.com <p>The purposes of this research were 1) to study the personnel development factors affecting the performance efficiency of Mitsui Precision Thai Co., Ltd., 2) to compare the personal factors affecting the performance efficiency, and 3) to study the relationship between personnel development and performance efficiency. The sample was 187 workers of Mitsui Precision Thai Co., Ltd. Sample size was calculated using the Taro Yamane formula. The research instrument used in collecting the data was questionnaires, with a reliability of 0.97. The statistics were analyzed using frequency, percentage, average, standard deviation, and hypothesis testing with T-value, F-value, LSD-value; Fisher’s least significant difference, and Pearson product-moment correlation. The statistical significance level was set at .05.</p> <p>From the research results, it was found that 1) Personnel development affects the overall performance of Mitsui Precision Thai Co., Ltd at a high level. When considering each aspect, it was found that knowledge enhancement, skill and competence of personnel, and self-improvement in accordance with organizational development were equal. However, the skill enhancement aspect was the lowest. In addition, the overall performance of Mitsui Precision Thai Co., Ltd is at a high level. When considering the performance in each aspect, it was found that the quality and standards according to the criteria, and the maneuverability, speed, and promptness, were at the highest level respectively. While the satisfaction aspect was the lowest level. 2) The results of comparing the level of personal factors affecting work performance of Mitsui Precision Thai Co., Ltd. found that different gender and educational level had different effects on work efficiency. On the other hand, different factors of age, average monthly income, status, and length of service had the same effect on performance. 3) The results of finding the relationship between the performance of Mitsui Precision Thai Co., Ltd. found that the work efficiency had a statistically significant correlation at the .01 level, the correlation coefficient (r =. 673) means there is a high level of relationship.</p> 2022-08-31T00:00:00+07:00 Copyright (c) 2022 Journal of Management Science Review https://so03.tci-thaijo.org/index.php/msaru/article/view/261012 Marketing Strategies Influencing the Customers’ Decision Making Towards Choosing the Services of Halal Restaurants in Chaiyo District, Ang Thong Province. 2022-05-23T01:06:47+07:00 Sujaree Manitthammaphong sujaree_meow@hotmail.com Kitima Tamalee ktamalee@gmail.com <p>This research aims to study marketing strategies that affect consumers’ decision-making in choosing halal restaurants in the Chaiyo District of Ang Thong Province. The sample group in the research was 400 consumers who came to use the halal restaurant service in the Chaiyo District of <br />Ang Thong Province. The research instrument was a questionnaire. Descriptive statistics such as average, and standard deviation were used for data analysis, as well as inferential statistics were used to test the hypothesis by using multiple regression analysis.</p> <p>The results showed that consumers’ pay attention to marketing strategies at a high level in all aspects. When considering the aspect with the highest average value, it was the distribution channel. There were 3 strategies that affect consumers’ decision-making in choosing to use halal restaurants in the Chaiyo District of Ang Thong Province: the distribution channel, marketing promotion, and process. With a statistical significance at the .05 level, this marketing strategy could be predicted and explained for 52.5 percent of consumer decisions. Entrepreneurs can use the research results as a guideline for planning marketing strategies. Incorporating the decisions of consumers according to the target group can be used to improve the quality of Halal restaurants and improve their efficiency in meeting consumers’ needs.</p> 2022-08-31T00:00:00+07:00 Copyright (c) 2022 Journal of Management Science Review https://so03.tci-thaijo.org/index.php/msaru/article/view/261421 The Development of Computer Labs Reservation System via LINE Official Account for Students of the Faculty of Management Science in Rajabhat Rajanagarindra University 2022-07-05T22:08:47+07:00 Prarichart Ruenphongphun prarichart.rue@rru.ac.th <p>This research aimed to 1) develop a computer lab reservation system via LINE official account for students of faculty of management science, Rajabhat Rajanagarindra University, and 2) study the effect of satisfaction with the use of such a computer lab reservation system. The sample group consisted of the 1–4-year business computer program students, the Faculty of Management Science, Rajabhat Rajanagarindra University, who enrolled in semester 2/2564 and accessed the computer lab reservation system developed. Thirty students were sampled using the stratified sampling method. The data were collected using a demand survey. The reservation system was developed using a platform for creating LINE Bot Designer with Dialogflow. The reservation system was connected to the Cloud Service using Intergromat and Webhook. The online questionnaire was created using Google Forms and Google Sheets was used to store the databases. A web service was built utilizing LINE Notify for real-time reservation notification and for assessing the satisfaction with the use of the reservation system developed. The results demonstrated that the reservation system developed according to the 6-step system development cycle was developed step by step and met the students’ needs conveniently and quickly. The overall system usability assessment result indicated the highest level of satisfaction, having a mean of 4.63 and a standard deviation of .49.</p> 2022-08-31T00:00:00+07:00 Copyright (c) 2022 Journal of Management Science Review https://so03.tci-thaijo.org/index.php/msaru/article/view/261519 Marketing Communication Strategy of SDDS Co., Ltd. Affecting the Consumers’ Media Exposure Behaviors 2022-07-19T09:51:56+07:00 Intira Naveera intira.nav@gmail.com Patpasut Satunuwat intira.nav@gmail.com <p>This research aimed to 1) study the marketing communication strategy that affects media exposure of SDDS Co., Ltd’s consumers, 2) compare the factors affecting the marketing communication strategy of SDDS Co., ltd by using personal factors as a criterion, and 3) study the relationship between media exposure behavior of consumers and marketing communication strategy of SDDS Co., Ltd. The Samples of the study consisted of 400 consumers who were interested in advertising media design of fashion products, exposition of products or services or consumer goods of SDDS Co., Ltd. Sample size was calculated using the W.G. Cochran formula. A tool used in the research was a questionnaire with a confidential level of 0.98 and data were analyzed by using frequency, percentage, mean, and standard deviation. Hypotheses were tested by using T-test, F-test, and SD values, including inferential statistics to find Pearson correlation. The statistical significance level was set at .05.</p> <p>The Findings revealed that 1) the personal factor of the respondents, majority of the respondents were female aged between 20-30 years old, graduated with a bachelor’s degree, worked for a company, and single, 2) the media exposure behavior of SDDS Co., Ltd’s consumers in terms of the need for personal satisfaction, the need to access knowledge, a the need for social interaction, the overall results were at a high level, 3) the marketing communication strategy of SDDS Co., Ltd., when considering in each aspect which included selling by using sales staffs, public relations, sales promotion, and advertisements, in the overall was at a high level and direct marketing aspect was found at the lowest level, 4) the comparison of factors affecting marketing communication strategy of SDSS Co., Ltd by using personal factor as criteria was found it that the different gender has a different level of the marketing communication strategy of SDSS Co., Ltd., and 5) the relationship between media exposure behavior of consumer and marketing communication strategy of SDSS Co., Ltd, the overall relationship was positive in all aspects while the degree of relationship was in moderate level. The statistical significance level was set at .01 (r = .594).</p> 2022-08-31T00:00:00+07:00 Copyright (c) 2022 Journal of Management Science Review https://so03.tci-thaijo.org/index.php/msaru/article/view/261538 Consumer Behaviors towards Commitment to Small Groceries in Bang Sai District, Phra Nakhon Si Ayutthaya Province 2022-07-07T20:12:17+07:00 Kanjanaporn Sirarangsri zaykan2020@gmail.com Patpasut Satunuwat Patpasut@aru.ac.th <p>This research aims to study 1) commitment of consumers toward small groceries in Bang Sai district, Phra Nakhon Si Ayutthaya province 2) relationship between consumer behavior and their commitment toward the small groceries in Bang Sai district Phra Nakhon Si Ayutthaya province.</p> <p>This research is a quantitative research where samples of the research are consumers who buy products and acquire services from the small groceries in Bang Sai district, Phra Nakhon Si Ayutthaya. The researcher determined size of the sample by using Taro Yamane’s formula (Taro Yamane.1973) and obtained 397 samples. A tool that used in the research is a questionnaire at a significance level of 0.97</p> <p>Data are statistically analyzed by using frequency, percentage, mean, and standard deviation. Hypotheses that tested by using T, F and SD values are determined statistical significance at 0.05. Hypotheses that tested by using inferential statistic to find Pearson correlation are determined at a significance level of .01</p> <p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Finding of the research found it that 1) personal factors of consumers who bought products from the small groceries in Bang Sai district, Phra Nakhon Si Ayutthaya, mostly female, aged between 41-60 years old. Most of them were high-school or vocational graduates with an average income of 10,001-20,000 baht a month, and were married 2) commitment of consumers in 4 aspects: emotional commitment, confidence, repurchasing behavior, and recommendations in the overall appeared in high level 3) behavior of consumers in Bang Sai district, Phra Nakhon Si Ayutthaya in 3 aspects: service acquiring, decision making process and experiences in the overall appeared in high level 4) findings of a comparative analysis on consumer behaviors toward the small groceries in Bang Sai district, Phra Nakhon Si Ayutthaya by using personal factor as a criteria are: &nbsp;different genders indifferently affect consumer behavior towards small grocery. different ages differently affected behavior toward small grocery. different levels of education indifferently affected behavior toward small grocery. different professions differently affected behavior toward small grocery. different levels of average income differently affected behavior toward small grocery. different marital status differently affected behavior toward small grocery.</p> <p>5) The relationship Consumer Behaviors toward Commitment to Small Groceries in Bang Sai District, Phra Nakhon Si Ayutthaya Province By The scenario has a positive on all sides. It has a high correlation levl.</p> <p><strong>Keyword </strong>: commitment of consumer, consumer behavior, small grocery</p> 2022-08-31T00:00:00+07:00 Copyright (c) 2022 Journal of Management Science Review https://so03.tci-thaijo.org/index.php/msaru/article/view/261565 Factor Analysis of Innovation Performance in Small and Medium Enterprise in the Food Sector 2022-07-05T22:35:22+07:00 Pattarapon Chummee pattaraponchummee@outlook.com <p>The purpose of this research was to analyze the components of innovation capability of small and medium-sized businesses in the food field. by conducting quantitative research. A sample of 400 subjects was collected using the research tool, which was a questionnaire that was tested for accuracy. Statistics in the analysis are based on mean and elemental analysis<strong>.</strong></p> <p>The results showed that the conformity index was appropriate and harmonious. (Chi-square=2.31, df=2, P-value=0.314, RMSEA=0.020). Knowledge from research indicated that product quality should be developed to be outstanding and unique in each entrepreneur, as well as being able to attract consumers and be able to compete using social media. Entrepreneurs need to adapt to online platforms and develop their packaging by enhancing the design and construction for more suitable packaging, and maintaining product quality for a long time.</p> <p>For research recommendations at the enterprise level, service development, product development, manpower development, and community-level service should require product development to make each location unique and different, with the need to meet the quality standards of the specified products. In addition, at the policy level, there must be a policy to promote entrepreneurs to be able to compete with the international market as well as to develop products with higher added value.</p> 2022-08-31T00:00:00+07:00 Copyright (c) 2022 Journal of Management Science Review https://so03.tci-thaijo.org/index.php/msaru/article/view/260904 Service Quality of Government Savings Bank, Tops Plaza Singburi Branch, in Singburi Province 2022-07-21T10:22:48+07:00 Sawinee Sukheewan doasmint@gmail.com Phattaranan Surachatri Surachatri@hotmail.com <p>This study aimed to 1) investigate factors that affected service quality of Government Savings Bank, Tops Plaza Singburi Branch, Singburi Province, 2) compare factors that influenced service quality of Government Savings Bank, Tops Plaza Singburi Branch, Singburi Province by personal factors, and 3) provide guidelines for developing service quality of Government Savings Bank, Tops Plaza Singburi Branch, Singburi Province. The sample was 320 users at Government Savings Bank, Tops Plaza Singburi Branch. The research instrument was a questionnaire with a confidential value of 0.97. The statistics used in data analysis were frequency, percentage, mean, and standard deviation (S.D.). The hypothesis testing was conducted by T-test, F-test, and Least-Significant Difference, at a statistical significance of .05.</p> <p>The findings showed that 1) in terms of service quality of this bank, the overall service quality was high (= 4.46, S.D. = .342). Considering in details, it showed that reliability was the highest (=4.55, S.D.=.390), followed by tangibility (=4.50, S.D.=.390), and responsiveness (= 4.35, S.D.=.480). In terms of user behavior at this bank, it was at high (=4.49, S.D.=.306). Considering each aspect, decision-making (=4.59, S.D.=.306) was at the highest, followed by procedure (=4.47, S.D.=.449), and service (=4.42, S.D.=.370), 2) comparing factors that affected service quality of this bank classified by age, education, career, and monthly income, it showed that the diversity of age, education, career, and monthly income resulted in different service quality, and 3) the guidelines for developing service quality of this bank showed that the quick service was the most important factor for users’ preference, and it led to the quality in users’ responsiveness, assurance, and reliability were highly important to users’ satisfaction as well.</p> 2022-08-31T00:00:00+07:00 Copyright (c) 2022 Journal of Management Science Review