Journal of Management Sciences Suratthani Rajabhat University

The Impact of Cinema Service Quality on Customer Satisfaction in Fuzhou, China

2024-12-06T14:52:31+07:00

This study aimed to examine the influence of cinema service quality factors on customer satisfaction in Fuzhou City, People's Republic of China, against the backdrop of post-COVID-19 economic recovery and shifting consumer behavior, which has intensified competition in the cinema industry. As competition continues to escalate, service quality has become a critical factor in sustaining customer satisfaction and market competitiveness. This study applies the SERVQUAL model to evaluate service quality across five dimensions: tangibility, reliability, responsiveness, assurance, and empathy. Data were collected through a questionnaire survey administered to 400 randomly selected customers from a population of 80,000 cinema-goers. Reliability and validity of the instrument were confirmed using Cronbach's Alpha coefficient and KMO and Bartlett's tests. Pearson correlation analysis and simple linear regression analysis were employed to examine the relationships between service quality dimensions and customer satisfaction. The results reveal that all five service quality dimensions, namely tangibility, reliability, responsiveness, assurance, and empathy, have statistically significant positive effects on customer satisfaction, collectively explaining 65.1% of the variance in customer satisfaction. Customers place considerable importance on the tangibility of cinema facilities and staff presentation; however, improvements remain needed in the overall cinema environment. Reliability and assurance, reflected through consistent service delivery, staff professionalism, and brand reputation, positively influence customer satisfaction. Responsiveness and empathy, demonstrated through timely staff assistance and personalized attention to customer needs, further strengthen the overall customer experience. Overall, this study demonstrates that service quality significantly impacts customer satisfaction in Fuzhou cinemas and serves as a key driver of competitive advantage. The findings provide empirical evidence and practical guidance for cinema managers seeking to optimize service strategies and enhance long-term customer loyalty

The Factors in Fluencing the Decision to Purchase Model Blind Boxes of Pop Mart for Consumers in Bangkok and Metropolitan Areas

2025-03-27T10:27:44+07:00

The consumption of blind box models in Thailand has continuously increased, driven by consumers' excitement and the desire to win or acquire rare items. The Pop Mart brand collaborates with internationally recognized artists to produce model blind boxes. This study aims to examine consumer behavior and factors influencing purchasing decisions of Pop Mart model blind boxes among consumers in Bangkok and its vicinity. This research employs a quantitative approach using a questionnaire distributed via Google Forms. Content validity, assessed using the Index of Item-Objective Congruence (IOC), ranged from 0.67 to 1.00, and Cronbach's alpha exceeded 0.7. The sample consisted of 400 consumers aged 18 years and above who had previously purchased Pop Mart blind boxes in Bangkok and its vicinity. The results indicate that brand equity factors, comprising brand awareness and perceived quality, and influencer factors, comprising attractiveness, trustworthiness, and expertise, significantly influenced purchasing decisions at the 0.05 level of statistical significance. This study provides value in explaining consumer behavior within the growing blind box market and offers practical implications for developing marketing strategies aligned with consumer behavior. However, the study is limited by its geographic scope, covering only Bangkok and its vicinity, as well as its reliance on a single questionnaire-based data collection method. Future research should therefore expand to other regions and incorporate qualitative research approaches. From a policy perspective, the government can utilize these findings to support public relations efforts and promote product development, as well as provide opportunities for Thai artists and entrepreneurs to gain international recognition through the incorporation of cultural identity into product design.

Perceived Value Trust and Online Channel Quality affecting the purchasing decision Agricultural Products through Facebook: Case Study: The Southern region of Thailand

2024-09-20T16:06:11+07:00

Although, a substantial body of research exists on online commerce, studies that integrate perceived value, trust, and online channel quality within the specific context of Facebook and the southern region of Thailand remain limited. This study addresses that gap by examining the influence of these factors on consumers' purchasing decisions for agricultural products. The objective of this research was to investigate the effects of perceived value, trust, and online channel quality on the decision to purchase agricultural products through Facebook as an online marketing channel. A quantitative research design was employed, with data collected via a structured questionnaire administered to 400 consumers who had previously purchased agricultural products through Facebook. Quota sampling was used for participant selection. Data were analyzed using percentage, mean, and stepwise multiple regression analysis. The findings revealed that service quality, user interface quality, and trust were statistically significant predictors of consumers' agricultural product purchasing decisions through Facebook at the 0.01 level of significance. Collectively, these three variables accounted for 35.6% of the variance in purchasing decisions. Based on these findings, it is recommended that entrepreneurs prioritize building consumer trust on Facebook by emphasizing payment security and personal data protection, while simultaneously enhancing service quality through reliable product delivery and transparent warranty policies. Furthermore, entrepreneurs are encouraged to continuously improve channel usability and modernize the user interface to effectively support consumer purchasing decisions

Increasing Efficiency in Freight Transportation Services through ISO 9001 Quality Standards and Q-Mark

2024-12-02T10:18:51+07:00

Service quality standards are important and widely recognized by both service providers and customers in the business world, and service providers must continuously adapt and enhance their organizational management capabilities. This research article aims to investigate management capabilities and performance evaluation within the framework of ISO 9001 Quality Management Standards for organizational quality management and Q-Mark quality management for truck transportation services, and their influence on the efficiency of freight transportation services in Thailand. The research adopts a quantitative approach, utilizing concepts related to quality management standards and performance evaluation as the research framework. The sample consisted of 400 freight service providers selected through simple random sampling from names registered with the Department of Business Development. The research instrument was a questionnaire. Data were analyzed using descriptive statistics, inferential statistics, and structural equation modeling. The research findings indicate that: 1) most freight service providers effectively manage quality both within their organizations and in the provision of transportation services; 2) organizational quality management according to ISO 9001 standards significantly impacts the efficiency of freight transportation services, with an effect size of 0.722 units, whereas Q-Mark quality management for truck transportation services shows no significant impact on freight transportation efficiency; and 3) there is a significant high-level correlation between ISO 9001 organizational quality management and Q-Mark quality management for truck transportation services. These findings confirm that internal quality improvement can elevate the quality management system in organizational operations

Achievement of Knowledge Management for Entrepreneur’s in Songkhla Lagoon: MaTa-LumNam Platform for Tourism Logistical Management

2024-09-23T10:27:16+07:00

This study aimed: 1) to manage knowledge of platform usage among entrepreneurs for promoting tourism in the Songkhla Lagoon area using the SECI (Socialization, Externalization, Combination, and Internalization) model for knowledge creation and exchange; 2) to evaluate knowledge management among node group members in each province who received knowledge transfer from the research team; and 3) to evaluate knowledge management among entrepreneurs who received knowledge transfer from the node groups in each province. This study employed a mixed-methods research design with two sample groups. The node group consisted of 12 members selected through purposive sampling for focus group discussions, with data collected using a knowledge management evaluation form. The entrepreneur group consisted of 107 entrepreneurs selected through quota sampling proportional to the districts of each province in the Songkhla Lagoon area, with data collected using a knowledge management evaluation form. Data were analyzed using descriptive statistics and the Dependent Samples T-test. The results revealed that both the node group and the entrepreneur group across all three provinces demonstrated significantly greater knowledge and understanding after participating in the activities than before, both overall and across each knowledge topic, at the 0.01 level of statistical significance. After knowledge transfer, both groups attained a high level of knowledge. For policy recommendations, relevant government agencies in tourism should continuously support technology and marketing knowledge transfer to node groups, as well as provide budgetary support to enable node groups to manage and disseminate knowledge to their provincial members. This research integrates three disciplines: knowledge management, tourism management, and information technology

Human Capital Model in Knowledge Management for Sustainable Development According to the Sufficiency Economy Philosophy: A Case Study of a Prototype Community in Chanthaburi Province

2024-10-03T13:46:06+07:00

Past experiences have heightened awareness of the need to navigate uncertainty and change across multiple dimensions. Human capital serves as a critical mechanism for building resilience and sustainability in organizations across all sectors. This study therefore aimed: 1) to examine the conditional factors of human capital that influence sustainable development; and 2) to present a human capital and knowledge management model for sustainable development based on the Sufficiency Economy Philosophy, focusing on production and consumption in communities recognized as model Sufficiency Economy villages by the Ministry of Interior. Data were collected through in-depth interviews and focus group discussions with 21 community stakeholders, selected using purposive sampling and snowball sampling techniques. The findings revealed that the community possesses human capital factors conducive to sustainable development, characterized by diverse human capital, clearly defined roles and responsibilities, and a strong foundation of organic agricultural wisdom. Key dimensions identified include: 1) community leaders with a development-oriented mindset who apply their knowledge and skills to build trust, establish networks, and integrate various knowledge resources, while actively prioritizing human capital development; and 2) community members who demonstrate readiness in terms of attitudes, values, environmental and social management, and problem-solving capabilities. The conditional factors identified from the interviews and focus group discussions were extracted and synthesized within a theoretical framework to develop a human capital management model for sustainable development comprising three components: 1) lifelong learning; 2) application of the Sufficiency Economy Philosophy in daily life; and 3) fostering community knowledge and understanding. This model is intended for adaptation by other communities. For successful implementation, government agencies should provide concrete support, including synthesizing indigenous local wisdom into an academic framework to establish systematic practices that guide communities toward stability and long-term sustainability

The Influence of dynamic capabilities and digital skills on employee performance dand role of employee self-efficacy: a case study of the company A

2024-09-20T16:36:06+07:00

Changes in business and technological environments have impacted organizational competitiveness and employee development. This research aimed: 1) to study the influence of employees’ dynamic capabilities on employee performance; 2) to study the influence of employees’ digital skills on employee performance; and 3) to study the moderating role of self-efficacy in the relationship between employees’ dynamic capabilities and digital skills with employee performance. The sample consisted of 168 employees from Company A. A questionnaire was used as the research instrument. Regression analysis revealed that: 1) employees’ dynamic capabilities positively influenced employee performance; 2) employees’ digital skills positively influenced employee performance; and 3) self-efficacy moderated the relationship between employees’ dynamic capabilities and employee performance, but did not moderate the relationship between employees’ digital skills and employee performance. These findings suggest that organizations should focus on empowering their personnel by developing essential skills for the digital era, creating and fostering an organizational culture that supports continuous learning, and motivating employees to develop the skills required for the future

Problem that affects to accounting operations from using GFMIS: A case study of the court of justice Region 7

2025-04-25T13:42:40+07:00

This study examined problems affecting accounting operations under the Government Fiscal Management Information System (GFMIS), with a case study of financial personnel working in courts under the Office of the Judiciary, Region 7. The objectives were to investigate problems in preparing and remitting court fees, fines, and central funds as public revenue, and to compare the work performance of financial personnel. This research employed a mixed-methods approach, with qualitative data collected through focus group discussions recorded and analyzed using content analysis, and quantitative data analyzed using SPSS with percentage, mean, and standard deviation. The findings were as follows: 1) the courts have clear financial and accounting policies, personnel assigned to appropriate roles, adequate modern equipment, regular training, updated manuals, and corrective procedures for system errors; 2) financial personnel consistently engage in self-development; 3) effective risk management and error prevention measures are in place; and 4) personnel demonstrate professional knowledge, adhere to ethical standards, and complete tasks within required timeframes. In conclusion, although operational policies are responsive to change and personnel possess strong professional knowledge and accounting skills within an ethical framework, reserve personnel who substitute for primary staff often lack sufficient proficiency due to inadequate review of previously acquired training, resulting in frequent errors during role substitution. It is therefore recommended that organizations implement a regular rotation system to ensure all personnel maintain competency, prevent shortfalls, overpayments, duplicate entries, and misclassification of accounts

Financial health and financial sustainability of Rajabhat University

2024-11-14T16:19:16+07:00

Intensifying competition among higher education institutions and a declining number of student admissions have resulted in Rajabhat Universities' income being insufficient to cover rising expenditures. This study aims to investigate the financial health and financial sustainability of 38 Rajabhat Universities, divided into five geographic groups: Rattanakosin Rajabhat University, Central Region Rajabhat Universities, Northern Region Rajabhat Universities, Southern Region Rajabhat Universities, and Northeastern Region Rajabhat Universities. The analysis of financial health and financial sustainability covers four dimensions: liquidity, activity, solvency, and profitability. The financial data used in this study comprise the statement of financial position and the statement of comprehensive income for fiscal year 2022. The study focuses on analyzing the average financial indicators of Rajabhat Universities across the five geographic groups, as well as the overall average of all Rajabhat Universities. These data were obtained from financial audit reports prepared by the Office of the Auditor General of Thailand. Financial ratios and descriptive statistics, namely mean, maximum, minimum, and percentage, were employed for analysis. The findings reveal that Rajabhat Universities and the Rajabhat University groups maintain a stable financial position, with strong liquidity, sound management, low debt levels, and stable capital. However, the financial sustainability of Rajabhat Universities and the Rajabhat University groups was found to be unstable, with a notable problem of low profitability. For policy recommendations, Rajabhat Universities and the Rajabhat University groups should explore alternative revenue sources by leveraging surplus capital and liquid assets, and should seek to improve cost efficiency, particularly with regard to personnel expenses, which constitute a disproportionately high share of expenditures and have a significant impact on operational performance

Recommendations for authors

2026-04-22T15:21:47+07:00

Peer Review

2026-04-22T15:27:02+07:00

Cover

2026-04-22T15:42:19+07:00

Editorial Department

2026-04-22T15:35:30+07:00

Content

2026-04-22T15:47:42+07:00