Journal of Management Sciences Suratthani Rajabhat University

Peer Reviews

Journal of Management Science Suratthani Rajabhat University — 2023-12-15

Speciality Coffee

Pichayalak Pichayakul — 2023-12-15

The book "Speciality Coffee" explores the realm of specialty coffee. It discusses the various definitions of speciality coffee as well as tracing the journey of coffee from beans to cups. Specialty coffee is important as it is a rapidly expanding segment within the coffee market. Nowadays, beyond consuming coffee as a common means of caffeinating, a significant number of coffee drinkers seek new experiences of coffee taste and appreciate stories behind the coffee they consume. The term speciality coffee refers to the quality of the final cup as well as the transparency and the dedication of people involved in every link of the coffee supply chain. In turn, the price of speciality coffee is significantly higher than coffee in general. Coffee producers could generate higher income from speciality coffee which improves their economic standing. For coffee drinkers, they would enjoy the exquisite flavors while appreciating the story that accompanies each cup. This book contains a comprehensive spectrum, covering details from coffee cultivation to the art of consumption. It caters to both coffee producers seeking knowledge about specialty coffee and coffee drinkers eager to expand their understanding of this coffee segment.

Household Energy Requirements and CO2 Emissions In Thailand

Onicha Meangbua — 2023-12-15

This study employs energy input-output and structural decomposition analyses (SDA) to assess the overall role of economy-wide household consumption on energy-related CO₂ emissions in Thailand. Over the 1995-2015 period, findings indicate that household energy requirements and associated CO₂ emissions, constituted the second-largest contributor to emissions in Thailand, trailing only the export sector and there was a trend of continuously increase throughout the study period. The research considered the factors driving change using the SDA method through 3 driving factors: 1) Intensity Effect 2) Leontief Effect and 3) Final Demand Effect. It was found that the final demand effect, representing the economic context, was the primary driver of changes in energy-linked emissions (83.34%) in Thai households from 1990 to 2015. The Leontief effect (11.37%) and energy intensity effect (5.29%) also contributed to increased energy demand. Notably, the final demand effect was a significant factor in raising CO₂ emissions in Thai households. While technological advancements and intensity improvements reduced household CO₂ emissions, they were insufficient to counterbalance the emissions driven by final demand. In summary, this study underscores the crucial role of household consumption in driving energy-linked emissions in Thailand. It highlights the need for targeted policies to align consumption patterns with sustainability objectives and leverage technology for effective household carbon emissions reduction.

Leave-Taking Human Resource Management System: A Case Study of Banpru Town Municipality

Jatuporn Jirundorn — 2023-12-15

This research used technology to develop a human resources management system for Banpru City Municipality. The objectives were to study the process of activities and the human resources leave management system, to create an efficient human resources management information system, and to study the satisfaction with the human resources leave management system. The research was divided into two parts. Part 1 was the development of the system for Banpru City Municipality. The system was developed using a website format for convenience. The system was divided into parts: general data management, leave type management, leave approval management, and online leave checking. The system was developed using PHP, MySQL, Apache, and jQuery. Part 2 was the data analysis using the t-test and f-test statistics. The system test results from 200 employees of Banpru City Municipality showed that the respondents were highly satisfied with the human resources leave management system (, SD = 0.544). The system was effective (, SD = 0.561). The system made work more efficient and faster (, SD = 0.638). The data was complete (, SD = 0.618). The system was easy to contact for help and advice (, SD = 0.785). The overall use of the system was high (, SD = 0.596). The system was ready for use (, SD = 0.889). The research showed that the human resources management system for Banpru City Municipality effectively managed leave-related processes. The system was also easy to use and made work more efficient. The critical learnings for system development are considering the organisation’s context and the information system's ease of use.

The Effect Of Marketing Communications And Customer Experience Management Strategies On Customer Loyalty

Mantana Payak — 2023-12-15

Banking businesses must have broad communication and convenient access to information, keeping pace with technological changes. At the same time, information must be reliable, accurate, interesting, and can build trust and loyalty to the bank's products. Therefore, the researchers studied digital marketing and customer experience management strategies as important tools for building customer loyalty. The objectives were: 1) to study the level of opinions on digital marketing communication strategies of service users and the level of opinions on customer experience management strategies; 2) to study the level of opinions on loyalty of service users; 3) to study the relationship and influence of digital marketing communication strategies on user loyalty; and 4) to study the relationship and influence of effective customer experience management strategies on the loyalty of service users. The study consisted of 314 users of the Mymo application of the Government Savings Bank. The data collection tool was a questionnaire. The statistics used for data analysis were percentage, mean, standard deviation, multiple correlation analysis, and multiple regression analysis. The results showed that the overall opinion of the users of digital marketing communications, overall customer experience management strategies, and overall loyalty were high. Digital marketing communication had a statistically significant correlation with brand loyalty. The results of a regression analysis show that digital marketing communications affect brand loyalty. Customer experience management strategies affect brand loyalty in the same direction. Government Savings Bank can apply the research results to the organization's strategy to make applications well known and continually develop applications that can create a good experience for customers, resulting in continued loyalty to applications.

Contemporary Marketing Mix Factors Affecting User in Chonburi Province Intention to Use Smartphone Food Ordering Apps During COVID-19 Pandemic

Kriangsak Vanitchakornpong — 2023-12-15

The covid-19 epidemic situation has brought changes to people's lifestyles. Food delivery applications (FDA) are now trending in the marketplace and more and more application providers are emerging in the food industry. Therefore, the research purpose of this study is to analyze the contemporary marketing mix (7C’s) factors affecting users in Chonburi province intention to use smartphone Food Ordering Apps during COVID-19 pandemic. This study was quantitative research and used questionnaires as tools for data collection from a sample consisting of 400 food delivery service users in Chonburi Province through online survey. The methodology of this study was the quantitative method by descriptive statistics and multiple regression analysis. The findings showed that consumer’s personal factors do not influence the choice of Food Ordering Applications. the majority of users choose GrabFood, followed by LineMan. Contemporary marketing mix (7C’s) factors affecting users in Chonburi province intention to use Food Ordering Applications during COVID-19 pandemic had a multiple correlation coefficient (R) 0.307. Considering each factor, it was found that the Caring factor influence users intention to use Food Ordering Applications the most (Sig = 0.001), follow by “Comfort factor” (Sig = 0.007) statistically significant at the 0.05 level. Customer value factor, Cost factor, Convenience factor, Communication factor and Completion factor do not influence user in Chonburi province intention to use Food Ordering Applications during COVID-19 pandemic.

Marketing Mix, Government Policy And Public Health Standard Affecting The Decision To Choose A Seafood Restaurant In Mueang District, Surat Thani Province Of Consumers In The New Normal

Matavee Baothaisong — 2023-12-15

The decision of consumers to choose a seafood restaurant in Mueang District, Surat Thani Province in the new normal era includes Marketing mix, Government policy and public health standard. The objectives of this research were to: 1) study the importance level of marketing mix, the government policy, and public health standards which influences consumers’ decision to choose seafood restaurants in the new normal; 2) The level of consumers’ decision to choose seafood restaurants during the new normal; and 3) Marketing mix, the government policy and public health standards affecting the consumers’ decision to choose seafood restaurants in the new normal era. The unknown population in this research was the consumers in Mueang District, Surat Thani Province who ate at seafood restaurants. Data were collected from a total of 412 samples. The research instrument was a questionnaire. The reliability was evaluated with the Cronbach's alpha coefficient of 0.98. Descriptive statistics including frequency, percentage, mean, standard deviation, and multiple regression were employed for data analysis. The results showed that: 1) The market mixes was at a high level, the government policy was at a high level and public health standards at a moderate level. 2) The overall picture level of decision to choose a seafood restaurant is at a high level. 3) The marketing mix consisting of products, people, creation and presentation of physical characteristics, prices and government policies were all factors that affect the decision to choose a seafood restaurant in the new normal at a statistically significant level of 0.01 4) Multiple regression analysis showed the decision to choose a seafood restaurant = 0.716 + 0.029x₁ + 0.434x₃ + 0.102x₄ + 0.137x₇ + 0.126x₈.

Image Affecting the Loyalty of Food Consumers in the San Joa Market, Surat Thani Province, Thailand

Boonrirk Boonkong — 2023-12-15

Due to consumer preference for freshly cooked food, the street food market has a huge role to play. The purpose of this research was to study the level of opinions about food image and image affecting the loyalty of food consumers at San Joa Market in Surat Thani Province. Data were collected with questionnaires from 400 Thai food consumers, aged 18 years and over at San Joa Market in Surat Thani Province. The samples were randomly chosen. Data were analyzed by frequency, percentage, mean, standard deviation. The data were analyzed for the brand image affecting consumer loyalty with a Logistic Regression Analysis. The results revealed that most consumers eat noodles/Lhong Tong/Khanom Jeen most often 1-2 times a week, spending an average of 101-150 baht per time, often consumed Monday to Friday in the form of dine-in and take-out. They normally go to the Market with friends. The reason for choosing to consume in the San Joa Market is the variety of food types. Consumers have a high level of opinions on the overall image of food. Factors that affect food consumer loyalty include uniqueness and creativity, which had a statistically significant positive correlation with consumer loyalty. It showed the chance that consumers will come back to buy or eat more. For those who did not come back to buy more, they were tourists. Policy recommendations include the Eco-friendly Food and Packaging Policy and the Street Food Identity Policy. This research focused on the relationship between food image and consumer loyalty. It will be valuable to develop each aspect of the food at San Joa Market in Surat Thani Province to be the image of the consumer.

Relationship Between Service Quality, Satisfaction And Revisit Intention For International Airport In Thailand

Theeraphan Sa-ngunwong — 2023-12-15

Airport service quality has significantly become part of the guideline development plan for airports. However, airports provided service quality to different customers that affected different services. This study aimed to analyze the relationship between service quality, satisfaction and revisit intention for an international airport in Thailand. Moreover, the study was a quantitative study, and the samples were 250 passengers who came to the airport in Thailand. A questionnaire was used to collect the data and was analyzed by structural equation modelling. The results show that service quality directly affected customer satisfaction and intention to use. Moreover, customer satisfaction was partially mediated on the relationship between service quality and intention to use. This research results provide information on service quality, satisfaction and revisit intention from passengers’perspectives. Airport management teams can use the research finding to improve service quality

A Conjoint Analysis Of Small-Scale Music Event Formats For Generation Z Participants: A Case Study Of Undergraduate Students, Phuket Rajabhat University

Jitsupa Maungman — 2023-12-15

Presently, small-scale music events are becoming increasingly important, particularly among Generation Z. It is critical to understand the proper format for this type of event. The purposes of this research were to: 1) study the significance of the components of small-scale music event formats for Generation Z; 2) identify the proper format of small-scale music events for Generation Z; and 3) classify Generation Z participants based on differences in their preferences. This is a quantitative study. Data was gathered via online questionnaires. A quota sample of 420 undergraduate students at Phuket Rajabhat University was drawn. The data were examined using descriptive statistics, conjoint analysis, and cluster analysis. It was found that the importance of the components of the small-scale music event format is 1) duration, 2) convenience, 3) activities, 4) Location, 5) non-musical entertainment, and 6) type of venue, respectively. The small-scale music event format for Generation Z was selected based on the highest total utility values: 1) type of venue (indoor), 2) location (city) 3) convenience (food and beverage sales), 4) conveniences (adequate toilets), 5) duration (3–4 hours), and 6) non-musical entertainment (yes). By clustering participants in the event based on their personal preferences, two distinct groups were identified: 1) interested in the atmosphere of the event; 2) interested in the stage performances. The findings can be used as guidance to create small-scale music events for Generation Z by emphasizing duration, convenience, and activities in the event area.

Communication Strategies By Using Community Participation Process During COVID 19 Of Ethnic Tourism: A Case Study Of Ethnic Profession Group at Khun Nam Mae Yao, Mae Yao Sub-district, Mueang District, Chiang Province

Jiraporn Khunsri — 2023-12-15

During the COVID-19 outbreak affecting the ethnic tourism business in Chiang Rai Province, it was found that income and the number of tourists decreased. Ethnic tourism businesses need appropriate marketing communication strategies to survive and create sustainability. The research aimed to study the communication strategies for ethnic tourism using a community participation process during COVID- 19: A case study of ethnic profession group at Khun Nam Mae Yao, Mae Yao Sub-district, Mueng District, Chiang Province. This research is a qualitative research study using group discussions, in-depth interview, and participatory observation. The group of informants consisted of 20 people in the community and those involved in ethnic tourism in Chiang Rai. The results of the study showed that the participation communication process focused on 2 characteristics : 1) participation by persons in strategy formulations e.g. proactive marketing public relation by special event for promotion and social media advertising with Facebook fan page to increase word-of-mouth and reach a specific target. 2) Communication strategy content storytelling by ethnic identity and content design for new target group. 3) Network communication strategy; multiple stakeholders create partners to give more options for tourists by using a participatory process. The results of the research was a communication marketing strategy that was appropriate for the community context under the epidemic risk situation to be used to plan guidelines for tourism development and strengthening communities, especially communities in diverse ethnic areas.

Factors Influencing Success of Implementation in Management of Sustainable Tourism Community: A Case Study of Prang Ku, Thawat Buri District, Roi Et Province

Chinnawat Chueasraku — 2023-12-15

Besides the natural resources that generate money and attract both domestic and foreign tourists into Thailand, ancient and religious sites can add economic value simultaneously for the tourism industry in Thailand,. Cultural tourism that allows people in the community to participate in management is a component in the concept of sustainable development. How can community-based tourism be elevated to a higher level of fame? Theis paper’s objectives were to: 1) study level of the importance of casual factors that leading the attraction of Prang Ku’s tourism; 2) study the level of the success dimensions of tourism community management; 3) study the relationship among casual factor dimensions that lead the attraction of Prang Ku and the success dimensions of tourism community management. 293 respondents were obtained from 2 villages around the area. The questionnaires and statistics used in the research were mean, standard deviation. t-test, F-test and Multiple Linear Regression. The statistic results revealed that: 1) worthy features in villagers' perceptions were observed in high value. 2) The overall opinion on the success of Prang Ku tourist attraction management was at a high level. 3) All desirable characteristics positively influence the success of tourism community management at the 0.05 level, where the dimension of cooperation among villager is the factor with the best influence on tourism community management. Policy recommendations include that relevant departments use proactive, bilingual, and third-language media, there should be a budget to visit cultural attractions in other provinces or regions and network partners should be created in each area to be able to sell or exchange community products between them.

The Strategy Of Customer Retentions Of Hospitality Which Has Halal Targets

Siripat Chodchuang — 2023-12-15

Customer retention strategies are essential to all businesses, especially hotels and resorts. Therefore, this academic article was aimed to create intensive impressions for tourists who use services of hotels and resorts with the availability of a Halal system in the modern living and that the impressive feeling is strong enough to repeat their travel, without the thought of using the competitors' business. The result of global Muslim tourism index 2018 shows that, for Muslim tourists, the popularity of Thailand ranks second among non-Muslim countries. In order to maintain their customers, hotels and resources need to have attractive strategies which can be comprised of: 1) creating the features of customer relations towards the business; 2) building positive customer experience; and 3) constructing quality of service. The purpose of these strategies is not only a constant long term benefit for the hospitality business but also a cost reduction in the operation as well as the marketing. Maintaining the customers by offering Halal system in hotels and resorts makes the system become one of the highlights in the country tourism industry that, subsequently, the government has added to its policy to make Thailand the center of Halal service, not only in the Asian region but also the globe. Thus, the task of customer retention is important for hotels and resources with an availability of Halal system to sustainably grow.

Workation: Definition, Characteristics And Perspective Of Opportunity And Challenge In Thailand

Paramet Damchoo — 2023-12-15

Workation is a group of tourists who do remote work. There is an increasing number after the coronavirus crisis. The group travels to tourist destinations for work and leisure at the same time. Workation is helping to create a work life balance and wellbeing. The benefit to the organization is loyalty, increased employee engagement, helping retain talented employees and increasing work efficiency. Resignation and absenteeism decreased. However, workation is similar in characteristics to digital nomad tourists. The purpose of this article is to study the meaning of Workation, differences between Workation and Digital Nomads, Components of Workation, analyze opportunities and challenges of Workation in Thailand and suggestions for Workation. The analysis in the article found that there are 8 types of differences between workation and digital nomad, which are: 1) Length of time to work off-site; 2) After active workation; 3) working style; 4) purpose of travel; 5) Destination characteristics; 6) Work environment; 7) flexibility of work; and 8) Post Trip.. The components of Workation are divided into 5 components as follows: 1) Employee, 2) Employer, 3) Internet systems and information systems; 4) Co-Working space; and 5) Accommodation. Thailand is a country with opportunities and challenges to develop into a destination for workation. Relevant government organisations must adjust to accommodate this group of tourists. The government should issue policies to promote workation, develop internet networks construction, provide accommodations with remote-working features, and offer transportation services from hotels and facilities such as co-working space.

COVER

Journal of Management Science Suratthani Rajabhat University — 2023-12-15

EDITORIAL

Journal of Management Science Suratthani Rajabhat University — 2023-12-15

Recommendations for authors

Journal of Management Science Suratthani Rajabhat University — 2023-12-15

Journal of Management Sciences Suratthani Rajabhat University

Peer Reviews

Speciality Coffee

Household Energy Requirements and CO2 Emissions In Thailand

Leave-Taking Human Resource Management System: A Case Study of Banpru Town Municipality

The Effect Of Marketing Communications And Customer Experience Management Strategies On Customer Loyalty

Contemporary Marketing Mix Factors Affecting User in Chonburi Province Intention to Use Smartphone Food Ordering Apps During COVID-19 Pandemic

Marketing Mix, Government Policy And Public Health Standard Affecting The Decision To Choose A Seafood Restaurant In Mueang District, Surat Thani Province Of Consumers In The New Normal

Image Affecting the Loyalty of Food Consumers in the San Joa Market, Surat Thani Province, Thailand

Relationship Between Service Quality, Satisfaction And Revisit Intention For International Airport In Thailand

A Conjoint Analysis Of Small-Scale Music Event Formats For Generation Z Participants: A Case Study Of Undergraduate Students, Phuket Rajabhat University

Communication Strategies By Using Community Participation Process During COVID 19 Of Ethnic Tourism: A Case Study Of Ethnic Profession Group at Khun Nam Mae Yao, Mae Yao Sub-district, Mueang District, Chiang Province

Factors Influencing Success of Implementation in Management of Sustainable Tourism Community: A Case Study of Prang Ku, Thawat Buri District, Roi Et Province

The Strategy Of Customer Retentions Of Hospitality Which Has Halal Targets

Workation: Definition, Characteristics And Perspective Of Opportunity And Challenge In Thailand

COVER

Contents

EDITORIAL

Recommendations for authors