Journal of Management Sciences Suratthani Rajabhat University

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๋Journal of Management Science Suratthani Rajabhat University — Wed, 11 Dec 2024 00:00:00 +0700

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Journal of Management Sciences Suratthani Rajabhat University — Wed, 11 Dec 2024 00:00:00 +0700

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Journal of Management Sciences Suratthani Rajabhat University — Wed, 11 Dec 2024 00:00:00 +0700

Editorial

Journal of Management Sciences Suratthani Rajabhat University — Wed, 11 Dec 2024 00:00:00 +0700

Austrian Economics and Entrepreneurship

Chaiwat Baimai — Wed, 11 Dec 2024 00:00:00 +0700

Entrepreneurship has strong Austrian economics roots. Although many aspects of mainstream economics are useful in explaining how resource allocation affects societal wealth, they are incomplete as they do not provide much understanding of the dynamism driven by individuals. It is the Austrian school that sheds light on what is important but unexplained in the mainstream literature. Compared to other schools of thought in the mainstream, the Austrian school gives individuals a more central role in their theorizing about markets and the economy. The main objective of this article is to explain the Austrian view in detail and elaborate on the specific characteristics of the Austrian school. Moreover, this article indicates the major differences between the mainstream and Austrian schools. The results show that the distinctive methodology that is considered as the foundation of the Austrian school is termed Praxeology. The extension of this methodological conception is thus linked to the essence of entrepreneurial opportunity which has become a unique domain of modern entrepreneurship studies.

Trends of airline business in Thailand after the COVID-19 outbreak

Pornapaktra Sakdaar, Jaree Prommana, Chuleewan Praneetham — Wed, 11 Dec 2024 00:00:00 +0700

The coronavirus disease 2019 (COVID-19) pandemic has affected the economy, society, and industries, including the aviation industry. The COVID-19 pandemic has resulted in travel disruption and a slowdown since 2019. This academic article examines the impact on travel, especially in the aviation industry, through an analysis of the domestic aviation situation both in the past and present, including the impact of the COVID-19 epidemic on airlines. The study was conducted by examining academic articles, research papers, and aviation business statistics from 2009 to the present, as well as analyzing trends in the Thai airline business since the COVID-19 outbreak. Throughout history, the airline business has been affected by various situations, including hijacking and disease epidemics that have affected the global economy, especially the aviation industry. While various situations have had a huge impact on the airline business, the COVID-19 crisis can be considered the most severe impact on Thailand's airline business. Although the outbreak has begun to decline worldwide and airlines have resumed operations, Thailand still has a large number of patients, causing air travel to remain slow. Therefore, there should be coordination between public health measures and government agencies to allow passenger air travel to resume, stimulate the economy, and promote travel in Thailand to return to pre-outbreak levels.

The Influence of Competency, Organizational Commitment and Perception of Justice on the Job Retention of Cooperative Auditing Department Officers

Thadjakorn Iadchalearm, Chetsada Noknoi — Wed, 11 Dec 2024 00:00:00 +0700

This research aimed to study: 1) the capacity levels, the organization's engagement, and perceived justice regarding the level of commitment of government officers at the Cooperative Auditing Department, 2) levels of persistence of the government officers at the Cooperative Auditing Department, and 3) influence of capacity, organization's engagement, and perceived justice on persistence of the government officers at the Cooperative Auditing Department. The sampling group comprises 295 government officers at the Cooperative Auditing Department. The statistics used are frequency values, percentage, average, standard deviation, and multiple regression analysis.

The results show that in the overall perspective, the capacity level is the highest (= 4.43). When considering each aspect, the one with the highest average is the upholding of legitimacy and ethics (= 4.70). Next, the organization's engagement is also at the highest level (= 4.32). When considering each aspect, the one with the highest average is the continual engagement (= 4.35). The perceived justice level is at a high level (= 3.98). When considering each aspect, the one with the highest average is the process (= 4.08). Lastly, the persistence level is at a high level ( = 4.10). When considering each topic, the one with the highest average is 'You are committed to fully working for the organization' (= 4.41). Moreover, the results show that perceived justice in terms of compensation, organization's engagement in terms of emotional connection, perceived justice in terms of social interaction, and organization's engagement in terms of standard connection have an influence on the persistence of the government officers at the Cooperative Auditing Department. The level of influence is 82.9%. The findings can be effectively implemented to establish appropriate personnel retention policies that align with the organization's operational framework and objectives.

The Effect of BIG BATH Creative Accounting on Impairment of Assets under the COVID-19 Situation of Listed Companies in the Stock Exchange of Thailand

Orawon Chuamaungphan — Wed, 11 Dec 2024 00:00:00 +0700

During the COVID-19 pandemic crisis, many businesses may take advantage of this opportunity to engage in creative accounting. One such method is called BIG BATH, which involves recording a significant loss in a critical year, even if the loss is not related to the COVID-19 situation. Companies attribute these huge losses entirely to the COVID-19 crisis to 'clean the slate, metaphorically taking a big bath. This study aimed to identify the effects of BIG BATH creative accounting on asset impairment during the COVID-19 situation among companies listed on the Stock Exchange of Thailand. The study population consists of 523 companies, with data collected in 2020, the year when COVID-19 first emerged, to provide new and up-to-date information on creative accounting and asset impairment under uncertain circumstances, particularly during the COVID-19 pandemic. The findings reveal no relationship between BIG BATH creative accounting and asset impairment. However, there was a significant relationship between business size and asset impairment of listed companies on the Stock Exchange of Thailand at the 0.02 significance level. Additionally, the study found that creative accounting using the BIG BATH method significantly affects the profitability of listed companies on the Stock Exchange of Thailand at the 0.001 significance level. While the research limitations include the duration of these unusual circumstances, it is important to note that factors affecting each business may vary.

The impacts of managerial accounting practices characteristics and Kaizen environments on SMEs' financial performance

Anchana Aphichitsakul — Wed, 11 Dec 2024 00:00:00 +0700

Developing SMEs' ability to adapt and thrive in a changing business environment is vital to the Thai economy, with financial performance being one of the main indicators. The key question is whether SMEs are identifying the real problems and continuously improving until these problems are resolved. This research aimed to study the impact on SMEs' financial performance of 1) Managerial accounting practice characteristics, 2) Kaizen environments, and 3) The interaction between Kaizen environments and Managerial accounting practice characteristics. The study collected data through a questionnaire survey of 400 owners and managers of SMEs in Thailand and analyzed the data using descriptive and multiple regression techniques. The results indicate that all three factors positively impact financial performance. Although there were some obstacles during data collection, as many SMEs had closed because of the prolonged COVID-19 outbreak, the study confirmed that all samples were survivors, with some even experiencing growth during this crisis. The research results demonstrate the importance of improving and developing the application of management accounting as part of various systems to create an environment where problems can be clearly identified and continuously improved. This research provides guidance on combining and practicing both concepts in a way that can leverage their respective strengths and address their weaknesses to create a foundation for developing a strong and sustainable business.

Attitudes and Confidence toward Financial Transactions in LINE Application

Klangjai Sangwichitr, Porntip Jirathumrong — Wed, 11 Dec 2024 00:00:00 +0700

Nowadays, financial technology is rapidly developing. Not only are financial institutions evolving online financial services, but other digital platform providers are also expanding their contributions to include financial services. This study aimed to compare the differences in personal factors regarding financial transaction confidence in the LINE application and investigate the attitudes and confidence toward financial transactions in the LINE application among people in Hatyai city, Songkhla province. Data was collected through questionnaires. The researcher used purposive sampling to collect data from a sample of 385 participants who live in Hatyai, Songkhla, and use the LINE application. The statistics for data analysis were ANOVA and multiple regression at a significance level of 0.05. The findings indicated that differences in age, study level, occupation, monthly income, and frequency of online application usage affected confidence in using financial transactions in the LINE application. Moreover, the attitudes that affected confidence in using financial transactions in the LINE application included attainment, benefit perception, understanding of the application, system efficacy, user risks, and risks in online transactions. This research suggests that application providers and financial service providers can use social media applications to provide financial services. To provide the best financial application service, providers should provide a user manual and focus on application security.

The Potential of Business Management and Leadership in Digital Era That Affects the Success of Managers of Southern Agricultural Cooperatives

Suvannarat Phayakkha, Thanayu Phuwitthayathorn, Atcharawan Ratanaphan — Wed, 11 Dec 2024 00:00:00 +0700

Cooperative managers are very important to the management of the agricultural cooperative business in achieving the goals of the cooperative. The purposes of this research were to study: 1) business management potential of southern agricultural cooperative managers, 2) digital leadership of southern agricultural cooperative managers, 3) success of southern agricultural cooperative managers, and 4) business management potential and digital leadership conditions that influence the success of Southern Agricultural Cooperative Managers. The sample group consisted of 120 southern agricultural cooperative managers who were selected by purposive sampling. The research instrument was a questionnaire. Statistics used were frequency, percentage, mean, standard deviation, and multiple regression analysis. The study found that 1) For business management potential, the overall mean was 4.85, ranking highest in all aspects; 2) For leadership in the digital age, the overall mean was 4.79, at the highest level in all aspects; 3) Business management potential and command affected the success of managers of the Southern Agricultural Cooperatives with statistical significance at the 0.05 level. Regarding leadership in the digital age, the aspects of digital fluency, innovational potential, and visionary leadership affected managerial success with statistical significance at the 0.05 level. This research reflects how business management potential and digital leadership contribute to the operational processes in the current situation and helps inform policy formulation in cooperative businesses to achieve success in accordance with future goals

Supply Chain Management of Organic Farms in NongKhai Province

Sasiprapa Promthong — Wed, 11 Dec 2024 00:00:00 +0700

Organic farming motivates farmers to create products that uphold the standards and competitiveness of agricultural production. The objective of this study was to examine the supply chain management model of organic farms in Nong Khai Province. The supply chain operation reference (SCOR) Model was applied in this study to gather information from 5 organic farms in Nong Khai Province, whose owners were directly involved in operations. Data was collected through in-depth interviews, and participants were specially selected from members who met the fundamental Nong Khai organic farming standards.

The results found that the five organic farming operations maintain procurement relationships with their enterprise network members, from whom they source agricultural produce. These operations satisfy the requirements of organic farming, providing customers with assurance that products meet the fundamental Nong Khai organic certification standards. Produce from organic farms is sold through custom orders only. The study shows that organic farm supply chain management using the SCOR Model helps connect supply chain operation processes and reveals business activities linked to achieving customer satisfaction by outlining distinct work processes that are structured and standardized, demonstrating the connections between various activities, such as planning, purchasing, producing, delivering, and returning. To maximize the potential of organic agriculture in the future and ensure compliance with Basic Nong Khai Organic Agriculture Standards and the proper usage of the organic certification mark, all 5 processes must be consistent and effective in their operation according to the standardized production process.

The Expectations of Service Marketing Mix in Purchasing through Social Media channel of undergraduate students in Bangkok Metropolitan Region

Prapasri Phongthanapanich, Wisanan Ouparamai — Wed, 11 Dec 2024 00:00:00 +0700

From the current market situation, consumers have diverse and unique needs. Therefore, businesses must focus on customer value by offering an appropriate marketing mix and using social media marketing to respond to customer needs and expectations. This research aims to study the level of expectations regarding the service marketing mix factors, compare purchasing decisions on social media based on personal factors, and study the effects of expectations of the service marketing mix factors on product purchases via social media among undergraduate students in the Bangkok metropolitan region. This quantitative research involved 400 respondents selected by multi-stage sampling, with questionnaires used as the data collection tool. Statistical techniques employed for data analysis included frequency, percentage, mean, standard deviation, t-test, one-way ANOVA, Pearson's correlation coefficient, and stepwise multiple regression analysis. The results reveal that the level of expectations regarding the service marketing mix in social media purchases among undergraduate students is at a high level overall and in all aspects. Furthermore, when comparing personal factors with purchasing decisions, gender differences correlate with different purchasing decisions. Finally, the marketing mix factors affecting social media purchasing decisions among undergraduate students are physical evidence, product, process, and personal factors. Based on the research results, businesses should prepare their marketing channels in terms of physical characteristics, offer a wide variety of products that are quality-oriented and attractive, while being reliable in their processes, ensure reliable and safe payment systems, and implement interesting marketing promotion activities.

The Impact of Social Media Beauty Influencers on the Image and Purchasing Decisions of Cosmetic Customers Living in Suratthani Province

Chutipas Kaewpetch, Pimprae Srisawat, Siyathorn Nak-pin — Wed, 11 Dec 2024 00:00:00 +0700

The Internet has an important role in product decision-making; therefore, influencers are a popular tool for creating brand images and influencing decision-making, especially in the cosmetic business. This research aims to study the relationship between online beauty influencers and brand image and purchasing decisions of cosmetic consumers in Surat Thani Province. The population consists of consumers in Surat Thani who purchased cosmetic products influenced by online beauty influencers. The sample size consisted of 400 respondents, and combined sampling methods (purposive and snowball) were applied. Data were collected via questionnaires regarding beauty influencers on social media, brand image, and purchase decisions, with reliability coefficients of .867, .814, and .869, respectively. The data were analysed using frequency, percentage, mean, standard deviation, and structural equation modelling (SEM).

The research results indicate that the influence of beauty influencers on social media has a positive relationship with brand image and purchasing decisions at a statistical significance level of 0.001. The structural equation modeling results show that the measurement model is consistent with the empirical data. The fit indices are at a very good level (Chi-square ( χ^² ) = 589.731, p-value = 0.001, χ^²/df = 1.573, RMSEA = 0.038, GFI = 0.917, CFI = 0.984, NFI = 0.958). Therefore, marketers should utilize online influencers to build brand image.

Factors Affecting the Successful of Restaurant Business in Chanthaburi Province

Siripa Wittayapornpipat, Yuboon Phaluehaspailin — Wed, 11 Dec 2024 00:00:00 +0700

This study identified prioritizes and ranks the critical factors that impact the success of restaurant business operations in Chanthaburi province. The study was carried out through survey data collected from 396 restaurant entrepreneurs. The study investigated the level of four factors that affect the restaurant business: 1) creativity and innovation (X1), 2) ability of proactive working (X2), 3) opportunities of facing risks (X3), and 4) perception and awareness of technology (X4). The most significant factor affecting restaurant business success was the ability of proactive working, followed by creativity and innovation. The number of customers was the primary index indicating business success, followed by financial gain. The relationship of the key success factors to overall operational efficiency showed that all four key success factors positively influenced operational efficiency, with statistical significance at the 0.05 level. All four key success factors predicted the operational efficiency at 44.9 percent, with the regression analysis equation being Y= 1.235 + 0.164X1 + 0.121X2 + 0.100 X3 +0.271 X4. These findings provide information for restaurant entrepreneurs to improve their business performance. However, restaurant entrepreneurs need to develop effective restaurant social media strategies to promote their businesses on different social media platforms, as these platforms provide opportunities to promote relevant information such as contact numbers, locations, and new additions to the menu.

The influence of opinion leadership on social commerce word-of-mouth behavior

Chenicha Praphruetmon — Wed, 11 Dec 2024 00:00:00 +0700

This research aimed to examine the influence of consumer attitudes on intention, which affects participation and socialization, utilizing the Expectancy Disconfirmation Theory to study the impact on electronic word-of-mouth communication through opinion leader behaviors. The study employed convenience sampling with 234 respondents, and Structural Equation Modeling (SEM) was used for hypothesis testing.

The main findings found that 1) Satisfaction positively affects users' eWOM behavior in social commerce contexts (ß = 0.311, p <0.000); 2) Perceived enjoyment positively affects users' eWOM behavior in social commerce contexts (ß = 0.221, p < 0.007); 3) Satisfaction positively affects users' social connection intention in social commerce contexts (ß =0.324, p < 0.000); 4) Perceived enjoyment positively affects users' social connection intention in social commerce contexts (ß = 0.414, p < 0.000); 5) Satisfaction positively affects users' social intercom commerce contexts (ß = 0.369, p < 0.000); 6) Perceived enjoyment positively affects users' social intercom commerce contexts (ß = 0.265, p < 0.003); 7) Users' social connection increases opinion leadership intention (ß = 0.170, p < 0.041); 8) Users' social community increases opinion leadership intention (ß = 0.185, p < 0.030); 9) Guest with a higher opinion leadership tendency is with higher concern to eWOM behavior on SNSs (ß = 0.274, p < 0.000).

Journal of Management Sciences Suratthani Rajabhat University

Instructions for the author

Peer Reviews

Cover

Editorial

Contents

Austrian Economics and Entrepreneurship

Trends of airline business in Thailand after the COVID-19 outbreak

The Influence of Competency, Organizational Commitment and Perception of Justice on the Job Retention of Cooperative Auditing Department Officers

The Effect of BIG BATH Creative Accounting on Impairment of Assets under the COVID-19 Situation of Listed Companies in the Stock Exchange of Thailand

The impacts of managerial accounting practices characteristics and Kaizen environments on SMEs' financial performance

Attitudes and Confidence toward Financial Transactions in LINE Application

The Potential of Business Management and Leadership in Digital Era That Affects the Success of Managers of Southern Agricultural Cooperatives

Supply Chain Management of Organic Farms in NongKhai Province

The Expectations of Service Marketing Mix in Purchasing through Social Media channel of undergraduate students in Bangkok Metropolitan Region

The Impact of Social Media Beauty Influencers on the Image and Purchasing Decisions of Cosmetic Customers Living in Suratthani Province

Factors Affecting the Successful of Restaurant Business in Chanthaburi Province

The influence of opinion leadership on social commerce word-of-mouth behavior