Journal of Management Sciences Suratthani Rajabhat University

Full Issue

Journal of Management Science Suratthani Rajabhat University — Mon, 01 Dec 2025 00:00:00 +0700

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Journal of Management Science Suratthani Rajabhat University — Mon, 01 Dec 2025 00:00:00 +0700

Editorial Department

Journal of Management Science Suratthani Rajabhat University — Mon, 01 Dec 2025 00:00:00 +0700

Integrated Marketing Communication In The Digital Era

Mon, 01 Dec 2025 00:00:00 +0700

This academic article assembles knowledge on suitable modern integrated marketing communication through a broad presentation, aiming to offer entrepreneurs an approach to integrated marketing communication in the digital era. The objective is to stimulate consumers' purchasing decisions by creating a positive brand image and awareness that results in satisfaction. Integrated marketing communication is considered a tool that helps businesses gain greater access to consumers and consists of: 1) advertising; 2) public relations; 3) sales promotion; 4) direct marketing; and 5) personal selling. This is extremely important because even if a company has good products, excellent service, appropriate pricing, and suitable distribution channels, without effective marketing communication, consumers will remain unaware of the product. This is especially true in the current digital era, where digital technology plays an increasingly important role in business. Everything is changing rapidly and dramatically. Integrated marketing communication in the digital era enables consumers to make immediate purchasing decisions and has a strong influence on their buying behavior. This article provides recommendations and guidelines for driving continuous marketing efforts and creating competitive advantages for medium and small-sized enterprises in Thailand.

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Journal of Management Science Suratthani Rajabhat University — Mon, 01 Dec 2025 00:00:00 +0700

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Journal of Management Science Suratthani Rajabhat University — Mon, 01 Dec 2025 00:00:00 +0700

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Marketing Mix Factors in Purchasing Decisions and the Accuracy of Predicting Nan OTOP Products Purchasing Behavior by Artificial Intelligence Technology

Mon, 01 Dec 2025 00:00:00 +0700

Nan Province is a tourist destination that has continuously gained popularity, requiring entrepreneurs to significantly adapt. This study aimed to identify the demographic characteristics of tourists visiting Nan Province, investigate their purchasing behavior regarding One Tambon One Product (OTOP) goods, identify the marketing mix factors influencing their purchasing decisions, and compare data collected through questionnaires with predictions made using artificial intelligence behavior. The sample consisted of 400 tourists. Data were collected using a questionnaire and analyzed using frequency, percentage, mean standard deviation, and the chi-square test. The results revealed that most tourists purchased OTOP products for consumption purposes, with the most popular marketing promotion being percentage or monetary discount. The marketing mix factor with the highest influence on purchasing decisions was sales promotion. The relationship test using Pearson Chi-Square at a significance of 0.05 comparing questionnaire data with product category predictions by artificial intelligence found that food and snacks, health and herbal products, and beverages each had one item with matching predictions, while textile and clothing products showed no matching items. Policy recommendations suggest that entrepreneurs should apply the research findings to design appropriate sales promotion strategies for consumer groups. The distinctive feature of this research is the application of artificial intelligence technology using association rules through the Apriori Algorithm to predict purchasing behavior, which can concretely enhance entrepreneurs’ competitive potential.

Factor Analysis of Quality Factor of Logistics Services of Private Logistics Provider in Bangkok Influencing Re-Purchase Decisions Through Online Channels

Mon, 01 Dec 2025 00:00:00 +0700

This research aimed to investigate the factors that influence the choice of logistics services offered by private logistics providers and their impact on customers' decision to repurchase online products in Bangkok in the post-COVID-19 pandemic context. The sample consisted of 400 private logistics service users in Bangkok. Exploratory factor analysis was used to extract five factors influencing satisfaction with logistics services: 1) image and professionalism, 2) service trust, 3) quick response, 4) service heart, and 5) customer attention to detail. Binary logistic regression analysis was then used to examine the influence of these factors on customers' online repurchase decisions. The study found that image and professionalism, service trust, and quick response significantly influence customers' decision to repurchase online. Based on the findings, logistics service providers should cultivate a positive service image in customers' perception through reliable transportation quality and fast delivery services to encourage repeat usage in the future. This research is limited by its cross-sectional design, which examines customer needs that may change over time in different contexts, and the study area is confined to Bangkok.

Factors Affecting Service Quality and Its Impact on Customer Loyalty of Kasikorn bank, Mae Sai 2 Branch, Mae Sai District, Chiang Rai Province

Ajjima Muangkonkad, Onkanya Kanthachai — Mon, 01 Dec 2025 00:00:00 +0700

In the current competitive banking environment, financial institutions must enhance their services and prioritize their quality. This study examines the service quality factors that affect customer loyalty at Kasikorn Bank’s Mae Sai 2 Branch in Mae Sai District, Chiang Rai Province. The objectives are to 1) analyze demographic factors, service quality, and customer loyalty at Kasikorn Bank; 2) compare how different demographic variables influence customer loyalty; and 3) investigate the impact of service quality factors on customer loyalty. This quantitative research utilized a questionnaire to collect data from 400 respondents. Data were analyzed using frequency, percentage, arithmetic mean, standard deviation, t-test, F-test, and multiple linear regression analysis. The findings reveal that most respondents were female, aged 31-40 years, with a secondary education level, employed in private companies, and earning an average monthly income of 10,000-20,000 baht. Overall service quality at Kasikorn Bank was rated at the highest level. Demographic factors, such as gender, age, education, occupation, and average monthly income, had a significantly impact on customer loyalty at the .05 statistical significance level. Service quality factors significantly impacting customer loyalty (at the .05 level) were, in order of importance: reliability, assurance, individualized customer care, tangibles, and responsiveness

Factors Influencing Consumer Purchase Intention of Air Purifier in Thailand

Chutisorn Ruangnarab, Vanida Pimkord — Mon, 01 Dec 2025 00:00:00 +0700

Air pollution is increasing nowadays, so air purifiers are another product that can help reduce it. This research aimed to study factors influencing consumers' purchase intentions for air purifiers in Thailand using a quantitative research approach. Data were collected through a survey questionnaire from a purposive sample of 500 consumers who have purchased or plan to purchase air purifiers and reside in Thailand. The data were analyzed using descriptive statistics (frequency and percentage) and Structural Equation Modeling (SEM) to identify factors influencing consumer purchase intention for air purifiers. The results indicated that both awareness of the health effects of air pollution and knowledge about air purifiers significantly influenced consumers' purchase intentions through their attitudes towards these products. For the 7Ps marketing mix, only the price factor significantly affected consumers' intention to purchase air purifiers. This research differs from previous research in terms of the factors used in the study that reflect the relationship in purchase decision-making for air purifier products, leading to the development of product features and characteristics to better respond to consumer behavior.

Factors Affecting on Pork Purchasing from shop with “LIVESTOCK OK” Certificate in Bangkok

Mon, 01 Dec 2025 00:00:00 +0700

Currently, the consumption of pork may pose risks due to disease outbreaks, contamination, or the use of chemicals in the rearing process. This problem has led consumers to pay more attention to the quality and safety of pork products. To address these issues, the Department of Livestock Development has established the "Livestock OK" Certificate Program to certify outlets selling animal products that meet safety and quality standards. This study aims to investigate consumer awareness of the "Livestock OK" Certificate and analyze factors influencing consumers' decisions to purchase fresh pork from outlets displaying the certificate. Based on a sample of 279 individuals in fresh markets in Bangkok, the study finds that 15.10% of respondents are aware of the "Livestock OK" Certificate. After receiving information about the "Livestock OK" certificate, 73.10% of respondents indicated they would definitely purchase fresh pork from vendors with the certification. The factors influencing this decision include behavioral observations of the "Livestock OK" Certificate, awareness of the risk of illicit pork imports, knowledge and understanding of risks, and attitudes towards the certificate. Therefore, to enable consumers to access pork vendors with the "Livestock OK" Certificate more widely, the Department of Livestock Development should provide support and promote consumer awareness. In addition, the Department of Livestock Development should encourage pork farmers and vendors to recognize the importance of food safety.

Perceived Supervisor Support: An Essential Mechanism in the Relationship between Human Resource Development, Work Engagement, and the Job Performance of Employees in the Organization

Worasan Thawornprasert, Aritsara Thawornprasert — Mon, 01 Dec 2025 00:00:00 +0700

Although previous studies have shed light on the crucial role of human resource development in improving employees' job performance, the explanation of the psychological mechanisms and boundary conditions underlying the relationship between human resource development and employee performance is still limited, particularly in the context of Thai organizations. This research aims to 1) examine the role of work engagement as a mediating variable in the relationship between human resource development and employee performance, and 2) examine the role of perceived supervisor support as a moderating variable in this relationship. Social exchange theory was used as a basis to explain the relationship. This research is a case study that used questionnaires to gather data from 108 full-time employees of one of Thailand's leading beverage manufacturers and distributors. Structural equation modeling revealed that human resource development has a positive effect on employee performance via work engagement. Furthermore, perceived supervisor support was found to strengthen the influence of human resource development on employee performance via work engagement, especially when employees perceive high levels of supervisor support. This research provides evidence and highlights the importance of supervisors in enhancing employees' work-related outcomes. Executives should integrate human resource development plans and supervisor support to enhance employees' work engagement and performance.

The Influence of Job Stress in Workplace on the Relationship between Organizational Resilience and Job Performance of Employee

Pichaya Tuntiaumpaiwong , Santidhorn Pooripakdee — Mon, 01 Dec 2025 00:00:00 +0700

In the current era, organizations have to face changes and uncertainties due to various situations. Understanding the role and influence of workplace stress can help organizations develop strategies to enhance employee performance. This research aims to study and analyze the influence of organizational flexibility on the job performance of employees. The target group of this research consists of operational-level employees in private organizations, totaling 156 samples. The research tool used is a questionnaire. The statistics used to analyze the data are frequency, percentage, mean, standard deviation, Pearson's correlation coefficient, simple regression analysis, and multiple regression analysis. The research findings on job stress, flexibility, and job performance found that 1) organizational flexibility is positively related to job performance, and 2) job stress moderates the relationship between organizational flexibility and job performance. These findings can provide benefits and recommendations for future research, serving as a guide for improving the organization to become a flexible one that can address problems, solve situational issues, and manage crises. The research results will aid in managing employee stress, while organizational flexibility will enhance the organization's effectiveness and sustainability, helping to develop strategies that ensure the business's ongoing success

Developing Local Woven Fabric Products to Increase Economic Value: The Mudmee Weaving Group in Prathay District, Nakhon Ratchasima Province

Mon, 01 Dec 2025 00:00:00 +0700

Weaving is a skilled craft that requires expertise and precision. However, producers lack continuous development, leading them to maintain traditional production methods. This study aimed to synthesize development approaches and develop local woven fabric products for the Mudmee Yarn Weaving Group in Prathay District, Nakhon Ratchasima Province. The research employed participatory action research through workshops where target groups participated in sharing opinions and practicing product development, alongside qualitative research methods for data collection. The 18 key informants included members of the Nong Doen Mudmee Yarn Weaving Group, development officers of Krathum Rai Sub-district, the Deputy Clerk of Krathum Rai Sub-district Administrative Organization, and local fabric shop entrepreneurs. Purposive sampling was used, followed by SWOT analysis and TOWS matrix synthesis to formulate development approaches aligned with the operational conditions of the weaving group and community. The study yielded two development approaches: (1) developing distinctive local patterns and (2) developing new products that differ from those in the market. The unique characteristics and form of the Kra Thum flower, a community symbol, were incorporated into Mudmee fabric pattern designs. The development of processed products from woven fabrics resulted in (1) bucket hats, (2) tote bags with clutch bags, (3) keychains, and (4) Mudmee fabric throw pillows. These products can generate circulating income within the community, foster self-reliance, and promote inter-agency collaboration leading to sustainable development

Developing of Creative Tourism Activity Based on Cultural in Ban Pak Kalang, Song Khon Subdistrict, Pho Sai District, Ubonratchathani Province

Kulvadee Lamaijeen, Niannipa Samniengsanorh, Sathaporn Siri-opakham — Mon, 01 Dec 2025 00:00:00 +0700

This research study on the development of creative tourism activities based on culture in Ban Pak Kalang, Song Khon Subdistrict, Pho Sai District, Ubon Ratchathani Province, has the following objectives: 1) to study the potential of the community in developing culture-based creative tourism activities; 2) to design culture-based creative tourism activities; and 3) to propose guidelines for developing culture-based creative tourism activities in Ban Pak Kalang, Song Khon Subdistrict, Pho Sai District, Ubon Ratchathani Province. The present paper is a research and development study. The sample groups used in the research were 20 stakeholders involved in culture-based creative tourism activities and 30 Thai tourists. The research instrument used was semi-structured interviews. The research findings revealed the following: 1) Regarding the community's potential in developing culture-based creative tourism activities, the community has distinctive natural resources and culture, has the ability to be self-reliant, and participates in area management. However, the community still lacks knowledge of creative tourism, storytelling skills, and tourism marketing and requires support from various agencies; 2) Five culture-based creative tourism activities were designed for the community, including tie-dyed cloth with natural bark dye, Khan Mak Beng, Mekong River boiled rice, Mekong River agriculture, and Mekong River fisheries; and 3) Five guidelines for developing culture-based creative tourism activities were proposed, including storyteller capacity development, participation development, creative tourism activity development, tourism storytelling development, and marketing development

A Study of Motivation and Participation Behavior in Developing Community Based Tourism Potential of Ban Khian, Thalang District, Phuket Province

Kanokwan Kaewuthai, Suttinee Pornpunpaibool, Benjaporn Kaewuthai — Mon, 01 Dec 2025 00:00:00 +0700

The objective of this research was to study the motivation and participatory behavior of the Ban Khian community in developing tourism potential in Thalang District, Phuket Province. Data were collected through questionnaires from 37 members of the community tourism group. Data were analyzed using descriptive statistics, including mean, standard deviation, and percentage, as well as multiple regression analysis. The findings indicated that the majority of group members exhibited the highest average motivation regarding relationships, love, and a sense of ownership. Members demonstrated the highest average participatory behavior in willingly assisting other members with their tasks. They showed equal participation in listening to differing opinions and promoting the tourism group and demonstrated responsibility by performing their duties with honesty and integrity. Regarding motivational factors affecting behavior, it was found that motivation related to relationship, love, and sense of ownership, as well as self-respect, influenced helping behavior. Safety motivation and self-respect motivation influenced cooperative behavior, while motivation related to relationship, love, and sense of ownership influenced responsible behavior at a statistical significance level of .05. The findings of this study can serve as a model for developing emerging tourism communities in Phuket Province. However, policy limitations exist regarding continuous group promotion. Therefore, community managers, local administrative organizations, and relevant agencies should continuously participate in promoting and supporting the community to become a model for sustainable development

The Volatility Analysis of Oil Palm Prices in Thailand

Athittaya Wirasin, Sirikwan Jaroenwiriyakul — Mon, 01 Dec 2025 00:00:00 +0700

Oil palm prices are volatile depending on changing economic situations. During oil palm shortages, palm oil prices rise, but during normal periods, prices may decrease or remain stable. Therefore, as a guideline for planning oil palm planting for farmers, this research aimed to study the volatility of oil palm prices in 7 provinces in Thailand, including Surat Thani, Krabi, Chumphon, Trang, Satun, Chonburi, and Nakhon Si Thammarat. Daily data collected by the Ministry of Commerce from January 2017 to November 2023, totaling 1,652 days, were used. The results of this study were divided into three parts: 1) The volatility test using Generalized Autoregressive Conditional Heteroscedasticity (GARCH) found that the volatility of oil palm prices in the 7 provinces can be explained by past price volatility and past unpredictable events, with past price volatility having a greater explanatory power than past unpredictable events. 2) Past price volatility had the greatest impact on oil palm prices in Trang Province, followed by Satun, Chonburi, and Nakhon Si Thammarat, while Chumphon Province experienced the least impact. In contrast, past unpredictable events had the highest impact in Chumphon Province, followed by Surat Thani, Krabi, and Satun, with Nakhon Si Thammarat experiencing the lowest impact. 3) The study of average returns and investment risk in oil palm planting found that Trang Province, which had the highest average returns, was not the province with the highest risk. This finding is because the area in Trang Province is suitable for growing oil palms, resulting in high production quality and average returns

Economic Feasibility of Investing a Turmeric Product Processing Plant in Surat Thani Province

Mon, 01 Dec 2025 00:00:00 +0700

The construction of a turmeric product processing factory will help elevate turmeric production to increase its value and meet international standards accepted by both domestic and international consumers. It can also help improve farmers' income and quality of life. This paper presents an economic feasibility study of establishing a turmeric processing plant in Surat Thani Province. The objective was to estimate costs and returns and study the economic feasibility of constructing a turmeric processing plant through participant observation and in-depth interviews with five turmeric product processors in the area using semi-structured interviews. The results were analyzed using economic project analysis. This project requires an investment of approximately 7.3 million baht with a project life of 20 years. The analysis found that the net present value (NPV) was 25,284,434.16 baht, the internal rate of return (IRR) was 40%, the benefit-cost ratio (BCR) was 1.76, and the payback period (PB) was 3.95 years. Therefore, it can be concluded that this project is feasible for investment. The sensitivity analysis showed that when considering changes in only one factor, the net present value remains positive even if the price of turmeric increases by 100%, production costs (excluding raw materials) increase by 30%, or revenue decreases by 30%. When both factors change simultaneously, the net present value remains positive in the case where revenue decreases by 30% and the price of turmeric increases by 100%. However, the net present value becomes negative only when revenue decreases by 30% and production costs (excluding raw materials) increase by 30%. These results provide important information for the government to consider supporting the establishment of farmer-owned turmeric processing factories to help sustainably improve farmers' living standards

Journal of Management Sciences Suratthani Rajabhat University

Full Issue

Cover

Editorial Department

Contents

Integrated Marketing Communication In The Digital Era

Recommendation for author

Peer Review

Marketing Mix Factors in Purchasing Decisions and the Accuracy of Predicting Nan OTOP Products Purchasing Behavior by Artificial Intelligence Technology

Factor Analysis of Quality Factor of Logistics Services of Private Logistics Provider in Bangkok Influencing Re-Purchase Decisions Through Online Channels

Factors Affecting Service Quality and Its Impact on Customer Loyalty of Kasikorn bank, Mae Sai 2 Branch, Mae Sai District, Chiang Rai Province

Factors Influencing Consumer Purchase Intention of Air Purifier in Thailand

Factors Affecting on Pork Purchasing from shop with “LIVESTOCK OK” Certificate in Bangkok

Perceived Supervisor Support: An Essential Mechanism in the Relationship between Human Resource Development, Work Engagement, and the Job Performance of Employees in the Organization

The Influence of Job Stress in Workplace on the Relationship between Organizational Resilience and Job Performance of Employee

Developing Local Woven Fabric Products to Increase Economic Value: The Mudmee Weaving Group in Prathay District, Nakhon Ratchasima Province

Developing of Creative Tourism Activity Based on Cultural in Ban Pak Kalang, Song Khon Subdistrict, Pho Sai District, Ubonratchathani Province

A Study of Motivation and Participation Behavior in Developing Community Based Tourism Potential of Ban Khian, Thalang District, Phuket Province

The Volatility Analysis of Oil Palm Prices in Thailand

Economic Feasibility of Investing a Turmeric Product Processing Plant in Surat Thani Province