Journal of Rattana Bundit University

Key Success Factor of Ice Manufacturing Business for Consumption in Thailand

Tanakorn Boonjaroenkit, Nivarat Wijitkulsawat, Benjawan Leecharoen — Thu, 26 Jun 2025 00:00:00 +0700

This article aimed to analyze the key success factors of the ice manufacturing business for consumption in Thailand. The content was analyzed using literature review of academic sources, online databases, and industry-related websites for entrepreneurs, investors, researchers, and those interested in the ice production industry. Ice business is very popular in the food and beverage industry group for Thai consumers in the tourist attractions, especially restaurants or entertainment venue. Thus, the investors and entrepreneurs have been interested in the ice manufacturing business. The results were found that: the key success factors of the ice manufacturing business for consumption in Thailand were 1) government policies, 2) entrepreneurial characteristics, 3) logistics management, 4) production factors, and 5) marketing mix. The key success indicators included higher profitability, increased sales, competitive advantage, and customer loyalty. Based on the major findings, it was recommended to provide the strategies for the stakeholders in the ice manufacturing sector for making decisions, improving working efficiency and long term sustainability in a highly competitive market.

Factors Affecting the Successful Debt Collection Legal Services Business in Thailand

Kanpisit Chanpanyalert, Benjawan Leecharoen, Thaunjai Sangthong — Thu, 26 Jun 2025 00:00:00 +0700

This article aimed to present the factors effecting the successful debt collection service businesses in Thailand. The literature review method on the successful debt collection service businesses provided knowledge about their successes in Thailand using the Balanced Scorecard concept as a tool to measure organizational successes for four perspectives: financial, customer, internal process, and learning and development. The results indicated that the factors effecting the successful debt collection service businesses included 4 factors: organizational management, customer relationship management, entrepreneur characteristics, and organizational credibility. It was recommended that synthesis of the content with the model factors effecting the successes of debt collection service businesses in Thailand for organizational executives. They could understand the key factors leading to successful business and effective application.

Guidelines for Promoting High-Performance Organizations in the Context of Thailand's Logistics Industry

Patcharaboon Subloom, Benjawan Leecharoen, Tuenchai Sangthong — Thu, 26 Jun 2025 00:00:00 +0700

This article aimed to examine the factors influencing the development of high-performance organizations in Thai logistics industry, and to guide the organization development toward high-performance organization for entrepreneurs and executives in the logistics sector. The literature review revealed that the high-performance organizations typically included five core characteristics: 1) management quality 2) disclosure and operation 3) long-term commitment 4) continuous improvement and 5) personnel quality. In addition, this study introduced four causal factors that differ from previous research: 1) organizational commitment, 2) technological competence, 3) organizational culture, and 4) management. These crucial roles fostered high-performance organizations with technological competence functions as a bridging variable, linking organizational culture and logistics management to organizational success. This competence could be measured through three dimensions: 1) technological knowledge, 2) technological skills, and (3) technological attitudes. Based on the major findings, it was recommended that nowadays, organization development focused on technological competence, organizational culture and logistics industry to efficiently enhance operation and promote to become the high-performance organizations.

Factors Influencing Consumer Decisions to Use Video Streaming Services in Thailand

Nutchapisitd Ekapatcharaphan, Bouvonluck Sanohkham, Suriwipa Chaiyapan — Thu, 26 Jun 2025 00:00:00 +0700

This article aimed to present the concepts and theories, regarding technology acceptance, customer satisfaction, online consumer behaviors, electronic service quality and video streaming business services and the relationship of the factors influencing consumer decision-making with video streaming services in Thailand. The study focused on the related literature review to consumer decisions with video streaming services. The findings revealed that the key factors influencing Thai consumers’ decisions included technology acceptance, customer satisfaction, online consumer behaviors, and electronic service quality. Based on these findings, the study was proposed a model of the factors influencing consumer decision-making with video streaming services in Thailand. That could be practically applied to the development of marketing strategies and service improvements in matching with consumer needs. This article provided the crucial guidelines for marketing experts and video streaming service entrepreneurs who wanted to improve streaming technology and enhance user experiences with personalized content recommendation systems for fast and professional customer service.

Factors for Success of Businesses in the Electronic Commerce Industry in Thailand

Nathajin Siangchokyoo, Benjawan Leecharoen, Tuenchai Sangthong — Thu, 26 Jun 2025 00:00:00 +0700

This article aimed to examine the factors influencing the successful electronic commerce businesses in Thailand, and to propose a successful model as a practical guideline to enhance business performance in the Thailand electronic commerce industry. The literature review methodology based on prior research related to the successful businesses in the electronic commerce sector. The findings revealed four key business success factors: digital organizational culture, innovative competency, digital integrated marketing communication, and technology acceptance. In addition, the study identified four outcome components that defined business success in the Thailand electronic commerce context: increased profitability, enhanced production capability, competitive advantage, and customer acceptance. Based on the major findings, it was recommended that the success factor model could be applied as a strategic guideline to promote the sustainable success in Thailand electronic commerce industry.

Factors Influencing Customer Decisions to Purchase Branded Cosmetic Products

Papavee Niamthap, Benjawan Sangthong, Tuenchai Sangthong — Thu, 26 Jun 2025 00:00:00 +0700

This article aimed to review the literature and identify the factors influencing the decision to purchase branded cosmetic products in Thailand. The findings will benefit entrepreneurs in the Thai cosmetic industry. The literature review identifies several factors affecting customer purchasing decisions, including digital marketing, online influencers, purchase motivation, and customer satisfaction. Digital marketing played a crucial role in effectively creating brand and product awareness, while online influencers were helping to build up credibility and stimulate purchase decisions through reviews and product recommendation. Thus, the branding campaigns with customer motivation were designed for the target customer needs. Customer satisfaction occurred when consumers received experiences on their target or beyond expectations. The promotion on purchasing decisions for branded cosmetic products should be considered these four factors.