Journal of Rattana Bundit University <p>The Journal of Rattana Bundit University (JRBAC) ISSN 2697-519X (online); ISSN1906-2192 (print) is a double-blind peer-reviewed journal, published semi-annually (twice a year) by the Office of Academic Affairs, Rattana Bundit University, Bangkok, Thailand. Founded in 2005 as a printed version under the name RBAC Journal, later changed its name to the Journal of Rattana Bundit University (JRBAC) and create an online journal published from 2010 to the present. <br /><br /></p> en-US [email protected] (Keerath Sanguansai, Ph.D.) [email protected] (Laksmi Poolsap) Tue, 26 Dec 2023 00:00:00 +0700 OJS 60 Factors Affecting Customer Loyalty of Private Hospitals in Thailand <p>This article aims to unveil the pivotal factors influencing the development of customer loyalty models in Thailand's private hospital sector. It provides executives and stakeholders with valuable insights for enhancing customer loyalty through an exploration of four key determinants: customer experience management, digital marketing strategies, service quality, and customer satisfaction. These factors collectively elevate the probability of nurturing customer loyalty within private hospitals. The article concludes by presenting a comprehensive model for understanding customer loyalty in Thai private hospitals. This model includes dimensions such as positive attitudes, word-of-mouth referrals, repurchase intentions, reduced consideration of alternatives, and top-of-mind brand awareness. It offers practical utility for healthcare management, streamlining the assessment and quantification of customer loyalty within the private hospital context.</p> Supachat Chaysiri, Benjawan Leecharoen, Tuenchai Sangthong Copyright (c) 2023 Journal of Rattana Bundit University Tue, 26 Dec 2023 00:00:00 +0700 Development of Digital Media for Training on the Basic Knowledge of Sepak Takraw for Physical Education Students <p>The objectives of this study were to 1) develop digital training media that meet the 80/80 training standards, 2) compare the learning achievement of students who used digital tools to train in the fundamentals of Sepak Takraw, and 3) examine the perceptions of Physical Education students toward the use of digital tools for Sepak Takraw training. Using primary random sampling, the samples were distributed to 32 students in Physical Education. Research instruments include 1) digital media for training, 2) an Instructional manual for training with digital media, 3) a learning achievement test, and 4) a set of satisfaction questionnaires. The data were analyzed using mean, standard deviation, and t-test statistics. The study's results were illustrated as followings. Firstly, the effectiveness of the digital training media was determined to be 88.91/90.94, passing the specified standards. Secondly, Students need to improve their learning. Finally, regarding training, content, and web-based lesson design Google site, the satisfaction of the Physical Education students with using digital media was at the highest level.</p> Pongsakorn Narin, Charoon Benmart Copyright (c) 2023 Journal of Rattana Bundit University Tue, 26 Dec 2023 00:00:00 +0700 Marketing Mix Factors Influencing Customer’s Loyalty in Supercenter Business Brand in Bangkok Under VUCA World Era <p>This research aims to study the level of 7Ps marketing mix factors, the level of customer loyalty, and the 7Ps marketing mix factors influencing customer loyalty for supercenter business brands in Bangkok under VUCA World. The sample group consisted of 400 customers from 55 supercenters in Bangkok, which were randomly stratified by stratified sampling and convenience sampling. The questionnaire served as the instrument for data collection in this research. Data were analyzed using a packaged program with descriptive statistics: percentage, mean, standard deviation, and inferential statistics such as Pearson's correlation and Multiple Linear Regression Analysis. The results revealed that the overall opinion level about the marketing mix of supercenter customers in Bangkok under VUCA World was at a high level. Customers ranked their opinions the most on the distribution channel. The overall opinion level about the loyalty of supercenter customers in Bangkok was also at a high level. The highest opinion level is the Cross-purchase of product and service lines. As for the marketing mix factors influencing customer loyalty of supercenter customers under VUCA World, it was found that all 7 marketing mix factors could predict the overall supercenter customer loyalty in Bangkok, including: a variety of products, service processes, personnel with a variety of products and services to choose from, and an online payment system that is convenient, fast, and secure at the statistical significance level of 0.01.</p> Sarawut Sathuprakal, Srisakul Charoensri, Nontawat Siangchokyoo Copyright (c) 2023 Journal of Rattana Bundit University Wed, 27 Dec 2023 00:00:00 +0700