Journal of Humanities and Social Sciences Thonburi University

Digital Engagement and Firm Profitability: An Empirical Investigation of Thai Large Hotels

2025-03-17T08:25:09+07:00

This study examines the effect of digital engagement on firm profitability, with firm-consumer exchange and service innovation as mediators, and technology orientation as a moderator. Data were gathered from a census of 506 large hotels in Thailand with 132 usable responses resulting in multiple regression hypothesis tests. Results of data analyses indicate that higher levels of digital engagement positively influence firm-consumer exchange, service innovation, and profitability. However, technology orientation does not moderate the link between digital engagement and its outcomes, but it gives strength to the relationship between firm-consumer exchange and profitability. This study enhances service industry knowledge by illuminating how digital engagement can drive key business results. firms are encouraged to develop customer-centric digital strategies and use technology to drive engagement, innovation, and long-term profitability. Longitudinal designs, as well as broader contexts, will be important for future research.

Marketing Strategy and Customer Relationship Management affecting Customer Loyalty in the Retail Business for Miscellaneous Goods in Phetchaburi Province

2025-03-17T08:37:19+07:00

This research aims to study 1) marketing strategies, customer relationship management, and customer loyalty, 2) marketing strategies that influence customer loyalty in miscellaneous re-tail businesses, and 3) customer relationship management practices that influence customer loyalty in miscellaneous retail businesses in Phetchaburi Province. The sample group of this study consisted of 385 customers who purchase products from miscellaneous retail businesses in Phetchaburi Province, selected by using accidental sampling method. The research instrument was a questionnaire with a reliability of 0.98. Statistics used in data analysis was percentage, mean, standard deviation, and multiple linear regression analysis. The research results were as follows: 1) The factor of marketing strategy was overall at a high level, the customer relationship management factor was overall at a high level. and customer prospecting, and the customer loyalty factor was overall at a highest level. 2) Marketing strategy affecting customer loyalty in the retail business for miscellaneous goods in Phetchaburi Province, with a predictive efficiency of 60.70%. 3) Customer relationship management affecting customer loyalty in the retail business for miscellaneous goods in Phetchaburi Province, with a predictive efficiency of 55.80

Development of a Training Set for Maintenance Skills of Lathe Gear Transmission Systems Integrated with a Situated Learning Approach for Industrial Technician Students

2025-02-17T08:50:27+07:00

This research aimed to develop and evaluate the effectiveness of a training set for the maintenance skills of lathe gear transmission systems, integrated with situational learning activities for industrial technician students. Additionally, it sought to compare the practical skills of students who used the training set against predetermined benchmark criteria. The sample consisted of 20 students, selected using cluster random sampling. The research instruments included: 1) a problem and solution recording form for teaching and learning management, 2) a training set, 3) an appropriateness assessment form with content validity ranging from 0.60 to 1.00, and 4) a skill evaluation form with content validity ranging from 0.60 to 1.00 and inter-rater reliability of 0.70. Data analysis methods included content analysis, calculation of means, standard deviations, and t-tests. The findings revealed that students lacked sufficient maintenance skills for real-world scenarios, as well as knowledge of proper maintenance behavior and processes. Previously used instructional materials primarily presented basic maintenance principles, resulting in students' academic performance falling below the benchmark. To address these gaps, the researcher developed a training set based on a situational learning approach, which allowed students to practice analytical thinking and problem-solving within realistic contexts. The training set's overall appropriateness was rated at a very high level ( = 4.77, S.D. = 0.39). The training set's efficiency exceeded the specified benchmark standard of 80/80. Furthermore, the comparison of students' practical skills after using the training set demonstrated statistically significant improvements, with performance exceeding 80% at the .05 significance level.

Developing Engineering Problem-Solving Skills Through Learning Activities on Increasing Carbon Content in Low-Carbon Steel Combined with Scenario-Based Learning for Vocational Certificate Students

2025-02-26T13:44:00+07:00

The objective was to develop and assess the effectiveness of an activity set for carbon enhancement in low-carbon steel, integrated with scenario-based learning, and to compare the engineering problem-solving skills of students who used the activity set with the established criteria. The sample consisted of 32 participants, selected through cluster sampling. The tools used for data collection included: 1) a record of the teaching and learning problem, 2) the activity set, 3) an evaluation form for appropriateness, with content validity ranging from 0.60 to 1.00, and 4) a test on engineering problem-solving skills with content validity from 0.60 to 1.00 and reliability at 0.86. The data analysis involved content analysis, mean, standard deviation, and t-test statistics. The research findings showed that the appropriateness of the activity set was at the highest level ( = 4.79, S.D. = 0.42). The effectiveness of the carbon enhancement activity set for low-carbon steel was 83.26/84.00, exceeding the set standard. Furthermore, the comparison of engineering problem-solving skills of students after using the activity set showed significant improvement, exceeding the 80% criterion with statistical significance at the .05 level.

Development of Program to Enhance Perseverance Using Self-Regulation for Undergraduate Students

2024-11-21T11:14:16+07:00

The purposes of this research were: 1. to develop a program to enhance perseverance using self-regulation for undergraduate students, and 2. to compare the perseverance of undergraduate students before and after participating in the program. The target group consisted of 78 third-year students enrolled in the Bachelor of Education (B.Ed.) or Bachelor of Science in Education (B.Sc.Ed.) programs at a university, selected using cluster sampling. The research instrument used was a perseverance assessment scale.

The findings were as follows: 1. a program to enhance perseverance using self-regulation for undergraduate students includes: 1) objectives, 2) learning outcomes, 3) content, 4) learning experience procedures, 5) program structure, 6) roles of instructors and learners, 7) measurement and evaluation, and 8) program implementation documents, and 2. Students’ perseverance after participating in the program was significantly higher than before participation at the .05 level.

The Study of Freight Management and Cost-Effectiveness in Rail Freight to Oversea Markets

2024-12-22T08:52:47+07:00

This research aimed to 1) investigate goods management for rail freight to overseas, 2) investigate cost-effective management of exporting, and 3) support Thai export entrepreneurs who engage in international rail freight. This research employed a qualitative method. In-depth interviews and focus groups were conducted for data collection. Then, the data was analyzed. The results showed that a goods process and cost-effective management were started once the agreement or sale contract was completed. Hence, a process of goods management for rail freight can be classified into 10 activities. Such activities start from an 1) export plan 2) goods management 3) packaging management 4) container and transportation management 5) obtaining export permit and standard certification, 6) export documentation management 7) train and carriage reservation 8) stuffing and container delivery 9) export customs clearance and transit and 10) delivery notification to the buyers or oversea procurement. It is obvious that to successfully manage the goods and cost-effectiveness, the entrepreneurs are required to achieve those activities without errors. A reason is because such errors could affect the costs and the efficiency of the export processes such as the delay, and increasing expenses and the use of resources. Therefore, it can be summarized that goods and cost-effective management on rail freight transportation to international markets are including the 10 activities with accuracy, completely on timeline of planning without any errors occurring in the operation processes.

Causal Relationship of Artificial Intelligence Influence in Online Platforms Trust Affecting Gen Y Purchase Intention in Bangkok

2024-12-17T16:32:34+07:00

This study aimed to 1) Examine the level of opinions on the influence of artificial intelligence on online platforms, trust, and purchase intention among Generation Y in Bangkok. 2) Analyze the causal relationship of AI influence on online platforms through trust affecting purchase intention in Generation Y in Bangkok. 3) Present a causal relationship model of AI influence on online platforms affecting purchase intention among Generation Y in Bangkok. This quantitative research used a questionnaire as the data collection tool, with the population and sample consisting of 400 Generation Y consumers who shop on online platforms in Bangkok. Data was analyzed using structural equation modeling. The results found that 1) The level of opinion regarding the influence of AI on online platforms, trust, and purchase intention among Generation Y in Bangkok was high overall. 2) The developed causal relationship was consistent with the empirical data (χ²/df = 1.371, df = 11, RMSEA = 0.030, GFI = 0.994, CFI = 0.999, NFI = 0.997, AGFI = 0.956, IFI = 0.999). AI’s influence on online platforms had a direct relationship with trust, and trust had a direct relationship with purchase intention. 3) The causal relationship model showed that AI’s influence on online platforms in terms of ease of use was related to trust in fulfilling commitments, which affected the intention for repeat purchases among consumers.

Causal Factors of Marketing Logistics strategies Affecting Organization Performance in Agricultural machinery industry

2024-09-24T10:20:55+07:00

This research aimed to: 1) investigate the causal factors influencing marketing logistics strategies and the performance of the agricultural machinery industry, 2) examine the influencing of the causal factors of marketing logistics strategies on the performance of the agricultural machinery industry, and 3) explore the approaches to marketing logistics strategies that impact organizational performance in the agricultural machinery industry, in order to propose policy recommendations and strategic marketing logistics guidelines for the agricultural machinery industry. This research employs a mixed-method approach, combining quantitative and qualitative research. Data was collected using a questionnaire with a sample size of 340 participants, and the qualitative research was conducted using phenomenological methods. The statistics used to test the hypotheses include Structural Equation Modeling (SEM). The research findings are 1) Marketing logistics strategies have a direct positive influence on competitive advantage 2) Marketing logistics strategies have a direct positive influence on organizational performance. 3) Competitive advantage has a direct positive influence on organizational performance 4) Change management has a direct positive influence on marketing logistics strategies 5) Human capital development has a direct positive influence on marketing logistics strategies, and 6) Building business alliances has a direct positive influence on marketing logistics strategies. The benefits of this research explain the marketing logistics strategies that impact the performance of the agricultural machinery industry.

Modelling Technology Application Acceptance of Government Banking and Private Banking Customer on Southern Region of Thailand

2024-10-30T12:22:55+07:00

The objective of the research is to study and develop technology application factors affecting the acceptance of bank customer services. This research is a qualitative and quantitative research. The research instrument was a questionnaire on a sample group of government and private bank customers in the southern region of Thailand. There were a total of 900 customers, divided into 450 respondents of government bank customers and 450 respondents of private bank customers in the southern region of Thailand. The data analysis used the package of SPSS version 22.0 and AMOS version 22.0 statistic values of frequency distribution, percentage, mean, standard deviation and structural equation model analysis (SEM). The results of the research found that the relationship between the variables of the hypothesized path model was significant at p<0.01, and the results of the research hypothesis test indicated that satisfaction through the application acceptance was directly positive influenced by the application technology (β=0.592) service quality (β=0.401) marketing relationship through the application (β=0.379) trust through the application (β=0.463) satisfaction through application acceptance of application technology were directly positive affected by application satisfaction (β=0.851). Therefore. it was concluded that all the variables were positive relationship that affected acceptance of technology by customers of government banks and private banks in the southern region of Thailand. The model is in live with the empirical data. (The chi-square statistic/`degrees of freedom c2/df is equal to=1573.341, p=0.132>0.05 with degrees of freedom 569, RMSEA= 0. 082, GFI= 0.921, AGFI= 0.944, RMR= 0.026)

Learning Model via Design Thinking to Enhance Creative Writing Ability of Higher Education Students

2025-02-17T13:54:24+07:00

The purposes of this research were as follows; 1) investigate preliminary information regarding the development of a design thinking-based learning model to enhance the creative writing abilities of higher education students, 2) develop the learning model, and 3) evaluate the effectiveness of the implemented learning model. The target groups of the study included experts and higher education students.The research instruments used were:1) questionnaires, 2) interviews, 3) the learning model, 4) a model evaluation form, 5) lesson plans based on the model, 6) a creative writing ability test, and 7) a satisfaction survey. The statistical methods employed in the research included the Index of Item - objective Congruence (IOC), mean ( ), standard deviation (S.D.), t-test for dependent samples, PNI_modified, and content analysis. The research findings revealed that: 1) higher education students demonstrated a need for developing creative writing abilities and for learning arrangements that support this development; 2) the design thinking-based learning model to enhance creative writing abilities consists of key components, including (1) principles and concepts, (2) objectives, (3) roles of instructors and students, (4) learning activity procedures, and (5) model-based evaluation. The learning process within this model comprises five essential steps: (1) Empathize, (2) Define, (3) Ideate, (4) Prototype, and (5) Test. The model evaluation by experts indicated a high level of appropriateness, and its implementation with students showed that their creative writing abilities significantly improved after the learning sessions, with statistical significance at the .05 level. The satisfaction towards the learning arrangements was rated as high.

Status of tourism management for people with disabilities in Thailand

2024-12-11T16:35:00+07:00

This research aims to examine the status of tourism management for people with disabilities in Thailand. A qualitative research approach was employed, specifically documentary research. The sample consisted of 30 research reports of tourism for people with disabilities in Thailand, selected through purposive sampling. The research instrument used was a semi-structured record form. The findings indicate that the current management and service provisions for tourism for people with disabilities require significant improvement. Many sectors do not prioritize this issue as people with disabilities are not considered a target group, and there is no perceived business profit. Additionally, negative attitudes towards disabilities persist. Existing facilities and environments are not disability-friendly. Most business operators are unaware of legal requirements regarding accessibility facilities for people with disabilities, as well as for the elderly. The study found that there is a lack of adequate facilities for people with disabilities. They also face difficulties in interpersonal interactions during travel due to negative social attitudes towards disabilities. Furthermore, they incur higher travel expenses as they always need a companion. Tour guides lack knowledge in assisting and communicating with people with disabilities. In terms of tourism needs, people with disabilities seek facilities designed for universal use, tourism for all - promoting universal accessibility. This aligns with the Third National Tourism Development Plan, which emphasizes high-quality tourism infrastructure (Quality Tourism) to accommodate all tourist groups.

Enhancing Community Brand Value Through the Brand Canvas: A Case Study of Hua Takhe Market

2025-01-27T12:00:32+07:00

This study explains the potential of the Brand Canvas framework in enhancing the community brand value of Hua Takhe Market, a prominent local market in Thailand. In the context of the growing importance of community branding for economic development and sustainability, Hua Takhe Market serves as a model of blending cultural heritage with contemporary marketing strategies. This academic paper explores how the integration of local traditions, innovative branding practices, and modern design standards can contribute to fostering community participation, enhancing consumer engagement, and ensuring long-term competitiveness. Through the application of the Brand Canvas framework, this study identifies key components that define Hua Takhe Market’s unique brand identity, offering actionable insights for optimizing its branding strategy in both domestic and international markets. As Thailand’s tourism industry recovers, the paper suggests that robust community branding strategies can elevate local economies, strengthen market visibility, and create new opportunities for global consumer connections, ultimately promoting sustainable growth in Thailand’s evolving tourism and local market landscape.