Journal of Business Administration The Association of Private Higher Education Institutions of Thailand

The Development of Trucking Service Quality According to the Q Mark Standard: A Case Study of Haad Thip Public Company Limited

Thammasak Meeklai — 2024-12-07

The objectives of this research were to study and evaluate the performance of Haad Thip Public Company Limited according to the Q Mark criteria, and to suggest guidelines for improving the quality of truck transportation services for Haad Thip Public Company Limited according to the Q Mark criteria as well as proceed with applying for standard certification. Using a standard semi-interview assessment tool through transportation, business development, distribution and maintenance departments. This tool is based on the Q Mark standard of the Department of Land Transport. It covers 5 aspects in terms of organization, transportation operations, employees, vehicles, and customers and external parties’ aspects as well as focusing on department managers to be the most useful and relevant information. The results found that the overall compliance in all 5 aspects at 61.5 percent after the researcher proposed guidelines. Moreover, actions to correct Improve and develop work processes along with proceeding with the proposal and the results of the post-implementation conformity assessment were clearly consistent with the increased Q Mark requirements in all aspects with 97.4 percent. However, only the customer and external aspect having a level of compliance at 80 percent but the level of compliance with organizational requirements, transportation operations, employees, and vehicles were consistent at 100 percent. Such operations have resulted in Haad Thip Public Company Limited having a more efficient overall work process covering all aspects as well as being able to increase the efficiency of the organization's transportation. Moreover, these results can increase the competitiveness of the truck transport business group more widely and increase opportunities for the organization to move forward into the international transportation business in the future as well.

Factors in the competency of organizational employees that affect becoming Adaptive Leadership

Jirasek Trimetsoontorn — 2024-12-07

The study of competency factors of organizational employees that affect becoming adaptive
leadership has the following objectives: 1. to study the level of opinions on the characteristics of adaptive
leadership, 2. to study the level of competency of organizational employees, and 3. to study competency
factors of organizational employees that affect becoming adaptive leadership. The population and sample
used in this research consisted of 385 employees of organizations in Bangkok and metropolitan area.
A purposive sampling method was used. A questionnaire set was used as a research tool, consisting of 2 parts,
which were the characteristics of leaders that are important for change data, and the competency
factors of organizational employees that affect adaptive leadership data. The analysis of employee
competency factors that affect becoming adaptive leadership has revealed that change management,
resource management, building team relations, interpersonal relations, effective communication,
attitude, performance management, and dealing with division are crucial factors affected becoming adaptive
leadership. These factors have been found to be statistically significant at the 0.05 level. In addition,
the research results can be used as guidelines for developing and improving the competency of employees
in organizations that will affect them to become adaptive leadership with direction and lead to efficiency
and effectiveness of organization in the future.

The Impacts of Consumers’ s Trust, E-WOM, and Attitude Toward Online Personalized Cosmetics Purchasing Intention among Facebook Members in Thailand

Janisa Wongsiriwacharakul — 2024-12-07

The objective of this article was to analyze the factors affecting consumer behavior in purchasing personalized cosmetic products online as well as study factors that affect consumer trust, electronic word-of-mouth communication and attitude towards intention to purchase personalized cosmetic products online. This study is quantitative research using a questionnaire set. The sample group used in this research was members of the online social network group (Facebook) in Thailand, which composed of 500 women. The non-probability sampling method was used to select samples of the study and the structural equation model was used for analysis as well. The results of the research found that the confidence aspect, the electronic word-of-mouth communication aspect, the attitude towards the product aspect, and the attitude towards brands aspect affected the intention to purchase personalized cosmetic products online. Moreover, the results of the study found that the confidence aspect affected the intention to purchase personalized cosmetic products online with the value of 0.888. The attitude towards the brand aspect affected the intention to purchase personalized cosmetic products online with the value of 0.385. The attitude towards the product aspect affected the intention to purchase personalized cosmetic products online with the value of 0.373, and electronic word-of-mouth communication aspect affected the intention to purchase personalized cosmetic products online with a value of 0.193, respectively at the statistical significance level .05.

The benefits of this research can support businesses or companies dealing with cosmetics and beauty products, marketing planning department Including electronic retailers in the beauty industry to develop and improve products to respond the needs of online consumers. Moreover, expanding the business including developing digital marketing strategies as well as increasing sales and opportunities for the business in the future.

Rail transport policy, budgetary and factors accelerating toward the rail freight modal shift among stakeholders in Thailand

Oranicha Buthphorm — 2024-12-07

This research aims to 1) study government transport policies and budgets for increasing rail freight transport, and 2) study the factors promoting rail freight transport in Thailand. The objective 1 used qualitative research by analyzing the content of policies related to promoting rail freight transport and the related budgets, and the objective 2 used quantitative research by using open-ended questionnaires to survey 15 primary stakeholders and 69 secondary stakeholders. The research results found that 1) The Thai government has a plan to develop transportation and logistics systems at present as an action plan for increasing rail freight transport, which is consistent with the master plan, the National Economic and Social Development Plan, and the 20-year National Strategy. The important project is to develop an intercity rail network to connect with neighboring countries. The budget allocation for expanding the rail system at present is in 2 forms: the first form is the budget allocated to the State Railway of Thailand through the annual budget and the development of integrated logistics and infrastructure systems; the second form is the allocation of funds for the intercity rail network development plan by the government since 2015; and 2) factors that promote rail freight transport from the open-ended questionnaire survey, 8 main factors and 43 approaches were found, in which key stakeholders ranked infrastructure and public relations as the most important, followed by services and laws. Secondary stakeholders ranked laws as the most important, followed by logistics facilities, infrastructure, public relations, and policies. The results of this study can be used as a guideline for rail freight service providers and railway regulators to promote opportunities to increase rail freight volume through the factors and approaches obtained from this study.

A Study of Pre-retirement Preparation Behavior of Operational Employees in Bangkok and Metropolitan Areas

Suthinan Pomsuwan — 2024-12-07

The objectives of this study were to study the confidence in retirement preparation, attitude towards retirement, goal clarity, social influence, and financial literacy towards pre-retirement preparation behavior of operational employees in Bangkok and metropolitan areas, and to study gender, age, and education level differences towards pre-retirement preparation behavior of operational employees in Bangkok and metropolitan areas. The instrument was a questionnaire, which was verified by the academic experts as well as tested the reliability test with a value of .825. This questionnaire set was distributed to 600 samples, who were private employees, between the ages of 40-55 and had knowledge and understanding about preparing for retirement from work. Descriptive statistics was used to report the frequency and percentage and inferential statistics was used to report the t-test, one –way ANOVA with multiple comparisons and the multiple regression analysis with the statistically significant at the .05 level. The results found that the majority of sample was 355 males for 59.17 percent, 214 samples having between age 50-55 years old for 35.67 percent, and 237 samples having a bachelor’s degree level for 39.5 percent. The confidence in retirement preparation, attitude towards retirement, goal clarity, social influence, and financial literacy towards pre-retirement preparation behavior of operational employees in Bangkok and metropolitan areas had an overall influence of 59.4%; at the statistical significance level of .05. The differences in gender, age, and education level had different effects on the pre-retirement preparation behavior of operational employees in Bangkok and metropolitan areas at the statistical significance level of .05. The results of this research can be used as a suggestion for government and private agencies to give importance to driving the transition into a society of quality retirees.

The Causal Factors Relationship of Restaurant Entrepreneurial Success in the Urban Communities of Bangkok

kanitha srianek — 2024-12-07

This research aims to (1) study the causal factors contributing to the success of restaurant
entrepreneurs in the urban communities of Bangkok, and (2) study the effect of the technology readiness
index and service marketing mix on the success of restaurant entrepreneurs in the urban communities
of Bangkok. The research samples consisted of 426 restaurant entrepreneurs in the urban community of
Bangkok. The sampling method used multi-stage random sampling, and the calculation was performed using
the G*Power program with an effect size of 0.3. A questionnaire was used as the research tools. Data analysis
revealed that the causal factors between the technology readiness index and the service marketing mix
influencing the success of restaurant entrepreneurs was confirmed with the empirical data. Consequently,
the technology readiness index has a positive direct effect on their success of restaurant entrepreneurs with
a factor loading of 0.244. The technology readiness index also has a positive direct effect on the service
marketing mix of restaurant entrepreneur with a factor loading of 0.777. Furthermore, the service market
mix has a positive direct effect on the success of restaurant entrepreneurs with a factor loading of 0.737.
Additionally, the technology readiness index of restaurant entrepreneurs, through the service marketing
mix, has a positive direct effect on their success, with a factor loading of 0.816. The results of this study
can be a guideline for restaurant entrepreneurs in the urban communities of Bangkok uses this as a benefit
to drive business success both now and in the future.

The new normal travel behavior and service marketing mix affecting the hotel selection process of Thai tourists in Chonburi Province

Rachan Buathin — 2024-12-07

The purposes of this research were 1) to study the decision-making process for Thai tourists in Chonburi province, 2) to study the new normal tourism behavior and service marketing mix that affects the decision-making process for Thai tourists in the province. Chonburi. The sample group used in this study were 400 Thai tourists. The tools used for data collection were questionnaires, statistical analysis including frequency distribution, percentage value, mean and standard deviation and multiple regression analysis (Multiple Regression) for hypothesis testing. The research has found that 1) The decision-making process for Thai tourists choosing hotel services in Chonburi province the most important purpose of using the hotel service to relax and travel. The research hotel information from social media, accommodations are assessed before making a decision by comparing reputation. The overall quality of service before choosing the service the most decision time within 1 day behavior after using the service will recommend hotels in Chonburi to others you know. 2) The new normal travel behavior book in advance environmentally conscious health and safety did not affect the decision-making process of Thai tourists in Chonburi, but technology affected the decision-making process of Thai tourists in Chonburi and service marketing mix product or service, price, distribution channel, service staff It does not affect the decision-making process of choosing a hotel for Thai tourists in Chonburi. but in terms of the marketing promotion service process and the physical environment affecting the decision-making process of choosing a hotel for Thai tourists in Chonburi, the equation can be written as follows: Y= 0.880 + 0.479X₃ + 0.138X₇ + 0.154X₉ + 0.307X₁₀

Technology Acceptance and Marketing Mix Affecting Attitude and Intention of Working-Age People to use Electric Vehicles in Bangkok and Metropolitan Region

Yootanat Boonyachai — 2024-12-07

This study aims 1) to study the level of opinion on technology acceptance of working age-people
in using electric vehicles in Bangkok and Metropolitan Region, 2) to study the marketing mix opinions of
working age-people on the use of electric vehicles in Bangkok and Metropolitan Region, and 3) to test the
structural equation model of technology acceptance and marketing mix affecting attitude and intention of
working-age people to use electric vehicles in Bangkok and Metropolitan Region. The research population
was working-aged people with personal cars in Bangkok and Metropolitan Region, aged between 18-60
years old. Data were collected from a sample of 400 people. The instrument used for data collection was
a questionnaire. Data analysis used were frequency, percentage, standard deviation and structural equation
modeling techniques. The research results found that 1) the overall level of opinion regarding the acceptance
of technology among working-age people was at a high level (x̄̄=3.91, SD=0.77, 2) the overall level of
opinion regarding the marketing mix among working-aged people was at a high level (x̄̄= 4.03, SD=0.80),
and 3) acceptance of technology in terms of perceived ease of use, perceived usefulness and marketing mix
had a positive direct effect on attitude towards usage and an indirect effect on intention to use people's
electric car. The model was consistent with the empirical data (Chi-square/df=1.159, GFI=0.950, CFI=0.995,
RMSEA=0.20). The results of the research can be used as guidelines for developing strategies for the electric
vehicle business to be consistent with consumers' needs for using electric vehicles efficiently and effectively.

Business Readiness on Greenhouse Gas Emission Reduction of Thai SMEs Processed Food Exporting Business in Response to Pre-Cross-Border Greenhouse Gas Tariffs on Imported Goods (Carbon Border Adjustment Mechanism: CBAM)

Tanyamai Chiarakul — 2024-12-07

The objectives of this study were to: (1) explore the knowledge, understanding, and attitudes of
processed food consumers towards eco-labeled or low-carbon products; (2) study the perception, knowledge,
and preparation perspectives on participation in greenhouse gas emission reduction within the supply chain;
and (3) examine the readiness of Thai SMEs exporting processed food to respond to the CBAM abroad.
The research employed mixed methods including both quantitative and qualitative approaches. Quantitative
research involved a questionnaire survey of 110 European consumers selected through accidental sampling.
For the qualitative research, purposive sampling was employed to select key stakeholders, including 10
entrepreneurs exporting processed food from Thailand for in-depth interviews. For the quantitative research,
the study analyzed data from 120 individuals using statistical tools such as mean, standard deviation,
t-test, F-test, and multiple regression. The findings showed that most respondents were expatriates,
female, aged 21-30 years with a bachelor's degree, employed by companies, and earning a monthly income
of more than USD 900. The results revealed that different countries of residence lead to varying average
monthly incomes, which in turn affect purchasing behavior towards carbon-labeled products, except; gender,
education level, and occupation, the differences of levels of knowledge and understanding did not affect
purchasing behavior towards carbon-labeled products. The multiplicative relationship between the
purchasing behavior of environmentally friendly products and attitudes towards carbon-labeled products
with the purchasing behavior towards carbon-labeled products. Interviews with Thai processed food exporters
revealed a consensus that businesses must begin preparing to respond to the CBAM soon, as discussed in
the research as well as perform the guidelines to promote the accountability for greenhouse gas emission
reduction in SMEs exporting processed food as well.

Lifestyle Segmentation for Online Fashion Shopping in Bangkok, Thailand

Jirayu Poomontree Kasemsant — 2024-12-07

The purpose of this study was to explore the segmentation of young customers in Thailand who had an interest in purchasing fashion products online, based on their fashion lifestyles with clustering technique. The aims of the study were to: 1) discover categorization among the various fashion lifestyle segments, 2) examine how to precisely figure out an appropriate number of segments before clustering, and 3) utilize clustering techniques to categorize these fashion lifestyles into segments and report the findings. A survey of 494 Thai young shoppers who purchased online, were collected. The results of the study indicated that there were five segments that were particularly well-suited, namely fashionistas (30.4%), trendy buyers (20.0%), value for money shoppers (19.4%), economical love shoppers (17.4%), and emotional shoppers (12.8%). This research can be used as a guideline for analyzing the behavior of teenage consumers, which is changing more and more every year, especially the change in media channels to online. The acceptance of technology as a part of life has caused the marketing approach of the store to change to keep up, including the management of the work system after closing the sale, which must be accurate, fast, and ready to always impress customers. Entrepreneurs who plan to expand their business must have a back-office management system to help manage purchase orders and warehouses and connect transportation systematically for business expansion to grow comprehensively.