Journal of KMITL Business school

Guidelines for Applying Structural Equation Modelling Methods Between PLS-SEM and CB-SEM: The Marketing Perspective in Thailand

Kullaya Uppapong — 2025-06-25

This article aimed to analyze data to show the direction and trend of using structural equation modeling techniques between CB-SEM and PLS-SEM in marketing, Thailand, and suggested guidelines for applying SEM to researchers and scholars. It is a document research by searching for marketing and related journals. Journals published between 2021-2023 and currently active, totaling 1,118 journals, were selected. Then, journals were evaluated for quality in the TCI1 and TCI2 databases and were relevant to the study topic, namely marketing, business, and management, a total of 34 journals, were selected. Later, articles from those journals were selected. The selection criteria were that articles must be full-text research articles on marketing and use SEM statistics with CB-SEM or PLS-SEM software. There were 162 research articles, accounting for 49.56 percent of all published research articles. When analyzed and synthesized, it was found that the direction of using structural equation modeling techniques between CB-SEM and PLS-SEM in marketing tends to increase at an increasing rate and continuously in the future. Another issue that researchers must be aware of is choosing between CB-SEM and PLS-SEM correctly and appropriately. Both software has differences in terms of strengths, limitations, data analysis, and evaluation criteria. Therefore, researchers should have knowledge and understanding before deciding to use them to create efficiency.

Demand Trends for The Development of Mobile Applications for Public Electric Vehicle Charging Stations from The Perspective of Users in The Central Region of Thailand

Natpimon Naovakoon — 2025-06-25

The research, titled Demand Trends for the Development of Mobile Applications for Public Electric Vehicle Charging Stations from the Perspective of Users in the Central Region of Thailand, aims to: 1) compare the demand trends for application development based on user demographics, and 2) identify factors influencing these trends. The research sampled 400 EV users in the central region of Thailand, all with at least three months of experience using EV charging station applications. Data were collected through a questionnaire with a reliability coefficient (Cronbach’s alpha) of 0.92. Descriptive statistics (frequency, percentage, mean, standard deviation) and inferential statistics (t-test, One-way ANOVA, and multiple linear regression analysis) were employed for data analysis. The findings reveal significant impacts of demographic factors, such as age, gender, and education level, on user demand for application development, particularly in service quality and system efficiency. Male users emphasize speed and functionality, while female users prioritize ease of use and accurate information. Younger users (18–37 years) favor modern features like real-time station status updates, whereas older users (38 years and above) focus on simplicity and essential functions. The study also highlights that perceived usefulness, ease of use, and performance expectations strongly influence user demand. These insights provide practical guidelines for application developers and stakeholders to improve EV charging application systems, ensuring they meet diverse user needs in the central region of Thailand.

The Influence of Logistics Service Quality on Customer Satisfaction, Trust, Commitment, and Loyalty in the Business to Business (B2B) Context

Prompassorn Chunhabunyatip — 2025-06-25

This study examines the impact of Logistics Service Quality (LSQ), which is divided into Relational Logistics Service Quality (RLSQ) and Operational Logistics Service Quality (OLSQ), on customer satisfaction, trust, service commitment, and customer loyalty in the B2B logistics sector. A quantitative research methodology was employed, collecting data from 250 customers of logistics service providers and analyzing the data using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that RLSQ and OLSQ positively influence customer satisfaction, with OLSQ having a particularly strong impact on trust and service commitment. Additionally, customer satisfaction directly affects trust and loyalty, both in attitudinal and behavioral dimensions. Furthermore, trust and service commitment significantly enhance customer loyalty, as customers who perceive high-quality service and commitment from providers are more likely to continue using the service and are less likely to switch to competitors. The study suggests that logistics service providers should improve service quality in both relational and operational aspects, enhance trust and commitment through transparency and service consistency, and promote attitudinal loyalty through customer engagement programs. Future research should expand the scope to B2C logistics and e-commerce-related industries and explore the impact of emerging logistics technologies, such as AI, Blockchain, and IoT, in enhancing service efficiency and gaining a competitive advantage.