Journal of Business Administration and Social Sciences Ramkhamhaeng University

Service Marketing Mix Factors that Affect Service Quality of The Bank for Agriculture and Agricultural Cooperatives, Pho Sai Branch Ubon Ratchathani Province

2025-02-20T19:33:37+07:00

In this study, the researchers examine the influence of service marketing mix factors affecting the service quality of the Bank for Agriculture and Agricultural Cooperatives, Pho Sai Branch, Ubon Ratchathani province. The sample population consisted of 400 customers or service users in Pho Sai and Na Tan districts using the technique of convenience sampling. Data were collected using a questionnaire and Google Forms. Data were analyzed using descriptive statistics of frequency, percentage, mean, and standard deviation. The hypothesis test was conducted using inferential statistics of multiple regression analysis.

Findings showed that the service marketing mix factors could explain the service quality at 84.0 percent. The service marketing mix variable positively affecting the service quality at the highest level was personnel (Beta = 0.287). Next in descending order were process (Beta = 0.271); sales promotion (Beta = 0.102); and product (Beta = 0.088). The variable with the negative effect was price (Beta = -0.125). The service users saw that the price factor was not yet satisfactory with a low deposit interest rate, a high loan interest rate, or high service fees.

A Study of Employment Preference Among Mechanical Engineering Students In Sakon Nakhon: A Conjoint Analysis

2025-08-28T20:37:40+07:00

In this research investigation, the researchers examine the factors influencing employment preferences of mechanical engineering students in Sakon Nakhon province with the consideration of four job-related attributes i.e. salary, organizational stability, workplace location, and work schedule; investigate the relationship between personal factors and students’ job selection patterns; and analyze the characteristics of the students who place different levels of importance on these attributes. The research population consisted of 147 third- and fourth-year students from Kasetsart University, Chalermphrakiat campus and Sakon Nakhon Rajabhat University. The sample population of fifty-three students was obtained using the technique of purposive sampling.

A scenario-based questionnaire (concept card) was used as a research instrument. Data were analyzed using the techniques of conjoint analysis and cluster analysis. The hypothesis test was conducted using one-way ANOVA. Findings showed that the factor that exhibited the influence at the highest level on job selection decisions was organizational stability at 42.81 percent. Next in descending order were salaries at 29.18 percent, work schedule at 20.17 percent, and workplace location at 7.84 percent. The cluster analysis classified students into three groups: salary and stability focus; job security focus; and organizational stability with a fixed work schedule.

The hypothesis test showed that the educational institutions and gender correlated with job selection priorities at a statistically significant level. Other factors such as hometown, financial status, and student loan obligations exhibited no differences at a statistically significant level.

The Influence of Media Exposure Behavior on Online Clothing Purchase Decisions among Thai Consumers

2025-06-24T14:14:44+07:00

In this research investigation, the researchers examine 1) demographic factors, advertising media exposure components, advertising media exposure behavior, and online clothing purchase decisions of consumers in Thailand; study 2) demographic factors, advertising media exposure components, and advertising media exposure behavior affecting online clothing purchase decisions of the consumers under study.

The sample population consisted of 400 Thai consumers aged twenty years and older who had prior experience purchasing clothing through online platforms. The purposive sampling technique was employed. The instrument used to collect data was a questionnaire. Data were analyzed using descriptive statistics of frequency, percentage, mean, and standard deviation and inferential statistics (one-way ANOVA and multiple regression analysis).

Findings showed that the highest proportion of the consumers were females, aged from 26 to 35 years with a bachelor’s degree. They worked as company employees with an average income of 10,000-30,000 baht. They exhibited advertising media exposure behavior and online clothing purchase decisions at a high level. The differences in demographic factors affected the purchase decisions at the statistically significant level (p < 0.05). Those with higher education and with a higher income searched for information and made purchase decisions at a better level. Advertising media exposure decisions affected the purchase decisions, especially advertisements on Shopee, TikTok, and Facebook which stimulate the purchase decisions at the highest level. Advertising media exposure behavior affected the purchase decisions at the statistically significant level of 0.05.

The Impact of Tourist Experience and Museum Service Quality on e-WOM: The Mediating Role of Tourist Engagement

2025-10-16T08:42:36+07:00

In this research investigation, the researchers investigate the relationships between tourist experience, museum service quality, and tourist engagement affecting electronic word-of-month (e-WOM), as well as examine tourist engagement as a mediating variable between tourist experience and museum service quality affecting e-WOM.

In this quantitative research, the sample population consisted of 330 foreign museum tourists with the experience of having visited the National Gallery Museum. The research instrument was a questionnaire. Data were analyzed using descriptive statistics, Pearson’s correlation coefficient, and structural equation modeling (SEM).

Findings showed that the model exhibited consonance in accordance with the set hypotheses. The model exhibited appropriate value with the empirical data as follows: df = 1.182, RMR = 0.007, GFI = 0.958, TLI = 0.995, NFI = 0.978, CFI = 0.997, AGFI = 0.993, and RMSEA = 0.024. The analysis of the level of opinions of all variables was at a high level. The hypothesis test found that all seven hypotheses were accepted. Museum administrators could use the research findings to develop marketing strategies to be more efficient to provide services to tourists in the future.

The Cooperative Efficiency Development Model Based on Sharia Law

2025-03-20T10:31:27+07:00

In this research investigation, the researchers analyze 1) the influence of the cooperative management based on Sharia Law on the efficiency of the cooperatives in Satun province; and analyze 2) the influence of the Sharia governance on the efficiency of the cooperatives under study.

A questionnaire was used to collect data from the sample population of 428 members of Islamic cooperatives. Data were statistically analyzed using mean, standard deviation, frequency, and percentage. The techniques of Pearson’s correlation coefficient and multiple regression analysis were also employed.

Findings showed that the cooperative management based on the Sharia principles consisted of the following principles. At the highest level was justice (Beta = .266, t = 7.568). Next in descending order were transparency and accountability (Beta = .265, t = 7.776); free from speculation (Beta = .087, t = 6.675); interest free (Beta = .178, t = 4.845); and uncertainty free (Beta = .087, t = 2.216). These principles exhibited an influence on the cooperative efficiency at a statistically significant level. Sharia governance consists of the following. At the highest level was the Sharia-based risk management (Beta = .387, t = 9.951). Next in descending order were the Sharia-based auditing (Beta = .320, t = 8.057); and the Sharia committee (Beta = .248, t = 6.311). These principles exhibited cooperative efficiency at a statistically significant level. Therefore, cooperative boards should prioritize the Sharia-based principles of cooperative management and the Sharia governance in order to further enhance the efficiency level of cooperatives.

Factors Influencing the Adoption and Usage of B2B Agricultural Products Trading Applications on Farmers: A Case Study of Kamphaeng Phet Province

2025-10-09T15:42:34+07:00

In this research investigation, the researchers examine the factors influencing smallholders’ adoption and usage of B2B agricultural products in Kamphaeng Phet province.

The sample population of 400 smallholders was obtained using the technique of convenience sampling. Data were analyzed using the technique of multiple regression to test the influence of seven independent variables: performance expectancy; effort expectancy; social influence; facilitating conditions; hedonic motivation, price value and habit on the intention to use the B2B agricultural products trading applications.

Findings showed that the performance expectancy, effort expectancy; social influence, and price value positively exhibited an influence at a statically significant level on the intention to use the trading applications. The factors of the facilitating conditions; hedonic motivation; and habit did not exhibit a relationship at a statistically significant level. Findings show the application design to be user friendly, to have obvious benefits of use, and to have economic worthiness. The promotion of the usage through social applications will lead to a higher rate of the adoption of digital technology in the groups of smallholders.

The Correlation Between Financial Ratio And Stock Prices Of The Media And Publishing Companies Listed On The Stock Exchange Of Thailand

2025-07-03T14:55:19+07:00

The researcher investigated the correlation between financial ratios and stock prices of the media and publishing companies listed on the Stock Exchange of Thailand (SET). This quantitative research collected financial ratios from the annual registration statement (form 56-1) of the Securities and Exchange Commission, Thailand (SEC), and stock market closing prices from the last trading day on 2019, until 2023, obtained from the website Finnomena, covering a total of 10 companies. The data were analyzed by using Pearson Correlation Coefficient (r). The result revealed that earnings per share (EPS), current ratio (CR) return on equity (ROE) and return on assets (ROA) correlated the same direction with stock price at the statistically significant. This means that when a company's performance causes these ratios to increase, the company's stock price tends to increase, and conversely, if the company's performance causes these ratios to decrease, the company's stock price tends to decrease. But debt to total assets (DA), debt to equity ratio (DER), and net profit margin (NPM) did not correlate. The recommendations for this research were: investors of media and publishing companies listed on the Stock Exchange of Thailand should analyze financial ratio focusing on EPS, CR, ROE, and ROA of the company to be invested in to evaluate the stock price to generate returns according to the objectives. Suggestions for further research include increasing the number of financial ratios, collecting data on a quarterly basis, and selecting other industry group listed on the SET.

The effects of Factors Social Support and Organizational Culture on Work Happiness: Work Life Balance as a Mediator

2025-09-22T12:41:44+07:00

This research aimed to: 1) study personal factors, social support level, Organizational culture level, work-life balance level, and job happiness of employees working in a savings cooperative; 2) compare work-life balance and job happiness classified by demographic factors; 3) examine the compatibility of the causal model of factors affecting job happiness with empirical data; 4) analyze the path of factors affecting job happiness of employees working in a savings cooperative; and 5) study the direct and indirect influences of factors affecting job happiness of employees working in a savings cooperative. The target population used in this research was 95 employees working in a savings corporation. A questionnaire was used as the data collection tool. Descriptive statistics, independent samples t-test, analysis of variance, Pearson's product moment correlation coefficient, and structural equation modeling were used. The results showed that: 1) employees' opinions on job happiness were at a high level; 2) different age groups had different work-life balance; 3) the developed model was consistent with empirical data; 4) Social Support and Organizational Culture Influence Work Happiness Through Work Life Balance 5) the model consisted of variables that directly influenced job happiness, namely work-life balance; and variables that indirectly influenced job happiness, namely social support and organizational culture, which influenced job happiness through work-life balance.

Human Resource Development in the Digital Age and its Impact on the Work Performance of Agencies Under the Office of the Judiciary

2025-03-19T12:15:05+07:00

This research aimed to: 1) examine human resource development, digital technology skill development, and operational efficiency of agencies under the Office of the Judiciary; 2) investigate human resource development in the digital era that affects the operational efficiency of agencies under the Office of the Judiciary; and 3) study digital technology skill development that affects the operational efficiency of agencies under the Office of the Judiciary.

This study employed a quantitative research approach. Data were collected through questionnaires administered to a sample of personnel from agencies under the Office of the Judiciary. The data were analyzed using statistical methods including frequency, percentage, mean, standard deviation, and multiple regression analysis.

The results revealed that human resource development in terms of training, education, and development had a statistically significant effect on the operational efficiency of agencies under the Office of the Judiciary at the 0.01 level. In addition, digital technology skill development in the areas of use, understanding, creation, and access had a statistically significant effect on the operational efficiency of personnel under the Office of the Judiciary at the 0.01 level. These findings contribute to a better understanding of the factors affecting operational efficiency. Therefore, it is recommended that knowledge and skill development in various areas be promoted to further enhance operational efficiency.

Factors Contributing to English Communication Barriers Among Tourism Service Providers in Thailand’s Eastern Coastal Region: The Influence of Specific Communicative Purposes

2025-08-05T13:25:47+07:00

In this mixed-methods research investigation, the researcher examines (1) the factors of English communication barriers of tourism service providers in Thailand’s eastern coastal region; and investigates (2) specific purposes in the use of English affecting communication barriers.

Quantitative data were collected from 400 questionnaire respondents consisting of tour guides, service providers in exhibition centers and souvenir shops, tourist police officers, restaurant staff, and massage and spa therapists in Chon Buri, Rayong, Chanthaburi, and Trat. Data were analyzed using descriptive statistics and regression analysis. Qualitative data were collected using the technique of semi-structured interviews. Data were analyzed using the technique of content analysis.

Findings showed that speaking skills were the most significant barrier. Next in descending order were listening, reading, and writing. The major objectives in using English were to understand customers’ needs, to increase income and benefits, and to promote tourism. Overall, it was found that the difficulty in the use of English was at a high level. The analysis of the influence of the specific purposes in English communication on the factor of barriers found that understanding customers’ needs and personal development were associated with listening barriers. Speaking barriers were influenced from the understanding of customers’ needs, an increase of income, tourism promotion, and personal development. Reading barriers were influenced from personal development. Writing barriers correlated with an increase of income and tourism promotion.

From the research findings, the researcher proposes specific guidelines to develop English communication skills and enhance communication efficiency as well as overall service quality of tourism service providers which will strengthen the competitiveness of Thailand in the global tourism market.

Identifying Essential Sustainability Knowledge Areas for Master's-Level Hospitality Graduates: A Preliminary Study of Thai Industry Perspective

2025-11-09T13:54:02+07:00

Sustainability has become an important strategy of the hospitality sector resulting in new expectations towards graduates to have knowledge concerning sustainable business practices. Although existing research in sustainability has proposed a competency framework for graduates in this field, there is no empirical research specifying subject content or knowledge issues regarding sustainability that should be included in the hospitality management program in order to be in congruence with the needs of the industry.

In this research investigation, the researchers focus on fulfilling this gap by identifying sustainability-related contents that business operators in the hospitality business expect master’s degree graduates to understand. In this research, the researchers used the reference of the sustainability issue from research articles as a framework. The technique of semi-structured interview was conducted with ten key informants from the education sector, the hospitality business sector, and related organizations in Thailand.

Data were analyzed using the technique of content analysis. Eleven sustainability knowledge issues essential for master’s degree graduates were found. Findings showed the integration of strategies, operational, and systematic competencies with an emphasis on systems thinking, accountability, and impact measurement. The research findings propose a conceptual framework for curriculum designs in order to ensure that the study of hospitality is in consonance with the expectations of the industry and an approach of contemporary sustainability. It is also empirical evidence reflecting the perspective of the business operators in the context of Thailand.

Leadership Credible Communication Characteristics (ETHOS) in Delivering Effective Feedback in Organizational Contexts

2025-09-15T13:07:19+07:00

In this conceptual article, the researcher studies the characteristics affecting leaders’ credibility (ETHOS) in the feedback communication process, a crucial tool in personnel development and an acceptance of the assessment results within an organization. The researcher employed Aristotle’s ETHOS framework consisting of the three major components of good knowledge, goodwill, and a good moral character which connected with the communication process in an efficient manner.

Findings showed that leaders with qualifications in each component based on the principle of fostering credibility would result in having an increased efficient communication. Employees would feel being supported and in addition would understand what is needed to be developed explicitly. This would result in work efficiency and personnel development. This study’s results provide guidelines for leaders and organizations in the development of creative communication skills to enhance trust and sustainable performance efficiency.

Developing the Story of Thai Curry as an Icon of the ‘Thai Way of Life’

2025-10-23T10:21:17+07:00

Thai curry is more than just food because it is a profound reflection of the Thai way of life, encompassing warmth, sharing, and creative local wisdom passing down for many generations.

In this article, the researchers conserve and promote Thai curry with the focus on the distribution through the identity of the cultural heritage of Thai food, an important “soft power” of the country. It is world-renowned at a national and international level. Currently, Thai curry is facing a crisis from the speedy mixed cultural streams as well as a changing consumption behavior. Thai curry therefore has changed its original formula to become a modern fusion menu. However, such change may bring both “challenges” and “opportunities” in raising the level of Thai curry to be at an international level through the design of “culinary tourist experiences”, creating a cultural identity together with a sustainable tourism economy.

This article presents the historical background of the Thai curry culture from the past to the present in order to be used as an instrument to promote such culture in an efficient manner. The recommendations from the study are that the focus should be on systematic documentation and research in order to develop a database for the original and contemporary Thai curry recipes together with guidelines for a creative inheritance in the future.

Editorial Note

2025-12-29T12:50:40+07:00