Journal of Business Administration and Social Sciences Ramkhamhaeng University

Editorial Note

Poramet Boonnumsirikij — 2025-06-29

Factors Affecting Confidence in Telemedicine Services of Private Hospitals in Songkhla Province

Kanitha Sariyasuntorn — 2025-06-29

In this research investigation, the researchers compare 1) demographic factors; and examines 2) the service quality factors affecting the confidence to use telemedicine services of private hospitals in Songkhla province. The technique of quantitative research was employed. A questionnaire was used to collect data from 400 members of the sample population who were residents in Songkhla and nearby provinces. Data were analyzed using descriptive statistics (frequency, percentage, mean, and standard deviation) and inferential statistics (one-way analysis of variance and multiple regression analysis).

Findings showed that in regard to demographic factors, differences in incomes exhibited differences in the confidence to use telemedicine services. Gender, age, educational level, marital status, and occupation did not exhibit effects at a statistically significant level. Concerning service quality factors, the aspect of responsiveness of the service receivers affected the confidence to use telemedicine services at the highest level at the statistically significant level of 0.01. The aspects of physical characteristics, assurance, and empathy exhibited effects at the statistically significant level of 0.05. However, the aspect of reliability did not exhibit the effects at a statistically significant level.

The policy recommendation is that private hospitals should enhance the users’ confidence by focusing on improving service quality factors such as prompt responsiveness, physical characteristics of the system, service assurance, and empathetic care. In addition, attention should be on the diversity of the service users’ incomes.

The Relationship Between Dynamic Adaptive Capability and Organizational Survival of Online Shop Business in Thailand

Chutikorn Prungkiat — 2025-06-29

In this research investigation, the researchers examine 1) the level of dynamic adaptive capability and organizational survival; investigate 2) the relationship between dynamic adaptive capability and organizational survival; and study 3) dynamic adaptive capability affecting organizational survival of the online shop business in Thailand.

The technique of quantitative research was employed with the members of the sample population consisting of 205 online shop operators in Thailand using the techniques of stratified and simple random sampling. The research instrument was a validated online questionnaire with established reliability. Data were analyzed using descriptive statistics of percentage, mean, and standard deviation. The technique of Pearson’s correlation coefficient was employed. The hypothesis test was conducted using multiple regression analysis.

Findings are as follows; 1) The respondents exhibited overall dynamic adaptive capability at a high level in descending order in the following aspects: flexible marketing orientation; administrative innovation; change learning competency; efficiency of the information technology system; and corporate practice proactiveness. The organizational survival was also at a high level. 2) All aspects of dynamic adaptive capability positively correlated with organizational survival.
3) The three aspects of dynamic adaptive capability of flexible marketing orientation; corporate practice proactiveness; and change learning competency positively affected organizational survival at the statistically significant level of 0.05.

Challenges and Strategies for Repositioning the Chiang Mai National Museum in The Market: Situations, Problems, and Obstacles Towards Enhancing Its Role in the Context of Digital-Age Tourism Using Constructivist Grounded Theory

Thanet Kesornsirithon — 2025-06-29

In this qualitative research investigation, the researchers employ the constructivist grounded theory methodology with the following objectives. The researchers examine (1) the current situation, problems, and obstacles in the operations of the Chiang Mai National Museum; and construct (2) a grounded theory model addressing the challenges of repositioning the museum’s market to enhance its role in the context of the digital-age tourism.

The researchers conducted in-depth interviews with twenty key informants consisting of ten executives and personnel, and ten visitors and community members. Data were analyzed using the Charmaz’s process. Findings showed that the museum under study encountered five dimensions of challenges: organizational capacity building; innovation integration; collaboration development; value strategy; and visitor experience design. In addition, the researchers developed the “CICVE” model, representing the concept of the value creation and collaboration through the integrated organizational development process. The emphasis was on digital transformation, network building, and design experience to enhance the museum’s value. Recommendations include developing a digital infrastructure, providing personnel training to be equipped with technology skills, and fostering collaboration with communities and related agencies. Future research should focus on the digital technology applications and the marketing strategies development suitable for the context of Thai museums in the digital era.

Factors Influencing Family Tourists’ Decision to Choose Theme Hotels in Chon Buri Province

Saranyaa Niamchai — 2025-06-29

In this research investigation, the researchers examine 1) the marketing mix factors (7Ps) affecting the decision of family tourists to choose the theme hotels in Chon Buri province; and compare 2) the consistency of the quantitative and qualitative research findings of the marketing mix factors (7Ps) affecting the decision of the tourists under study to choose the theme hotels in Chon Buri province.

The mixed-methods research approach was employed. The research instruments consisted of a questionnaire and an interview form. The two groups of members of the sample population consisted of the following: 1) 400 family tourists with travel experience who had used the services of the theme hotels in Chon Buri province using the technique of purposive sampling; and (2) fifteen theme hotel operators or managers in Chon Buri province and family tourists who used to stay at the theme hotels there using the technique of criterion sampling. Data analysis was conducted using the following methods. 1) Data from the questionnaire were analyzed using the descriptive analysis consisting of frequency, percentage, mean, and standard deviation. The technique of multiple regression analysis was also employed. 2) Data from the interviews were analyzed using the technique of content analysis and presented in a descriptive narrative format.

The research findings showed that six variables exhibited an influence on the family tourists’ decision to choose the theme hotels in Chon Buri province at a statistically significant level. These factors were product (β = 0.260); price (β = 0.334); place (β = 0.274); promotion (β = 0.140); physical evidence (β = 0.205); and process (β = 0.164) at the statistically significant level of 0.05. These were in consonance with the interviews. At the same time, the people factor (β = -0.141) did not exhibit an influence on the decision to choose the theme hotels.

Factors Influencing Prospective Franchisees’ Purchasing Decisions

Arunee Lertkornkitja — 2025-06-29

In this research investigation, the researcher examines the influence of franchise attributes, the marketing mix, and the relationships on the prospective franchisees’ purchasing decisions. The sample population consisted of 275 attendees at the International Franchise Show using the technique of purposive sampling. The research instrument was a questionnaire. The hypothesis test was conducted using the technique of stepwise multiple regression analysis.

Findings showed that the factors of commitment; experience; and the support system exhibited an influence on the prospective franchisees’ purchasing decisions at the statistically significant level of 0.05. The model could predict the franchise purchasing decisions at 33.7 percent.

A Growth Mindset Attitude Affecting Work Efficiency and Career Advancement of Working People in Songkhla Province

Akanong Ratikanitpong — 2025-06-29

In this research investigation, the researchers examine (1) work efficiency of the working people having a growth mindset attitude in Songkhla province; and investigate (2) career advancement of the working people under study.

The sample population consisted of 400 working people aged 19-59 years in Songkhla province using the technique of probability sampling. The members of the sample population were divided into three groups of early working age (19-29 years); mid-career (30-44 years) and late working age (45-59 years). Then, the technique of purposive sampling was employed to select the working people in Songkhla province. The research instrument was a questionnaire. Data were statistically analyzed using frequency, percentage, mean, and standard deviation. The technique of multiple regression analysis was also employed.

Findings showed that the growth mindset in the aspects of work efficiency and career advancement of the working people in Songkhla province overall was at a high level. Growth mindset in the aspect of the belief in one’s own intellectual potential and abilities affected work efficiency of the working people in Songkhla province at the highest level. Growth mindset in the aspect of finding lessons and inspiration from others’ success affected career advancement of the working people in Songkhla province at the highest level at the statistically significant level of 0.05.