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

Kairach Thadthiam, Poramet Boonnumsirikij — Mon, 29 Dec 2025 00:00:00 +0700

The objective of this study was to examine the influence of service marketing mix factors on the service quality of the Bank for Agriculture and Agricultural Cooperatives (BAAC), Pho Sai Branch, Ubon Ratchathani Province. The sample consisted of 400 customers in Pho Sai and Na Tan districts, selected using a convenience sampling method. Data were collected through questionnaires and Google Forms. The data were analyzed using descriptive statistics—frequency, percentage, mean, and standard deviation—and inferential statistics through multiple regression analysis.

The results revealed that the service marketing mix factors could explain 84.0% of the variance in service quality. The marketing mix variable with the strongest positive influence on service quality was personnel (Beta = 0.287), followed by process (Beta = 0.271), physical evidence (Beta = 0.223), place/distribution channel (Beta = 0.176), promotion (Beta = 0.102), and product (Beta = 0.088). The variable that had a negative influence was price (Beta = -0.125), as customers perceived that the pricing factor was still unsatisfactory—specifically, deposit interest rates were low, loan interest rates remained high, and service fees were relatively expensive.

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

Natthawut Khemklad, Snitnuth Niyomsin — Mon, 29 Dec 2025 00:00:00 +0700

ABSTRACT

This study aimed to investigate the factors influencing job selection decisions among undergraduate students majoring in Mechanical Engineering in Sakon Nakhon Province. Four job-related attributes were considered: salary, organizational stability, work schedule, and workplace location. The population consisted of 147 third- and fourth-year students from Kasetsart University, Chalermphrakiat Sakon Nakhon Campus, and Sakon Nakhon Rajabhat University. A purposive sampling technique was employed to select a sample of 53 participants.

A scenario-based questionnaire (Concept Card) was used as the research instrument. Data was analyzed using Conjoint Analysis and Cluster Analysis techniques, with hypothesis testing conducted via One-Way ANOVA.

The findings revealed that organizational stability was the most influential factor in job selection decisions (42.81%), followed by salary (29.18%), work schedule (20.34%), and location of the workplace (7.84%). The cluster analysis classified students into three groups: (1) Salary and Stability Focus , (2) Job Security Focus and (3) Job Security and Fixed Schedule Focus.

Hypothesis testing indicated that educational institution and gender were significantly associated with job selection priorities, while factors such as hometown, financial status, and student loan obligations showed no significant differences.

Keywords: Fair Compensation, Job Security, Flexibility and Conjoint Analysis

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

Papaporn Boonthot, Chadaporn Teeka-uttamakorn — Mon, 29 Dec 2025 00:00:00 +0700

This research aimed to 1) examine demographic factors, advertising exposure components, advertising media exposure behavior, and online clothing purchase decisions among consumers in Thailand, and 2) investigate the demographic factors, advertising exposure components, and advertising media exposure behavior that influence online clothing purchase decisions. The sample consisted of 400 Thai consumers aged 20 years and older who had prior experience purchasing clothing through online platforms. A purposive sampling method was employed. Data were collected using a questionnaire and analyzed using descriptive statistics (frequency, percentage, mean, and standard deviation) and inferential statistics (one-way analysis of variance and multiple regression analysis).

The results revealed that most respondents were female, aged 26–35 years, held a bachelor's degree, worked as company employees, and had an average monthly income between 10,001 and 30,000 baht. They exhibited high levels of advertising media exposure and online clothing purchase behavior. Differences in demographic factors significantly affected purchase decisions (p < 0.05), with consumers possessing higher education and income levels being more likely to seek information and make purchase decisions. The components of advertising exposure influenced purchase decisions, particularly advertisements on Shopee, TikTok, and Facebook, which most strongly stimulated purchasing behavior. Furthermore, advertising media exposure behavior significantly affected purchase decisions at the 0.05 statistical level.

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

Sunisa Pechmark, Wongladda Weerapaiboon — Mon, 29 Dec 2025 00:00:00 +0700

This study investigated the relationships between tourist experience, museum service quality, tourist engagement, and electronic word-of-mouth (e-WOM). The research also examined the mediating role of tourist engagement on the relationships between tourist experience and museum service quality on e-WOM. Using a quantitative research design, data was collected from 330 international tourists who had visited the National Gallery Museum. Questionnaires were used as the primary research instrument, and data was analyzed using descriptive analysis, Pearson's correlation and Structural Equation Modeling (SEM).

The results supported all hypotheses, confirming that the structural equation model fit the empirical data well (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). All variables were found to be at a high level. The findings offer valuable insights for museum executives to develop more effective marketing strategies to serve tourists in the future.

The Cooperative Efficiency Development Model Based on Sharia Law

Subin Dengnuy, Somchawee Sirisopana — Mon, 29 Dec 2025 00:00:00 +0700

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

Supavanee Thimthong, Chutima Kamtrai, Thiyada Yodmuang, Sareeyapon Prasertsri4 — Mon, 29 Dec 2025 00:00:00 +0700

This study aimed to examine factors from the UTAUT2 model influencing smallholder farmers’ intention to use B2B agricultural marketplace applications in Kamphaeng Phet Province. A total of 400 farmers were selected using convenience sampling. Data were collected via a structured questionnaire and analyzed using 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 behavioral intention. The results indicated that performance expectancy, effort expectancy, social influence, and price value significantly influenced farmers’ intention to use the application, while facilitating conditions, hedonic motivation, and habit showed no significant effect. These findings highlight the importance of designing user-friendly, beneficial, and cost-effective applications, as well as promoting adoption through social influence, to foster digital technology acceptance among farmers.

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

Surasak Meedej , Kasem Swasdee — Mon, 29 Dec 2025 00:00:00 +0700

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

Angkana Thananupappun, Rungtip Thaisom, Rossatorn Onsuwan — Mon, 29 Dec 2025 00:00:00 +0700

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

Ampar Sarnthawong, Chakrit Skulitsariyaporn — Mon, 29 Dec 2025 00:00:00 +0700

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

Piyaporn Boonchuayrod — Mon, 29 Dec 2025 00:00:00 +0700

This mixed-methods study aims to investigate the factors contributiong to English communication barriers among tourism service providers in Thailand’s eastern coastal region and to examine how specific purposes of using English influence these barriers. Quantitative data were collected from 400 questionnaire respondents, including tour guides, exhibition and souvenir shop staff, tourism police officers, restaurant staff, and massage and spa therapists across Chonburi, Rayong, Chanthaburi, and Trat provinces. Descriptive statistics and regression analysis were employed to analyze the quantitative data. In addition, qualitative data were gathered through semi-structured interviews with selected participants and analyzed by thematic analysis in order to gain deeper insights into their communication challenges and real-world language use.

The findings indicated that speaking presented the most significant obstacles, followed by listening, reading, and writing skills. The primary purposes for using English were to understand customer needs, increase income and benefits, and promote tourism. Overall, English communication difficulty was reported at a high level. Further analysis revealed that understanding customer needs and personal development were associated with listening obstacles, while speaking obstacles were influenced by all four main purposes: understanding customer needs, increasing income, promoting tourism, and personal development. Reading obstacles were affected solely by personal development, whereas writing obstacles were linked to higher income earning and tourism promotion. Based on these results, the study proposes targeted guidelines aimed at enhancing English communication skills among tourism service providers. These recommendations are intended to improve communication effectiveness and overall service quality in the tourism sector, thereby strengthening Thailand’s competitiveness in the global tourism market.

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

Mon, 29 Dec 2025 00:00:00 +0700

Sustainability has become a strategic priority in the hospitality sector, creating new expectations for graduates to possess knowledge relevant to sustainable business practices. While existing research in sustainability education has largely provided competencies for these graduates, it lacks empirical research identifying what subject areas or sustainability-related contents should be included in hospitality programs to meet industry needs. This study addresses this gap by identifying sustainability-related contents that hospitality practitioners expect Master’s-level graduates to understand. Guided by the sustainability topics summarized from prior literature, semi-structured interviews were conducted with ten informants representing academia, hospitality businesses, and related organizations in Thailand. Data was analyzed using content analysis and identified eleven sustainability knowledge themes essential for Master’s-level hospitality graduates. Findings highlight the integration of strategic, operational, and systemic competencies emphasizing systems thinking, accountability, and impact measurement. This collection of themes builds a solid framework that integrates environmental, social, and governance (ESG) understanding, fitting the expectations of the industry for upcoming hospitality executives. In addition, the role of systems thinking coupled with knowledge in measurement and accountability emphasizes the rising necessity for leaders who are proficient in evaluating, expressing, and managing sustainability achievements based on universally accepted criteria. The results provide a grounded framework for curriculum design aligning hospitality education with contemporary sustainability and industry expectations. This study therefore contributes by providing empirical evidence on sustainability topics informed by practitioner perspectives in the Thailand context.

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

Alisa Thammachak — Mon, 29 Dec 2025 00:00:00 +0700

This conceptual article aims to explore the characteristics that influence leaders' credibility (ETHOS) in the feedback communication process, a crucial development tool that influences how employees view and receive their feedback within the organizational context. The three primary elements of Aristotle's ETHOS framework - good knowledge, goodwill, and good moral character. - are used in this study and are connected to the process of effective feedback communication.

The study indicates that credible leaders who demonstrate ETHOS qualities foster open and effective feedback communication, enhancing employee trust and performance

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

Mon, 29 Dec 2025 00:00:00 +0700

Thai curry transcends mere cuisine; it is a profound reflection of the Thai way of life, embodying generations of warmth, sharing, and creative local wisdom. This heritage, characterized by distinct regional flavors and immense global recognition, positions Thai curry as a vital cultural identity and a form of national “soft power.” However, the dynamic forces of globalization and evolving consumer behaviors are transforming traditional recipes into modern fusion forms. This evolution presents both a challenge and an opportunity-encouraging Thailand to integrate Thai curry into creative cultural tourism, culinary storytelling, and sustainable destination competitiveness. Therefore, this study aims to evaluate and develop Thai curry narratives by tracing their cultural origins and historical evolution, forming a foundation for its effective preservation and promotion. Future studies should focus on systematic documentation and international-standard research to sustain authentic Thai curry traditions while supporting innovative adaptations that strengthen Thailand’s cultural identity in the global arena

Editorial Note

Poramet Boonnumsirikij — Mon, 29 Dec 2025 00:00:00 +0700