Journal of Management Science Research, Surindra Rajabhat University

Introduction

2025-12-31T11:31:31+07:00

Appendix

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Full Issue

2025-12-31T11:38:14+07:00

Mobile Banking Service Quality of Siam Commercial Bank Public Company Limited: Comparison between Expectation and Perception of Customers

2025-10-06T14:51:58+07:00

The research aimed to (1) examine the level of service quality of SCB EASY, the mobile banking application of Siam Commercial Bank Public Company Limited, by comparing customers’ expectations with their perceptions, and (2) investigate the effects of service quality on customer engagement and their intention to continue using the service. The sample consisted of 267 bank customers residing in Bua Yai District, Nakhon Ratchasima Province. Data were collected using a structured questionnaire and analyzed using a statistical software package. Descriptive statistics, including mean and standard deviation, were employed to assess variable levels, while multiple regression analysis was used as the inferential statistical technique.

The findings revealed that both customer expectations and perceptions of the service quality of the SCB EASY application were at high levels across all dimensions. The highest-scoring dimensions were convenience, security, reliability, and system stability. The analysis of the expectation–perception gap indicated that customers’ perceptions were closely aligned with their expectations, suggesting that the service quality of the application effectively meets user needs.

For the second objective, the regression analysis showed that System Quality was the most influential factor affecting both customer commitment (β = .746, p < .001) and intention to continue using the service (β = .777, p < .001). The second influential factor was Efficiency, which significantly predicted intention to use (β = .092, p = .016). The model explained 55.5% of the variance in customer commitment and 62.3% of the variance in intention to use.

Overall, the results indicate that system quality and system efficiency are critical determinants in maintaining customer loyalty and promoting continued use of mobile banking services. Therefore, it is essential for the bank to enhance the stability, security, speed, and user-friendliness of the system, as well as design a user experience that meets customer expectations. These improvements will help strengthen users’ trust and satisfaction with Siam Commercial Bank’s mobile banking services, particularly the SCB EASY application.

A Causal Relationship Model of Business Technology Innovation Management and Perceived Value Affecting Purchase Decision of Teen Jok Cloth Products in Uttaradit Province

2025-09-04T13:28:12+07:00

The aim of this research is to study the casual factor of business technology innovation management and perceived value affecting purchase decision of Teen Jok cloth products in Uttaradit province. This research was a quantitative study and the sample group consisted of consumers who purchased the Teen Jok cloth products in Uttaradit province. The data were collected using a questionnaire and selected by convenience sampling, totaling 350 individuals. The statistics for data analysis were frequency distribution, percentage, mean, standard deviation, and structural equation modeling analysis (SEM).

The research findings revealed that the analytical model was consistent with empirical data, with = 43.2, p-value = 0.071, df = 31, CMIN/DF = 1.39, RMSEA = 0.034, and GFI = 0.999, indicating that the model demonstrated good fit with the empirical data. Hypothesis testing found that business technology innovation management had the greatest direct influence on purchase decisions, followed by perceived value. Additionally, business technology innovation management had an indirect influence on purchase decisions through the mediating variable of perceived value. The variables in the model could explain 78% of the variance in purchase decisions.

Logistics innovations impacting the operations of small and medium-sized enterprises (SMEs) freight transportation service industry in Thailand

2025-12-07T11:50:23+07:00

The objective of this study is to analyze a structural equation model and investigate the causal pathways among logistics process innovation, logistics capability innovation, logistics service innovation, logistics service performance, and the operational performance of small and medium-sized enterprises (SMEs) in Thailand’s freight transportation service sector. A stratified random sampling technique was employed to collect data via online questionnaires and electronic mail surveys from business owners and executives, resulting in a total of 315 valid responses. The data were analyzed using descriptive statistical methods and structural equation modeling (SEM)

The findings indicate that SMEs in the freight transportation service sector in Thailand exhibit a high level of logistics process innovation, logistics capability innovation, logistics service innovation, logistics service performance, and overall operational performance. The structural equation model demonstrated a good fit with the empirical data, as evidenced by the following fit indices: /df = 0.25, CFI = 1.00, GFI = 0.96, AGFI = 0.90, RMSEA = 0.000, and SRMR = 0.025. Path analysis results revealed that logistics process innovation, logistics capability innovation, and logistics service innovation have a statistically significant positive direct effect on logistics service performance at the 0.01 level. Furthermore, logistics process innovation and logistics service innovation have both direct and indirect positive effects on organizational performance through logistics service performance, also at the 0.01 significance level. Additionally, logistics service performance has a statistically significant positive direct effect on organizational performance at the 0.01 level.

Critical Success Factors for Positioning Phuket Province as a Destination for International Sport Events: Stakeholders’ Perspectives

2025-12-22T13:01:40+07:00

This qualitative research aimed to (1) examining stakeholders' perspectives on driving Phuket towards becoming a destination for international sports events, and (2) analyzing the success factors of Phuket as a destination for international sports events. A case study approach was employed, using in-depth interviews with 15 key informants, including government officials, private sector operators, sports event organizers, academics, and athletes. The collected data were analyzed using content analysis. The findings revealed that stakeholders perceived Phuket as possessing outstanding natural resources, a strong global tourism image, and well-developed infrastructure that supports international sports events. Furthermore, international sports events play a crucial role in stimulating the economy, attracting high-quality tourists, and enhancing the city's image. Moreover, eight elements were identified and categorized into two factors: basic factors (infrastructure and facilities, event management quality, safety and health, and government–private sector support) and competitive advantage factors (community participation, environment and image, sustainability and event legacy, and marketing and communication). The findings suggest that elevating Phuket province to a destination for international sports events requires strategic planning and systematic, integrated collaboration among the public, private, and civil sectors.

THE SERVICE MARKETING MIX AND SERVICE QUALITY AFFECTS ON CUSTOMER SATISFACTION OF THE PRISON CAR CARE IN THAILAND

2025-11-11T13:55:24+07:00

The objectives of this research are: (1) to examine the level of opinions regarding the service marketing mix (7P’s), service quality, and customer satisfaction of prison car wash services in Thailand; (2) to test the effects of the service marketing mix and service quality on customer satisfaction; and (3)to study the relationships among these variables. The sample group consisted of 270 customers who used prison car wash services in Thailand. Data were collected using a questionnaire and analyzed using frequency, percentage, mean, standard deviation, correlation analysis, and multiple regression analysis.

The research findings indicate that customers’ overall opinions of the service marketing mix and service quality are at a high level. The factors with the highest mean scores are price and responsiveness to service recipients, respectively. In addition, all dimensions of the service marketing mix and service quality show positive relationships with customer satisfaction and have a positive impact on achieving satisfaction-related performance goals among users of prison car care services in Thailand. The results of this study can be applied as guidelines for developing and improving car care business operations, particularly in pricing strategies and responsiveness to service recipients, in order to enhance service quality and increase customer satisfaction. Furthermore, the findings can support strategic planning and management policy formulation that align with the needs of service users.

The effects of the knowledge and ability in innovation and professional accounting quotients of modern accountants on accounting success for finance and accounting officers at higher education institutions in the Northeastern region

2025-09-04T14:10:28+07:00

This research aims to examine the knowledge and capability in innovation, along with professional accounting quotients of modern accountants and their influence on accounting success. Data were collected via a questionnaire from 226 financial and accounting officers at higher education institutions in the Northeastern region. Statistical methods used for data analysis included mean, standard deviation, multiple correlation analysis, and multiple regression analysis.

The findings indicate that: 1) Knowledge and capability in innovation, creativity, and development have a positive relationship and impact on accounting success, including financial statement preparers' satisfaction, qualitative characteristics of financial statements, the accuracy of accounting data, and the enhancement of a positive organizational image. 2) The professional accounting quotients of modern accountants, particularly in digital and experiential quotients, also show a positive relationship and impact on accounting success, influencing the same areas mentioned above.

Thus, higher education administrators in the Northeastern region are encouraged to support and promote continuous training for accounting personnel, enhancing their knowledge and capabilities in emerging innovations. By applying this advanced knowledge in accounting practices, personnel with a robust understanding of the accounting profession, strong digital quotients, and extensive work experience can produce reliable, accurate, and fully compliant financial reports according to generally accepted accounting standards. This will lead to genuine accounting success, ultimately maximizing future benefits for organizations.

Development of an Online Computer Retail System: A Case Study of Muang Thong Computer

2025-09-04T14:16:43+07:00

This research aims to 1) design and develop an online Computer Retail System: A Case Study of Muang Thong Computer; 2) evaluate the efficiency of the online Computer Retail System; and 3) assess user satisfaction with the online Computer Retail System. The system was designed and developed using the SDLC (Systems Development Life Cycle) and managed with MySQL. WordPress was used as the platform for managing products and expanding online sales channels. The research sample consisted of 5 technology experts and representatives from Muang Thong Computer (selected using purposive sampling) and 100 general users. The research tools included a system efficiency evaluation form and a user satisfaction questionnaire using a Likert scale. The statistical methods used for data analysis were mean and standard deviation.

The research results showed that before system development, Muang Thong Computer did not use a computer system for managing products, generating sales reports, and only had one sales channel through its physical store. Therefore, it was necessary to develop an e-commerce system to improve customer service efficiency and store management. 1) The results of the system development showed that the system is compatible with web browsers on all devices, allowing customers to conveniently order products, check order status, compare prices and product details, and also supporting inventory management. The system's effectiveness was assessed through three key evaluations: 1) the generation of sales reports for store management; 2) expert and store representative evaluation of system performance, which showed an overall high level of efficiency ( = 4.40, SD = 0.55); and 3) overall user satisfaction with the system, which was rated as very high ( = 4.74, SD = 0.47). Users particularly appreciated the system's ease of use and simplicity, followed by the convenience of ordering products and the clear display of product information. In conclusion, the developed system effectively supports online sales, making it easier for customers to access products and services, aligning with consumer behavior in the digital age.

Guidelines for Developing Entrepreneurial Potential and Organizational Innovation of Silk Weaving Community Enterprises in Kap Choeng District, Surin Province

2025-11-11T11:29:45+07:00

This research aimed to explore the barriers and obstacles of community entrepreneurs and systematically propose guidelines to developing entrepreneurial capabilities and organization innovations of silk weaving community enterprises in Kap Choeng District, Surin Province. Qualitative methodology was applied to capture information from15 leaders or representatives of community enterprises using in-depth interviews and focus group discussion. The research findings indicated that the barriers and obstacles of community entrepreneurs regarding the production aspect were the lack of product development to maintain modernity, insufficient current capital in business operation and lack of accurate and systematic accounting as in finance and accounting aspect, inefficient communication of brand information or their products as in communication and public relation aspect, lack of certain distribution channels and markets as in marketing aspect, lack of business planning of the groups as in management aspect, and lack of new product development that enabled differentiation and added value to their products as in organization innovation aspect. The proposed guidelines in developing entrepreneurial capabilities and organization innovations of community enterprises can be classified in various aspects including the production aspect to promote modern product design in order to meet the market demand, in finance and accounting aspect to encourage the saving habit of members, implement systematic accounting, in management aspect to continuously plan the business operations, in communication and public relation to disseminating useful information in different communication channels, in marketing aspect to apply technologies in extending market channels, in organization innovation aspect to blend modern technologies with traditional wisdom and develop new products with the capacity to differentiate the enterprises among their competitors, and furthermore create products with identities to enable strengths and sustainability of the community enterprises.

Factors Affecting The Social Welfare Needs Of The Elderly In Chanthaburi Province

2025-12-22T17:18:56+07:00

Factors affecting the social welfare needs of the elderly in Chanthaburi Province The objectives are as follows: 1) to study the factors affecting the needs of the elderly for government welfare, 2) to analyze the level of needs of the elderly for government welfare in Chanthaburi Province, and 3) to study the level of awareness of government welfare policies of the elderly in Chanthaburi Province. The sample is 400 people aged 60 years and over in Chanthaburi Province. The data will be analyzed and processed statistically. By analyzing descriptive statistics with a percentage value. Frequency distribution Mean calculation, standard deviation calculation, and inferential data analysis using statistical ready-made programs. In the hypothesis test, statistical analysis tools such as t-test and one-way ANOVA (F-test) were used, and multiple regression analysis statistics were used. The results showed that the sample had opinions on the perception of government policies among the elderly in Chanthaburi Province. Overall is at a very high level. The average value was 3.63, with the highest average being the right to education, religion and information useful for life. The average was 3.79 opinions on the social welfare needs of the elderly. The average value was 3.57 in the areas with the highest averages, namely health, health, and health. The average value is 3.72

The Influence of Social Media Exposure, Brand Image and Brand Value on Hotel Service Intention of People in Bangkok

2025-09-04T14:07:58+07:00

The study on the influence of social media exposure, brand image and brand value on hotel service intention of people in Bangkok has the following objectives: 1) to study social media exposure of people in Bangkok, 2) to study hotel brand image of people in Bangkok, 3) to study hotel brand value of people in Bangkok, 4) to study hotel service intention of people in Bangkok, and 5) to study the ability of social media exposure, brand image and hotel brand value to jointly predict hotel service intention of people in Bangkok. The sample group is 400 people in Bangkok. The stratified sample was selected and divided into 3 groups of areas: urban areas, urban areas, and suburban areas. A questionnaire was used as a tool for data collection. The statistics used for data analysis were percentage, mean, standard deviation, and hypothesis testing using multiple linear regression and stepwise regression, which set the statistical significance at 0.05. The results of the research found that social media exposure, brand image, and hotel brand value can be used together to predict the intention to use hotel services of people in Bangkok by creating a prediction equation: Y (intention to use hotel services of tourists in Bangkok) = 0.148 + 0.069 (social media exposure) + 0.936 (brand value), which can jointly predict the equation by 60.5 percent and has a multiple correlation coefficient of 0.746.

Factors Affecting Participation of Members in Operation of Ban Nong Ya Plong Rubber Farmers Group Thung Saliam District, Sukhothai Province

2025-12-22T17:32:01+07:00

This study aims to study 1. member factors that affect member participation in operations of Ruam Jai Rubber Farmers Group, Ban Nong Ya Plong, Thung Saliam, Sukhothai Province; 2. differences in participation of members in operations of Ruam Jai Rubber Farmer Group, Ban Nong Ya Plong, Thung Saliam, Sukhothai Province, classified by member factors; and 3. farmer group factors in operations of Ruam Jai Rubber Farmers Group, Ban Nong Ya Plong, Thung Saliam, Sukhothai Province The sample group used in this study was 93 members of Ruam Jai Rubber Farmer Group, Ban Nong Ya Plong, Thung Saliam. Sukhothai Province. Descriptive statistics used include frequency, percentage, mean, and standard deviation. Inferential statistics used include T-test and F-test by multiple regression analysis.

The results of the study found that 1. different member factors in every aspect did not affect member participation in operations of Ruam Jai Rubber Farmer Group, Ban Nong Ya Plong, Thung Saliam, Sukhothai Province. 2. Member factors including gender, age, marital status, education level and different membership periods did not affect participation of members in operations of Rubber Farmer Group. 3. Farmer group factors including sense of belonging, a source of funding, and information public relations affected participation of members in operations of the farmer group, at the statistical significance level of 0.05.

Market mix factors influencing the decision to use the Government Housing Bank’s elderly loan services in Bangkok and its vicinity.

2025-12-22T16:59:08+07:00

The objectives of the market mix influencing the decision to use the Housing Bank's elderly loan services in Bangkok and its vicinity are as follows: 1) To study the factors influencing the decision to use the Housing Bank's elderly loan services in Bangkok and its vicinity, with a sample of 371 customers using the elderly loan service with the Housing Bank's branches in Bangkok and its vicinity. It is a mixed method research in which the researcher collects data in the form of exploratory research and in-depth interviews using 371 questionnaires. By analyzing descriptive statistics with a percentage value. Mean calculation, standard deviation calculation, and inferential data analysis. In the hypothesis test, statistical analysis tools such as Multiple Linear Regression Analysis and Multiple Regression Analysis were used. The results showed that the respondents had opinions on the market mix factor (7Ps) that influenced the decision to use the Housing Bank's elderly loan services in Bangkok and its vicinity as a whole at the level of agreement (= 3.91, S.D = 0.951), the first being the physical aspect (= 4.25, S.D = 0.657) and the decision to use the Housing Bank's elderly loan services in Bangkok and its vicinity in each aspect at the level of agreement or higher on all topics. The first is the alternative assessment (= 4.25, S.D = 0.570)

Promotion and Development of Capacity to Produce Goods and Services to Strengthen The Foundation Economy of Agricultural Tourism Community Enterprises in Samut Songkhram Province

2025-12-22T13:27:33+07:00

The objectives of this research are to study the current situation and problems, promote and develop capabilities, and evaluate the production of goods and services to strengthen the grassroots economy of agro-tourism community enterprises in Samut Songkhram Province. The target groups consist of four groups: Group 1 includes 30 key informants; Group 2 consists of 200 sample participants; Group 3 comprises 30 training participants; and Group 4 includes 5 experts. The research tools used include focus group interviews, questionnaires for exploratory factor analysis, satisfaction evaluation questionnaires, and questionnaires for evaluating the development model. Data analysis methods include mean and standard deviation, exploratory factor analysis, and content analysis. The study findings reveal that: (1) The community's strengths lie in its diverse and unique tourism routes, but weaknesses exist in the areas of amenities and publicity. The exploratory factor analysis identified four key components that influence the production of goods and services; (2) A project was initiated to promote sustainable agro-tourism at Tha Kha Floating Market by integrating the four key components; and (3) The project evaluation results in terms of accuracy, appropriateness, feasibility, and usefulness were found to be very high, indicating the potential of the project to positively impact the development of agro-tourism and to sustainably strengthen the grassroots economy of the community.

Development of Mulberry Leaf Powder Rice Seasoning Products Aligned with Market Acceptance for Commercial Application: A Case Study of Don Khun Huai 2 Community Enterprise, Tha Yang District, Phetchaburi Province.

2025-12-22T12:52:57+07:00

This study aims to examine the operational potential and product capabilities of the Don Khun Huai 2 Community Enterprise in Tha Yang District, Phetchaburi Province, and to investigate appropriate marketing strategies for the development of mulberry-leaf rice seasoning powder innovation. The study further seeks to develop a prototype of mulberry-leaf rice seasoning powder that aligns with market acceptance. A mixed-methods research design was employed. The sample consisted of 30 community enterprise members, 15 stakeholders, 400 consumers, and 50 sensory evaluation panelists. Research instruments included interview forms, questionnaires, and product suitability assessment forms. Qualitative data were analyzed using content analysis, while quantitative data were analyzed using descriptive statistics.

The findings revealed that the community enterprise demonstrated expertise in production and readiness to further develop value-added products derived from mulberry leaves. Consumer survey results indicated that the primary factors influencing purchase decisions for rice seasoning powder were, in order of importance: taste, nutritional value, convenience of consumption, practical packaging, and distinctive branding. The developed mulberry leaf rice seasoning powder utilized local resources and was designed to be modern, attractive, flavorful, and easy to consume. Sensory evaluation results showed that the formula containing 6% mulberry leaf received the highest scores in terms of aroma, taste, and overall satisfaction. Furthermore, packaging was developed in the form of glass bottles with convenient caps for consumption and storage, together with labeling and branding co-created with the community under the name “Umamon”. The brand name reflects the identity of mulberry leaves while conveying the umami taste concept. Consequently, Umamon can be regarded as a prototype product with high potential to enhance the value of local resources and effectively meet consumer needs, particularly in terms of taste, nutritional value, and convenience. The outcomes of this research provide practical guidelines for developing community-based products toward commercialization, as well as informing policy support in marketing and branding strategies to expand into broader and more sustainable markets.

Reverse Logistics Management Affecting Sustainable Development: A Case Study of Malaplast Co., Ltd.

2025-11-27T05:52:14+07:00

The objectives of this research aimed 1) to study reverse logistics management and sustainable development 2) to study reverse logistics management that influences the sustainable development of Malaplas Co.,Ltd. Tools used as questionnaires, data were collected from a sample of 37 employees, using a simple random sampling method. Statistics used were percentage, mean, standard deviation and multiple regression analysis. The research results found that reverse logistics management and sustainable development are at a high level. Reverse logistics management has an impact on sustainable development by 56.3 percent. The development approach is to choose a transportation method that is appropriate to the nature of the product. Stock of raw materials sufficient to meet demand Inspect products carefully before transporting them every time. Inspect and evaluate damaged assets to repair them and increase their value by selling them. It is also necessary to specify conditions for product claims to customers to provide services that can create satisfaction for customers. There is a process for separating raw materials and dangerous goods that can be recycled and those that cannot be recycled for proper disposal. Consider the importance of the surrounding environment by not releasing waste into the community and polluting the air environment. Establish policies to promote standards related to the prevention and control of pollution that affects the environment within the organization.