Journal of Management Science Research, Surindra Rajabhat University

Introduction

JMSR SRRU — Sun, 31 Aug 2025 00:00:00 +0700

Appendix

JMSR SRRU — Sun, 31 Aug 2025 00:00:00 +0700

Full Issue

JMSR SRRU — Sun, 31 Aug 2025 00:00:00 +0700

Transformational leadership and Innovation: key drivers of Organizational Performance

Nuttee Petchkaew — Sun, 31 Aug 2025 00:00:00 +0700

This article aims to study and analyze the characteristics of transformational leadership in relation to innovation and organizational performance by considering the characteristics that leaders have influencing their colleagues and followers through the following characteristics: organizational leadership, idealized influence, inspirational motivation, intellectual stimulation, Individualized consideration, Self-Efficacy Building, collaborative Enhancement, supporting for learning and development, and Empowering followers. It also considers the role of transformational leadership in creating and promoting innovation in organizations, classifying innovation into several types, such as product innovation, process innovation, marketing innovation, organizational innovation, service innovation, and business model innovation. This article also demonstrates the relationship between transformational leadership and innovation that influence organizational performance in various aspects, namely, financial performance, operational performance, customer satisfaction, human resource development, increasing efficiency and growth, market adaptation and competition, creating competitive advantage, supporting learning and organizational development.

C Generation people’s use of the “Tiow Tua Thai Bai Hai Tour” Facebook group to make tourism decisions

Jeerawan Prompong; Piyachat Lomchavakarn, Kamolrat Intaratat — Thu, 07 Aug 2025 00:00:00 +0700

The objectives of this research were to study 1) the Connectedness Generation, or “C Generation” people’s media use behavior in utilizing the “Tiow Tua Thai Bai Hai Tour” (Tour All Around Thailand, Go Everywhere) Facebook group to access information about tourism; 2) their use of that Facebook group to make tourism decisions; and 3) the correlations between C generation people’s Facebook media use behavior and awareness of tourism information gained from the “Tiow Tua Thai Bai Hai Tour” Facebook group with their tourism-related decision-making. This was quantitative research done using the survey method. The sample population was 400 members of the “Tiow Tua Thai Bai Hai Tour” Facebook group, chosen through multi-level sampling. The research instrument was an online questionnaire. Data were statistically analyzed using frequency, percentage, mean, standard deviation, and Pearson’s correlated co-efficient.

The results showed that 1) for their Facebook media use behavior, most of the samples accessed tourism information using their smart phones. They reported using online social media and search engines to look up tourism information, and used personal data sources via digital media the most. They accessed tourism-related content by using search terms based on the expenses, travel routes, and accommodations, in that order. 2) As for tourism decision-making based on use of Facebook media, the samples had a high level of awareness of tourism information to use in their decision-making process. 3) Analysis of the correlations between the samples’ Facebook media use behavior, their awareness of tourism information, and their tourism-related decision-making revealed that (1) the variables of channel used for searching for tourism information and access to tourism-related content were correlated to tourism-related decision-making to a statistically significant degree at 0.05; (2) the variable of source of tourism-related information was not correlated to tourism-related decision-making; (3) the variable of tourism-related content was correlated to tourism-related decision-making to a statistically significant degree at 0.01; and (4) the variable of awareness of tourism-related information was correlated to tourism-related decision-making to a statistically significant degree at 0.01.

The The Consumption Behavior of Consumers Interested in Buying Packaged Rice Chips from The Baan Hed Khwan Wan Farm Community Enterprise

Thu, 07 Aug 2025 00:00:00 +0700

The objectives of this research were (1) to examine the consumption behavior of consumers interested in buying packaged rice chips and (2) to compare the purchasing decision-making behavior for packaged rice chip products from the Baan Hed Khwan Wan Farm community enterprise, classified by demographic factors. The study employs a survey research method, using questionnaires to collect data from 323 sample consumers. The study results indicated that: (1) the consumers primarily purchase packaged rice chip products for personal consumption, typically consuming them 2-4 times per week, with a spending range of 20-30 THB per purchase. They often purchase products through various channels depending on the occasion, the place of their destination, or their convenience. They usually buy from the same seller regularly as a midday snack at home alone. The key influencer in their purchasing decision is themselves, with the main reasons for purchasing the product being its good taste and high quality. (2) The comparison of purchasing decisions categorized by demographic factors showed that gender, age, and occupation do not significantly affect purchasing decisions. However, the income per month factor significantly impacts purchasing decisions, with statistical significance at the. 05 level. The research findings can be used by community enterprise operators and people interested in starting a business, particularly in the food industry, to design business strategies that match consumer demands and marketing strategy development.

Customer Relationship Management that Affects Grocery Store Customer Loyalty in the Mueang District Lampang Province

Nattapong Srijaiwong — Thu, 07 Aug 2025 00:00:00 +0700

The purpose of this research is to study customer relationship management that affects the loyalty of grocery store customers. In Mueang District, Lampang Province. The sample group used in this study was the general public in Mueang District, Lampang Province. The research instrument is a questionnaire. Data were analyzed using statistics, including mean, standard deviation and multiple regression analysis. The results of the study found that opinions regarding customer relationship management at a high level (=4.19). Consider each aspect in order of average values from highest to lowest as follows: building relationships with customers (=4.37), understanding expectations (=4.33), communicating with customers (=4.28), presenting Recommend useful services (=4.11), listen to opinions (=4.05), and follow up with customers (=4.02). Customer management is related to the loyalty of grocery store customers influence each other at a moderate level. The coefficient on loyalty of grocery store customers is 0.197. The loyalty of grocery store customers depends on customer relationship management at 19.70 percent. Therefore, the influence of customer relationship management in terms of understanding expectations the most impact. Second in customer tracking communication with customers and building relationships with customers. This affects the loyalty of grocery store customers significant at the 0.05 level.

Work Meaningfulness on the Relationship between Job Characteristics and Intention to stay of the Employees of Pneumax Company Limited

Chuda Srisasalak; Chuanchuen Akkawanitcha — Thu, 07 Aug 2025 00:00:00 +0700

This study aims to the mediating role of work meaningfulness on the effects of skill variety, task significance, job autonomy on intention to stay the Employees of Pneumax Company Limited. The sample are 208 of the Employees of Pneumax Company Limited. The questionnaire is employed as research instrument. Data is analyzed by the structural equation model (SEM). The results showed that the level of the satisfaction in skill variety and job autonomy are highest level while task significance, work meaningfulness and intention to stay are high level. The hypothesis tests had been found that skill variety, task significance and job autonomy have a positive influence on work meaningfulness have a positive influence on intention to stay. the mediation results show full mediation of work meaningfulness on the effects of skill variety, task significance, job autonomy on intention to stay.

Factors Affecting The Repurchase Intentions Of Meat Retailers In Udon Thani's Fresh Market.

Oatsadawut Somphithak; Chuanchuen Akkawanitcha — Sat, 16 Aug 2025 00:00:00 +0700

The purpose of this research is to study the influence of Sales promotion, Brand experience affects Brand awareness and Customer expectation and study the influence of Brand awareness, Customer expectation that affect Repurchase intention of customers. This research is quantitative by collecting data from small traders in the meat group in the fresh market area Udon Thani Province, numbering 343 people. The researcher collected data using online questionnaires and field visits. The data was analyzed using descriptive statistics to describe the mean and standard deviation of the variables and a structural equation model was analyzed to check the consistency of the model with the empirical data. The causal relationship model of Repurchase intention of small traders selling meat products in the Udon Thani fresh market consists of 5 variables: Sales promotion, Brand experience, Brand awareness, Customer expectation and Repurchase intention.

The results show that the developed causal relationship model is in good agreement with the empirical data, considering CMIN/df = 2.017, CFI = 0.962, TLI = 0.922, IFI = 0.963, NFI = 0.930, SRMR = 0.058 and RMSEA = 0.054 and found that Brand awareness, Brand experience, Customer expectation and Repurchase intention at a high level Meanwhile, Sales promotion are at a moderate level. The results of the hypothesis testing revealed that Sale promotion and Brand experience have a positive influence on Brand awareness and Customer expectation with statistical significance. In addition, Customer expectation and Brand awareness it has a positive influence on Repurchase intention with statistical significance.

Behavior and Motivation of Thai Tourists Traveling on Religious Tourism Thevalai Phra Phikhanet, Huai Khwang District, Bangkok

Airawan Phollkhumthong; Pawarisa Lertwiriyaprasith — Sat, 16 Aug 2025 00:00:00 +0700

This research has as its objective 1) To study the behavior of Thai tourists in religious tourism Thevalai Phra Phikhanet, Huai Khwang District, Bangkok Province 2) To study the motivation of Thai tourists in religious tourism Thevalai Phra Phikhanet , Huai Khwang District, Bangkok Province and 3) To compare different demographic data of Thai tourists with their motivation for religious tourism Thevalai Phra Phikhanet , Huai Khwang District, Bangkok Province The sample group used in the research was 400 Thai tourists traveling to Thevalai Phra Phikhanet, Huai Khwang District, Bangkok Province, at random The research tool is a questionnaire. Statistics used in data analysis include percentages, means, and standard deviations. and compare the differences with the F-test. The results of the study found that 1) Thai tourists traveling to the Thevalai Phra Phikhanet, Huai Khwang District, Bangkok Province. Most are female, aged During 20 – 30 years, bachelor's degree studies Have a career as an employee of a private company and have an income in the range of 15,001 – 20,000 baht 2) Behavior of Thai tourists traveling to Thevalai Phra Phikhanet, Huai Khwang District, Bangkok Province Most travel 2 – 3 times a year with the objective of asking for blessings and praying about finances. Travel come travel during the weekend. The person traveling together is a friend. Travel by public transport The cost for each trip is less than 500 baht and receive information about Thevalai Phra Phikhanet from TIKTOK (Tik Tok) 3) Motivation for traveling in descending order there are 3 orders of magnitude: environmental factors, followed by emotions and feelings. and physical aspects, respectively, and 4) The results of comparing differences found that gender, age, and educational level were different. Have motivation to travel to Thevalai Phra Phikhanet , Huai Khwang District, Bangkok Province no different But groups with different careers and incomes found that the motivation for traveling to Thevalai Phra Phikhanet, Huai Khwang District, Bangkok Province was different, with statistical significance at the 0.05 level

Factors Affecting Imitation Behavior of Online Games

Phakorn Imtawornsuk; Ong-Art Singlumpong — Sat, 16 Aug 2025 00:00:00 +0700

This research aims to study the behavior of imitating from online games and to study the external factors that promote the behavior of imitating from online games. The research method is qualitative research by in-depth interviewing 10 online gamers at the Heavy Gamer level. The method is selected from the history of playing games that are violent and intense based on the criteria of playing 1 of the top 20 games with violent content from the CBR website (James Lynch & Antonio Samson). The research results found that many online gamers have behaviors that imitate from online games in various forms, including imitation behavior and behaviors that are learned from the game but have not been imitated. It was found that it depends on the factors that affect the behavior. The factors that cause imitation behavior are mostly due to familiarity, such as consistency in playing games or game content that is similar to real-life behavior. The factors that prevent most online gamers from imitating behavior are considered to be contemplation, as well as other internal factors, such as having an identity (self) and playing online games only for social needs (social). This research also found that the environment and other motivations affect the behavior of imitating from online games as well. Most of them are external factors. By studying the behavior of imitation from online games, we can learn about the characteristics of imitation behavior and gain in-depth knowledge about the causes, reasons, and perspectives of Heavy Gamers. The results of this study are useful for preventing and supervising youth in playing online games, including controlling the content of online games. Behavioral data from online games can be used to develop other aspects in the future.

Factors affecting the credit loans of Bank of Ayudhya Plublic Company Limited

Inthuorn Janpiya, Wanrapee Banchuenvijit — Thu, 21 Aug 2025 00:00:00 +0700

This research aims is to study the factors affecting the loan volume of the Bank of Ayudhya. The researcher conducted an analysis using tools from the multiple regression model. The data used in the study was secondary time series data, collected from the year 2008 to 2022.The data used in the study are 5-year time series secondary data which is collected on a quarterly basis (Totaling 60 data sets). The variables used in the study include the amount of loans of the Bank of Ayudhya (BOR), the minimum loan rate of the Bank of Ayudhya (MLR), the amount of deposits of the Bank of Ayudhya (BDA), the amount of non-performing loans of the Bank of Ayudhya (NPL), inflation (IR), gross domestic product (GDP) and the broad money supply (M2). The study found that the amount of bank deposits (BDA), the minimum loan rate (MLR), gross domestic product (GDP), and broad money supply (M2) have P-values less than 0.05, meaning that the aforementioned variables are significantly related to the dependent variable. Statistically significant at the 95% confidence level, bank deposits (BDA) and gross domestic product (GDP) are positively related to bank loan. But the bank's minimum loan rate (MLR) and the broad money supply (M2) are negatively related to the bank's loan supply. However, the P-values for non-performing loan (NPL) and inflation rate (IR) are greater than 0.05, meaning that the aforementioned variables are not significantly related to the dependent variables at the 95% confidence level. The outcome of this research will serve as a guideline for the bank's executives in the formulation of annual operating plan so that the Bank of Ayudhya can efficiently and effectively increase the amount of loans, which is considered the bank's main income.

A Study on Factors Influencing Decision Making in Selection The Types of Ship for Sea Training of Thai Merchant Marine Students in Deck Department

Thanakorn Boorapisitthikul; Sarawut Luksanato — Fri, 22 Aug 2025 00:00:00 +0700

A study on factors influencing decision making in selection the types of ship for sea training of Thai merchant marine students in Deck Department aims to (1) compare differences of the factors influencing decision making in selecting the ship types for sea training of Thai merchant marine students in deck department and (2) investigate choosing the ship type before and after sea training of Thai merchant marine students in deck department. The data were collected from Merchant Marine Training Centre, Burapha University and Kasetsart University. Questionnaires were used as the research tool and collected data from 92 responded questionnaires.

The research results found that the factors influencing decision making in selecting the ship types for sea training of Thai merchant marine students in the deck department before sea training were financial factors followed by career path factors, organizational factors, social factors and personal perspective factors respectively. On the other hand, the factors influencing decision making after sea training ranked in descending order were personal perspective factors, financial factors, organizational factors, career path factors and social factors. According to the comparison between all factors, the factor of international crew onboard (in the organizational factor), the factor of employee competency development (in the organizational factor), the employment factor (in the financial factor), the social value factor in selecting the ship types (in the social factor), the factor of the ship’s size influencing acceptance (in the social factor), the factor of previous onboard experience or relevant experience to certain ships (in the career path factor), the factor of additional training from specialized courses (in the career path factor) and the factor of specific skill accumulation (in the career path factor) showed statistically significant difference at the 0.05 level. The ship type chosen by most of both before and after sea training was the bulk carrier which the most selected the same type of ship both before and after sea training accounted for 74.19 percent and changing the type of ship after sea training accounted for 25.81 percent, which the results of this research show that the selecting of ship types of merchant marine students has financial factors as the top factor of both also the merchant marine students will have a change in their personal perspective after going through the maritime training.

Business Environment Factors Influencing Competitive Advantages of Community Enterprises in Lower Northeastern Thailand.

Atitaya Lavong — Fri, 22 Aug 2025 00:00:00 +0700

The objectives of this research were: 1) to study the business environment factors, 2) to study the factors contributing to competitive advantage, and 3) to examine the relationship between business environment factors and the creation of competitive advantage of community enterprises in the Lower Northeastern Region of Thailand. The sample group consisted of 400 members of community enterprises. Data were collected using an online questionnaire. The statistical methods used for data analysis included mean, standard deviation, multiple correlation analysis and multiple regression analysis.

The research findings revealed that: 1) among the internal business environment factors, the highest average score was in the aspect of owners and shareholders, while among the external business environment factors, the highest average score was in the aspect of social and cultural conditions; 2) the factor contributing most to competitive advantage was responsiveness;and 3) the business environment factors owners and shareholders, executive committees, legaland political aspects, and economic aspects were found to be significantly related to the creation of competitive advantage at the 0.05 level.

Corporate Governance Influences Firm Value for Companies Listed on The Stock Exchange of Thailand

Thu, 28 Aug 2025 00:00:00 +0700

This study aims to examine the influence of corporate governance on the firm value of companies listed on the Stock Exchange of Thailand (SET). The sample consists of 436 listed companies between 2020 and 2023, analyzed using multiple regression analysis. The results indicate that certain factors positively influence the return on assets (ROA). The findings reveal that the proportion of the top five shareholders, the proportion of the audit committee, and the corporate governance score have a positive relationship with return on assets (ROA). Conversely, the proportion of institutional shareholders and the degree of board independence are negatively associated with ROA. These findings suggest that effective corporate governance builds trust in a company. When companies have a more stronger presence of five major shareholders, a well-represented audit committee, and high governance scores, As a result of these factors, the firm’s value tends to increase. Such insights provide practical implications for shareholders and other stakeholders in evaluating corporate performance and making more effective investment decisions.

Factors Affecting the Attitude of Personal Income Tax Payment of Community Enterprise Group Members in Roi Et Province

Duangduan Phetra; Raksadavan Siritakham — Thu, 28 Aug 2025 00:00:00 +0700

Income tax is the main source of income for national development. Attitude towards paying income tax is what makes people realize the importance of paying taxes and makes tax collection efficient. This research aims to 1) Study the level of attitude regarding personal income tax payment of community enterprise groups members in Roi Et Province. 2) study the level of knowledge about paying personal income tax of community enterprise groups members in Roi Et Province. 3) Compare attitudes about paying personal income tax among members of community enterprise groups in Roi Et Province, classified by to personal factors. Data were collected using questionnaires from a sample of 384 people. Data were analyzed using frequency, percentage, mean, standard deviation, independent t-test and F test. The research results found that, the members of the community enterprise group have a high level of attitude towards paying personal income tax. They have a moderate level of knowledge about personal income tax. Factors that affect attitudes towards paying personal income tax among members of community enterprise groups in Roi Et Province are gender and educational level.

Shopee's marketing mix and its influence on purchase decisions of consumers in the Bangkok metropolitan area

Walai Sonkrin; Nuthatai Akaratanatoechasit, Saijaisiri Saijaisiri — Sun, 31 Aug 2025 00:00:00 +0700

This research aims to: (1) study the demographic characteristics and purchasing behaviors of consumers in the Bangkok metropolitan area when using the Shopee application; and (2) analyze the influence of online marketing mix factors on the purchasing decisions of these consumers. Data was collected through a questionnaire administered to a sample group of 400 people who live, work, or study in Bangkok. The statistical methods used were frequency, percentage, mean, standard deviation, and multiple regression analysis. The research findings revealed that 1) The majority of the sample were female, aged 41-50, and were students with an average monthly income of 10,001-20,000 Baht. 2) In terms of purchasing behavior, most bought products via the Shopee application 3-4 times per week, with an average spending of less than 500 Baht per transaction. They expressed a high level of satisfaction with the online marketing mix factors, particularly privacy and promotion. And 3) The hypothesis testing using multiple regression analysis confirmed that distribution channels, promotion, personal service, and privacy factors had a statistically significant impact (at the 0.05 level) on the decision to purchase through the Shopee application. The results of this study suggest that Shopee should prioritize these factors to improve its marketing strategies and better meet the needs of consumers in the Bangkok Metropolitan Area.

Strategies for Enhancing Service Quality of Accommodation Businesses in the Southern Sea Islands Tourism Development Zone to Accommodate Russian Tourists

Mantanan Khunrit — Sun, 31 Aug 2025 00:00:00 +0700

The study “Strategies for Enhancing Service Quality of Accommodation Businesses in the Southern Sea Islands Tourism Development Zone to Accommodate Russian Tourists” aims to 1) to study the service quality of accommodation business in the Southern Sea Islands Tourism Development Zone to Accommodate Russian Tourists, 2) to study the opinions of accommodation business owner regarding service quality development of accommodation business in the Southern Sea Islands Tourism Development Zone to Accommodate Russian Tourists, and 3) a study of service development strategies for accommodation business in the Southern Sea Islands Tourism Development Zone to Accommodate Russian Tourists. The researcher employed a mixed-methods research design, combining quantitative data collected from 400 Russian tourists in the Southern Sea Islands Tourism Development Zone and qualitative data obtained from 8 accommodation business operators in the Southern Sea Islands Tourism Development Zone.

In terms of their opinion regarding their perception of service quality, it was found that all 5 aspects of their opinions regarding their perception of service quality of accommodation business in the tourism development zone of south sea islands are at the highest level overall, 4.64%. Their opinion toward responsiveness has the highest average of 4.84%. In terms of business owners’ opinion and the service quality development strategy, attentive service and business service standards combined with staff’s skills, partly create standardized service. In terms of the findings revealed five key strategies for improving the quality of service among accommodation businesses in the Southern Sea Islands Tourism Development Zone to Accommodate Russian Tourists: 1Tangibles: accommodation service providers should focus on building a strong brand image through physical aspects such as the premises, staff appearance, facilities, and overall service environment. These tangible elements significantly influence customers’ purchase decisions. 2. Reliability: accommodation service providers should regularly review and enhance service skills among staff to ensure professional expertise. Emphasis should be placed on following standard operating procedures (SOPs) to ensure consistent, dependable service delivery. 3. Assurance: accommodation service providers must implement methods and service practices that promote a sense of safety and professionalism. Customers must be able to trust that the service offered is reliable and delivered with competence. 4. Responsiveness: accommodation service providers need to demonstrate readiness and willingness to respond to customer needs through adequate staffing, sufficient facilities, and a supportive service environment. 5. Empathy: accommodation service providers should deliver service with attentiveness and care, showing understanding of the travel behavior and expectations of Russian tourists. Additionally, developing Russian language communication skills among staff is recommended to improve service effectiveness.