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Browsing ISM: Theses by Author "University of the Thai Chamber of Commerce. International College"
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- PublicationAttitude toward the Advertising and Subjective Norm on Purchase Intention: A Case of Television Advertising of Beauty and Personal Care Products in Bangkok(University of the Thai Chamber of Commerce, 2012)
; University of the Thai Chamber of Commerce. International CollegeThis study investigated the impact of attitude toward the television advertisingand subjective norm on purchase intention about the beauty and personal careproducts in Bangkok, Thailand. The conceptual model in this study was based on the Theory of Reasoned Action (TRA), which was added other factors that had significant relationships with attitude toward the advertising, subjective norm and purchase intention. The theory was used to analyze the advertising value effect on attitude toward the advertising. In addition, advertising value was affected by entertainment, informativeness and irritation. The source credibility effect on attitude toward the advertising. The objectives of this study are (1) to explore the entertainment, informativeness, and irritation as the important factors that influence the advertising value; (2) to identify the influence of advertising value on attitude toward the advertising; (3) to investigate the influence of advertising source credibility on attitude toward the advertising; (4) to explore the influence of attitude toward the advertising on purchase intention; (5) to explore the influence of subjective norm on purchase intention. There were seven hypotheses in this study, which were tested by questionnaire. All the hypotheses were accepted. The questionnaire was separated intotwo parts, which were personal data and research variables. The Collecting process implemented in Big C super market (branch Rachada and Ladprao) and Central (branch Rama 9 and Ladprao) of Bangkok city selected the 400 Thai respondents who are 15 to 54 years old and who viewed the television advertising of beauty and personal care products to fill the relevant survey questionnaire. Time frame was around one and half month from the end of December in 2012 to the Mid-February in 2013. The structural equation model (SEM) was used to investigate the relationships between the factors in this study. The findings of this study indicated that both the attitude toward the advertising and subjective norm were important factors affecting consumers' purchase intention. In addition, the results indicated that to improve theentertainment and informativeness of advertising, and reduce the irritation ofadvertising is a good way to enhance the advertising value, thus to enhance theattitude toward the advertising. In other hand, to manage the source credibility of advertising is a good way to enhance the attitude toward the advertising. This study also suggests ideas for further research in the related field.105 581 - PublicationConsumer’s Attitude Toward Mobile Advertising in Thailand(University of the Thai Chamber of Commerce, 2012)
; University of the Thai Chamber of Commerce. International CollegeThere has been a tremendous and rapid growth in the mobile telecommunicationindustry in the world, especially in Asia. This paved a new platform for many companies to do their sales promotions through short message system (SMS) via mobile device. SMS has been generally used in mobile advertising. This study employed theory of reasoned action (TRA), to investigate consumer behavior in mobile advertising. This study aims to investigate the behavioral intention to receive and read mobile advertisements, with attitude serving as the mediator. We also examine factors including entertainment, informativeness, irritation, credibility, permission, attitude to advertising in general, and personality. Data were collected from 400 mobile phone users in Bangkok, Thailand. Results show that personality of SMS advertisements has the strongest effect on attitude. Attitude is the major mediator between belief dimensions and behavioral intention.24 128 - PublicationDeterminants of Customer’s Complaint Intention of Nanning’s (China) Retail Store(University of the Thai Chamber of Commerce, 2012)
; University of the Thai Chamber of Commerce. International CollegeThe study aims to research determinants of customer’s complaint intention ofNanning’s (China) retail store. The main purpose of this study were to identify therelationship between the demographic, level of dissatisfaction, perceived possibility of success, attitude toward complaint with complaint intention.The customers who had previously shopping in Nanning’s retail store wasrepresented the sample of 450 respondents. The t-test , ANOVA and simple regression were used to analyzed the relationship .The finding showed that demographic has a significant relationship with complaint intention and level of dissatisfaction, perceived possibility of success and attitude toward complaint have positive relationship with complaint intention. As a whole, this research provide valuable suggestions to retail store and help them to address the key factors which influences customer complaint intention and establishing a perfect way to handle customer complaint. It also helps to improve retail store performances to meet customer needs, retain old customers, attract new customers and create more profit. And the useful data and informations in this research can also provide fellow researchers to explore customer complaint intention in other industry.11 135 - PublicationDevelopment of the Model of Foreign Student Loyalty Studying in Thailand(University of the Thai Chamber of Commerce, 2012)
; University of the Thai Chamber of Commerce. International CollegeThe objectives of this study are fourfold (1) to develop the model of foreignstudent loyalty studying in Thailand, (2) to study the effect of the foreign studentexpectation on foreign student satisfaction and university reputation, (3) to study the effect of the foreign student satisfaction on university reputation and foreign student loyalty, and (4) to study the effect of the university reputation on foreign student loyalty. The conceptual framework of this study is developed from Oliver, Churchill, Surprenanr and Ajzen concept. The model is analyzed empirically by using 406 questionnaires which are collected from foreign student loyalty who visit boutique hotels in Bangkok. Linear Structural Relationship (LISREL) statistics is used to test the model. Result of the study revealed that the vast majority of foreign student respondents were male, Chinese, age between 21-25 years who studied at ABAC, in business administration faculty, hold the bachelor’s degree and most of them are studying the first year. Most of them have agreed that service quality and accommodation are the most important factors among the five factors: service quality, teacher, technology, learning environment and university accommodation. And most of them have greed level about foreign student expectation, university, and foreign student loyalty. The outcome of the empirical study discovered that each construct has significant positive direct effect on foreign student loyalty apart from foreign student expectation. Moreover, university reputation is the most important significant direct effecton foreign student loyalty equivalent 0.64.The findings of this study indicate that foreign student intent to study andintroduce friends/ Acquaintance come to study in Thailand depends on the level of student satisfied in service quality, teacher, technology, learning environment and university accommodation, and how good the university reputation that the student perceive. Universities should improving standardize, learn the exact expectations of the student and manage those well, pay attention to reputation building in other countries to attract foreign students’ interesting and know the value of the university and try their best to satisfied the foreign student satisfied then loyalty.12 148 - PublicationEffect of IT Capabilities and Business-IT Strategic Alignment on Business Agility(University of the Thai Chamber of Commerce, 2012)
;Wirattanapornkul, SarojUniversity of the Thai Chamber of Commerce. International CollegeDue to the recent crisis market situation in many regions around the worlds, the firms must improve themselves to increase their business agilities to respond to unprecedented changes under the volatile business environment. The management teams in the firm need to find out the efficient way on how to utilize IT to improve the business agility. Their questions are to increase the IT capabilities or encourage the participations of IT and business managements to improve business-IT strategic alignment so as to increase the business agility of the firm. So, the purpose of this study is to identify the effect of IT capabilities and business-IT strategic alignment on business agility. This study referred to the knowledge based theory of the firm. It would give more understanding on how knowledge managements are related to the participation level between IT and business management is.Structural Equation Model (SEM) statistics technique was used to find out the answer of the objectives in this study. 432 employees answered the questionnaires and responded back. The goodness of fit statistics revealed the fit of the model. The chi-square value was 9.27 with the degree of freedom of 8 (p=0.31982). Goodness of Fit Index (GFI) was equal to 0.99 and Adjusted Goodness of Fit Index (AGFI) was equal to 0.98 which support the model was fit. While the error indexes, Root Mean Square Residual (RMR) and Root Mean Square Error of Approximation (RMSEA) were 0.0028 and 0.019 accordingly which were low and approached to zero.The result of SEM analysis exposed that IT’s participation on the business planning had the positive effect on business-IT strategic alignment (β = 0.52; t-value = 15.95; p = 0.001) and business’s participation on the IT planning had the positive effect on business-IT strategic alignment (β = 0.72; t-value = 15.95; p = 0.001). It also revealed that business-IT strategic alignment had the positive effect on the business agility (β = 0.60; t-value = 2.29; p = 0.05). Also, IT capabilities had the positive effect on the business agility (β = 0.25; t-value = 5.35; p = 0.001). However, the magnitude on the effect of business-IT strategic alignment on business agility (β = 0.60) was much more than the magnitude on the effect of IT capabilities on business agility (β = 0.25).The implication of the study revealed that how the management teams are able to utilize IT resources in order to increase the business agility. The management team can consider on IT capabilities to increase the business agility. However, they should take the consideration on how to increase the participation level of IT and business managements as the priority. This would improve IT-business strategic alignment which would positively effect to the business agility.23 209 - PublicationFactors Affecting Behavioral Intention to Buy Tablet(University of the Thai Chamber of Commerce, 2012)
;Khumrat, SupawadeeUniversity of the Thai Chamber of Commerce. International CollegeThe objectives of the research are: (1) to explore the demographic factors such as gender, age, income, education and occupation which have effect on behavioral intention to buy tablet. (2) to define the factors that associate with consumer characteristics such as brand loyalty and consumer familiarity with technology, which effect on behavioral intention to buy tablet. (3) to study the subjective norms and perceived behavioral control ,which effect onbehavioral intention to buy tablet by applying the Theory of Planned Behavior (TPB). (4) to study the perceived usefulness and perceived ease of use which effect on behavioral intention to buy tablet by applying the Theory of Technology Acceptance Model (TAM). The questionnaires were designed and sent to respondents who lived in Bangkok and surrounding areas. The total sample size in this study is consisted of respondents who live in Bangkok and surrounding areas. The 400 qualified questionnaires are use for analysis. The research used descriptive statistics to describe the different demographic factors of therespondent by frequency distribution such as percentage, mean and standard deviation and analyzed the data by ANOVA method-test-test and Regression analyzes to examine our findings.For demographic factors this study found most respondents were males, aged between 26-35 years old, have the education level of bachelor’s degree, private company officer for occupation and 10,001-20,000 baht for income per month. The result of this research shows that demographic factor have effect on behavioral intention to buy tablet. Moreover the other factors such as brand loyalty, familiarity with the technology, subjective norm, perceived behavioral control, perceived ease of use and perceived usefulness have a positive effects on behavioral intention to buy tablet. Because the result from this research showed only internal factors of consumer that have effect on behavioral intention to buy tablet, so the future research should investigate other factors such as marketing mix of tablet product may have effect on buying intention and shouldcover different sample such as people from other provinces or in addition future study in Thailand.59 447 - PublicationFactors Affecting Financial Performance of Agricultural Firms Listed on Shanghai Stock Exchange(University of the Thai Chamber of Commerce, 2012)
; University of the Thai Chamber of Commerce. International CollegeThe research aims to examine the effect of liquidity, asset utilization, leverage,economic prosperity and agricultural products price index on financial performance of agricultural firms listed on Shanghai Stock Exchange (SSE) from 2006 until 2010. Due to the non-stationary series data and multicolliearity problem that may result in a spurious regressions, the Unit-Root test was used to check the stationary qualification and Multicollinearity test was used to check the multicollinearity problem before the regression results. The research found that the factors that effect on financial performance of agricultural firms listed on SSE are asset utilization, leverage and agricultural products price index.31 537 - PublicationFactors Affecting Purchase Intention of Electric Cooking Appliance in Thailand(University of the Thai Chamber of Commerce, 2012)
; University of the Thai Chamber of Commerce. International CollegeThe main objectives of this study is to analyze the determinants as demographic, perceived behavior control, subjective norm and attitudes of Bangkok and Chiang Mai consumer’s purchase intention on the electric cooking appliance, and to analyze the determinants as brand image, country of origin and beliefs in product attribute on their attitude. The data of study was collected from the questionnaire distribution from Bangkok and Chiang Mai. The data was analyzed by using ANOWA, T-Test, factor analysis and multiple regression. The study found that the demographic, perceived behavior control, subjective norm and attitudes have significant effect on purchase intention in Thailand, and brand image, country of origin and beliefs in product attribute have significant effect on attitude.75 245 - PublicationFactors and Customers Satisfaction of Budget Hotel Customers in China(University of the Thai Chamber of Commerce, 2012)
;Yu, YangUniversity of the Thai Chamber of Commerce. International CollegeThe purpose of this research was to study the customer perception towardmarketing mix (7P’s), customer satisfaction and customer loyalty of budget hotel in China. The researcher distributed 450 questionnaires during the month of September to October to the customers who stayed at budget hotel in China. There were 400 questionnaires completed and usable. Collected data from questionnaires processed by computer program in terms of frequency, mean, standard deviation and regression. Results showed that customer perception toward product/service and promotion had a positive impact on custom satisfaction, and customer satisfaction had a positive impact on customer loyalty. The budget hotel operators can use the result to determine their target market, make a good marketing mix plan to make the customer satisfaction andloyalty.129 777 - PublicationFactors Influencing Employee Turnover Intention: The Case of Retail Industry in Bangkok, Thailand(University of the Thai Chamber of Commerce, 2012)
;Wu, XiangpingUniversity of the Thai Chamber of Commerce. International CollegeAt present retail industry in Thailand is one of the important components. TheGDP worth approximately 1.4 trillion Baht, among them, modern trade 40% andtraditional trade 60%. Thus, traditional trade is one of important parts of economic growth. The traditional trade operators consist of family stores and local street store. Normally the size of the store is small but they are being mostly operated by local family owners (Thailand Retail Industry report, 2011). The retail market was expected to grow at least 3-5% in the year 2011and provided a large number of jobs (Thailand Retail Industry report, 2011). However, in recent years, employee turnover was a major concern for many organizations today. Employee turnover rate has been continued to grow in Bangkok, Thailand. High employee turnover can have a devastating effect on a company. The employee turnover rate in Thailand was more than a 10% for several years (Bangkok Retail Market Report, 2010). It was making the managers are anxious, because the high turnover rate was not only increase thecompany's operating costs but also reduce the competitiveness of a company in the peer. However, for employees, leave from the present company was not absolute bring the benefits for them. Sometimes it is helpless of voluntary turnover. Thus, employee turnover would bring the great loss to both company and employee. The purpose of this study was to investigate the factors influencing employee turnover intention. Based on the related research, the research variables were job characteristic, job satisfaction and organizational commitment on employee turnover intention. The quantitative research methods were used and the data collected by using questionnaire to respondents. The statistical program was use to analyses demographic factor. The findings indicated that job characteristic has direct effect to job satisfaction and organizational commitment, and there had both direct and indirecteffect to employee turnover intention. The outcome of this study assisted themanagers more deeply understand the factors influencing employee turnoverintention, thus lead to more attention of the management on employee turnover.However, the results of this study also confirmed that job characteristic, jobsatisfaction and organizational can affect employee turnover intention in different degree. Therefore, managers should pay more attention on employee’s job satisfaction and organizational commitment to improve them and reduce employee turnover intention. Ensure the low cost and high competitiveness of organization.170 705 - PublicationIdiosyncratic Risk and Asset Returns(University of the Thai Chamber of Commerce, 2012)
;Srisuksai, PithakUniversity of the Thai Chamber of Commerce. International CollegeThis study shows the relationship between idiosyncratic risk and expectedreturns on stock regarding theoretical and empirical results. By introducingidiosyncratic stochastic productivity level in production function of heterogenousfirms, the dynamic stochastic general equilibrium is derived to come up with a new asset pricing model. Given any state s, the main finding states that expected stock returns depends on the rate of time preference, depreciation rate, capital share, expected idiosyncratic productivity level at time t+1, the percentage deviation of capital from steady state at time t+1, and the percentage deviation of labor from steady state at time t+1. In fact, expected idiosyncratic productivity level, expected capital, and expected labor are the determinant factors that affect on expected stock returns. Eventually, expected idiosyncratic stochastic productivity level is positively related to expected stock returns similar to expected labor. In contrast, expected capital has a negative effect on expected stock returns. The empirical evidence also demonstrates the findings that time-varying expected idiosyncratic volatility has a significant and positive effect on expected stock returns for individual stocks as well as stock sectors. The positive relation remains after controlling for liquidity variables. The another finding is that time-varying expected market volatility has a significant effect on expected stock returns for both individual stocks and stock sectors, which is consistent with the traditional capital asset pricing model. Although the models control for liquidity variables, the significantly positive relation still exists. In addition, expected idiosyncratic volatility plays a more important role than expected market volatility in determining expected stock returns in the case of individual stocks in SET50 index. In contrast, the coefficients of expected market volatility are larger than those of expected idiosyncratic volatility in the case of individual stocks in SET and stock sectors. In addition, the results imply that expected idiosyncratic volatility conditional on information set at time t-1 estimated by the EGARCH (1, 1) model and expected market volatility conditional on information set at time t-1 estimated by the GARCH (2, 2) model are the appropriate proxies for market and idiosyncratic volatility. It is because such volatilities have not constant variance. In particular, stock value and turnover ratio have significantly positive effects on expected stock returns for individual stocks. In contrast, relative bid-ask spread is negatively related to expected stock returns for individual stocks in SET50 and SET. It implies that the higher the relative bid-ask spread is, the lower the expected stock return to investors. However, illiquidity ratio does not provide any clear evidence for empirical relation. That is, it has a positive effect for individual stocks in SET index, and a negative effect for individual stocks in SET50 index. Yet, such variable has no significant effect in case of stock sectors. Similarly, value of stock sector and turnover ratio of stock sector have significantly positive effects on expected stock returns. It implies that investors are able to earn the liquidity premium by investing in a frictionless stock market.19 94 - PublicationMeasures a Relationship between a Service Quality Customer Satisfaction and Customer Loyalty of Fast Food Outlet of Pingo Outlet, South Africa(University of the Thai Chamber of Commerce, 2012)
;Vongkamphu, YositaUniversity of the Thai Chamber of Commerce. International CollegeThe objectives of this research is “ Measures a Relationship between a ServiceQuality Customer Satisfaction and Customer Loyalty of Fast Food Outlet of PingoOutlet, South Africa” are to: (1) To study the important demographic factor hasrelationship with customers’ satisfaction in the services of Pingo Outlet, South Africa. (2) To study the customers’ expectation and perception in service quality of Pingo Outlet, South Africa (3) To explore the significant relationship between customers’ satisfaction in service quality and customer loyalty of Pingo Outlet, South Africa. The conceptual framework which has adopted by using SERVQUALmodel from Parasuraman, Berry, Zeithaml (1988,1991,1994) and from Ishak Ismail et al.,(2006). Studied the Gap (5) customer expected service quality and perceived service performance with five service dimensions of SERVQUAL such as reliability, responsiveness, assurance, empathy and tangibles. Used the original SERVQUAL instrument consists of two sets of 22 items, in this research will be applied to 17 items which is suitable into the study. The hypotheses are based on the theories discussed in related research articles. The variables are based on literature review and divided as independent variable including demographic factors, customer expectation, customer perception in service quality. Dependent variables are customer satisfaction and customer loyalty. The sample of this research was 400 respondents were the customers who consumed at Pingo Outlet, Spring Branch at least one. The sample size of the studyused the formula of Yamane Sample Size (1973). This study used self-administered questionnaire and interviews as research instruments. Statistical tools are frequency, percentage, mean, standard deviation, Independent sample t-test, Oneway- ANOVA f-test, Paired-sample t-test. Multi Linear Regression and determined the significant level at 0.05. The result of analysis found that the majority of respondents were females age 21-30 years old, matric level and income less then R 5,000 and found that the most important demographic factor was in terms of education effected on customers’ satisfaction in the services of Pingo Outlet. Moreover, The result of this research showed that Reliability dimension was the most important factor of five dimensions of service quality lead to customer loyalty. While, Assurance dimension was found thatcustomers perceived service quality as dissatisfied. Therefore, Pingo Outlet should be improved service quality in terms of assurance and should use marketing activities, especially “ Promotion” to attract more education group must make sure that the delivered quality services are reliable at all times for instance Pingo’s manager Outlet and staff must make sure an attempt to solve the problem promptly at the point of services, Pingo ‘s service time 9:00 a.m. - 10:00 p.m. must be on time and constantly and must make sure staff serve foods accurately as customer ordered all times.53 247 - PublicationPerception of Organizational Politics and Influence of Job Attitude on Organizational Commitment(University of the Thai Chamber of Commerce, 2012)
; University of the Thai Chamber of Commerce. International CollegeWith regards to there are so many organizations or companies which rapidly grow up and operate their business a very competitive environmentworldwide. Employees are so significant assets to the organizational. Theproductivity, efficiency and successfully performance of most organizations orcompanies are occurred by employees. Nowadays, organizations or companies have faced problems on employee's intention to leave and quit their job. In the same time, organizations or companies are confront with the uncertainty of costs and benefits such as hiring of personal replacement, training for new-hiring, administration cost, other reorganisation adjustment and etc. Human resources management is the main significant force of each organization or company's growth. The strategy to increase the productivity cost and to reduce in the employee's intention of quit is their opportunity. There are many organizations and companies in Pathumthani that rapidly grow, so the issue of employees' intention of quit is most important factors to be realized. The purpose of this research is to study the influence on job attitude and perception of organizational politics which are main and on significant to the employee's attachment to their organization or company. The attachment of employees to organization or company means that employees will do their job as much as they are capable and knowledgeable. Organizational commitment is so important to the organization or company; it is becomes an important issue in the world of business competitive environment. Commitment in organization is play theimportant role related to the rate of employees' intention to stay in the organisation. As the key factor related to the higher level of employees are performed as much as their knowledge. The research design is quantitative. This research is based on employees who are working in area of Pathumthani province only. The data in this research was from questionnaires responses and analyzed the influence on job attitude and perception of organizational politics by using statistical analysis method. The research papers draw the conclusion of result on the influence on job attitude and perception of organizational politics to organizational commitment which was focused on employees only. With these conclusions, this research can construct the influence on job attitude and perception of organization politics to organizational commitment.12 123 - PublicationThe Antecedence and Consequence of Employee’s Work-family Conflict in Thailand(University of the Thai Chamber of Commerce, 2012)
; University of the Thai Chamber of Commerce. International CollegeThe main purpose of this study were threefold (1) to specify the level of agreement between work/family related demand and work-family conflict, work-family conflict and job-family satisfaction(2) to identify the effect between work/family related demand and work-family conflict, work-family conflict and job/family satisfaction (3) find work-family conflict mediate work/family related demand and job/family satisfaction, Data were collected from a sample of 415 employees in service and industry companies. LISREL 8.72(student edition) was used to analyzed the model. The findings showed both of work related demand and family related demand have positive effect on work-family conflict, moreover, the work-family conflict had the negative effect on job satisfaction and family satisfaction.12 108 - PublicationThe Effect of Commitment, Trust, Competence, Communication, Conflict Handling on Relationship Quality, Customer Satisfaction, Customer Loyalty(University of the Thai Chamber of Commerce, 2012)
;Senasu, PhurituchUniversity of the Thai Chamber of Commerce. International CollegeNowadays the economic is growing very fast and the vehicle industry is thenumber one of industry in Thailand. The number of purchasing car in Thailand isincrease very fast and this year the government have policy that support for citizen who want to buy a new car for first time. The problem is when the customer bought the car already, which strategy that can make the customer come back to use the aftersales service because nowadays have many competitors such as aftersales service for other brand, garage etc., because Arthur D. Little (2008) and Prof.dr. H.G. Schmidt (2011) founded the after-sales service cam make more profit in many businesses. The issue is how to get the customer come back to aftersales service and increase the number ofcustomer loyalty. The purpose of this study is to identify the effect of commitment, trust, competence, communication, conflict handling on relationship quality, customer satisfaction and customer loyalty. Structural Equation Model (SEM) statistics technique was used to f ind out theanswer of the objectives in this study. 433 customers answered the questionnaires. The goodness of fit statistics revealed the fit of the model. The chi-square value was 1.94 with the degree of freedom (p=0.3785). Goodness of Fit Index (GFI) was equal to 0.99, Adjusted Goodness of Fit Index (AGFI) was equal to 0.98 and Root Mean Square Residual (RMR) was 0.0016 which support to this model. The result of SEM analysis demonstrates that the customer loyalty have 2 main variable that have effect to; customer satisfaction and relation quality. The result found customer satisfaction have positive effect to customer loyalty at 0.67 and relationship quality have positive effect to customer loyalty at 0.33. The variable that measure the customer satisfaction have competence, communication and conflict handling. This research founded competence have positive effect to customer satisfaction at 0.47, communication have positive effect to customer satisfaction at 0.24 and conflict handling have positive effect to customer satisfaction at 0.20. Relationship quality have 2 variables to measure are commitment and trust. This research founded that commitment have positive effect to relationship quality at 0.57 and trust have positive effect to relationship quality at 0.39. The implication of this study exposes that the effect that have the higher weight to customer loyalty and how to increase the number of customer loyalty. They should concentrate on the staff that comes to serve the customer first. Refer the result they should know what the customer need when they come the aftersales service and the customer satisfaction is the most important to customer loyalty, if they need to increase the satisfy of customer they should be focus on competence of staff and following with good communication and conflict handling skill. The training become the most important that aftersales service cannot be neglect.70 266 - PublicationThe Effect of Organizational Culture and Organizational Justice on Employee Satisfaction and Organizational Commitment in Bangkok, Thailand(University of the Thai Chamber of Commerce, 2012)
;Zhang, YushengUniversity of the Thai Chamber of Commerce. International CollegeThe purpose of the study was to examine the effect of organizational cultureand organizational justice on employee satisfaction and organizational commitment. Employees whose aged equal and more than 25 years old and worked in the general organizations in Bangkok, Thailand were respondents. There were 406 qualified questionnaires were used in this analysis. SEM (Structure Equation Model) was used to examine the hypothesis. The finding indicated both organizational culture and organizational justice had direct positive effect on employee satisfaction and organizational commitment.This research provided effective resources (organizational culture andorganizational justice) for the companies to improve the employee satisfaction, and make employees more willing to remain and build their career within the organization. In addition, the information in this research could be useful for the future studies to explore the organizational culture and organizational justice effect on the employee satisfaction and employee commitment in other Asian countries.23 179 - PublicationThe Effect of Satisfaction, Website Quality, Financial Security, Trust, and Attitude on Online Re-purchase(University of the Thai Chamber of Commerce, 2012)
;Tangcharoensutichai, PathompongUniversity of the Thai Chamber of Commerce. International CollegeInternet has fundamentally changed the way of businesses, consumerscommunication, interact and consumer transactions in worldwide. Vendors also must face reality of the complex behavior of consumers and should consider using data and information in the online market. The objective of this research is to examine a conceptual model for analyzing customers’ perceptions of online re-purchase intention. This research identified factors influence online re-purchase intention, paying the special attention to the satisfaction with online purchase, website quality, financial security, trust, and attitude toward online purchase. This study aims to develop and validation of online re-purchase intention model. The survey was done via online channel, respondents of this survey are the internet users who have experiences on online shopping. The structural equation model (SEM) was used to measure the study throughby the LISREL 8.8 program (student version). Using questionnaire survey to collected the data. The respondents of this study were total 437 respondents, 245 were female and 192 were male. The results show that attitude toward online purchase is a major factor influence customer’s intentions to become online re-purchaser. The research model was analyzed by using the structural equation model. The result of the analysis revealed that the research model was a good fit. Base upon the threshold of the goodness-of-fit measure, the result indicated that the model was a good fit with chi-square (χ2) = 12.27 and degree of freedom (df) of 19 (p = 0.88); goodness of fit index (GFI) = 0.99; root mean square residual (RMR) = 0.0052; Standardized RMR (RMSR) = 0.0063; and root mean square error of approximation (RMSEA) = 0.00. All results of goodness of fit statistic measure have found in line with the acceptable level. In the same direction with the incremental fit measurements as AGFI, NNFI, NFI, andCFI have the value greater than 0.95. For the result above indicated that theincremental fit and parsimonious fit measure the model was a good fit.Online vendors need to adopt a customer-oriented strategy, and establish aservice-oriented mechanism for transaction processes that provide satisfactoryresolution of customer-related problems. Online vendors showing responsiveness via E-mail management system, telephone and online representatives (Lives chat), providing numerous methods for customers to contact the online vendor to get assistance is necessary to improving the quality of the online vendor’s service operation, which could prevent or minimize customers’ dissatisfaction. To respond customers’ needs, providing customers with personalized information like preferred products or services and the status of orders, and facilitating two-way communication with customers are the effective tactics. For online customers, it is the right way for a virtual service provider to express friendship or careful attention and it really has socialmeaning, which may ensure customer satisfaction and lead to increase customerre-purchase intention. In addition, attitude toward online purchase strongly significant in this model the finding of the research provides a method of implementation for the attitude toward online purchase, making consumer have trust and make them feel usefulness and ease of used while making purchase can directly increase the attitude towards online purchase intention, which has strong relationship with re-purchase intention. The efficiently demonstrate that ease of used of the website positively affect attitude of consumers towards online shopping and increased online re-purchase intentions. Perceived usefulness make customer feel usefulness of visiting the website which had affect and drive positive attitude that lead to online re-purchase intention. This meansthat more positive attitude towards on online purchase lead to higher online re-purchase intention rate. Therefore, online vendor should try to increase the positive attitude of the consumers in order to increase their re-purchase intention, which lead to increase sales of products or services via internet or specifically website. The user-friendly online store also facilitates consumers and purchase intentions.17 134 - PublicationThe Factors Affecting Customer Satisfaction and Behavioral Intentions in Using Mobile Telecommunications Service in Bangkok, Thailand(University of the Thai Chamber of Commerce, 2012)
; University of the Thai Chamber of Commerce. International CollegeNowadays customers have to face the situation how to choose the best mobiletelecommunications service which is provided by many mobile telecommunications service companies. In addition, the mobile telecommunications service companies also face the situation that to meet the customer satisfaction in order to increase the market share. Managers of telecom companies, therefore, should be conscious of the factors affecting customer satisfaction and behavioral intentions in building these strong relationships.There are few related studies on the factors affecting customer satisfaction andtheir influence on customers’ future behavioral intentions in the Thai mobiletelecommunications industry. Therefore, this study seeks to explore which factors affect customer satisfaction in using mobile telecommunications. Furthermore, the research aims to investigate the relationship between customer satisfaction and behavioral intentions in mobile telecommunications service.This study was based on the customer’s perspectives and their experiences withmobile telecommunications service in Bangkok, Thailand. Questionnaire as datacollection tool was used in the conduction of this study. The findings indicated the perceived value; some elements of service quality and marketing mix play the key role in customer satisfaction. Especially, tangible, reliability and assurance of service quality are significant to customer satisfaction. Regarding to the marketing mix, only product, process, and physical evidence are significant to customer satisfaction in mobile telecommunications service in Bangkok, Thailand. In addition to this, the findings also indicated that customer satisfaction plays a key role in determining customer behavioral intentions.71 737 - PublicationThe Factors Affecting Trade Balance in Vietnam(University of the Thai Chamber of Commerce, 2012)
;Tran, Minh Uyen ThiUniversity of the Thai Chamber of Commerce. International CollegeCurrently, the world trade was decreasing very strongly and must face with theinfluence of financial crisis, civil conflict and natural disasters. In that context, AEC became more attractive with the foreign investors. But, this area was face with the impact of natural disasters and then had significant impact on trade. So, there are many countries in this area must facing with the trade deficits for a long time especially in the poor countries and developing countries. Vietnam is one of country must facing with the trade deficits problems for a long time. In 2011, Vietnam’s exports value were estimated at $96.2 billion, rising 33% and imports value were at $105.7 billion, rising 24.7% compare with last year. There were trade deficits in Vietnam in 2011 but it hit the lowest level within the last 5 years. Namely, it was $9.5 billion, falling 23% compare with last year. Political unstable is one of the reason that limit the foreign investors, facing with a lot of natural disasters problems, there are a lot of multinational corporations in industry and then impact on trade in Vietnam. The main objectives of this study are examined about the factors impact on trade balance in Vietnam including oil price, foreign direct investment (FDI), government spending, domestic price, manufacturing growth rate and agricultural growth rate by using the monthly data during the period 2002 – 2011. The expected benefit of the study areunderstand the factors that affect trade balance in Vietnam for the relevant parties to improve Vietnam competiveness; And useful for the policy makers to adjust the policies appropriately with the economy’s situation in Vietnam. This study used regression with logarithmic form to determine the impact of six factors on trade balance in Vietnam. And statistical program used to analyze the data. The regression result showed that there is only domestic price variable impact on trade balance in Vietnam. Domestic price had negative impact on trade balance in Vietnam. The other factors include oil price, foreign direct investment, government spending, manufacturing growth rate and agricultural growth rate had no impact on trade balance in Vietnam. According to the result, there are some recommendations to solve the trade deficits problem in Vietnam. Namely, nowadays Vietnam must import 70% oil and gas in the outside. The government should have the policy to control the demand of oil in the domestic by using the other energies instead improve the operation of producing oil in the domestic. Besides that, the government should keep the policies stable to attractive more investors and should have policies to support export such as investment incentive, taxes incentive. The mainly limitations of this study are including: there might be some missing factors that this study didn’texamined, further research should be adding more; The study used 110 observations, further research should be adding more observations for the analysis; In this study just examine only factors impact on trade balance, it will be beneficial to explain factors impact trade balance if examine the impact of the same set of factors on export and import. Further research should be use export and import as the dependent variables as well.64 242 - PublicationThe Factors Effect of Transformational and Transactional Leadership and Organizational Commitment on The Employee’s Job Satisfaction and Job Performance(University of the Thai Chamber of Commerce, 2012)
;Zhou, MengUniversity of the Thai Chamber of Commerce. International CollegeThis research focused on the factors effect of transformational and transactionalleadership and organizational commitment on the employee’s job satisfaction and job performance. Data were collected through a questionnaire from 400 employees in Bangkok. The 400 questionnaires were sent back to researcher. In this study, multiple regression was used to analyze the data. Results showed that transformational and transactional leadership had direct relationship with the employee’s job satisfaction and job performance, and the organizational commitment also had the positive effect on the employee’s job satisfaction and job performance. The main implication of this study, the leaders should use appropriate policies and innovative managing methods to increases employee’s job satisfaction and job performance by uses of the limited resources.20 97