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ISM: Independent Studies

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https://hdl.handle.net/20.500.14437/8765

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A study of the effect of incentive mechanisms on employee job satisfaction : a case study of A hotel in China
(University of the Thai Chamber of Commerce (UTCC), 2024)
Gangqiang, An
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Saengdow Prasittisuk
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International Business
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University of the Thai Chamber of Commerce. International Business
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University of the Thai Chamber of Commerce. International School of Management
The purpose of this study is to discuss the study of the impact of incentives on employee job satisfaction, this study adopts a quantitative approach by using an improved questionnaire to survey all the staff of Hotel A, a total of 250 people, and 204 valid questionnaires were returned. The results of the study show that salary factor, promotion factor, staff participation factor, training factor, and work environment factor have a significant effect on employee job satisfaction. This study helps to better understand the impact of incentives on employee job satisfaction and to identify the key dimensions that affect employee job satisfaction in Hotel A. This will guide the HR department of Hotel A to better improve its strategies for employees.
58 600
A study on factors influencing SMEs in Yangon intention to adopt social media marketing
(University of the Thai Chamber of Commerce (UTCC), 2024)
Thwet Kay Khaing
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International Business
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University of the Thai Chamber of Commerce. International Business
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University of the Thai Chamber of Commerce. International School of Management
Social media marketing (SMM) is a powerful tool for small and medium-sized enterprises (SMEs) to promote their brand, engage with audiences, and drive website traffic. Therefore, this study is focus on the Factors Influencing SMEs in Yangon Intention to Adopt Social Media Marketing. The purpose of this study is to analyze the technological readiness, organizational structure, and external environmental influences that impact SMEs' decisions to embrace social media marketing and to measure and analyze social media performance to ensure that SMEs can continuously improve their marketing efforts in order to empower SMEs to maximize the benefits of social media marketing and achieve sustainable growth. TOE research method has been used and the sample size for this study was determined using Yamane's formula, requiring 380 responses from a total population of 7,608 SMEs in Yangon. 235 SMEs did, however, provide responses because of time limitations. A quantitative method was utilized to collect the data, ensuring a systematic and structured approach. The findings indicate a strong positive relationship between environmental factors and the intention to adopt social media marketing, as well as between organizational factors and the intention to adopt social media marketing. In contrast, there is no significant relationship between technological factors and the intention to adopt social media marketing. In order to improve the intention to adopt social media for SME’s owners in currently and in the future, top management of enterprise should support and take part in social media projects directly. Their support can enable the clear priorities and the allocation of required resources. And they should provide staff members current social media trends, tools, and best practices continuously. This helps them to become more confident in handling social media accounts and improve their abilities. The enterprise should review competitors' social media operations often to learn about their performance and approach. Point up their areas of strength and weakness. They should ensure that the company is actively present on social media so consumers may communicate, ask questions, and offer comments.
784 96
A study on the service quality and its impact on customer satisfaction : a case of HaiDiLao Hotpot in Bangkok
(University of the Thai Chamber of Commerce, 2023)
Su, Jian Xiang.
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University of the Thai Chamber of Commerce. International Business.
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University of the Thai Chamber of Commerce. International School of Management.
This study examines the impact of service quality on customer satisfaction at HaiDiLao Hotpot in Bangkok. Service quality is an essential factor influencing customer satisfaction and loyalty, particularly in the highly competitive restaurant industry. Employing a quantitative research approach, we distributed questionnaires to customers at HaiDiLao Hotpot, focusing on various dimensions of service quality, including responsiveness, assurance, tangibles, empathy, and reliability. The collected data were analyzed using statistical techniques to establish the correlation and impact between service quality parameters and customer satisfaction. The findings revealed a significant positive relationship between service quality and customer satisfaction, with all service quality dimensions having a critical influence on satisfaction levels. The study underscores the importance of maintaining high service quality to enhance customer satisfaction and loyalty. It provides practical insights for the management of HaiDiLao Hotpot, suggesting that continuous service quality improvement should be a core part of the restaurant's strategy. The findings can also be useful for other restaurants operating in similar environments. Further research is recommended to explore other potential factors influencing customer satisfaction and to validate these findings in different restaurant settings.
711 2920
An empirical study on e-service quality influencing customer satisfaction among foreign users of Lazada in Thailand
(University of the Thai Chamber of Commerce, 2023)
Tun Tun Oo.
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University of the Thai Chamber of Commerce. International Business Management.
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University of the Thai Chamber of Commerce. International School of Management.
This independent study is to investigate the influence of service quality dimensions on customer satisfaction among foreign users of Lazada in Thailand. In this study, quantitative method was used, and the questionnaire was designed by using the modified ESERVQUAL model. A total of 161 respondents participated in this research, however only 153 respondents’ data were included in the research because eight respondent’s data were screened out from the survey. The result of the study suggests that e-service quality dimensions, such as efficiency (sig at 0.00), availability (sig at 0.01), fulfillment/reliability (sig at 0.01), responsiveness (sig at 0.00), and compensation (sig at 0.00), play important roles in influencing customer satisfaction among foreign users of Lazada. The finding of this study contributes to a better understand of e-service quality dimensions influencing on customer satisfaction and identify the key dimensions which have significant impacts on customer satisfaction of LAZADA, to develop better strategic planning for the organization.
403 2030
Cultural impacts on intention to use of Food Panda of international students in Bangkok
(University of the Thai Chamber of Commerce (UTCC), 2024)
Aung Chan Mya
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Li, Li
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International Business
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University of the Thai Chamber of Commerce. International Business
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University of the Thai Chamber of Commerce. International School of Management
This research investigates the cultural factors influencing the intention to use the Food panda application among international students in Bangkok. A survey of international students reveals diverse age and gender distributions, with a significant portion reporting lower income levels. Reliability tests indicate high internal consistency for the cultural dimensions of Uncertainty Avoidance (UA), Individualism (ID), and Long-term Orientation (LO). Exploratory Factor Analysis (EFA) confirms the validity of these constructs, and correlation analysis shows strong positive relationships between these cultural dimensions and the intention to use Food panda. The study concludes that cultural factors significantly impact user intention, providing insights into how Food panda can tailor its services to better meet the needs of international students. Recommendations are offered for targeted marketing strategies, gender-specific initiatives, income-based pricing, and personalized features to enhance user engagement and satisfaction, thereby strengthening Foodpanda's market presence in Bangkok.
835 65
Examining the impact of workplace diversity on organizational performance in international schools in Sathorn (Bangkok)
(University of the Thai Chamber of Commerce, 2023)
Daniel, Mahima
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University of the Thai Chamber of Commerce. International Business.
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University of the Thai Chamber of Commerce. International School of Management.
The current study explored the possible effect of workplace diversity on employees’ performance in International schools in Sathorn. The purpose of this study is to assess the effects of workplace diversity on the performance of employees. The sample of study comprised of 134 International staff working in 5 international schools of Sathorn area in Bangkok. Stratified random sampling scheme was applied to select the participants. Data was collected through questionnaire. Descriptive statistics and Inferential statistics were applied to extract the results. The results revealed that cultural diversity, cognitive diversity and functional diversity have positive relationship on the performance of the employees.
96 781
Exploring employee loyalty in a Chinese cemented carbide company's Thai subsidiary : impact of work environment, compensation & benefits, and leadership style
(University of the Thai Chamber of Commerce (UTCC), 2024)
Wu, Liang
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Li, Li
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International Business
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University of the Thai Chamber of Commerce. International Business
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University of the Thai Chamber of Commerce. International School of Management
As the Sino-US trade war gradually intensifies, more and more Chinese companies are investing and producing in Thailand. As one of the largest economies in Southeast Asia, Thailand has a unique geographical location and a superior investment environment. However, in the process of landing in Thailand, Chinese companies must also face management challenges due to the significant differences between China and Thailand in culture and market. Therefore, many subsidiaries of Chinese manufacturing companies in Thailand face problems of low employee loyalty and high turnover. For Thai subsidiaries of Chinese multinational companies, cultivating localized talents is more important for improving the company's competitiveness and sustainable development. Therefore, it is crucial to understand the factors that affect the loyalty of local employees. This study will focus on a subsidiary of a Chinese cemented carbide company in the WHA Industrial Park in Chonburi, Thailand, and analyze the impact of three factors, namely work environment, salary and benefits, and leadership style, on employee loyalty. The current case company has 178 employees, mainly produces cemented carbide products, has many machines and equipment, and multiple cemented carbide production lines. This paper is based on the research results of predecessors and related theoretical foundations and takes the case company as the research object. This study determined the meaning and content of each variable in the study through a large number of literatures references and determined the content and method of the questionnaire. This study conducted a questionnaire survey on all employees of the case company, and finally collected 161 valid questionnaires. Through regression analysis of the questionnaire data, it was determined that the work environment and leadership style of the case company had a positive impact on employee loyalty, and salary and benefits had no significant impact on employee loyalty. Based on the survey analysis results and references, this study provides improvement directions for how the case company can improve its work environment and leadership style to help the case company improve employee loyalty.
62 740
Exploring the link of service quality, customer satisfaction and customer loyalty for Mandalay Food House
(University of the Thai Chamber of Commerce, 2023)
Win Pa Pa Lwin
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University of the Thai Chamber of Commerce. International Business.
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University of the Thai Chamber of Commerce. International School of Management.
In the intense competition of food service providers industry in Bangkok, Myanmar restaurants industry is significantly increasing with the same level of raising population of Myanmar people in Thailand. Among the Myanmar restaurants, Mandalay Food House will be focused in this research because this restaurant is famous and wellknown place with cultural influences, can access easily to get there, and have a wide variety of Myanmar cuisine. Globally, a lot of customers are facing the choice of which restaurants to enjoy their time, to have a good mood and to try the taste of cuisine. Restaurant owners are finding a way to improve their business sustainability among the market industry with focusing on service quality, customer satisfaction and customer loyalty because business cannot survive in the food service industry by satisfying the customers anymore. Restaurant owners and managers can enhance the existing strategies by using the study’s results and the insights to attract new customers and retain the customers because the impact of the quality of service, customer satisfaction and customer loyalty are the most important factors for every organization. The purpose of this research is to give recommendations to improve, and maintain the factors and to explore the relationship between service quality, customer satisfaction and customer loyalty. To evaluate the quality of service, the SERVQUAL method was used, which consists of five factors (Tangible, Reliability, Responsiveness, Assurance, Empathy). The questionnaires with two languages (Burmese and English) were distributed through social media platform via Facebook to access easily for Myanmar residence and the data were collected through an online survey and analyzed by using Excel spreadsheet. Cronbach’s alpha method was used to test the reliability and validity of the questionnaires. The study was used correlation coefficient analysis to explore the hypothesis relationships. Business background, statement of the problem, objectives, benefits, scope of the study and expected benefits were included in the part of Chapter 1. In Chapter 2, theory and related research will review based on the iterature view and research hypothesis and conceptual framework are also included. Chapter 3 will point out research design and ools, data collection and analysis. Chapter 4 will explain about the results and Chapter 5 will conclude and discuss the research and limitations and implications of the research.
574 2690
Factors affecting Chinese tourists' intention to revisit Thailand
(University of the Thai Chamber of Commerce, 2023)
Chen, Kui Guang
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University of the Thai Chamber of Commerce. International Business.
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University of the Thai Chamber of Commerce. International School of Management.
This study investigates the determinants of Chinese tourists' intention to revisit Thailand, focusing on the roles of Perceived behavioral Control, Attitudes, and Subjective Norms. Data was collected from 305 respondents predominantly comprising females aged 25-34, analyzed using a regression model. The study discovered Perceived Behavioral Control to be the most substantial factor affecting revisit intentions, followed by Attitudes and Subjective Norms. The demographic characteristics and income levels of respondents also appeared to influence revisit intentions. The regression model successfully explained 83.4% of the variance in revisit intentions, bolstered by a high Cronbach's Alpha of 0.967 indicating the reliability of the survey measures. These findings hold significant implications for the tourism strategies of the Tourism Authority of Thailand and underline the importance of enhancing the perceived behavioral control, attitudes, and the impact of subjective norms among tourists. However, the study is limited by its demographic scope, crosssectional design, reliance on self-reported data, and focus on a limited set of variables. Future research is recommended to widen the demographic scope, incorporate a longitudinal design, integrate actual behavioral data, explore additional predictors, and utilize qualitative research methods
323 2807
Factors affecting Myanmar tourists intention to revisit Bangkok, Thailand
(University of the Thai Chamber of Commerce (UTCC), 2024)
Thu May Mon Myat
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International Business
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University of the Thai Chamber of Commerce. International Business
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University of the Thai Chamber of Commerce. International School of Management
The study aims to identify the factors that influence the revisit intention of Myanmar tourists toward Bangkok, Thailand. The study focuses on the three main factors, namely destination image, accommodation, food and transportation, and attitudes, which influence the Myanmar tourists’ revisit intention toward Bangkok, Thailand. The study used quantitative research method for cross-sectional study. The study also used the snowball sampling method and simple-random sampling method to collect the questionnaires and able to collect valid 231 questionnaires samples. Further, in order to identify the objectives of the study, the study utilized the descriptive analysis and inferential analysis to analyze the collected data. The findings of this study highlights that there is a strong positive correlation between attitude and revisit intention, followed by a positive correlation between destination image and revisit intention. Moreover, there is no significant relationship between accommodations, food and transportations and revisit intention of Myanmar tourists toward Bangkok Thailand. Therefore, according to the findings of this study, it is suggested that the tourists associations in Bangkok should enhance overall holistic approach to improve Myanmar tourists experience while visiting Bangkok.
52 833
Factors affecting purchase intention of Mistine products in Bangkok, Thailand
(University of the Thai Chamber of Commerce (UTCC), 2024)
Aung Zun Pwint
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International Business
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University of the Thai Chamber of Commerce. International Business
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University of the Thai Chamber of Commerce. International School of Management
This study investigates the factors influencing the purchase intention of Mistine products among female consumers in Bangkok, Thailand. Utilizing a quantitative approach, the research aims to identify the impact of attitudes, subjective norms, and perceived behavioral control on consumers' purchasing decisions. Data were collected from a sample of 293 respondents through a structured questionnaire employing a fivepoint Likert scale. The study employs multiple regression analysis to test the hypotheses and evaluate the predictive power of the identified factors on purchase intention. The results reveal that all three variables—attitude, subjective norms, and perceived behavioral control—significantly influence purchase intention. Attitude towards Mistine products emerged as a strong predictor, suggesting that positive perceptions substantially enhance the likelihood of purchase. Subjective norms, including the influence of friends, family, and social media, also play a crucial role in shaping purchase intentions. Additionally, perceived behavioral control, reflecting consumers' confidence in their ability to purchase Mistine products, significantly impacts their purchasing behavior. The findings provide valuable insights for Mistine and similar brands to tailor their marketing strategies effectively. By understanding the key drivers of purchase intention, companies can better target their promotional efforts, enhance consumer satisfaction, and build stronger brand loyalty. The study concludes with recommendations for marketers and suggestions for future research to explore additional factors that may influence consumer behavior in the beauty and skincare market.
146 827
Factors affecting Singaporean purchase intent of condominium in Bangkok, Thailand
(University of the Thai Chamber of Commerce, 2023)
Foo, Yong Quan
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University of the Thai Chamber of Commerce. International Business.
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University of the Thai Chamber of Commerce. International School of Management.
This study explores the factors influencing Singaporeans' intent to purchase condominiums in Bangkok, Thailand, and provides implications for businesses operating in the real estate sector. Data through a survey was collected, and different statistical analyses were used to look at the relationships between the variables, including multiple regression, ANOVA, and Pearson correlation. The results show that Singaporean buyers have a favourable attitude toward buying condos in Bangkok. Subjective norms, perceived behavioral control, perceived physical quality, financial accessibility, and supportive governmental policies all have an impact on this optimistic outlook. These elements significantly influence Singaporean buyers' intentions to invest in the condominium market in Bangkok. Several conclusions for companies in the real estate industry can be drawn from the results. First off, businesses have a huge opportunity to take advantage of Singaporean buyers' positive attitude. Businesses can increase the number of Singaporean buyers they attract and the likelihood that they will make a purchase by creating targeted marketing campaigns that highlight the advantages, worth, and distinctive characteristics of Bangkok condominiums. Second, businesses should concentrate on leveraging social influence in their marketing strategies after acknowledging the impact of arbitrary norms. Building a solid brand reputation, encouraging good word-of-mouth, and motivating happy customers to tell their friends and family about their experiences can raise the perceived value and desirability of the properties among Singaporean buyers. Third, it's crucial to arm customers with thorough information and assistance. Businesses can boost customer confidence and strengthen their intent to buy by giving clear and comprehensive information about the properties, providing individualized assistance throughout the buying process, and addressing buyer concerns. Fourthly, a significant factor affecting buyer intent is the physical condition of condominiums. To increase the perceived value and attractiveness of their properties to Singaporean buyers, businesses should prioritize high-quality construction materials, contemporary designs, and appealing amenities. Fifth, Singaporean buyers give financial accessibility a lot of thought. Increase affordability and appeal to a wider range of buyers by providing flexible financing options, working with financial institutions to offer attractive packages, and maintaining competitive pricing. Finally, even though the impact of government policies was not statistically significant, companies should continue to be aware of pertinent incentives and policies. Any benefits offered by governmental regulations, like tax breaks or waived fees, can be incorporated into marketing plans as extra selling points to draw in Singaporean consumers. In conclusion, businesses in the real estate industry can profit from the study's findings by taking the implications into account. Businesses can successfully target Singaporean buyers, increase their intent to buy condominiums in Bangkok, and succeed in this competitive market by capitalizing on the positive attitude, leveraging social influence, empowering buyers, prioritizing physical quality, addressing financial accessibility, and being aware of government policies.
164 1118
Factors affecting user engagement within the TikTok shop platform in Bangkok
(University of the Thai Chamber of Commerce (UTCC), 2024)
Hort, Sreypich
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Li, Li
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International Business
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University of the Thai Chamber of Commerce. International Business
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University of the Thai Chamber of Commerce. International School of Management
This independent study is to investigate the factors that affect user engagement among all users of Tik Tok shop in Bangkok. In this study, a quantitative method was used, and the questionnaire was items will be adapted from existing literature, drawing upon studies by Xu & Pratt (2018), Pancer & Smith (2021), Kumar & Reinartz (2018), Lemon & Verhoef (2016), Enberg (2022), Harrigan et al. (2018), Xu et al. (2022), Zhang et al. (2017), and Rungruangjit et al. (2023). A total of 166 respondents participated in this research, however only 150 respondents’ data were included in the research because 16 respondent’s data were screened out from the survey. The study indicates that the factors such as influencer marketing and user experience (UX) interface design play important roles in affecting user engagement in Tiktok shop in Bangkok. The finding of this study contributes to a better understanding of the factors that can enhance user engagement, optimizing the product strategy and e-commerce business platforms like Tik Tok shop.
134 1120
Factors influencing repurchase intention on the mix by SU local skincare products of female consumers in Yangon, Myanmar
(University of the Thai Chamber of Commerce (UTCC), 2024)
Aung Mya Myint Zu
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Li Li
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International Business
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University of the Thai Chamber of Commerce. International Business
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University of the Thai Chamber of Commerce. International School of Management
This study investigates the factors influencing repurchase intension towards the Mix by Su local skincare products on female consumers in Yangon, Myanmar. The objectives of this research are 1) to determine the impact of brand awareness on repurchase intention, 2) to determine the impact of perceived quality on repurchase intention, 3) to determine the impact of perceived value on repurchase intention, 4) to determine the impact of social influence on repurchase intention. The data had been collected from 242 respondents using quantitative approach. The data were analyzed by using descriptive statistics such as frequency, percentage, mean, and standard deviation (S.D.). Inferential statistics was used to test the hypotheses and used multiple linear regression analysis at the significant level of 0.05. Based on the results, four factors; social influence, perceived quality, brand awareness and perceived value which are the most from the least dimensions were found to be highly significant factors on repurchase intention. The insight acquired from this study has important implications that could assist in enhancing sales volume, to maintain high quality of products, to improve service quality, to leverage social media platform access, meet customer expectations, and increase customer loyalty for the Mix by Su consumers in Myanmar.
196 1575
Factors of influencing customer loyalty in Metro supermarket : a case study of Metro supermarket in Kunming, Yunnan, China
(University of the Thai Chamber of Commerce (UTCC), 2024)
Yufei, Cao
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Suthawan Chirapanda Sato
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International Business
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University of the Thai Chamber of Commerce. International Business
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University of the Thai Chamber of Commerce. International School of Management
In the competitive retail sector of China, customer loyalty is a critical determinant of long-term success for supermarket chains such as Metro Supermarket. This study focuses on Metro Supermarket in Kunming, Yunnan, aiming to identify key factors that influence customer loyalty. Utilizing the SERVQUAL model as a framework, the research examines five independent variables: empathy, tangibles, responsiveness, assurance, and reliability, in relation to the dependent variable, customer loyalty. The primary objective is to test for positive correlations between these service quality dimensions and customer loyalty, with the ultimate goal of enhancing customer volume and loyalty at Metro Supermarket stores in Kunming. A total of 215 survey questionnaires were collected from customers at two Metro Supermarket outlets in Kunming. Multiple linear regression analysis was employed to assess the impact of the five service quality dimensions on customer loyalty. The results demonstrate positive relationships between empathy, tangibles, responsiveness, assurance, and customer loyalty. However, contrary to expectations, reliability was not found to significantly impact customer loyalty within the context of this study. Empathy, which involves a store's ability to understand and care for its customers, showed a positive relationship with customer loyalty. This suggests that when staff members at Metro Supermarket demonstrate an understanding of customer needs and provide personalized attention, it fosters greater customer attachment and repeat business. The tangibles aspect, encompassing the physical environment, equipment, and appearance of personnel, also exhibited a positive correlation with loyalty. Well-maintained facilities and professional presentation of staff can enhance customers' overall shopping experience, leading to increased loyalty. Responsiveness, the willingness to help customers and provide prompt service, positively influenced customer loyalty. Customers appreciate the ability to receive quick and effective service, which reflects the store's commitment to customer satisfaction. Assurance, which includes the knowledge and courtesy of employees and their ability to inspire trust and confidence, was similarly related to higher levels of customer loyalty. Qualified and friendly staff who can ensure customers feel secure in their purchasing decisions contribute to a loyal customer base. Surprisingly, reliability, or the ability to perform services dependably and accurately, did not show a significant impact on customer loyalty. This finding suggests that while reliability is fundamental, it may not be a distinguishing factor in customer loyalty decisions at Metro Supermarket. It could also indicate that customers take reliability for granted once a certain standard is met, and other factors such as empathy and responsiveness become more influential in their perception of service quality. Based on these findings, practical implications for Metro Supermarket include strategies to improve empathy, tangibles, responsiveness, and assurance. By focusing on these four dimensions, Metro Supermarket can enhance its service quality, elevating customer loyalty and, consequently, customer turnover and sales in Kunming, Yunnan. The study provides valuable insights into the dynamics of customer loyalty within a specific regional context, offering actionable recommendations for supermarket managers aiming to strengthen customer retention and market share.
97 1030
Impact of employees engagement and knowledge sharing on organizational performance : a study of B technology company
(University of the Thai Chamber of Commerce (UTCC), 2024)
Li, Hongxia
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Saengdow Prasittisuk
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International Business
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University of the Thai Chamber of Commerce. International Business
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University of the Thai Chamber of Commerce. International School of Management
Employee engagement and knowledge sharing are critical factors that can significantly impact organizational performance. This study aims to explore the relationships between employee engagement, knowledge sharing, and organization performance and to provide insights into how organizations can enhance their performance through these factors. The study is based on data collected from 276 respondents, representing a diverse range of industries and organizational roles. The analysis reveals a strong positive relationship between employee engagement and knowledge sharing, indicating that engaged employees are more likely to share knowledge within the organization. Furthermore, the study finds that knowledge sharing positively influences organization performance suggesting that organizations that promote knowledge sharing among employees are likely to experience improved operational performance outcomes. The study also examines the direct and indirect effects of employee engagement on operational performance. The direct effect of employee engagement on operational performance is found to be significant, indicating that higher levels of employee engagement are associated with better operational performance. Additionally, the indirect effect of employee engagement on operational performance through knowledge sharing is also significant, highlighting the importance of knowledge sharing as a mediating factor in the relationship between employee engagement and operational performance. However, the study identifies several limitations, including sample size and measurement issues, which may impact the generalizability of the findings. Future research directions are proposed to address these limitations, including longitudinal studies, experimental designs, and cross-cultural studies, to further investigate the relationships between employee engagement, knowledge sharing, and operational performance.
55 527
Investigating factors affecting Burmese learners' satisfaction : evidence from private universities in Bangkok, Thailand
(University of the Thai Chamber of Commerce (UTCC), 2024)
Zin Pwint Phyu
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Saengdow Prasittisuk
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International Business
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University of the Thai Chamber of Commerce. International Business
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University of the Thai Chamber of Commerce. International School of Management
This research investigates the factors affecting the satisfaction levels of Burmese learners enrolled in private universities in Bangkok, Thailand. The study aims to gain the insights into the key determinants that contribute to student satisfaction within the context of international higher education settings. The study was undertaken with the objectives to investigate factors affecting on Burmese student’s satisfaction with their oversea education at private institutions in Bangkok and to offer suggestions on how to raise the satisfaction of Burmese students. The conceptual framework is generally based on two main factors from product and service perspectives. As a product of an institution, a researcher selected two main subcategories including curriculum relevance and skilled lecturers. For service perceptive, a popular approach to measure the service quality, SERVQUAL model, is being used. Under SERVQUAL model, five subcategories are included, such as Reliable, Assurance, Tangible, Empathy and Responsiveness. Quantitative methodology will be utilized to collect the data from a specific sample size; specifically Burmese students enrolled in private universities in Bangkok. The quantitative approach employs structured questionnaires to assess various factors to measure the learners’ satisfaction based on two main dimension; particularly SERVQUAL model and academic resources. The questionnaires with two languages (Burmese and English) were distributed through social media platform (such as Facebook) by using a mix of sampling approach. The questionnaires are distributed online through snowballing to a group of common friends who are enrolled in Bangkok's private universities. In addition, simple random sampling method is used in order to reach to public. Chapter 1 consists of the introduction, featuring the business context, problem statement, research objectives, expected benefits and scope of the research. Chapter 2 divided into theoretical foundations and relevant research, with a focus on literature review and the formulation of research hypotheses and conceptual frameworks. Chapter 3 outlines the research methodology, covering research design, questionnaires, tools, data collection, and analysis procedures. In Chapter 4, the study's findings are elaborated upon, Microsoft Excel and SPSS software are being used to analyze the data for demographic, descriptive, and hypothesis testing. Cronbach’s Alpha method was used to test the reliability and validity of the questionnaires. The study was used the multiple regression analysis to explore the hypothesis relationships. Chapter 5 provides a conclusion and discussion, addressing research limitations and implications. After identifying and analyzing these factors, the research seeks to provide valuable recommendations for enhancing the quality of educational services and promoting greater satisfaction among Burmese learners in private universities in Bangkok, Thailand.
86 964
Investigating factors affecting intention to participate in used cooking oil collection programs : a case study of flea markets in Bangkok
(University of the Thai Chamber of Commerce, 2023)
Gorbianta, Yegar Sahaduta
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University of the Thai Chamber of Commerce. International Business.
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University of the Thai Chamber of Commerce. International School of Management.
Improper disposal of Used Cooking Oil (UCOs), originating from various culinary and frying processes, poses significant environmental and health challenges. UCOs, encompassing both vegetable and animal-derived oils, are particularly prevalent in households and the broader food industry, including well-known establishments like fast food chains and restaurants. Addressing UCO-related concerns is crucial, especially in regions like Thailand where substantial quantities are generated. Despite their abundance, awareness remains limited, particularly within the informal sector comprising street hawkers and market food stalls. This independent study delves into factors influencing stakeholder participation in a UCO collection program facilitated through an online mobile application. The primary goal is to bridge gaps in the informal sector, promoting stronger adherence to circular economy principles, sustainable energy practices, and proactive contributions to environmental preservation and pollution reduction.The research takes a comprehensive view of the factors shaping individuals' intentions to engage with the UCO collection program. A key focus is assessing the extent to which individuals embrace novel technologies for collection and tracking. To structure this examination, the study employs the Unified Theory of Acceptance and Use of Technology (UTAUT), proven effective in analyzing variables impacting the intention to adopt technology-driven solutions. Geographically, the study centers on Bangkok's lively flea markets, including notable spots like Talad Rod Fai Srinakarin, Jodd Fairs, and The One Ratchada. Employing a quantitative approach, the study administers online questionnaires to a diverse range of participants – street hawkers, food stalls, and restaurants. Meticulous analysis, using methods such as multiple and linear regression, aims to uncover correlations between factors and participants' intentions to embrace the UCO mobile application. Results drawn from 108 participants underscore the significant influence of factors like performance expectancy, effort expectancy, and social influence on engagement with the UCO collection initiative. The predominantly male participants, spanning various age groups, exhibit diverse levels of daily UCO usage. Encouragingly, respondents collectively believe in the program's potential to enhance UCO management and operational efficiency. The study's conclusion emphasizes the importance of emphasizing performance expectancy for successful mobile application adoption and high-quality service delivery. By shedding light on technology adoption dynamics within UCO collection, this study enriches existing knowledge and provides practical suggestions for more effective collection initiatives. The findings extend beyond technology assimilation, enhancing understanding of UCO collection efforts. More significantly, the research highlights the pivotal role played by the informal sector, underscoring its potential as a change agent for circular economy practices, sustainable energy promotion, and environmental preservation. In summary, this independent study calls for a reevaluation of UCO collection strategies. Emphasizing the informal sector's involvement strongly appeals for collaboration between the public and private sectors, aiming to foster efficient, inclusive, and impactful UCO collection programs. By unveiling the intricate interplay between technology and sustainability, this research lays a robust foundation for future endeavors in waste management, circular economies, and sustainable technology integration.
164 874
Investigating motivators affecting job satisfaction of researchers in Beijing M Medical Research Center
(University of the Thai Chamber of Commerce, 2023)
Qi, Li
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University of the Thai Chamber of Commerce. International Business.
;
University of the Thai Chamber of Commerce. International School of Management.
Motivational factors are an important part of researcher management, especially for the medical research industry with generally high levels of talent knowledge. The success of any medical research center depends on its ability to attract, retain, and develop skilled individuals who can contribute to achieving the medical research center’s goals and objectives. Identifying and retaining talent is not an easy task, and medical research centers must build effective ways to manage the researchers. Despite the critical role played by motivation in talent management, there is still a significant gap in the research on the specific motivation factors that affect the practice of talent management, especially for the incentive mechanism of the medical research industry. M Medical Research Center is a scientific research organization on occupational health located in Beijing, China, which attaches great importance to research and development technology and independent innovation capabilities. The object of this study is the researchers of Beijing M Medical Institution Research Center. Based on the research results of motivational factors and researcher management by domestic and foreign scholars, a theoretical analysis based on motivation theory was established by defining the core concepts such as motivational factors and researchers. This research takes the researchers of BEIJING M Medical Research Center as the research object, and collects the motivators affecting job satisfaction of researchers through questionnaires. The independent variables motivators include achievement, work itself, personal growth, promotion and recognition in this study. The dependen Motivational factors are an important part of researcher management, especially for the medical research industry with generally high levels of talent knowledge. The success of any medical research center depends on its ability to attract, retain, and develop skilled individuals who can contribute to achieving the medical research center’s goals and objectives. Identifying and retaining talent is not an easy task, and medical research centers must build effective ways to manage the researchers. Despite the critical role played by motivation in talent management, there is still a significant gap in the research on the specific motivation factors that affect the practice of talent management, especially for the incentive mechanism of the medical research industry. M Medical Research Center is a scientific research organization on occupational health located in Beijing, China, which attaches great importance to research and development technology and independent innovation capabilities. The object of this study is the researchers of Beijing M Medical Institution Research Center. Based on the research results of motivational factors and researcher management by domestic and foreign scholars, a theoretical analysis based on motivation theory was established by defining the core concepts such as motivational factors and researchers. This research takes the researchers of BEIJING M Medical Research Center as the research object, and collects the motivators affecting job satisfaction of researchers through questionnaires. The independent variables motivators include achievement, work itself, personal growth, promotion and recognition in this study. The dependen satisfaction, but personal growth, and recognition have positive influence on job satisfaction. In the future, we may studymore factors which may influence on job satisfaction.
102 706
Investigating the impact of social media marketing to consumers’ purchase intention in Rosewood Bangkok hotel : a study with moderated value of consumer perceived value
(University of the Thai Chamber of Commerce (UTCC), 2024)
Penghui, Shi
;
Li Li
;
International Business
;
University of the Thai Chamber of Commerce. International Business
;
University of the Thai Chamber of Commerce. International School of Management
This paper explores the impact of social media marketing (online advertising, e-word of mouth, social interaction) on consumer purchase intention of the Rosewood Bangkok through the intermediate variables of consumer perceived value. It aims to provide advice, inspiration and direction for Rosewood Bangkok on social media marketing. The data collection and research of this paper were carried out by questionnaire survey and quantitative method, and the relationship between variables was observed by statistical analysis of different data, including reliability and validity, model summary, multiple regression, analysis of variance, KMO and Bartlett's Test, etc. The results show that social media marketing (online advertising, electronic word of mouth, social interaction) has a positive impact on consumer perceived value and consumer purchase intention, and consumer perceived value has a positive impact on consumer hotel purchase intention. Some useful conclusions for Rosewood Bangkok can be drawn from the results of the study. First, there is a huge opportunity for hotels to leverage social media marketing. Through targeted online marketing campaigns highlighting the advantages, values and unique features of Rosewood Bangkok, merchants can increase the attraction of Chinese and Thai consumers and increase their willingness to purchase. Second, after recognizing the impact of social media marketing, hotels should focus on leveraging Rosewood brand awareness in their marketing strategies. Building a solid brand reputation, encouraging positive word of mouth, and motivating satisfied customers to tell their friends and family about their experiences (social interaction and electronic word of mouth) can enhance the perceived value and appeal of Rosewood Bangkok to consumers. Third, it is essential to provide comprehensive information and assistance to consumers. Rosewood Bangkok can showcase its service and product features on various social media platforms and has customer service to actively deal with questions and difficulties raised by relevant consumers, in order to build a good corporate image. To sum up, Rosewood Bangkok can focus on enhancing social media marketing to increase consumer awareness and popularity on social media. By leveraging and implementing social media marketing, this will increase hotel profitability and support hotel word-of-mouth building to succeed in a highly competitive hotel market.
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