ISM: Independent Studies

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Now showing 1 - 5 of 10
  • Publication
    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
      215  2074
  • Publication
    The Impact of service marketing mix (7PS) towards customer satisfaction on rising Urbas training company in company Myanmar
    (University of the Thai Chamber of Commerce, 2023)
    Nay, Aung Win
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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 delves into the realm of customer satisfaction within the context of Rising Urbas Training Company. Its fundamental objectives encompass an exploration of the ramifications arising from the service marketing mix's composite of 7Ps on customer satisfaction. Concurrently, the study aims to generate actionable recommendations geared towards amplifying customer satisfaction, leveraging insights derived from the research outcomes. To fulfill these objectives, a quantitative survey methodology was adopted. This survey was meticulously constructed to achieve the spectrum of marketing mix components, specifically: product, price, place, promotion, people, physical evidence, and process. Through this method, the study aims to gather an intricate understanding of the interplay between the marketing mix and the underpinning of customer satisfaction
      89  2061
  • Publication
    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.
      47  251
  • Publication
    Investigation of enables affecting intention to buy cosmetics via live stream for e-commerce in Kunming
    (University of the Thai Chamber of Commerce, 2023)
    Li, Wenzhuo.
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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 paper delves into the factors affecting consumers' intention to buy cosmetics via live-stream e-commerce platforms, leveraging the Theory of Planned Behavior model. An empirical study was conducted to test nine proposed hypotheses, exploring aspects such as perceived effectiveness of live-stream shopping, product authenticity, peer and influencer influence, and comfort with digital transactions, among others. Findings suggest that all these factors have a significant positive influence on behavioral intention. Particularly, the comfort in digital transactions and the ability to interact in a live-stream setting stood out as the most influential factors. The data also underscored the importance of prior experience and perceived quality of the products. However, this study was limited geographically and faced some issues of noncooperation from users, pointing to directions for future research. Implications for businesses in this sphere are numerous. To optimize user experience and drive sales, it is recommended that businesses emphasize ease of transaction, interactive elements of the live-streaming process, and assurance of product quality and authenticity. Strategies should also be oriented towards leveraging peer and influencer influence and aligning with beauty standards portrayed in social media. This research contributes to the literature on live-stream e-commerce and offers valuable insights for businesses looking to tap into this burgeoning digital commerce channel.
      68  298
  • Publication
    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.
      52  234