Journal of Business and Industrial Development

บทบรรณาธิการ

Supakorn Charoenprasit — 2026-02-27

Strategic Human Resource Management in the Digital Era: Challenges and Practices for Organizational Success

Komsan Somkong — 2026-02-27

This academic article presents the concept of Human Resource Management (HRM) in the Digital Age, addressing the challenges inherent in the global digital transition. The primary objective of this article is to analyze the key challenges of HRM in the digital era and propose necessary strategic practices for developing and managing human capital to achieve a competitive advantage. The study identified the main challenges, which consist of: 1) Digital skills shortage, 2) Organizational culture and structural change, 3) Managing a diverse workforce, 4) Retaining high-potential employees, and 5) Data privacy and security. Consequently, the article proposes five key practices: 1) Data-driven personnel recruitment and selection, 2) Upskilling and reskilling (skill elevation and new skill development), 3) Continuous performance management, 4) Creating a positive employee experience, and 5) Utilizing HR technology to enhance work efficiency. Therefore, adopting a paradigm shift and implementing these recommended practices will enable the Human Resource department to support organizational goals in the digital era effectively.

Cold Chain Logistics Routing for Small and medium Enterprises in Nakhon Sri Thammarat

Onpawee Phokawattana — 2026-02-27

This research aims to investigate the seafood distribution model within Nakhon Si Thammarat Province and to develop an appropriate route optimization model for temperature-controlled seafood transportation services. The study focuses on small and medium-sized enterprises (SMEs) engaged in temperature-controlled logistics. Operational data were collected from transportation personnel over an eight-month period, from May to December, emphasizing routes with the highest transportation costs among 17 delivery locations. The objective was to analyze operational challenges and identify more efficient transportation strategies. Which delivers seafood to eight districts: Mueang Nakhon Si Thammarat, Lansaka, Phrom Khiri, Phra Phrom, Chian Yai, Chawang, Chaloem Phra Kiat, and Ron Phibun. These were categorized into eight distinct delivery routes. Prior to the implementation of the optimization model, the total transportation cost amounted to 99,600 baht. By applying the VRP Spreadsheet Solver, which was identified as the most suitable tool for route optimization, the fuel cost over the same period was reduced to 71,093.23 baht—resulting in a cost saving of 28,506.77 baht, or 28.62%. These findings demonstrate the potential of route optimization models in significantly reducing operational costs for SMEs in the cold chain logistics sector.

Customer Satisfaction Improvement in Service Industry: A Case Study of a Company Providing Crane Safety Inspection Services

Wutthichai Duangkaeo — 2026-02-27

This research aimed to 1) examine the level of importance of factors affecting customer service satisfaction in the industrial sector, 2) identify the components of factors affecting customer service satisfaction in the industrial sector, and 3) propose guidelines for service improvement. The research instrument was a questionnaire based on the SERVQUAL model proposed by Parasuraman, Zeithaml, and Berry (1988). measuring service quality across five dimensions: Tangibles, Reliability, Responsiveness, Assurance, and Empathy. This study employed a quantitative research methodology. The sample consisted of customers from industrial factories and construction companies nationwide. Statistical analyses included frequency, mean, standard deviation, and factor analysis. The findings revealed that the overall importance level of factors affecting service satisfaction was high (= 4.49, S.D. = 0.39). When examined by dimension in descending order: Responsiveness (= 4.53, S.D. = 0.40), Reliability (= 4.52, S.D. = 0.42), Assurance (= 4.50, S.D. = 0.44), Tangibles (= 4.46, S.D. = 0.41), and Empathy (= 4.46, S.D. = 0.49). The guidelines for service improvement to enhance customer satisfaction comprised 10 main factors and 31 sub-factors. The main factors were: 1) reliability of services, 2) building relationships with customers, 3) responsiveness in services, 4) atmosphere and reliability of services, 5) speed of services, 6) professionalism in services, 7) readiness of service location, 8) accuracy of services, 9) readiness of technology used in services, and 10) efficiency in after-sales services.

Factors Influencing Communication Effectiveness of Employees of Central Food Retail Company Limited (Head Office)

Pongsak Khamvijit — 2026-02-27

The objectives of this study were: (1) to examine the level of opinions regarding communication patterns and communication components; (2) to examine the level of opinions regarding communication effectiveness; and (3) to investigate the influence of communication patterns and communication components on employees’ communication effectiveness. The population employed in this study consisted of 907 employees of Central Food Retail Company Limited (Head Office). The sample size was determined using Taro Yamane’s formula with a 95% confidence level, resulting in a total of 389 samples collected. The research instrument used for data collection was a questionnaire. The statistics used for data analysis included percentage, frequency, mean, standard deviation, One-way Analysis of Variance, and multiple regression analysis. The research findings revealed that the overall opinion level regarding communication pattern factors among employees was at a high level (= 4.20), the overall opinion level regarding communication component factors was at the highest level (= 4.26), and the overall opinion level regarding communication effectiveness was at the highest level (= 4.22). The multiple regression analysis revealed that communication patterns had a statistically significant influence on communication effectiveness within the organization at the 0.05 level. The multiple correlation coefficient was high (R = 0.853), with a predictive power of 72.4 percent (Adjusted R² = 0.724). Among the dimensions, top-down communication (β = 0.303) exerted the greatest influence. In addition, the components of communication were found to significantly affect communication effectiveness in the organization at the 0.05 level. The multiple correlation coefficient was high (R = 0.902), with a predictive power of 81.2 percent (Adjusted R² = 0.812). Among these components, the receiver dimension had the strongest influence (β = 0.463).

Feasibility Study and Business Analysis of Dried Melientha Suavis Noodle Products

Sompol Permphat — 2026-02-27

This study aimed to investigate the feasibility and conduct a business analysis of dried Melientha suavis noodle products. The noodles were formulated using wheat flour and Melientha suavis in three different ratios: 80:20, 70:30, and 60:40. The findings revealed that the 60:40 ratio yielded noodles with an average thickness of 1.21 mm and achieved the highest level of consumer acceptance based on a sensory evaluation using the 9-Point Hedonic Scale. Evaluation criteria included appearance, color, thickness, texture, and aroma. The noodles could be stored for up to 15 days under both room temperature and refrigerated conditions without significant physical changes. However, after 30 days of storage, changes in external characteristics were observed, particularly under room temperature conditions, where the noodles became drier and darker in color. In refrigerated conditions, the surface texture became rougher, and the color intensified. Despite these changes, the noodles retained a soft texture suitable for consumption after blanching in hot water. These results demonstrate the potential of this product for development as a commercial ready-to-eat food item.

Association Rule Mining in Stock Market Analysis: Investigating the Relationship Between Chinese and Other Stock Markets

Inthawadee Chantaksinopas — 2026-02-27

In the current Thai investment landscape, there are proposals for investing in index funds focusing on regional risk diversification, with the Chinese stock market being one of the options. However, there is a lack of empirical evidence regarding the relationship between returns from Chinese stock markets and other markets. THSI research examines the relationship between investment returns from Chinese stock markets and other global stock markets using association rule mining with the FP-Growth algorithm. The analysis uses data from investing.com spanning November 11, 2014, to November 11, 2019, analyzing daily percentage changes of 14 Chinese and global stock indices. The study compares short-, medium-, and long-term trends using Exponential Moving Averages (EMA) with n=10, 25, and 200 respectively, with minimum support of 0.1 and minimum confidence of 0.5. The research finds that in short and medium terms, the Chinese HSI index and Thai SET50 index show strong correlation when indices trend upward. However, no correlation was found in the long term. The conclusion suggests that investing in Chinese stocks under SSEC, SZI, and HSI indices may be more suitable for long-term risk diversification rather than short- and medium-term investment. While SSEC may be more appropriate than SZI, other factors such as returns, and maximum drawdown should also be considered.

The Development of Competency Model in Harmony with International Standard for Aircraft Mechanic Who Begins Maintenance Activities with Thai Registered Aircraft in Digital Era

Poramet Chontawan — 2026-02-27

The objectives of this research were 1) to study standard competency of aircraft mechanic who begins maintenance activities with Thai registered aircraft in digital era, 2) to develop the competency model in harmony with international standard for aircraft mechanic who begins maintenance activities with Thai registered aircraft in digital era, and 3) to create a guidance material for development of competency model in harmony with international standard for aircraft mechanic who begins maintenance activities with Thai registered aircraft in digital era. The research approach was a qualitative method by using Delphi technique with focus group discussion. The data was drawn from three categories of informants: 1) 20 aircraft maintenance experts, 2) 13 aircraft maintenance management experts and 3) 5 guidance material development experts. Research instruments consisted of open-ended questionnaire, closed-ended questionnaire, pattern assessment form and guidance material assessment form. Content analysis was used to analyze the qualitative data from focus group discussion. Statistical methods were used for quantitative interpretation of medians and interquartile range. This research found that the development of competency model in harmony with international standard for aircraft mechanic who begins maintenance activities with Thai registered aircraft in digital era consisted of three main components: 1) Knowledge for aircraft maintenance that comprised 7 subcomponents, namely 1.1) aviation laws and standards 1.2) quality and safety management 1.3) aviation science 1.4) aviation foundation 1.5) aircraft maintenance 1.6) English for aircraft maintenance and 1.7) human factor, 2) Skills for aircraft maintenance that comprised 6 subcomponents, namely 2.1) English communication for aircraft maintenance 2.2) workplace management 2.3) analytical thinking 2.4) using digital equipment for aircraft maintenance 2.5) using digital era tools and 2.6) communication for digital era and 3) Attributes for aircraft mechanic that comprised 6 subcomponents, namely 3.1) workplace happiness 3.2) self-improvement 3.3) emotionally intelligent 3.4) aircraft maintenance ethics 3.5) responsibility for work and 3.6) safety awareness. The guidance material for the development of competency model in harmony with international standard for aircraft mechanic who begins maintenance activities with Thai registered aircraft in digital era was accepted by experts for suitability to be used in aviation industry.

Study of Student Satisfaction Towards the Services of the Department of Technology and Information Education, Faculty of Technical Education, King Mongkut's University of Technology North Bangkok

Walaiporn Yodkammee — 2026-02-27

The aims of this research are 1) to study the student satisfaction with the supports and services provided by the Department of Technology and Information Education, Faculty of Technical Education, King Mongkut's University of Technology North Bangkok, and 2) to examine the differences in the student’s satisfaction with the services of the Department of Technology and Information Education, Faculty of Industrial Education, King Mongkut's University of Technology North Bangkok, classified by gender, age, and education level. The sampling group consisted of 132 alumni and the current graduate students in the Digital Technical Education Program, Department of Technology and Information Education, Faculty of Industrial Education, King Mongkut's University of Technology North Bangkok. The satisfaction survey based on the questionnaire was used as the research tool. The data analysis was based on the statistical parameters including Mean, Standard Deviation, T-Test analysis, and Analysis of Variance method (One-Way-Anova). The overall results showed that the student’s satisfaction with services of the Department of Technology and Information Education, Faculty of Industrial Education, King Mongkut's University of Technology North Bangkok was at a high level with the score of 4.36. According to the survey results, there are 4 aspects with a high level of satisfaction. There is no significance in the student’s satisfaction with the services of the Department of Technology and Information Education, Faculty of Technical Education, King Mongkut's University of Technology North Bangkok, as considered to the gender and age of the sampling group. As for the view of the education level and income, there were a significant difference in the survey results which can be concluded as 3 perspectives: the service process/procedures, the service staff, and the service’s quality at the statistical significance of .05.