Business Administration and Economics Review

A Development of Management Information System for Academic Service Data at Rangsit University

Wutthipong Chinnasri, Wilailak Treepuech — Mon, 16 Jun 2025 00:00:00 +0700

The objectives of this research were: 1) to develop the management information system for academic service data at Rangsit University. 2) to evaluate the satisfaction of the management information system for academic service data. The system has been developed and divided the users into two groups: 1) academic service center staff who can use a user interface to add, delete, and modify academic service data with and without income, 2) faculty members who can add, delete, and modify general academic service data. The researcher developed the system as a web application using the System Development Life Cycle methodology, which verifies the user's identity with the university's user account. The tool used to assess satisfaction with the use of the system is the satisfaction assessment form, which was evaluated by 30 users. In the overall assessment results, the assessor had a good feeling or satisfaction at the highest level (Mean=4.66, S.D.=0.60) Considering each issue, it has been found that the issue that received the most evaluation result was the convenience aspect, which is due to the system being readily usable without the need to install any additional applications (Mean=4.80, S.D.=0.48) and the convenience of accessing the system using university user accounts (Mean=4.80, S.D.=0.55). The issue that received the lowest evaluation result was the aspect of suitability related to the user experience in using the system (Mean=4.50, S.D.=0.68). From the evaluation results, it is shown that choosing to develop the system in the form of a web application and verifying identity to use the system with the same user account as other systems. There is an important part that helps create satisfaction for users.

RELATIONSHIP BETWEEN CASH FLOW RATIOS AND STOCK PRICES OF COMPANIES LISTED ON THE STOCK EXCHANGE OF THAILAND DURING THE CORONAVIRUS 2019 SITUATION

niraadchara aitsareetaanchanok, Kanitsorn Terdpaopong — Mon, 16 Jun 2025 00:00:00 +0700

Abstract

The purpose of this study is to examine the relationship between the operating cash and the stock price of listed companies on the Stock Exchange of Thailand during the 2019 coronavirus situation. Financial statements were collected during the period 2017 – 2022, from the online database SETSMART and BLOOMBERG, sample size is 2,292 firm-year observations. The study divides the independent variables which focusing on operating cash flow, a total of 6 cash flow ratios, including 1) the operating cashflow to current liabilities; 2) the operating cashflow to total liabilities 3) the operating cashflow to total assets 4) the operating cashflow to total income 5) the operating cashflow to net profit, and 6) the operating cashflow to shareholders' equity. This research employes a descriptive statistical analysis, and multiple regression analysis using ordinary least square, fixed effect and random effect regression models and use Hausman test to select the suitable models.

The results of the research find that by using the ordinary least square, none of the variables found to relate to stock prices during the COVID-19. Due to the panel data, and the Hausman test in selection the model, fixed effect regression model is the most suitable, and the results found that operating cashflow to total assets and size of business relate to the price of the listed company’s stocks during the 2019 coronavirus.

The Development of Cultural Entrepreneurs to Cultural Enterprise for Economic Level Enhancement of the Creative District of Chiang Rai Old Town

Mon, 16 Jun 2025 00:00:00 +0700

This research aimed to analyze the potential of cultural entrepreneurs, to enhance entrepreneurial skills and to push the group together to create a network of cultural entrepreneurs to become cultural enterprise. Data were collected by using an interview form with 10 cultural entrepreneurs, partners and network of educational institutions provincial culture, community, artists, local government organizations and 15 academicians, group discussion and workshops to enhance entrepreneurial skills to become cultural enterprise of the creative district of Chiang Rai Old Town. The study was analyzed by content analysis. The results showed that the potential of cultural entrepreneurs in the Chiang Rai old town. As for the strength point, Chiang Rai was a historic old town as well as many artists. The cultural resources could be used to build an economy and the entrepreneurs were also ready to learn and adapt. As for the weakness, the organizations have not been well-known, lack of unique products, running a defensive business, lack of skills in product and business management, lack of public relations and technology skills and network connection. Additionally, the opportunity, Chiang Rai Province was a tourist destination and online marketing trends push cultural products available for sale. In terms of the threat, the spread of the COVID-19 virus has reduced the number of tourists.

In addition, the cultural entrepreneurial skills enhancement was done by (1) determining target customer groups; (2) naming the organization and brand name; (3) developing management skills; (4) establishing a group of entrepreneurs and providing more skills training (5) preparing E-catalog and (6) producing video media to publicize entrepreneurs pushing for a group to build a network of cultural entrepreneurs to become cultural enterprises by linking products to exhibit, providing services or distributing to flower shop, restaurants, coffee shops, bakeries, government agencies, private sectors, temples, communities and tourists for further enhancement to the community economy in the Chiang Rai Old Town.

COMPARISON OF CUSTOMER SATISFACTION TOWARDS PURCHASING LIFE INSURANCE THROUGH AGENTS VERSUS ONLINE SYSTEM OF SIAM COMMERCIAL BANK IN BANGKOK METROPOLITAN AREA

Pattarawadee Khamnungkuran — Mon, 16 Jun 2025 00:00:00 +0700

Life insurance is a risk hedging for yourself and your family. Nowadays there are many risk factors in the life and health of many people, so people transfer risks to the life insurance business. People are more interested in buying insurance for themselves and their families. Some choose to buy insurance through agents. Some choose to buy insurance online. Therefore, there is an interest in a study on the comparison of customer satisfaction levels between purchasing life insurance through agents and through the online system of Siam Commercial Bank in the Bangkok area. The study aimed to examine the influence of personal factors and compare the customer satisfaction levels regarding the marketing mix components when purchasing life insurance through agents versus through SCB’s online system in Bangkok. The sample for this research consists of 400 customers who purchased life insurance through agents and online system. Questionnaires were used as the data collection tool. Data analysis employed t-tests and one-way ANOVA. If any differences were found in the analysis, pairwise comparisons would be made using the LSD method, and multiple regression analysis would be applied in the test.

The results of the hypothesis test showed that the personal factors of age, occupation, and monthly income, as well as the marketing mix factors in terms of contact channels, personnel, and processes affecting customer satisfaction with buying life insurance through agents and through the online system of Siam Commercial Bank in the Bangkok area. The recommendations from this study are to improve life insurance sales planning and marketing strategies, as well as to improve service delivery in order to meet customer needs in the best possible way.

Cross-culture Communication for Undergraduate International Students: A case study of one university in Chonburi province

Haocheng Luo, Jindapa Leeniwa, Paratchanun Charoenarpornwattana — Mon, 16 Jun 2025 00:00:00 +0700

This objective research aims to explore the cross-culture communication problem for undergraduate international students and to provide recommendations for undergraduate international students. It is a case study of one university in Chonburi province using phenomenological methods. Semi-structured interviews were conducted with 12 undergraduate international students from different cultural backgrounds to understand their experiences and challenges. The results found that the cross-culture communication problem for undergraduate international students can be categorized into 8 problems: 1) communication adaptation, 2) verbal communication, 3) non-verbal communication, 4) language barriers, 5) inclusion barriers, 6) culture barriers, 7) environment barriers, and 8) attitudinal barriers. The recommendations for undergraduate international students can be categorized into 2 topics: 1) culture and 2) language.

Research on the Influence of Knowledge Capital on the Performance of New Ventures

Qi Shurui — Mon, 16 Jun 2025 00:00:00 +0700

When the market is extremely competitive during periods where the economy is in transition, new ventures can use the knowledge capital to improve their performance. The role of knowledge capital in helping to develop social networks, providing access to key resources, obtaining market intelligence and entrepreneurship innovation. However, the exact mechanisms by which knowledge capital impacts the survival and growth of new ventures remain poorly understood. This study employs a mixed methods approach, combining a thorough literature review, surveys, and interviews to explore how knowledge capital relates to the performance of new ventures. This research draws on empirical data from 509 new ventures to examine the impact of knowledge capital on the survival, growth trajectories, and performance of new ventures. This study offers actionable insights for entrepreneurs, investors, and policymakers by promoting sustainable development and formulating strategy for the management of new ventures in increasingly competitive markets

Research on the Impact of the Brand Image of Geographically Iconic Agricultural Products on Consumers’ Purchase Intention: A Case Study of Guangxi Shatangju

Zhaofu Pang — Mon, 16 Jun 2025 00:00:00 +0700

The development of geographical indication agricultural products is an important pathway for China to achieve rural revitalization; additionally, agriculture still plays an important role in international competitiveness and regional industrial development. This study takes consumers who have purchased geographical indication agricultural products as the research object and explores the impact of geographical indication agricultural product brand image on consumer purchase intentions from the perspectives of industry scale, natural environment, human environment, product quality, and production method. Through a questionnaire survey and data analysis, the study shows that all brand dimensions have a significant positive impact on consumer purchase intentions, while perceived value has a positive moderating effect between them, indicating that the richer the product image and quality information, the more significant the impact of brand image on purchase intentions. Finally, the conclusions drawn from this study can provide guidance for the government and farmers to optimize brand image construction; moreover, consumers can correctly identify and purchase geographical indication agricultural products.

The Synthesis of Dynamic Capabilities, High-Performance Organization and Competitive Advantage in Manufacturing Industrial

Benyatip Kungwansomwong, Paratchanun Charoenarpornwattana, Jindapa Leeniwa — Mon, 16 Jun 2025 00:00:00 +0700

To cope with a rapidly changing business environment, firms are required to maintain organizational performance and competitiveness in the long term. Dynamic capabilities allow employees in the organization to integrate, build, and transform internal and external resources to address environmental changes; this is mainly supported by managers or business leaders to integrate and reconfigure organizational resources. The potential of dynamic capabilities can also create new ideas for achieving high performance, and it is a key factor of competitive advantage. The objective of this paper is to synthesize the components of Dynamic Capabilities, High Performance Organizations, and Competitive Advantage in organizations. According to the results, there are three components of Dynamic Capabilities: 1) Sensing Capability, 2) Transforming Capability, and 3) Learning Capability. There are five components of High-Performance Organizations: 1) Management Quality, 2) Continuous Improvement and Renewal, 3) Openness and Action Orientation, 4) Long-term Orientation, and 5) Employee Quality. There are three components of Differentiation, Cost Leadership, and Innovative Technology and Process in this study.

Factors affecting the service quality of the hotel in Chiang Mai after COVID-19

Unnop Chaiwut , monchanok upata, Vasit Kanjanachet, Pintong Settawarakorn — Mon, 16 Jun 2025 00:00:00 +0700

The purpose of a research article is 1) study the service quality of hotels in Chiang Mai Province after COVID-19 2) study the POLC management and marketing mix of hotels in Chiang Mai Province after COVID-19 3) study the relationship between POLC management and marketing mix on the service quality of hotels in Chiang Mai Province after COVID-19 4) study the influence of POLC management principles and marketing mix on the service quality of hotels in Chiang Mai Province after COVID-19. The quantitative study was conducted, collecting data from hotel businesses in Chiang Mai Province using a multi-stage random sampling method, consisting of stratified random sampling and simple random sampling.

The research results found that 1) the overall service quality was at the highest level, 2) the overall POLC management and the overall 7P marketing mix were at the highest level, 3) each pair of variables had a positive relationship with a correlation coefficient between 0.719 and 0.824, which was statistically significant at the 0.01 level, indicating that all variables had a direct relationship, and 4) the service quality of hotels in Chiang Mai after COVID-19 was related to the marketing mix variables by 0.824.

A STUDY ON THE IMPACT OF CORPORATE SOCIAL RESPONSIBILITY PERFORMANCE ON CONSUMER PURCHASE DECISIONS: A CASE OF THE PHARMACEUTICAL INDUSTRY

Lingjia Feng — Mon, 16 Jun 2025 00:00:00 +0700

This study explores the impact of Corporate Social Responsibility (CSR) performance on consumer purchasing decisions in the pharmaceutical industry, particularly in the context of global health crises. Grounded in CSR theory, we formulated and tested hypotheses regarding the direct influence of CSR performance (X) on purchasing decisions (Y) and the mediating role of consumer perception (M). A structured questionnaire was developed, assessing four dimensions of CSR performance: service quality, brand image, product quality, and welfare policies. A pre-survey of 120 questionnaires yielded 115 valid responses, demonstrating strong reliability (Cronbach's alpha > 0.7). In the formal survey, 390 questionnaires were distributed, resulting in 376 valid responses after excluding 80 respondents under 18 years, leading to a final sample size of 296. Descriptive analysis revealed a diverse demographic, with a significant portion holding a bachelor's degree or higher and a balanced income distribution. Statistical analyses, including regression and mediation analysis, indicated that CSR significantly influences purchasing decisions, particularly through brand image (p < 0.001) and welfare policies (p = 0.002). Furthermore, CSR was found to reduce consumers' risk perception (p < 0.001) and enhance quality perception, fostering trust in brands. The mediation analysis confirmed that both risk and quality perceptions significantly mediate this relationship (p < 0.01). In conclusion, CSR performance not only directly impacts consumer purchasing behavior but also enhances perceptions of product safety and quality, highlighting the importance of a strong CSR image for building brand credibility.

IMPORTANT FACTORS OF COLD CHAIN MANAGEMENT IN SAMUT PRAKAN PROVINCE

Junbo Yang, Bavornwit Rojsuwan — Mon, 16 Jun 2025 00:00:00 +0700

This research aimed to identify the key factors influencing cold chain management in Samut Prakan Province using ANOVA to examine the relationship between the independent and dependent variables and their effectiveness and provide managerial recommendations regarding cold chain management factors. The research variables are independent variables of personal Factors, including Gender, Age, Education, Employees, Business type, and Position, and dependent variables of Cold chain management Factors, including Temperature Monitoring, Transportation Time, Cold Storage Facilities, Packaging Materials, Logistics Coordination, Compliance with Industry Regulations, and Professional Training. The study involved 225 individuals from 48 factories, who work in, have experience with, or are connected to the food cold chain in Samut Prakan Province. Data were analyzed using descriptive statistics, including percentage, mean, and standard deviation, along with inferential statistics through One-Way Analysis of Variance (One-Way ANOVA or F-test with P < 0.05).

The findings revealed that most respondents were male, over 50 years old, held undergraduate degrees, worked in companies with 20–50 employees, were engaged in cold storage businesses, and held senior supervisory or supervisory positions. Temperature Monitoring and Compliance with Industry Regulations were identified as the most critical factors for cold chain management in Samut Prakan Province, with mean scores of 4.61 (SD = 0.54) and 4.50 (SD = 0.68), respectively. Additionally, demographic factors such as gender, age, and education significantly influenced all aspects of cold chain management in the province, with a statistical significance level of 0.05. This study provides valuable insights into the demographic influences and critical factors for enhancing cold chain management efficiency, offering practical implications for industry improvement.

The Marketing Mix Factors Influencing the Decision to Use Beauty Clinic Services Among Working-Age Customers in Ratchaburi Province

THANAPORN RAKSAKUL, Sinart Narkwachara — Mon, 16 Jun 2025 00:00:00 +0700

This research aims to 1) study the general conditions of personal factors, service marketing mix, and decision-making in choosing Beauty Clinic services among working-age customers in Ratchaburi Province; and 2) examine the influence of personal factors and service marketing mix on the decision-making process of working-age customers in selecting Beauty Clinic services in Ratchaburi Province. The sample group consisted of 400 working-age individuals who used services from Beauty Clinic operating in Ratchaburi Province. Data were collected using a questionnaire and analyzed through descriptive statistics, one-way ANOVA, and multiple regression analysis to test the hypotheses. The results revealed that differences in personal factors did not significantly affect the decision to choose Beauty Clinic services among working-age customers in Ratchaburi Province. However, aspects of the service marketing mix that influenced the decision-making process included product, process, personnel, and physical presentation.

Factors affecting Thai users' confidence in measures to prevent COVID-19 disease in low-cost airlines. After the COVID-19 situation Case study of international airports in the northern region

Tanawin Suwan — Mon, 16 Jun 2025 00:00:00 +0700

The research aims to study 1) general information, 2) confidence levels, and 3) factors affecting confidence in hygiene measures. of Thai users using low-cost airlines After the COVID-19 situation, a case study of international airports in the northern region.The sample group used in the research was 400 Thai users who decided to use low-cost airline services in Thailand. Data were collected using questionnaires. Data were analyzed using descriptive statistics. and multiple regression analysis using the Enter method.

The results of the study found that 1) Most of the informants were male. Under 30 years of age, single, working as a private company employee. Income between 15,001-30,000 baht, bachelor's degree level The purpose of the trip is tourism. The airline selected for service is Thai Air Asia. By using airline services through Chiang Mai International Airport. and the frequency of using low-cost airline services at the airport, 1-10 times per year. 2) The informants' opinions on confidence in hygiene measures of Thai users using low-cost airlines Overall at a high level (x ̅ = 3.91) and 3) factors that have a positive effect on confidence in hygiene measures there is 1 variable that has statistical significance at the 0.01 level, which is status. At the same time, there are factors that have a negative effect. Statistically significant at the 0.01 level includes monthly income.

Interactive Game Development for Creating a Marketing Plan, in Collaboration with Avid Online Gamers

Mon, 16 Jun 2025 00:00:00 +0700

This study explored the potential of leveraging online game engagement to improve learning outcomes in marketing plan development, acknowledging both the potential benefits and drawbacks of video games for young people. The research pursued three objectives: (1) to analyze the perceptions of avid online gamers before and after the development of an interactive marketing plan game; (2) to analyze student perceptions of the game-based learning activity using the interactive marketing plan game before and after implementation; and (3) to develop an interactive marketing plan game, "MarkWarrior,"that incorporates engaging mechanics and elements from popular online games. Qualitative data was gathered through focus group interviews with undergraduate students—both avid online gamers and those participating in an innovative business program—before and after playing the game. Results showed significant improvements in student engagement, satisfaction, and marketing planning skills, suggesting the potential of the game as a practical and effective business educational tool.