INTERNATIONAL ACADEMIC MULTIDISCIPLINARY RESEARCH CONFERENCE ICBTSMADRID2025

Introduction Book

Dr.Chayanan Kerdpitak — 2025-03-13

Strategies for Sustainable Leadership in Higher Education: Balancing Tradition and Innovation

Chutikarn Sriviboon — 2025-03-13

This research investigates the strategic approaches to sustainable leadership in higher education institutions, focusing on how universities can balance tradition with innovation to navigate the challenges of the modern educational landscape. The objective is to explore how leaders in higher education can foster an environment of innovation while preserving the core values and traditions of academia. The research employs a mixed-methods approach, combining qualitative interviews with university leaders and quantitative surveys of faculty members and students to gather insights on leadership practices and their impact on sustainability and academic performance. The findings indicate that successful sustainable leadership requires a commitment to both technological innovation and the preservation of traditional academic values. Leaders must foster collaboration, encourage adaptability, and ensure that strategic decisions align with both current educational needs and long-term institutional goals. Furthermore, the integration of digital technologies and the adoption of data-driven decision-making were identified as essential for promoting sustainability, while maintaining a focus on student-centered education. Key recommendations include enhancing leadership training in digital transformation, encouraging interdisciplinary collaboration, and ensuring institutional policies support both innovation and academic integrity.

Transforming Higher Education Institutions for the Future: A Study on the Integration of Technology and Online Learning

Nuntiya Noichun — 2025-03-13

In an increasingly digital world, the integration of technology in education is essential for improving accessibility, fostering innovation, and enhancing global competitiveness. The research adopts a mixed-methods approach, combining quantitative surveys and qualitative interviews to assess SSRU's technological readiness, challenges, and opportunities for online learning implementation. Findings reveal significant progress in SSRU's adoption of digital learning platforms, reflecting a trend observed globally in response to the demands of the 21st-century educational landscape. However, challenges such as the digital divide, limited access to high-quality infrastructure, and the need for faculty training were identified as barriers to comprehensive integration. The study underscores the importance of blended learning models that combine online and traditional face-to-face instruction to maximize student engagement and learning outcomes. Additionally, it highlights the potential of online education in fostering international collaborations and enhancing the university's global reputation. The study concludes with actionable recommendations, including strategic investments in technology infrastructure, targeted faculty development programs, and policy reforms aimed at promoting equitable access and fostering innovation. These findings contribute to the broader discourse on the transformation of higher education and serve as a blueprint for institutions seeking to navigate the challenges and opportunities of the digital age.

Risk Management Strategies Employed by Businesses in Thailand to Navigate Economic Crises

Bundit Pungnirund — 2025-03-13

This research investigates the risk management strategies used by businesses in Thailand to adapt and respond to changes during economic crises. The main objective is to identify and analyze the risk management practices employed by Thai businesses during periods of economic disruption, particularly focusing on the 1997 Asian financial crisis and the 2020 COVID-19 pandemic. The study employs a mixed-method approach, combining qualitative interviews with business leaders and quantitative surveys distributed to a sample of companies across various sectors. The findings reveal that businesses that adopted diversified supply chains, digital transformation, financial risk mitigation, and crisis preparedness plans were more resilient during economic disruptions. Moreover, the research highlights the role of government support in enabling businesses, especially SMEs, to withstand economic shocks. Based on the findings, the study recommends that Thai businesses should prioritize flexibility in their supply chains, invest in digital technologies, and establish robust financial management frameworks to prepare for future economic challenges.

The Impact of Documentary Films on Digital Media in Raising Awareness of Environmental Issues

Somsak Klaysung — 2025-03-13

As environmental concerns such as climate change, deforestation, and pollution become increasingly pressing, the role of media in educating the public is pivotal. Documentaries, particularly those available through digital platforms, have emerged as influential tools for disseminating information and motivating pro-environmental behavior. Using a mixed-methods approach, including surveys and in-depth interviews, this research investigates how Thai audiences engage with environmental documentaries and the extent to which these films influence their understanding of and actions toward environmental issues. The findings reveal that locally relevant content, combined with emotional and visual appeal, significantly increases awareness and inspires behavioral change. Furthermore, the study highlights the critical role of digital media platforms such as YouTube, Netflix, and Thai streaming services in enhancing the reach of environmental documentaries. Despite the positive influence of documentaries on viewers’ environmental attitudes, practical barriers such as limited access to sustainable alternatives were identified as factors that hinder broader behavior change. The study concludes by offering recommendations for future documentary production, distribution, and policy initiatives aimed at furthering environmental advocacy in Thailand, emphasizing the importance of creating accessible, actionable solutions alongside powerful narratives.

Marketing Factors Influencing Investment Decisions in Health and Wellness Business

Chutima Klaysung — 2025-03-13

This research explores the marketing factors influencing investment decisions in the health and wellness business sector in Thailand. The study identifies key variables such as consumer demand, branding, product innovation, digital marketing, and pricing strategies that impact investor choices in this growing market. A mixed-methods approach was employed, combining quantitative analysis through surveys with qualitative insights gathered from industry stakeholders. The findings reveal that health-conscious consumer trends, strong branding, innovative products, and effective use of digital marketing are the most significant factors driving investment decisions. Furthermore, while competitive pricing was important, it was not as influential as the aforementioned factors. The study aligns with global marketing trends, emphasizing the importance of adapting to market demand, leveraging brand trust, and incorporating technological advancements to remain competitive. These findings offer valuable insights for investors and businesses aiming to succeed in Thailand’s health and wellness market, suggesting strategies for attracting both consumers and investors.

Sustainable Green Logistics for Waste Reduction in the Food Sector in Thailand

Nattapong Techarattanased — 2025-03-13

The food sector in Thailand is experiencing increasing pressure to adopt sustainable practices due to rising environmental concerns and the growing demand for eco-friendly products. The objective was to investigate how green logistics practices can reduce food waste and enhance sustainability in food production, distribution, and consumption. The research employed a mixed-methods approach, combining quantitative surveys with food industry stakeholders and qualitative interviews to gain insights into current logistics practices and challenges. Data were collected from large and small food enterprises to identify the factors influencing the adoption of green logistics and barriers hindering SMEs' participation. The findings reveal that while large enterprises have successfully implemented energy-efficient transportation systems, sustainable packaging, and waste reduction strategies, SMEs face significant barriers, including high initial costs, limited infrastructure, and lack of awareness. The study also highlighted the role of government policies, industry collaboration, and consumer demand in driving the adoption of green logistics practices. Based on the findings, the study recommends enhancing government incentives for SMEs, improving logistics infrastructure, fostering collaboration across the supply chain, and investing in technology to optimize waste management. Furthermore, greater consumer education and awareness campaigns are needed to support sustainable consumption patterns.

Approaches to Mitigate Economic and Trade Disruptions for Thai Businesses

Yuthapoom Thanakijborisut — 2025-03-13

Considering the increasing frequency and severity of global disruptions, businesses must adapt their supply chain structures to remain competitive and resilient. This study examines how Thai companies implement flexibility and risk mitigation strategies in their supply chains to navigate uncertainties caused by economic shifts, trade barriers, and geopolitical challenges. Through a combination of quantitative surveys and qualitative interviews with business leaders and supply chain professionals, the study identifies key approaches such as supplier diversification, digital technology integration, and agile logistics practices. The results suggest that businesses with more robust risk management frameworks and flexible supply chains are better equipped to mitigate the impact of external disruptions. Additionally, the study emphasizes the importance of adapting supply chain models to incorporate sustainability and environmental concerns, which are becoming increasingly critical in global supply chains. The findings provide valuable insights for Thai businesses and policymakers to develop strategies that strengthen resilience against future disruptions.

The Influence of Emotional Marketing on Consumer Decision-Making in the Context of Electric Vehicle Advertising

Ittipoom Promma — 2025-03-13

This research explores the impact of emotional marketing on consumer decision-making in the context of electric vehicle (EV) advertising. As environmental concerns and technological advancements become key factors influencing consumer behavior, emotional appeals in advertising have gained significant traction. This study examines how emotional marketing strategies, particularly those focusing on sustainability, technological innovation, and social responsibility, shape consumer attitudes and purchase intentions towards EVs. Through an analysis of advertising campaigns, consumer surveys, and interviews, the research reveals that emotional appeals, especially those tied to environmental values, enhance consumer engagement and positively influence decision-making processes. Additionally, the study finds that demographic factors, such as age and environmental consciousness, significantly moderate the effectiveness of these emotional messages, with younger consumers responding more strongly to innovation-driven appeals and older consumers favoring sustainability-oriented messages. The findings suggest that emotional marketing is a powerful tool in the electric vehicle sector, helping brands differentiate themselves and foster long-term consumer loyalty. Based on these results, recommendations are made for EV brands to refine their marketing strategies by tailoring emotional appeals to specific consumer segments and leveraging digital platforms to maximize engagement.

Popularity and Perceptions of Thai Cultural Representation in Thai Cinema

Pongsawee Supanonth — 2025-03-13

This study explores the factors driving the popularity of Thai cinema and examines audience perceptions of Thai cultural representation in films. Drawing on qualitative and quantitative methods, the research analyzes how Thai filmmakers integrate cultural narratives into their works and evaluates the reception of these films among domestic and international audiences. Findings reveal that the popularity of Thai cinema is largely attributed to its unique combination of traditional cultural elements and universal storytelling themes. Iconic films such as Nang Nak and Pee Mak effectively highlight Thai folklore and spirituality, appealing to domestic viewers' cultural pride while captivating international audiences with their exotic appeal. Modern productions like Bad Genius demonstrate the industry's ability to integrate contemporary themes, attracting younger and more globalized viewers. However, the study also identifies challenges, including the commodification of cultural elements and the perpetuation of stereotypes to cater to global market demands. The study concludes that Thai cinema holds significant potential as a medium for cultural diplomacy and global engagement. To maintain cultural authenticity and market appeal, filmmakers should balance traditional narratives with innovative storytelling techniques. Moreover, leveraging digital platforms and fostering international collaborations can further expand the global reach of Thai cinema.

Comparative Effectiveness of Thai's Local Television Programs and Digital Platforms in Promoting Tourism

Pitimanus Bunlue — 2025-03-13

As global tourism marketing has increasingly moved toward digital media, traditional television still plays a significant role in shaping perceptions and influencing domestic tourism. The study employs a mixed-methods approach, combining quantitative surveys and qualitative interviews with tourists, tourism experts, and media producers, to assess the reach, engagement, and impact of both media in promoting tourism in Thailand. The results reveal that television programs remain highly influential for domestic audiences, particularly among older viewers, who appreciate authoritative and emotionally engaging content. However, digital platforms, including social media and travel blogs, are found to be more effective in reaching younger, international tourists due to their interactive, real-time nature and the trustworthiness of peer-generated content. Additionally, digital media's ability to offer authentic, user-driven narratives and its global reach make it a powerful tool for influencing travel decisions. The study concludes that a hybrid approach that combines the strengths of both traditional and digital media would be the most effective strategy for promoting tourism in Thailand. This integrated approach could allow tourism marketers to target diverse audience segments and enhance their campaigns’ overall effectiveness.

Essential Qualities for Financial Professionals in a Competitive Financial Environment

Krisada Sungkhamanee — 2025-03-13

In an increasingly complex and competitive financial environment, the success of financial professionals depends on a blend of technical expertise, ethical standards, interpersonal skills, and adaptability to technological advancements. This study examines the essential qualities that enable financial professionals to thrive in this landscape, focusing on key competencies such as analytical proficiency, integrity, relationship management, and technological literacy. A mixed-methods approach was employed, integrating quantitative surveys of 300 financial professionals in Thailand with qualitative insights from interviews with industry leaders. The findings reveal that technical expertise in financial analysis and decision-making remains a cornerstone of professional success, complemented by strong ethical conduct and effective communication skills. Adaptability to emerging technologies, such as AI and blockchain, further enhances competitiveness. The study underscores the importance of continuous professional development and strategic training initiatives to prepare financial professionals for the challenges of a rapidly evolving market.

Transforming Marketing Organizational Structures for Efficiency and Consumer Responsiveness in the Digital Age

Wanida Suwunniponth — 2025-03-13

This research explores the transformation of marketing organizational structures to enhance efficiency and consumer responsiveness in the digital age. The study aims to evaluate the effectiveness of modern marketing models in addressing the rapidly evolving demands of consumers through digital tools, agile practices, and data-driven strategies. A mixed-method approach was employed, combining qualitative interviews with industry experts and quantitative surveys from marketing professionals across various sectors. The findings reveal that organizations adopting agile structures, leveraging digital technologies, and fostering a consumer-centric culture significantly improved responsiveness and operational efficiency. Transformational leadership emerged as a critical driver for successful structural adaptation, enabling businesses to navigate digital challenges effectively. The research highlights the need for ongoing workforce development and cross-functional collaboration to ensure alignment with technological advancements and market trends. Key recommendations include investing in advanced digital tools, promoting a collaborative organizational culture, and implementing training programs to upskill marketing teams. These strategies enable organizations to maintain competitiveness, deliver personalized consumer experiences, and achieve long-term success in the dynamic digital marketplace.

Cultural Tourism Models for Enhancing the Quality of Thai Tourism

Poramatdha Chutimant — 2025-03-13

This study examines the development of cultural tourism models to enhance the quality of Thai tourism by addressing challenges related to cultural authenticity, infrastructure, and sustainability. Using a mixed-methods approach, the research incorporated qualitative data from interviews and focus groups with stakeholders, alongside quantitative data from a survey of 400 participants, including tourists, local residents, and industry professionals. The findings reveal that cultural authenticity, community involvement, and adequate infrastructure are critical factors influencing the quality of cultural tourism. Challenges such as cultural commodification and uneven benefit distribution were identified as significant barriers to improvement. Two models were proposed: The Community-Based Cultural Tourism Model, which emphasizes local community engagement through training programs, revenue-sharing mechanisms, and cultural centers to preserve and showcase heritage; and the Integrated Cultural Tourism Framework, which aligns stakeholders, incorporates digital platforms to enhance visitor experiences, and ensures sustainability through regular assessments. Both models were validated through stakeholder workshops, highlighting their feasibility and potential impact. These findings provide a strategic foundation for policymakers and practitioners to develop a sustainable and high-quality cultural tourism industry that aligns with global best practices.

Factors Influencing Investment Decisions in Ready-to-Eat Food Businesses in the International Market

Pichamon Chansuchai — 2025-03-13

The ready-to-eat (RTE) food industry has gained significant traction globally, fueled by shifting consumer preferences toward convenience, health consciousness, and sustainable practices. This study investigates the factors influencing investment decisions in Thailand's RTE food businesses targeting international markets. The research employs a mixed-methods approach, combining quantitative data from 200 industry stakeholders in Thailand, including investors, business executives, and experts, with qualitative insights from in-depth interviews. The results reveal that market demand, product innovation, and regulatory compliance are the most critical factors driving investment decisions, with market demand showing the highest predictive power. Qualitative findings highlight the importance of aligning business strategies with global consumer trends, technological advancements, and sustainability initiatives. The study concludes that businesses must adopt a multifaceted approach, balancing consumer preferences, innovation, and operational efficiency, to thrive in the competitive international RTE food market. Recommendations include enhancing product innovation through R&D, ensuring compliance with international regulations, and integrating sustainable practices into operations. These strategies can help Thai RTE food businesses secure investments and strengthen their position in global markets.

Factors Influencing Income Allocation and Savings of Employees in Private Organizations

Nutcha Phasuk — 2025-03-13

In the context of a rapidly changing economic landscape, understanding the determinants of personal financial decisions is critical for both individuals and organizations. This study explores the factors influencing income allocation and savings behavior among employees in private organizations in Thailand, aiming to understand the dynamics shaping financial decision-making. A mixed-methods approach was adopted, combining quantitative analysis of survey data from 250 employees with qualitative insights gathered through in-depth interviews. The findings indicate that income level, financial literacy, and organizational support significantly impact savings behavior. On average, employees allocated 22% of their income to savings, with variations influenced by financial literacy levels and long-term financial planning awareness. Employees with higher financial literacy saved 12% more of their income than their counterparts, underscoring the importance of financial education. Moreover, 60% of participants reported saving regularly, with 55% prioritizing long-term goals such as retirement or home purchases. Organizational factors, such as the provision of financial counseling programs, were found to enhance employees' ability to allocate income effectively. The study concludes that promoting financial literacy and providing organizational support are critical for fostering effective income allocation and savings habits. Recommendations include implementing workplace financial education programs and encouraging personalized savings plans to empower employees in managing their financial well-being.

Development Strategies to Enhance the Potential of OTOP Products in the Global Market

Rumpapak Luekveerawattana — 2025-03-13

This study explores development strategies at enhancing the potential of One Tambon One Product (OTOP) products for integration into the global market. OTOP, a community-based initiative in Thailand, has the potential to boost local economies by promoting unique, culturally significant products internationally. However, the transition from local markets to the global stage requires strategic development, including product quality improvement, branding, and market diversification. The research employs a mixed-methods approach, incorporating both qualitative and quantitative data analysis. Interviews, focus groups, and surveys were conducted with OTOP producers, consumers, and industry experts to identify key challenges and opportunities for global market integration. Additionally, case studies of successful OTOP initiatives from other regions were analyzed to inform model development. The findings suggest that enhancing OTOP products for global markets involves improving digital marketing capabilities, fostering international partnerships, adopting sustainable production practices, and leveraging the uniqueness of Thai cultural heritage. The study presents a comprehensive framework for policy recommendations and strategic actions to strengthen OTOP products' competitiveness on the global stage, offering valuable insights for local producers, government bodies, and other stakeholders.

The Relationship Between Soft Skills Development and Job Performance in Public Organizations

Siri-orn Champatong — 2025-03-13

As public sector organizations strive for efficiency and service excellence, it has become increasingly evident that technical skills alone are insufficient. Soft skills, such as communication, adaptability, emotional intelligence, and teamwork are essential for enhancing individual and organizational performance. Through a mixed-method approach combining quantitative surveys and qualitative interviews, this research investigates the impact of soft skills training on employee performance in public organizations in Thailand. The findings indicate a strong positive correlation between the development of soft skills and job performance. Employees who received formal soft skills training exhibited better communication, higher emotional intelligence, and more effective collaboration, leading to improved performance outcomes. Moreover, leadership support and organizational culture were found to be key factors in the successful implementation of soft skills development programs. This study contributes to the growing body of literature on human resource development in the public sector and provides recommendations for integrating soft skills training into organizational policies to foster a more effective workforce.

The Role of Cost Accounting in Budgeting and Decision-Making in the Service Industry

Pranee Tridhoskul — 2025-03-13

Cost accounting plays a critical role in supporting effective budgeting and informed decision-making, particularly in the service industry where intangible assets and variable costs are prominent. This study aims to examine the impact of cost accounting practices on budgeting processes and decision-making efficiency within service organizations. The research adopts a mixed-methods approach, combining quantitative data collection through structured surveys distributed to 150 financial managers and qualitative insights from interviews with 20 senior accounting professionals across the service sector in Thailand. The results reveal that organizations employing advanced cost accounting techniques, such as activity-based costing (ABC) and real-time financial analysis, exhibit higher budgeting accuracy and improved decision-making capabilities. These practices enhance resource allocation and cost control, ultimately leading to improved organizational performance. Additionally, the findings highlight the need for continuous training of financial professionals and the adoption of digital tools to keep pace with industry demands. The study concludes with recommendations for service organizations to integrate advanced cost accounting systems and provide ongoing professional development to accounting staff. Policymakers and industry leaders are encouraged to support technological adoption in financial operations to ensure sustained competitive advantage.

The Transformative Role of Accountants in Business Performance Optimization in the Digital Economy

Khwanchat Wongjantip — 2025-03-13

This research explores the evolving role of accountants in business performance optimization in the context of the modern digital economy. This study examines how accountants can go beyond their traditional duties to contribute strategically to business performance through the integration of digital tools and data analytics. The research employs a mixed-methods approach, utilizing both qualitative and quantitative data collection methods, including interviews with industry professionals and a survey of business organizations. The findings suggest that accountants, equipped with skills in digital technologies such as artificial intelligence (AI), machine learning, and big data analytics, can provide valuable insights into financial performance, risk management, and strategic decision-making. Furthermore, the study emphasizes the importance of continuous professional development, the integration of finance and IT departments, and fostering innovation within the accounting profession. The results highlight the need for accountants to be involved in broader business strategies, offering a holistic view of business performance that extends beyond traditional financial metrics. The research concludes with recommendations for businesses and accounting professionals to adopt a more proactive, strategic role in driving business success, thereby enhancing the overall competitiveness of firms in the digital economy.

The Effectiveness of Social Media Customer Relationship Management (CRM) in Building Brand Communities Among Gen Z Consumers

Ladaporn Pithuk — 2025-03-13

As digital natives, Gen Z exhibits unique behaviors and preferences when it comes to brand engagement, especially on social media platforms. Social media Customer Relationship Management (CRM) offers a powerful tool for fostering stronger relationships between brands and consumers by creating personalized experiences, increasing interaction, and enhancing brand loyalty. This research aims to explore how social media CRM strategies can be leveraged to cultivate brand communities that resonate with Gen Z. The study utilizes a mixed-methods approach, combining quantitative surveys and qualitative interviews to gather data from Gen Z consumers. The survey focuses on social media engagement, brand perception, and community involvement, while the interviews provide deeper insights into the motivations behind Gen Z's brand loyalty and engagement patterns. The results indicate that Gen Z consumers are highly receptive to brands that engage with them authentically and involve them in brand-related conversations. Key factors that influence brand community building include the use of personalized content, social responsibility initiatives, and interactive features such as live streams and user-generated content. Furthermore, Gen Z places a strong emphasis on trust and transparency, with brands that maintain consistent communication and deliver on their promises being more likely to build lasting brand communities. The findings suggest that brands should prioritize transparency, personalization, and social responsibility within their social media CRM strategies.

The Impact of Green Human Resource Management Practices on Company Sustainability Performance

Khajeerat Phumphruk — 2025-03-13

As environmental concerns continue to shape business strategies, Green HRM involves incorporating environmentally sustainable practices within HRM functions, such as recruitment, training, development, performance management, and employee engagement, aimed at enhancing an organization’s sustainability. The study aims to explore how Green HRM contributes to organizational sustainability performance, including environmental efficiency, waste reduction, and resource conservation. A mixed-method research design was employed, combining qualitative interviews with HR professionals and quantitative surveys distributed to employees across various sectors. The results indicate a significant positive correlation between Green HRM practices and organizational sustainability performance. Specifically, companies that implement green recruitment and selection strategies, environmentally-focused training programs, and green performance management practices report improved environmental outcomes. Additionally, organizations with strong green HRM systems show a higher level of employee engagement in sustainability practices, leading to more effective environmental initiatives. The study emphasizes the need for organizations to adopt integrated Green HRM strategies as a key enabler of sustainable business practices and competitive advantage. The findings suggest that HR departments play a crucial role in driving sustainability within companies, thereby contributing to both environmental and organizational goals.

Expectations of Audio-Visual Equipment Services for Students and Staff at the Faculty of Management Science, Suan Sunandha Rajabhat University

Juneerut Jannit — 2025-03-13

This study examines the expectations of students and staff regarding audio-visual (AV) equipment services at the Faculty of Management Science, Suan Sunandha Rajabhat University. Employing a mixed-methods approach, the research aimed to identify key factors influencing user expectations, assess satisfaction with existing services, and provide actionable recommendations for improvement. A total of 300 participants, including students and staff, were surveyed using a structured questionnaire, and qualitative insights were gathered through semi-structured interviews. The findings revealed high expectations for AV services, particularly in terms of accessibility, reliability, and technical support. Students emphasized ease of access and user-friendliness, while staff prioritized reliability and advanced functionalities. Despite moderate satisfaction with current services, challenges such as outdated equipment, delayed technical support, and insufficient maintenance were identified as critical areas for improvement. Recommendations include regular equipment upgrades, improved technical support services, and targeted training programs to meet the diverse needs of users. The study underscores the importance of aligning AV services with user expectations to support academic excellence and operational efficiency.

Development of a Meeting Management Model for the Faculty of Management Sciences, Suan Sunandha Rajabhat University

Jinjutha Srihera — 2025-03-13

The objective of the research is to design an effective model that enhances the planning, execution, and evaluation of meetings within the faculty, aimed at improving communication, decision-making, and administrative efficiency. The study adopts a mixed-methods approach, combining qualitative interviews with faculty members and administrative staff, and quantitative surveys to gather feedback on the current meeting management practices. The findings indicate that while meetings are essential for the functioning of the faculty, inefficiencies such as lack of clear agendas, poor time management, and inadequate follow-up actions are prevalent. Based on the data, the study proposes a comprehensive meeting management model, emphasizing structured agendas, time management strategies, and post-meeting evaluations. The proposed model also integrates digital tools to facilitate scheduling, communication, and documentation. The study concludes that implementing the developed meeting management model can lead to more effective and efficient meetings, ultimately contributing to better organizational outcomes and higher satisfaction among faculty and staff.

Factors Affecting the Key Card Borrowing and Returning Service at the Dean's Office, Faculty of Management Science, Suan Sunandha Rajabhat University

Phakaporn Detanant — 2025-03-13

This study aims to explore the factors affecting the key card borrowing and returning service at the Dean’s Office, Faculty of Management Science, Suan Sunandha Rajabhat University. The research examines user perceptions of service efficiency, challenges encountered, staff training, and technological support, with the goal of identifying improvements that could enhance the overall service experience. A mixed-methods approach was employed, combining quantitative data from surveys with qualitative insights from semi-structured interviews. A sample of 100 respondents, including staff, faculty members, and students, participated in the study. The results indicated that while the majority of users found the service moderately efficient, several challenges were identified, including long waiting times, unavailability of key cards, and insufficient staff training. Technological support was found to be lacking, with most respondents unaware of automated tracking systems for key card management. Additionally, communication gaps in the service process contributed to confusion and delays. The study suggests that improvements in service efficiency can be achieved by streamlining the process, enhancing staff training, integrating automated tracking systems, and improving communication with users.

Development of an Effective Public Relations Model for the Faculty of Management Science, Suan Sunandha Rajabhat University

Kanyakorn Sujarittnetikarn — 2025-03-13

This study aimed to develop an effective public relations (PR) model for the Faculty of Management Science, Suan Sunandha Rajabhat University, to enhance stakeholder engagement and improve institutional image. A mixed-methods approach was employed, combining quantitative surveys with qualitative interviews to gather comprehensive insights. The study involved 300 survey respondents and 15 interview participants, including faculty staff, students, alumni, and external stakeholders. Key findings identified four critical factors influencing PR effectiveness: leadership support, message consistency, stakeholder involvement, and technology utilization. The proposed model emphasizes strategic planning, unified communication, active stakeholder collaboration, and integration of digital tools to enhance outreach and engagement. Validation by PR experts and administrators confirmed the model’s practicality and relevance, with a 92% agreement on its alignment with contemporary PR practices. The study concludes that implementing the model can address existing gaps, strengthen relationships with stakeholders, and improve the faculty’s overall PR effectiveness. Future research could explore the model’s application in similar educational settings and its long-term impact on institutional reputation.

Improvement of the Document Processing for Financial and Accounting Disbursement at the Faculty of Management Science, Suan Sunandha Rajabhat University

Weena Kunyeat — 2025-03-13

This study investigates the improvement of document processing for financial and accounting disbursements at the Faculty of Management Science, Suan Sunandha Rajabhat University. The research identifies inefficiencies in the current manual system and proposes solutions to streamline the workflow, reduce errors, and improve overall processing time. Data was collected through surveys, interviews, and document analysis, involving financial and accounting staff, as well as faculty members who interact with the disbursement process. The findings reveal significant delays due to manual processes, a lack of automation, and insufficient communication regarding the status of disbursements. Based on these results, the study recommends the implementation of a Document Management System (DMS) and an Enterprise Resource Planning (ERP) system to automate the submission, approval, and tracking processes. The research also highlights the importance of standardizing procedures, providing staff training, and enhancing communication channels. The proposed solutions were tested through a pilot program, showing a 30% reduction in processing time and improved stakeholder satisfaction. This study offers practical recommendations for improving the efficiency and transparency of financial disbursement processes, which can serve as a model for similar institutions.

Satisfaction with Materials Management Administration at the Faculty of Management Science, Suan Sunandha Rajabhat University

Thanakit Phipatsakunkamon — 2025-03-13

This study investigates the satisfaction levels with the materials management administration at the Faculty of Management Science, Suan Sunandha Rajabhat University. The research aims to evaluate how faculty members, administrative staff, and students perceive the efficiency, effectiveness, and quality of the materials management system. Using a mixed-methods approach, the study incorporates both quantitative surveys and qualitative interviews to gather comprehensive data from 150 respondents, including 50 faculty members, 50 administrative staff, and 50 students. The results revealed that while faculty and staff expressed moderate to high satisfaction with the quality of materials and inventory management, students reported lower satisfaction, particularly regarding the timeliness of material delivery and communication regarding availability. Key factors influencing satisfaction included the responsiveness of the materials management staff, the quality and availability of materials, and the efficiency of the request and retrieval process. The study suggests that improvements in communication, the integration of a digital system for tracking materials, and more transparent processes could significantly enhance satisfaction levels. Overall, the findings highlight the importance of addressing the challenges identified to improve the materials management system and ensure better service delivery for all stakeholders.

A Study on Satisfaction with Service Quality at the Planning and Quality Assurance Division, Faculty of Management Science, Suan Sunandha Rajabhat University

Parichut Junnuan — 2025-03-13

This study investigates stakeholder satisfaction with the service quality provided by the Planning and Quality Assurance Division at the Faculty of Management Science, Suan Sunandha Rajabhat University (SSRU). The primary objective was to assess the service quality across five key dimensions: Tangibles, Reliability, Responsiveness, Assurance, and Empathy, and to understand the factors influencing overall satisfaction among faculty members, administrative staff, and students. A sample of 384 respondents was surveyed, and the data were analyzed using descriptive statistics, ANOVA, and regression analysis. The findings revealed that overall satisfaction was moderate, with the highest satisfaction observed in Reliability and Responsiveness, while Tangibles (physical facilities) received the lowest ratings. The study also highlighted significant differences in satisfaction across stakeholder groups, with faculty members reporting higher satisfaction than students, particularly in services reliability. The regression analysis showed that Service Reliability and Responsiveness/Assurance were the strongest predictors of overall satisfaction. Based on these findings, recommendations for improving service quality include enhancing physical facilities, improving responsiveness, increasing personalized attention, and strengthening communication. These improvements are expected to elevate satisfaction and contribute to a more positive service experience at SSRU.

Development of Operational Processes for Performance Outcomes Based on Action Plan Indicators at the Planning and Quality Assurance Division, Faculty of Management Science

Poonsiri Promkul — 2025-03-13

This study explores the development of operational processes aimed at improving performance outcomes based on action plan indicators at the Planning and Quality Assurance Division, Faculty of Management Science, Suan Sunandha Rajabhat University (SSRU). The research seeks to assess the current state of operational processes, identify gaps, and propose improvements to align these processes with the university’s strategic objectives. Utilizing a mixed-methods approach, both quantitative and qualitative data were collected through surveys and interviews with faculty members, administrative staff, and students. The findings indicate that while the current processes are generally effective, there are significant areas for enhancement, particularly in services reliability, responsiveness, and infrastructure. The study highlights that the most critical factors influencing satisfaction and performance outcomes are Service Reliability and Service Responsiveness/Assurance. Based on these findings, the study recommends enhancing communication strategies, improving physical resources, and providing regular training to staff and faculty. By refining these operational processes, SSRU can foster a more effective quality assurance framework, ultimately leading to better educational and organizational outcomes. This study contributes to the understanding of how operational processes can be optimized to achieve sustainable performance improvements within higher education institutions.

Building Knowledge and Understanding of Curriculum-Based Learning Management at the Faculty of Management Science, Suan Sunandha Rajabhat University

Benjama Saiwijit — 2025-03-13

This study aimed to assess the level of knowledge and understanding of curriculum-based learning management among faculty members at the Faculty of Management Science, Suan Sunandha Rajabhat University, and to identify challenges and opportunities for improvement. A mixed-methods approach was employed, combining quantitative data from a structured questionnaire administered to 80 faculty members with qualitative insights from semi-structured interviews. The findings revealed a moderate to high level of understanding of key curriculum components, including learning outcomes alignment, teaching strategies, and assessment integration. However, challenges such as resource limitations, insufficient tailored training programs, and time constraints were identified as barriers to effective curriculum implementation. Faculty members who participated in interdisciplinary curriculum design reported improved teaching outcomes and higher levels of student engagement. Based on these findings, recommendations include the establishment of a dedicated curriculum development unit, the provision of targeted professional development, and the enhancement of institutional support mechanisms.

Analysis of Motivation for Participation in the International Research Presentation Funding Program for Students Abroad at the Faculty of Management Science, Suan Sunandha Rajabhat University

Kanmanas Muensank — 2025-03-13

This study aims to analyze the motivations behind students' participation in the International Research Presentation Funding Program for Students Abroad at the Faculty of Management Science, Suan Sunandha Rajabhat University. By employing both quantitative and qualitative research methods, the study explores the intrinsic and extrinsic factors that drive students to apply for funding, as well as the perceived barriers they face in the process. The results reveal that intrinsic motivations, such as academic development and intellectual growth, alongside extrinsic motivations like career advancement and networking opportunities, are primary drivers for student participation. Institutional support, particularly financial aid and faculty mentorship, also plays a crucial role in encouraging participation. However, challenges such as the complexity of the application process and time constraints were identified as significant barriers. This study provides valuable insights into how universities can improve participation in such programs by addressing these barriers and enhancing institutional support. The findings contribute to the broader understanding of student motivations in academic funding programs and offer practical recommendations for enhancing engagement in international research activities.

Development of the Academic Journal Publishing Process to Achieve TCI Group 1 Database Recognition for the Faculty of Management Science, Suan Sunandha Rajabhat University

Yosita Deeprai — 2025-03-13

This research aims to develop the academic journal publishing process at the Faculty of Management Science, Suan Sunandha Rajabhat University (SSRU), to meet the criteria for recognition in the TCI Group 1 database. The study investigates the current status of SSRU’s journal, identifies existing gaps, and proposes strategies to enhance its quality and visibility. Using a combination of document analysis, surveys, and expert interviews, the research highlights key areas such as editorial practices, peer review transparency, publication frequency, and international visibility that require improvement. The findings suggest that establishing clearer guidelines for authors and reviewers, enhancing digital presence, and expanding content diversity are critical steps toward achieving TCI Group 1 recognition. Additionally, expert recommendations emphasize the importance of improving the journal’s peer review process, increasing international collaboration, and ensuring consistent publication schedules. The proposed improvements align with global best practices in academic publishing and will enhance the journal’s academic influence, fostering greater recognition in international academic communities. This study provides valuable insights for SSRU and other Thai academic institutions seeking to elevate their publication standards and contribute to the global research landscape.

Development of Network-Building Potential with International Organizations at the Faculty of Management Science, Suan Sunandha Rajabhat University

Araya Yordchim — 2025-03-13

This research focuses on the development of network-building potential with international organizations at the Faculty of Management Science, Suan Sunandha Rajabhat University (SSRU). The primary objective of this study is to identify the current state of international networks at SSRU, explore the challenges faced in establishing effective global partnerships, and provide recommendations to enhance the faculty’s engagement with international organizations. The study employs a mixed-methods approach, including surveys and in-depth interviews with faculty members, administrative staff, and international stakeholders. The research findings highlight several key challenges, such as limited institutional support, insufficient awareness of the value of international partnerships, and a lack of centralized coordination. However, opportunities were also identified, including SSRU's unique academic resources, faculty willingness to engage internationally, and the potential for expanding collaborative research and student exchange programs. Based on these findings, the study recommends the establishment of a centralized international office, the implementation of training programs for faculty and staff, and the prioritization of long-term strategic international partnerships. These strategies are expected to strengthen SSRU’s international network-building capabilities, fostering greater academic exchange and research collaboration with international organizations.

Factors Affecting Work Performance Based on the Education Criteria for Performance Excellence (EdPEx) of Personnel at the Faculty of Management Science, Suan Sunandha Rajabhat University

Chartlikid Nimngam — 2025-03-13

This study aims to identify and analyze the factors affecting work performance based on the Education Criteria for Performance Excellence (EdPEx) of personnel at the Faculty of Management Science, Suan Sunandha Rajabhat University. The study employed a mixed-methods approach, combining quantitative surveys and qualitative interviews with faculty, administrative staff, and support personnel. The results reveal that leadership effectiveness, organizational culture, employee motivation, and continuous training and development significantly impact work performance. Key findings indicate that a strong organizational culture that emphasizes collaboration and transparency enhances individual performance, while leadership development plays a crucial role in guiding and motivating staff. Furthermore, the alignment of departmental goals with EdPEx standards was found to improve overall performance. Based on these findings, the study recommends enhancing leadership capabilities, fostering a culture of recognition, providing targeted training programs, and aligning practices with the EdPEx framework to achieve higher performance standards. This research contributes to the understanding of how institutions can improve work performance in the higher education sector, particularly within the context of performance excellence frameworks such as EdPEx.

Factors Affecting Satisfaction with the Use and Service of the Computer System at the Faculty of Management Science, Suan Sunandha Rajabhat University

Patchara Kingkan — 2025-03-13

This research investigates the factors affecting satisfaction with the use and service of the computer system at the Faculty of Management Science, Suan Sunandha Rajabhat University (SSRU). The study identifies key variables such as system quality, service quality, user support, and system reliability that influence user satisfaction. A quantitative research approach was employed, utilizing surveys to collect data from faculty members, staff, and students. The results revealed that system quality, including speed and ease of use, had the highest impact on user satisfaction, followed by service quality and user support. Additionally, system reliability and the provision of technical support services were found to be significant factors contributing to overall satisfaction. The study emphasizes the need for continuous improvements in system usability, user support training, and reliable technical services to enhance satisfaction levels among SSRU stakeholders. The findings offer valuable insights for administrators and IT service providers at SSRU to refine their computer system services and ensure better user experience.

Effectiveness of Duty Performance and Secretarial Services at Suan Sunandha Rajabhat University

Paweena Sribunrueng — 2025-03-13

This study examines the effectiveness of duty performance and secretarial services at Suan Sunandha Rajabhat University (SSRU), focusing on the administrative functions that support faculty, staff, and student operations. The research aims to evaluate how well the secretarial services meet the university's standards and expectations, identify key factors influencing performance, and offer recommendations for improving operational efficiency. Data were collected through surveys and interviews from faculty members, administrative staff, and secretaries, with a total of 150 respondents participating. The results indicate that while the majority of personnel express satisfaction with the overall service, challenges remain in areas such as time management, workload distribution, and the use of technology. The study finds that effective communication, continuous training, and better workload management are crucial factors for improving secretarial performance. The findings contribute to the broader field of administrative management and provide valuable insights for SSRU in optimizing its secretarial services and ensuring better support for the university's academic and administrative functions.