INTERNATIONAL ACADEMIC MULTIDISCIPLINARY RESEARCH CONFERENCE IN SWITZERLAND 2019

SOLAR ENERGY PADDLE WHEEL AERATOR

Chonmapat Torasa — 2020-01-17

Oxygen was vital to all livelihoods and lives. A life required oxygen to maintain various processes in the body for growth. If oxygen did not exist or existed too little, a life was unable to continue. Amount of oxygen dissolved in water was necessary to aquatic animals’ beings. Moreover, it was also an indication of water condition. As the amount of oxygen dissolved in water was diminished, the water became polluted. Therefore, it was essential to increase the oxygen level in water by using paddle wheel. In general, such paddle wheel used power supply by electricity. Nonetheless, the research had designed the one worked by solar energy. Electricity generated from the solar energy was utilized to supply the paddle wheel. According to the test result obtained from the invented paddle wheel, 24 volts 250 watts solar cell generated electricity for the paddle wheel gave electric power to DC brushless motor as well as an electricity charge to a battery to efficiently supply while there was no sunlight. The solar cell generated average electricity 27 volts 8.5 amperes approximately 6-8 hours per day. The best time that the maximum output was produced was between 10.30 AM till 2.30 PM. From the initial use, the paddle wheel using the power from the solar cell increased oxygen amount dissolved in water for about 0.16 mg/L in an hour.

A STUDY CONVERSION OF SUGARS TO BIOFUEL FROM LIGNOCELLULOSIC BIOMASS

Nuttida Chanhom — 2020-01-17

Lignocellulosic biomass contains more than 60% of cellulose consisting of glucose that can be converted into synthetic fuel. Production of 5-Hydroxymethylfurfural (HMF) from raw lignocellulosic biomass is combination treatment of diluted acid/base-assisted pretreatment and catalytic conversion. The condition, using HCI as catalysts and carried out with dilute sulfuric acid concentrations between 1.0 to 5.0% w/w, and residence time between 33 to 40 min at stable temperature of 140 degree celsius. High glucose conversion to HMF yield of 61.3%, respectively. There were obtained at 3.3% w/w for 35 min. The activation energy for producing HMF was 76 kJ/mol in our system. The combinational treatment demonstrate an effective transformation of glucose into HMF with a high yield.

DESIGN A FOLDING TRAFFIC CONE FROM DUMPED ADVERTISING VINYL BANNERS

Palang Wongtanasuporn — 2020-01-17

Natural resources are being depleted on a rapid scale while production and consumption are rising in nations. The waste production worldwide is enormous and if we do not do anything we will soon have turned all our resources into one big messy landfill. This research paper is focused on the investigation of the alternative approach to waste prevention. This encourages the redesign of resource life cycles that products from industry could be reused until the optimum level of consumption. The large industry like advertising banner printing consumes huge of petroleum base resources such as producing vinyl banners which are used in a moment of the campaign. After this short period time of use, the used vinyl canvases become trash to be sent to landfills. Used printing vinyl banners could be turned to a new resource for new products that call for an equivalent in some material properties. The matching material property exhibit that traffic cone is one of the products that its material properties need to be a fit outdoor condition as it is provided in vinyl banners.
The purpose of this article is to identify the possibility of a new idea for sustainable production and consumption that will change the way of thinking about the lifecycle of their products through the case study of printing vinyl media.

THE POTENTIAL TOURISM RESOURCES OF KLONG BANG NOI FLOATING MARKET COMMUNITY, SAMUT SONGKHRAM PROVINCE.

Phattita Pongthana — 2020-01-17

Klong Bang Noi Floating Market also known as “Pak Klong Bang Noi” was a floating and a land market that has significant influence to the history of the community. There’s a trade center were boats was the main transport since Klong Bang Noi is the central route that connects to another provinces. Consequently, there are small and big boats come alongside the piers to buy and sell goods, such as coconuts, rice, etc. Most products came from the plantation of the people in the community. The market inside this community mostly compose of Chinese people, they have been doing businesses, such as grocery stores, Chinese pharmacies, restaurants, etc. that shows the way of life of the riverside community in connection to ancient Bang Noi Canal that is now undeniably prosperous.
This research has an objective to survey the tourism resources of Klong Bang Noi Floating Market Community and to study the potential tourism resources of the said community. This research used survey research process to collect physical data that is potential for tourist attractions in Klong Bang Noi Floating Market Community and qualitative research process through in-depth interview from experts in the field of tourism such as local administrative organization staffs, and the people in this community. Thus, the data collected is use to study and develop the potential tourism resources in Klong Bang Noi Floating Market Community. The result of this research found that Klong Bang Noi Floating Market Community has tourist attractions that have potential tourism resources in multifaceted way, for example, their activities, culture, history, ordinary and traditional way of life. The researcher suggests to develop the community areas through promoting potential tourist attractions is suitable.

WATER-RELATED DISASTERS IN THAILAND FROM THE PERSPECTIVE OF THE WATER SECURITY INDEX.

Piamchan Doungmanee — 2020-01-17

Globally, disasters, i.e. droughts, floods, storm surges, earthquakes, and tsunamis, are a concern because they create enormous damages to countries. Again globally, the issues of disaster risks have been surveyed by many organizations. For example, the Asian Development Bank (ADB) launched the Water Security Index (WSI), University Bochum, the Institute for International Law of Peace and Armed Conflict (IFHV) presented the WorldRiskIndex 2019, and Germanwatch developed the Global Climate Risk Index (CRI). This paper discussed the Water-Related Disasters Index (KD 5) of Thailand, which is one of the Water Security Indexes of the ADB. The KD 5 is composed of (1) floods and windstorms, (2) droughts, and (3) storm surges and coastal floods. The objectives of the present paper were to analyse the water-related disasters in Thailand from the perspective of the Water Security Index. Thailand’s the water-related disasters score of is 10.6 out of 20. Although the disaster risk in Thailand is not at the critical level compared to other countries worldwide, overall it can be seen that Thailand has moderate capability to manage risks. The Thai government has a large amount of data and information for protecting the disasters, but related institutions are lack of good management. This results in high economic losses from disasters and leads to decreases in the growth rate of the Thai economy.

MUSLIM COMMUNITIES IN THE RATTANAKOSIN PERIOD.

Pibool Waijittragum — 2020-01-17

This research has been revised from the studies related to Islamic cultures and societies. It also has focused on the lifestyle and community of Thai Muslims in Thailand since AD 1782. Approximately, Thai Muslims in Bangkok has contributed around 10% of the whole Bangkokians. They are the second-largest religious group from the Buddhists. This research is conducted as qualitative research with the interview methodology. It is found that the identities of Thai Muslims consist of Imam, Ibadat, and Ishan. The patterns of Mosque architectures are generated into six forms: the combination form between Islamic art and Thai culture, the form derived from foreign cultures, the form derived from Islamic empires, the form with an application of Arabian art, the neo-classical form, and the modern art form. The lifestyle of Thai-Muslims differentiates from the other religious groups in Thailand for several aspects. For example, there is no loan interest in Muslim banks. The original Halal food has been adapted to the Thai-Muslim’s cultures. The combination of Thai art and the Muslim community has still existed. The concepts and lifestyle of Thai-Muslims have enabled the marketing ideas for a new group of consumers who live their lives on religious principles.

INTEGRATION FACTORY DISASTER MANAGEMENT PLAN IN FLOOD CRISIS.

Picha Sriprachan — 2020-01-17

In 2011, Thailand suffered the most severe flooding. During the period of 25 July 2011 to 16 January 2012, a total of 175 days. The flood situation in 7 industrial estates in Ayutthaya and Pathum Thani provinces affecting industrial factories. Many places were damaged or it is necessary to suspend the production line. The Federation of Thai Industries (FTI) has assessed the damage that there are 838 factories located in 7 industrial estates, 9,021 factories outside the industrial estates, 285,000 small and medium-sized enterprises (SMEs), and at least 1.8 million workers affected by the flooding. Therefore, from the above problems to see the importance of preparing and reducing damage caused by floods. It is important to have an integration management planning to prepare for emergency situations and unexpected events in industrial plants. To help reduce the damage caused by flood disasters including the participation of personnel in industrial plants. From the result, the researchers found that those involved with industrial factories in the risk areas are lack of understanding in flood management plan in their factory. The conclusion of this study is the integration factory disaster management in flood crisis is divided into 4 steps which are 1. Preparation plan 2. Establish an emergency situation management center 3. Evacuation plan 4. Recovery and Rehabilitation plan

STUDY ON PAPR REDUCTION PERFORMANCE OF IPTS FOR FBMC SIGNALS IN THE NON-LINEAR CHANNEL.

Pornpawit Boonsrimuang — 2020-01-17

The Filter Bank Multi-carrier (FBMC) modulation with one of its variants Offset Quadrature Amplitude (OQAM) has increased considerably in the field of research for the next generation of future broadband wireless communication systems. However, one of the drawbacks of the FMBC signals is the Peak to Average Power Ratio (PAPR). To improved PAPR value, Partial Transmit Sequence (PTS) method can improve PAPR as increasing the number of predetermined discrete phase factors and the number of clusters. We study the Improved Partial Transmit Sequence (IPTS) method, which can reduce the PAPR for a multicarrier modulation signal. In OQAM based FBMC (OQAM-FBMC) under the non-linear channel. In this paper, we investigate a PAPR method to reduce the PAPR and the computation complexity by using the IPTS method when applying to the OQAM-FBMC system. The results reveal that the IPTS in the performance of PAPR reduction and Bit Error Rate (BER) of the study scheme verified by using various computer simulations.

THE EFFICIENCY IMPROVEMENT OF HANDBAG FORM WATER HYACINTH.

Ruedee Niyomrath — 2020-01-17

The purpose of this research was to improve the production efficiency of handbag from water Hyacinth. The target groups were 8 manufacturers of handbag from water hyacinth in Udon Thani province, Thailand. The results of the study were as follows: (1) The production efficiency in aspect of production cost was found that when the salt is used in the drying and sulfur baking processes, the cost of handbag producing increased from 31 baht to 41 baht per production cycle. As a result, the production efficiency which is considered from the relationship between inputs and outputs has decreased from 8.07 before adjustment to 6.25 after adjustment. (2) The production efficiency in aspect of the production process was found that When salt is used in the drying process, the drying time can be reduced 1 day from 5 days to 4 days. And when using salt in the sulfur baking process can reduce the time by 1 day, from 2 days to 1 day. (3) The production efficiency in aspect of the satisfaction in the work was found that manufacturers are satisfied with the development of production efficiency. Because the manufacturer can reduce the time it takes to produce by using salt that is easy to find from the area to use in the production process.

LOCAL COMMUNITY BRANDING – A CASE STUDY OF KUDEEJEEN COMMUNITY, BANGKOK THAILAND.

Sahapop Gleblumjeak — 2020-01-17

The research ideas on local community identity in branding design for the purpose of community identity design – A Case Study of the Kudeejeen Community in Bangkok, is a research utilizing a quantitative research method on identity and design materials within the community. The objective is to yield a methodology for the graphic materials of branding design which would present the community in a way that stimulate tourists interest in visiting the Kudeejeen community. The population used in the study comprises Thai tourist within the community whom were picked by accidental sampling. The tools used for the research is questionnaire asking tourists to identify branding and graphic elements to represent community identity. Statistics used for analysis include percentages, means and standard deviations. Data collection centered on two major issues – the first on branding materials that appropriate symbol and name, and the second on graphic materials as color, typography, illustration and layout. The results was summarized into two approaches of community identity were used; 1) Branding materials was determined that religious places as the greatest importance symbol of community and the proper brand is descriptive names. 2) Graphic materials was determined complementary of warm color, sans-serif type, photo technique and modular grid were used in corporate identity design for community.

THE ARCHITECTURAL AESTHETIC DESIGN FOR SUBWAY STATION BENEFITS TO TOURISM CASE SANAM CHAI STATION MRT BLUE LINE BANGKOK THAILAND.

Supakit Mulpramook — 2020-01-17

This paper aims to focus on the architectural esthetic design which benefits to tourism. In the present time, the Thai government invests a big budget on infrastructure and mass transportation is one of the main projects to connect the people not only Thai but also the foreigner who come for business and tourism. The subway station not only to be designed for the transportation purpose but also benefit for tourist attraction. Bangkok is the most visited city in the world again. Welcoming around 22.7 million international visitors, Bangkok ranked as the top destination for global travelers this year, according to Mastercard's 2019 Global Destinations Cities Index.
MRT Sanamchai Station is the most beautiful MRT station in Thailand. It is located at the center of Rattanakosin Island, a cultural preserved area surrounding the Royal Palace and the old Bangkok city. The station decorations reflect early Ratanakosin architecture designs which demonstrate beauty and grandeur.
Located on Sanam Chai Rd. cross with Phraphiphit Rd. to Sanam Chai Rd. cross with Rachini Rd. around the old moat Canal. Sanam Chai Station, soon to be one of the most beautiful underground stations of Thailand, has an interior designed within early Ratanakosin-period architectural style by National Artist of Thailand and the Architecture Professor Dr. Pinyo Suwankiri

AUTO-GENERATE THE DOCUMENTS OF THAI QUALIFICATIONS FRAMEWORK FOR HIGHER EDUCATION BY CLOUD COMPUTING.

Tanaporn Pantuprecharat — 2020-01-17

This paper proposes a cloud-based solution to auto-generate the document about TQF by using the Google Apps Script to automate documentation tasks across G Suite. Google Apps Script is a cloud based scripting language for extending the functionality of Google G Suite and building lightweight cloud-based applications.
This method uses Google Apps Script to pull data from the rows and columns of a Google Sheet and generate individualized Google Docs by getting only the information needed into the defined template. The proposed system, from user prompts, let users auto-generate TQF document from data stored in Google Sheet file.

BULIDING FACILITY MANAGEMENT FOR DEVELOPMENT OF BUILDING DESIGN FOR MANAGEMENT THE BUILDING TO PREVENTIVE HEALTH PROMOTING CENTER MANAGEMENT OF ELDERLY PERSONS.

Thongchai Thongmar — 2020-01-17

The purpose of this research is to study the Building facility management in order to develop the building design of preventive health promoting center management for elders and develop the model of preventive health promoting center for elders. From study result, the elderly persons are more conscious to look after their physical health which require various designs of preventive health promotion activities including exercise area, swimming pool, fitness center, art education area, hobby and recreation area, treadmills, healthcare massages, and parking lots with conveniences and common activities area. In addition, the various activities should be switched and changed according to the requirements or interests of the elderly persons in each period. Moreover, there have health experts to advise elderly persons closely for supervising and supporting the building facility management and security systems, surveillance camera, emergency alarm buttons in order to prevent any risks during the activity and prepare for solve problems in the future. Because the society are entering the aging society completely. The elderly persons are increasingly interested in looking after their own health. Moreover, Studied the feasibility of the building design development of preventive health promoting center management for elders and found that the investment of facility design development is able to estimate the operational budget for building the facility as the model of preventive health promoting center for elders that the initial construction investment is 30,000,000 Baht, the estimated during the first operational year is 8,500,000 Baht, and the estimated income of the first year is 20,000,000 Baht that the revenue is worthy for investment. The Net Present Value (NPV) is 23,414,431.86 Baht, Profitability Index (PI) is 1.67, Internal Rate of Return (IRR) is 28.21%, Pay Back Period (PBP) is 4 Year 6 Month. These factors indicated the worth of revenue for investment.

FACTORS AFFECTING ON FIRM SUCCESS: A CASE STUDY OF SOCIAL ENTERPRISE IN THAILAND

Theppatat Anontaseeha — 2020-01-17

The research aimed to examine: 1) the internal organization factors effecting related to social enterprise in Thailand 2) the external organization factors effecting related to social enterprise in Thailand 3) the factors of social enterprise effecting related to firm performance. Independent variables are the internal organization factors, the external organization factors and social enterprises. Dependent variable is firm performance. The samples were 170 from juristic companies: production type, in Sakon Nakhon Province, Thailand. The data were collected using a questionnaire, and analyzed using statistical tools including frequency, percentage, average, standard deviation, Pearson’s correlation, and multiple regression analysis.
The research found that the internal organization factor as human resource management was positively related to social enterprise. In contrast, the external organization factors were unrelated to social enterprise. Social enterprise as environmentally friendly was positively related to firm performance. Therefore, the successful social enterprises; the entrepreneurs focus on human resource management such as planning the number of employees per appropriate workload, giving a probation period for new employee, determining the qualifications of employee for suitable positions and providing regular training for employees. In addition, being environmentally friendly also affects the performance of social enterprises. The enterprises are aware of environmental preservation for employees such as stopping toxic waste to the ecosystem, using environmentally friendly packaging and waste management.

CONSUMER BEHAVIOR AND MARKETING MIX FACTORS AFFECTING ON MOBILE PHONE BUYING DECISION OF CUSTOMER IN THAUTHEN DISTRICT, NAKHON PHANOM PROVINCE.

Sittichok Maneekanto — 2020-01-17

Mobile phone devices seem to be one of the fastest growing rates of technology in the modern market.There are many different factors affecting choice of mobile phone and buying decision of customer.This research aimed to study customer behavioral factors and marketing mix factors affecting on mobile phone buying decision of customer in Thauthen District, NakhonPhanom Province, Thailand. The research study used a quantitative researchmethod. The samples of 400customers in NakhonPhanom Province were selected by simple random sampling based on Taro Yamane formula. Data were collected through 5-point Likert scale questionnaires. Cronbach’s alpha coefficient of customer behavioralfactors, marketing mix factors, and mobile phone buying decision of customer in Thauthen District, NakhonPhanom Province were 0.914, 0.982, and 0.853, respectively.Data were analyzed by descriptive statistics and inferential statistics including the Pearson Product-Moment Correlation and Multiple Regression Analysis.
The research results found that customers’ opinion on customer behavioralfactors, marketing mix factors, and mobile phone buying decisionof customer were at the high levelswith mean scores of 4.05, 4.31, and 4.84, respectively. The research results from hypotheses testing shown that customer behavioralfactors, and marketing mix factorscan predict mobile phone buying decision of customer up to 42.30% (Adjusted R-Square 0.423) at 0.05 significant level. Customer behavioral factorshad statistically significant direct influenced on mobile phone buying decision of customer with standardized coefficients (β) of 0.331. Marketing mix factorshad statistically significant direct influenced on mobile phone buying decision of customer with standardized coefficients (β) of 0.447. In conclusion, customer behavioral factors and marketing mix factorshad significantly influenced on mobile phone buying decision of customer in Thauthen District, NakhonPhanom Province, Thailandsuggesting businesses should concentrate onthesevital factors in order to continually raise mobile phone buying decision of customer.

FACTORS INFLUENCING DECISION ON HOUSING LOAN SERVICE SELECTION OF KRUNG THAI BANK IN SAKON NAKHON PROVINCE.

Natnaree Srirueang — 2020-01-17

Housing Loan is a complex financial product because customer experiences various factors influencing the selection of the bank. Customer psychological factors and housing loan service marketing mix factors have affected on housing loan service quality and housing loan selection. This research explored factors influencing decision on housing loan service selection of Krung Thai Bank in Sakon Nakhon Province, Thailand. The research was a quantitative research with the samples of 280 housing loan customers in Sakon Nakhon Province determined by purposive sampling based on Taro Yamane formula. Data were collected through 5-point Likert scale questionnaires. Cronbach’s alpha coefficient of psychological factors, marketing mix factors, service quality, and decision on housing loan service selection of Krung Thai Bank in Sakon Nakhon Province were 0.930, 0.945, 0.965 and 0.878, respectively. Data were analyzed by descriptive statistics and inferential statistics including Pearson Product-Moment Correlation and Multiple Regression Analysis.
The research results found that customers’ opinion on psychological factors, marketing mix factors, service quality, and decision on housing loan service selection were at the high levels with mean scores of 4.09, 4.06, 4.12, and 3.98, respectively. The research results from hypotheses testing revealed that psychological factors, marketing mix factors, and service quality can predict decision on housing loan service selection up to 48.80% (Adjusted R-Square 0.488) at 0.05 significant level. Service quality has varied according to different demographic factors.Psychological factors had statistically significant direct influenced on service quality with standardized coefficients (β) of 0.742. Marketing mix factors had statistically significant direct influenced on service quality with standardized coefficients (β) of 0.840. Service quality had a statistically significant direct influenced on decision on housing loan service selection with standardized coefficients (β) of 0.667. In conclusion, psychological factors and marketing mix factors had significantly influenced on service quality and service quality had significantly influenced on decision on housing loan service selection of Krung Thai Bank in Sakon Nakhon Province, Thailand proposing financial institutions should focus on these important factors in order to provide excellent service quality and enhance housing loan service selection of customers.

THE FACTORS AFFECTING THE DECISION TO RENT PRIVATE DORMITORY OF NARESUAN UNIVERSITY, THAILAND

Bunyawat Surakhunthot — 2020-01-17

The study aimed to examine the factors affecting the decision to rent private dormitory of Naresuan University, Thailand. This study is based on data from Naresuan University Student Information Services Year 2019 and Naresuan University Student Statistics Year 2019 by using a sample of 400 data using a questionnaire to collect data of Naresuan University students. Independent variable is the gender, age, faculty, academic year, domicile and income. The dependent variables are marketing mix factors. This study studied 7 aspects, namely the product, price, place, promotion, people, physical and process and decision to rent private dormitory university students. In this study, measured by the number of private dormitory rental decisions of Naresuan University students. The statistics used for data analysis were frequency, percentage, mean and standard deviation, Pearson product-moment correlation, t-test and F-test, one-way ANOVA Analysis and multiple regression analysis.
The results showed that the different gender had different effects on the decision to choose the promotion, their different age had different place decision. Different faculty have different influences on price decision making and process. Different academic year affect the decision-making place process. Different domicile had different effects on the decision to choose marketing mix such as product, price, place, promotion, people, physical and process, different incomes affecting the decision to select different place. The results showed that the demographic factors, such as gender, age, faculty, academic year, domicile and income, had a different effect on the decision to rent a private dormitory of Naresuan University students which was not different. The results showed that the price and promotion correlated with the decision to rent a private dormitory of Naresuan University students.

FACTORS INFLUENCING CUSTOMER DECISION MAKING ON PURCHASING KING LCE BRAND IN PATHUMTANI PROVINCE.

Nuttakant Tayangkanon — 2020-01-17

Understanding customer behavior and providing excellent quality product are very vital factors for a new product that has been launched in a new market.There are many significantreasons on customer decision making of purchasing consumer product to be investigated.This research study aimed to 1) compare the difference of customer decision making on purchasing King Ice Brand based on demographic factors and behavioral factors and 2) explore marketing mix factors influencing on customer decision making on purchasing King Ice Brandin Pathumtani Province, Thailand. The research wasa quantitative research. The population were customers in Pathumtani Province and selected 400 customers as samples by using simple random sampling based on Taro Yamane formula. Data were collected through 5-point Likert scale questionnaire surveys. Cronbach’s alpha coefficient of marketing mix factors and customer decision making of purchasing King Ice Brand were 0.782and 0.873, respectively.Data were analyzed by descriptive statistics and inferential statistics including t-test, F-test (One-way ANOVA), the Pearson Product-Moment Correlation and Multiple Regression Analysis.
The research results presented that customers’ opinion onmarketing mix factorsand customer decision making of purchasing King Ice Brand were at the moderate levels with mean scores of 3.69and 3.45, respectively. The research results from hypotheses testing found that marketing mix factorscan predict customer decision making of purchasing King Ice Brandup to 40.60% (Adjusted R-Square 0.406) at 0.05 significant levels. Customer decision making of purchasing King Ice Brand has varied according to different demographic factors and behavioral factors.Marketing mix factor in the dimension of placehad statistically significant direct influenced on customer decision making of purchasing King Ice Brand with standardized coefficients (β) of 0.250.Marketing mix factor in the dimension of promotion had statistically significant direct influenced on customer decision making of purchasing King Ice Brand with standardized coefficients (β) of 0.432.In conclusion, marketing mix factors had significantly influenced on customer decision making of purchasing King Ice Brand in Pathumtani Province, Thailandrecommending businesses should understand customer behavior and product marketing mixin order to drive customer decision making.

THE INFLUENCE OF DECISION ON CAREER PATH CHOICE AND JOB SATISFACTION ON EMPLOYEE ENGAGEMENT OF CAR LOAN BUSINESS IN KHON KAEN PROVINCE.

Rungnapha Sriboon — 2020-01-17

Human resource development is significant to organizational success. Choice of career and job satisfaction have determined as key indicators on increasing work performance and promoting organizational commitment in the long run. This research study was designed to investigate the influence of decision on career path choice and job satisfaction on employee engagement of car loan business in Khon Kaen Province, Thailand. The research study used a quantitative research method. The population of this research was car loan business applicants in Khon Kaen Province with the samples of 384 respondents determined by simple random sampling based on Taro Yamane formula. Data were collected through 5-point Likert scale questionnaire surveys. Cronbach’s alpha coefficient of decision on career path choice, job satisfaction and employee engagement of car loan business in Khon Kaen Province were 0.948, 0.956, and 0.873, respectively. Data were analyzed by descriptive statistics and inferential statistics including Pearson Product-Moment Correlation and Multiple Regression Analysis.
The results of the research study indicated that applicants’ opinion on decision on career path choice, job satisfaction and employee engagement were at the high levels with mean scores of 4.15, 4.12, and 4.22, respectively. The research results from hypotheses testing found that decision on career path choice and job satisfaction can predict employee engagement up to 59.40% (Adjusted R-Square 0.594) at 0.05 significant level. Decision on career path choice had statistically significant direct influenced on job satisfaction with standardized coefficients (β) of 0.823. Job satisfaction had statistically significant direct influenced on employee engagement with standardized coefficients (β) of 0.764. Decision on career path choice had a statistically significant direct influenced on employee engagement with standardized coefficients (β) of 0.692. In conclusion, decision on career path choice and job satisfaction had significantly influenced on employee engagement of car loan business in Khon Kaen Province, Thailand suggesting car loan business should concentrate on these critical factors in order to enhance employee engagement in the long run.

THE IMPACT OF ENTREPRENEURSHIP AND INNOVATION ON BUSINESS PERFORMANCE OF BUFFET RESTAURANT BUSINESS.

Krit Udonsup — 2020-01-17

The objectives of this research were; firstly, to study the level of business owner’s entrepreneurship, innovation, and business performance of buffet business in the northeastern of Thailand, secondly, to examine the differences in terms of entrepreneurship, innovation, and business performance of buffet business when classified by organizational factors, thirdly, to investigate the influence of entrepreneurship and innovation on business performance. The focus target population includes the buffet business owner’s in the northeastern of Thailand, for a total of 3,703 enterprises. A sample was calculated according to the formula of Taro Yamane, and 400 samples were selected by proportional sampling and simple random sampling. Reliability testing was calculated by Cronbach's alpha coefficient values as follows; 0.823 of entrepreneurship, 0.820 of innovation and 0.706 of business performance. The statistics used for data analysis were frequency, percentage, mean, and standard deviation. The hypothesis has been tested by F-test (One Way ANOVA), Pearson product coefficient correlation, and Regression analysis.
The research results found that; the entrepreneurship, the innovation, and the business performance of buffet business in the northeastern of Thailand were high level. The hypothesis testing; there was not different in the level of entrepreneurship, innovation, and business performance when classified by organizational factors. The entrepreneurship can predict an innovation of 70.8%. Furthermore, it was found that the entrepreneurship presents a statistically significant positive influence on innovation by the standardized coefficients (β) was 0.842. For the second equation, innovation can predict a business performance of 83.5%, standardized coefficients (β) equals to 0.914. For the third equation, entrepreneurship and innovation can predict a business performance of 91.3%. In addition, it was found that the entrepreneur had positive impact on business performance than innovation. The standardized coefficient (β) of entrepreneurship was 0.519 and innovation standardized coefficient (β) was .477 respectively. Therefore, it can be concluded that the entrepreneurship and innovation had statistically significant positive at 0.05 levels impact on business performance of buffet business in the northeastern of Thailand.

FACTORS INFLUENCING PERSONAL RETIREMENT SAVING BEHAVIOR OF TEACHERS IN NONGKHAI PROVINCE, THAILAND

Apichart Ngaowichai — 2020-01-17

This research aimed to study the influence of personal factors (gender, age, education, marital status and salary) and retirement attitude on saving attitude (the cognitive component, the affective component and the behavioral component). Moreover, the research examined the impact of retirement attitude and saving attitude on personal retirement saving behavior (pull factors, push factors and able factors). The 5-point Likert scale questionnaires were used. The conceptual model was empirically tested by using data collected from a sample of 400 teachers who lived in Nongkhai Province. Data were analyzed by descriptive statistics and Multiple Regression Analysis was used for hypotheses testing. The research results found that personal factors (gender, age, education, marital status and salary) and retirement attitude had statistically significant impacted on saving attitude in all 3 dimensions (the cognitive component, the affective component and the behavioral component). Next, it revealed that retirement attitude impacted on personal retirement saving behavior just only 2 dimensions (push factors and able factors). In addition, it showed that first dimension of saving attitude, the cognitive component, influenced on personal retirement saving behavior in all 3 dimensions. The second dimension of saving attitude, the affective component, influenced on personal retirement saving behavior just only 1 dimensions (able factors). Lastly, the behavioral component influenced on only 2 dimensions of personal retirement saving behavior (pull factors and able factors). The findings of this research can be used to apply for planning and improving of teacher’s individual retirement plan saving behavior. Directions for future research were also suggested.

FACTORS INFLUENCING CUSTOMER DECISION MAKING ON DRUGSTORE SELECTION IN BANGKOK AREA.

Arunee Terdbaramee — 2020-01-17

Drugstore is a retail shop providing medicines, medical supplies, and health care products. There are many reasons on customer decision making on selecting drugstore to be explored. The objectives of this research study were to compare the difference of customer decision making on drugstore selection based on personal factors and to investigate psychological factors and marketing mix factors influencing on customer decision making on drugstore selection in Bangkok area. The research was a survey research with the samples of 400 drugstore customers in Bangkok area determined by purposive sampling based on Taro Yamane formula. Questionnaires were used as a tool for collected data through check list and 5-point Likert scale surveys. Cronbach’s alpha coefficient of psychological factors, marketing mix factors, and customer decision making on drugstore selection were 0.906, 0.936, and 0.873, respectively. Data were analyzed by descriptive statistics and inferential statistics including t-test, F-test (One-way ANOVA), the Pearson Product-Moment Correlation, and Multiple Regression Analysis.
The research results presented that customers’ opinion on psychological factors, marketing mix factors, and customer decision making on drugstore selectionwere at the high levels with mean scores of 4.06, 4.05,and 4.13, respectively. The research results from hypotheses testing found that psychological factors and marketing mix factors can predict customer decision making on drugstore selection up to 60.70% (Adjusted R-Square 0.607) at 0.05 significant level. Customer decision making on drugstore selection in Bangkok area has not varied according to different personal factors. Psychological factors had statistically significant direct influenced on customer decision making on drugstore selection with standardized coefficients (β) of 0.312.Marketing mix factors had statistically significant direct influenced on customer decision making on drugstore selection with standardized coefficients (β) of 0.561. In conclusion, drugstore should consider psychological factors and marketing mix factors for planning of operation to enhance customer selection on drugstore because customer’s decision making on drugstore selection can affect the competitiveness of drugstore in the long run.

STRATEGIC LEADERSHIP AND EMPLOYEE ENGAGEMENT THE ANTECEDENT OF PERFORMANCE OF KASIKORNBANK PUBLIC COMPANY LIMITED.

Patchanida Paisarn — 2020-01-17

The objectives of this research which consists of; 1) to study the level of strategic leadership of executives, employee engagement, and the performance of Kasikornbank 2) to study the organizational factors affecting the levels of strategic leadership, employee engagement, and organizational performance 3) to study the influence of strategic leadership and employee engagement on the performance of Kasikornbank.
In this research the target populations include, employees of Kasikornbank in the upper northern of Thailand amount of 183 employees. Calculated according to the formula of Taro Yamane, sample size of 126 samples was selected by proportional sampling and simple random sampling. Data collected were used from questionnaires with as follows items: 30 questions of strategic leadership questionnaire adapted from Schoemaker, Krupp, and Howland [15], Nuengrutai Chanpoom and Watcharapong Intrawong [11] 20 questions of employee engagement questionnaire adapted from Bakker et al. [1], and the independent variable is the organization performance, it is a Kasikornbank performance evaluation principles (2019). It consists of 4 dimensions: 1) quality sales rating 2) customer satisfaction rating 3) internal control points and debt management, 4) work efficiency. For appointment of questionnaires, validity of the method, content-related validity, and to assess scale the reliability of the questionnaires, Cronbach’s alpha coefficient was used. Reliability coefficient was calculated for the questionnaires. It was estimated to be .955 of strategic leadership, .945 of employee engagement, and .818 of organization performance. The statistic for descriptive data analysis was composed of frequency, percentage, mean, and standard deviation. Hypothesis testing was composed of t-test, F-Test (One Way ANOVA), Pearson correlation coefficient, simple regression, and multiple regressions.
The research results were as follow; the strategic leadership, and the employee engagement was high, while the entirely organization performance was high also. The hypothesis testing was found that; there was only age factor could affecting the different of employee engagement, the strategic leadership could predict the employee engagement 50.9%, by the standardized coefficients (β) at .713, the employee engagement could predict the organization performance 58.7, by the standardized coefficients (β) at .766, for the last equation the strategic leadership and the employee engagement could predict the organization performance 66.0%, by the standardized coefficients (β) of strategic leadership and the employee engagement was at .385, .492 respectively. From the research data analysis, it can be concluded that the personal factor could be affecting the employee engagement, and the strategic leadership and employee engagement was influence on the organization's performance of Kasikornbank.

FACTORS INFLUENCING WORKING EFFICIENCY AND ORGANIZATIONAL CITIZENSHIP BEHAVIORS: A CASE STUDY OF DOIKHAM FOOD PRODUCTS CO., LTD., THAILAND.

Prakaipetch Chaitamart — 2020-01-17

The purposes of this research were to study 1) the influence of organizational culture on a big picture of happiness at work 2) the influence of organizational culture on each dimension of happiness at work 3) the influence of happiness at work on working efficiency and 4) the influence of happiness at work on organizational citizenship behaviors. The sample consisted of 300 employees from Doi Kham Food Products Co., Ltd. Data was collected by questionnaires and analyzed with statistical methods including frequency, percentage, mean, standard deviation and multiple regression analysis with statistically significant difference at the level of 0.05. The research revealed that 1) clan culture, adhocracy culture, and hierarchy culture influenced on a big picture of happiness at work but market culture did not 2) clan culture, adhocracy culture, and hierarchy culture influenced on all three dimensions of happiness at work (work enjoyment, work satisfaction and enthusiasm at work). Moreover, it presented that market culture only influenced on enthusiasm at work, while it was not influencing on work enjoyment and work satisfaction 3) all three dimensions of happiness at work influenced on working efficiency 4) all three dimensions of happiness at work influenced on organizational citizenship behaviors. The findings of this research were very useful to apply in the organization. Several research contributions were discussed and suggestion for future research was offered.

FACTORS AFFECTING SERVICE SATISFACTION OF THE INTERNAL AUDITUNIT: A CASE STUDY OF MUKDAHAN PROVINCIAL ADMINISTRATIVE ORGANIZATION, THAILAND

Sujitra Nabchid — 2020-01-17

This study aims to investigate the influence of the internal auditor characteristics on the internal audit unit efficiency and the influence of the internal audit unit efficiency on the internal audit service satisfaction. 257 staffs who worked at Mukdahan Provincial Administrative Organization (MPAO) participated in the study. Data were analyzed using descriptive statistics (frequency, percentage, mean and standard deviation) and multiple regression analysis was used for testing hypotheses. Findings portrayed that the internal auditor characteristics had influenced the internal audit unit efficiency in all 4 dimensions including the audit planning, the examination, the audit reporting and the follow-up. In addition, it presented that 4 aspects of the internal audit unit efficiency had direct impact to the internal audit service satisfaction unit in all 5 areas namely equality service, updating service, continual service, sufficient service and progressive service. The results of this research can be applied as a guideline in a plan to increase the internal audit unit efficiency.

FACTORS AFFECTING CUSTOMER LOYALTY AND WORD-OF-MOUTH: A CASE STUDY OF BNB RUBBER CO., LTD., THAILAND.

Kanjana Kareechum — 2020-01-17

The purpose of this research was to study the influence of service quality on customer decision making. In addition, this research examined the impact of customer decision making on customer loyalty and word-of-mouth. The samples were consisting of 400 customers of BNB Rubber Company Limited, Sakon Nakhon Province, Thailand. Data was conducted through the use of questionnaires and analyze the hypothesis by using Simple Linear Regression Analysis.The results showed that 3 dimensions of service quality (reliability, assurance and empathy) influenced customer decision making with the statistical significance at 0.05. On the other hand, 2 dimensions of service quality; tangible and responsiveness, did not. Furthermore, the findings revealed that customer decision making impacted customer loyalty and word-of-mouth with the statistical significance at 0.05. The research contributions were discussed and guidelines for further research were provided.

THE SATISFACTION TOWARD SERVICE QUALITY OF THE SECRETARY OFFICE, FACULTY OF PUBLIC HEALTH, KASETSART UNIVERSITY CHALEMPHRAKIAT SAKONNAKHON PROVINCE CAMPUS, THAILAND.

Sunisa Kimyong — 2020-01-17

This study aimed to investigate the influence of personal factors and the information perception on service quality and the impact of service quality on satisfaction of the secretary office, Faculty of Public Health, Kasetsart University Chalemphrakiat Sakon Nakhon Province Campus (FPH, KU.CSC). Data were collected from 300 students, who enrolled at FPH, KU.CSC. Descriptive statistics: frequency, percentage, mean and standard deviation were used to describe the basic features of the data in the study. Reference statistics, multiple regression analysis, t-test and one-way ANOVA were used for hypotheses testing. The result showed that sex was significantly different in 2 dimensions of service quality (tangibility and assurance). Class level was significantly different in all 5 dimensions of service quality (tangibility, reliability, responsiveness, assurance and empathy), while major of study not significantly different. In addition the information perception (1. From which sources that information about services was informed to the clients, 2. In what public relation channels that the clients prefer to receive the information, 3. What types of information that influence the decision to receive the service and 4. In what channels that the clients want to receive the information from the administrative office) had no influence over all 5 service quality dimensions however the information perception (the consistency of receiving the information) had the influence to all 5 service quality dimensions. In addition, 3 dimensions of service quality of the secretary office in term of responsiveness, assurance and empathy impacted on user’s satisfaction. The findings of this research can be used to apply for improving of staff performance to achieve work efficiency and follow the management strategy of the organization.

A STUDY ON PERSISTENCE AND PERFORMANCE OF MUTUAL FUNDS IN THAILAND.

Jaithip Klongdee — 2020-01-17

This study investigated portfolio performance and performance persistence of 74 equity funds (EQs)and foreign investment funds (FIFs) in Thailand during 2014-2018. Portfolio performance was evaluated by employing Sharpe, Treynor, Jensen, Information and Tracking error ratios. Portfolio performance persistence was assessed via Spearman's Rank correlation coefficient. The study found that, after adjusting for risk and return, the EQs and the FIFs significantly outperformed and underperformed the market, respectively. Regarding performance persistence, Spearman's Rank correlation coefficients indicated that the performance of both equity and foreign investment funds was not persistent. Particularly, during 2015-2016, the performance of FIFs was significantly negatively correlated, implying that the 2015 winner (loser) would turn loser (winner) in 2016.In terms of ability to persistently beat the market, most funds that could beat the market in the previous year were not able to continuously beat the market for more than two consecutive years. In addition, the study found that the number of funds that could continuously beat the market was highest during the period of 2017-2018.

INFLUENCE OF MARKETING MIX FACTORS AFFECTING ON CUSTOMER LOYALTY VIA CUSTOMER SATISFACTION AND CUSTOMER ACCEPTANCE: A CASE STUDY MOTORCYCLE PARTS STORES MUEANG DISTRICT SAKON NAKHON PROVINCE THAILAND.

Rotsatron Worahan — 2020-01-17

The objectives of this research were (1) to study marketing mix factors affecting on customer satisfaction (2) to study marketing mix factors affecting on customer acceptance (3) to study customer satisfaction factors affecting on customer acceptance (4) to study customer satisfaction and customer acceptance factors affecting on customer loyalty a case study motorcycle parts stores Muang District Sakon Nakhon Province Thailand. The research was a quantitative research with the sample of 220 customer of motorcycle parts stores in Muang District Sakon Nakhon Province Thailand with convenience sampling method. Data were collected through 5-point Rating scale questionnaires. The statistics used in the data analysis were the frequency, percentage, mean, standard deviation, Cronbach’s coefficient alpha, Pearson Product Moment Correlation and Multiple Regression Analysis.
The research results found that marketing mix such as product, promotion and people positive effect on customer satisfaction. Marketing mix such as promotion, process and physical environment positive effect on customer acceptance. Customer satisfaction positive effect on customer acceptance and customer loyalty. Customer acceptance positive effect on customer loyalty a case study motorcycle parts stores Muang District Sakon Nakhon Province Thailand.

FACTORS AFFECT CUSTOMERS LOYALTY TOWARD THE RECYCLE STORE IN PHANNANIKHOM DISTRICT SAKON NAKHON PROVINCE THAILAND.

Jilawat Kamtanet — 2020-01-17

The objectives of this research were (1) to demographic factors affecting on marketing mix (2) to demographic factors affecting on customer loyalty (3) to marketing mix factors affecting on customer loyalty toward the recycle store in PhannaNikhom District Sakon Nakhon Province Thailand. The research was a quantitative research with the sample of 202 customer of the Recycle Store in PhannaNikhom District Sakon Nakhon Province Thailand. Data were collected through 5-point Rating Scale questionnaires. The statistics used in the data analysis were the frequency, percentage, mean, standard deviation, Cronbach’s Coefficient Alpha, t-test, F-test, Pearson Product Moment Correlation and Multiple Regression Analysis.
The research results found that the different gender had different effects to choose the product and price. The different status had different effects to choose the process. The different income had different effects to choose the customer loyalty. Marketing mix such as price positive effect on customer loyalty toward the recycle store in PhannaNikhom District Sakon Nakhon Province Thailand.

THE IMPACT OF INNOVATION ON BRAND LOYALTY THROUGH CUSTOMER SATISFACTION OF HOTEL BUSINESS IN NAKHON PHANOM PROVINCE.

Supak Ontajan — 2020-01-17

The objectives of this research were to; 1) to study the innovation, the customer satisfaction, and brand loyalty of hotel business in Nakhon Phanom province 2) to compare the different of customer opinion toward types of innovation, customer satisfaction, and brand loyalty when classified by personal factors 3) to study the influence of innovation on brand loyalty through customer satisfaction.
This research is a survey research. The population used in this research is tourists who travel and stay in hotels in Nakhon Phanom Province, which does not know the exact number. Use the method to set the sample size by the formula of Cochran [1], it was 400 samples. Use proportional sampling and simple random sampling methods. Tools used to collect data is a questionnaire; Section 1: Questionnaire about innovation consists of 2 aspects, which are 1) product innovation 2) process innovation is a questionnaire developed by the researcher based on the conceptual framework of OECD [2], Edison, Ali and Torkar [3] which is a 5 levels rating scale, Section 2: The customer satisfaction questionnaire consists of 2 aspects which are 1) product quality 2) service quality is a questionnaire developed by the researcher according to Nuridin [4] conceptual framework, Section 3: Questionnaire about brand loyalty is a questionnaire developed by the researcher based on the conceptual framework of Gomez, Arranz & Cillan [5], which consists of 5 rating scales also. Reliability testing was used the Cronbach’s Alpha Coefficient method; .801 of innovation, .924 of customer service, and .884 of brand loyalty. The analysis of general information about respondents, business data, levels of innovation, customer satisfaction, brand loyalty were analyzed by descriptive statistics; frequency, percentage, mean, and standard deviation. Hypothesis testing was used t-test, F-test (One Way ANOVA), Pearson correlation coefficient, simple regression, and multiple regressions.
The research results found that; the level of innovation, customer satisfaction, and brand loyalty was high by mean at 4.12, 4.17, and 4.34 respectively. The hypothesis testing found that; occupation was the only personal factor that could effect on the different of opinion toward innovation and brand loyalty. The Model 1: Innovation can predict the customer satisfaction by 52.8 percent (R2 = .528), and the standardized coefficients (β) was .762. The Model 2: Customer satisfaction can predict the brand loyalty by 68.9 percent (R2 = .689), and the standardized coefficients (β) was .830. The Model 3: Innovation and customer satisfaction can predict the brand loyalty by 70.1 percent (R2 = .701), and the standardized coefficients (β) was .161, and .713 respectively. The empirical evidence from the research results reveals that; the innovation had a positive impact on brand loyalty through customer satisfaction.

HUMAN RESOURCE MANAGEMENT AFFECTING ORGANIZATIONAL COMMITMENT VIA QUALITY OF WORK LIFE AMONG EMPLOYEES OF THE SIAM COMMERCIAL BANK PUBLIC COMPANY LIMITED, THAILAND.

Hataipat Numpa — 2020-01-17

The present study sought to shed some light on the following issues: 1) human resource management affecting the quality of working life among employees of the Siam Commercial Bank Public Company Limited, Thailand; 2) the quality of working life influencing organizational commitment among the employees; and 3) human resource management influencing organizational commitment among the employees. The samples in this study were 400 employees of the Siam Commercial Bank Public Company Limited, Thailand. The independent variable was human resource management, including recruitment and selection, training and development, performance appraisal, and remuneration and benefits, whereas the dependent variables were the quality of working life and organizational commitment. Statistics used in data analysis included descriptive statistics and inferential statistics as in multiple regression.
The results demonstrated that human resource management as in training and development and remuneration and benefits have positively related to the quality of working life among the employees of the Siam Commercial Bank. In addition, the quality of working life had the positive relationship to the employees’ organizational commitment. In addition, human resource management as in remuneration and benefits has positive relationship to the employees’ organizational commitment.

FACTORS AFFECTING MEMBERS’ PARTICIPATION IN THE BUSINESS OPERATION OF AGRICULTURAL COOPERATIVE IN THAILAND.

Mullika Phanthiam — 2020-01-17

The specific objective of this study is to investigate the factors affecting member’s participation in the business operation of Sawang Daen Din Agricultural Cooperative Limited (SDDACL), Sakon Nakhon province (1). It also attempts to explore the members’ level of participation in the business operation of SDDACL, Sakon Nakhon province (2). Participants were recruited from 360 members of SDDACL, Sakon Nakhon province. The study was conducted in the form of a survey, with data being gathered via a questionnaire. Data for this study were collected using percentage, frequency, mean, standard deviation (SD), t-test, F-test, including multiple linear regressions.
The current study found that most of the participants were female, and their age was ranged from 50 – 59 years old. Their educational level was at the elementary level and they have been the member for more than 21 years. In terms of their occupation, they are agriculturalist and have approximately earned 5,000 Baht for their monthly income. The results of this study show that there are factors that have an influence on the member’s participation in business operation of SDDACL: source of the loan (
= 4.39), stability of the cooperative (
= 4.28), appropriateness of the SDDACL’s location (
= 4.25), convenience in business operation with SDDACL (
= 4.19), the staff’s service mind (
= 4.06), the committees’ reliability (
= 4.02), benefits i.e. dividend, refund (
= 4.02), the sense of ownership (
= 4.01), and distribution of information of SDDACL (
= 3.93), respectively. With respect to the level of members’ participation in the cooperative, it was found that the level of SDDACL members’ participation in cooperative was somewhat moderate. The level of members’ participation in the benefits of the SDDACL and involvement in members’ perception and decision making was considerably low. Involvement of the SDDACL members in SDDACL’s business operation and SDDACL’s controlling and checking appeared to be unaffected by the level of members’ participation.
In this study, the factors in members' involvement in business operation and individual factors were compared. It reveals that age, educational level, the involvement of SDDACL members in business operation were found to be statistically significant (0.05). Concerning of comparison of the level of participation in business operation and members' individual factors, it is suggested that there are factors related in the involvement of SDDACL members i.e. age, length of membership, occupation, average monthly income. These factors also show statistical significance (0.05). In the same way, this finding suggests that the factors including SDDACL members' involvement and the business operation of the cooperative and the level of participation in the business operation of SDDACL were related. It is possible, therefore, that there are two levels of members’ participation in the business operation of SDDACL: involvement in members’ perception and decision making and level of members’ participation in the benefits of the SDDACL.

DYNAMIC TECHNOLOGY CAPABILITIES, KNOWLEDGE MANAGEMENT PROCESS EXCELLENCE, AND FIRM PERFORMANCE: FROM E-COMMERCE BUSINESSES IN THAILAND.

Kanyaphat Intarapanich — 2020-01-17

This research was aimed at exploring: 1) the effects of dynamic technology capabilities on knowledge management process excellence 2) the effects of knowledge management process excellence on firm performance 3) the effects of dynamic technology capabilities on firm performance 4) the effects of knowledge management process excellence relationship between dynamic technology capabilities and firm performance as intervening variable. The samples were 400 from E-Commerce businesses executives in Thailand. The data were collected using questionnaires, and analyzed using statistical tools including frequency, percentage, Pearson’s correlation, and multiple regression analysis.
The results of dynamic technology capabilities were positively related to knowledge management process excellence; knowledge management process excellence was positively related to firm performance; dynamic technology capabilities were positively related to firm performance; knowledge management process excellence was not the intervening variable for the relationship between dynamic technology capabilities and firm performance. Thus, managers E-Commerce Businesses in Thailand want to be successful Should focus on the dynamic technological potential such as the rapid progress in dynamic technology and improve existing technology capabilities.

SOCIAL NORMS AND MARKETING MIX FACTORS TO DECISION MAKING CAR CARE SERVICES IN SAKON NAKHON PROVINCE THAILAND.

Piyachat Kanyaban — 2020-01-17

The study aims to evaluate the effect of social norms, and marketing mix factors to decision making of car care services in Sakon Nakhon, Thailand. Primary data were collected from car care customers with quota sampling method, using questionnaires by face to face interviews which included quantitative data. The data were analyzed using Statistics program which reveal the results of descriptive statistics as correlation coefficient by Pearson correlation method and linear regression. Cronbach’s coefficient ( ) of social norms, marketing mix and decision making were 0.839, 0.956, and 0.882 respectively.
The results shown that majority of samples were female in between 31 - 40 years old, hold bachelor degree, working in private company with income 15,000 - 25,000 Thai baht (THB) and 1 – 2 cars per household which mostly are sedan cars. Consumer behavior for using car care services was once per month in Saturday or Sunday around 9.01 – 12.00 am and pay expense for 150 – 200 THB per time with non-specified car care selected. The reason for regularly using car care were (1) clean washing (2) nearby accommodation/workplace and (3) good services. Selected services from car care were (1) exterior wash and interior vacuum (2) exterior wash and (3) wax and polish. Average service time spent was more than 55 minutes. The evaluation revealed that the mean score of social norms, marketing mix and decision making were 3.57, 4.27 and 4.09 respectively. Hypothesis testing results indicated that a social norm was nonsignificant effect on decision making car care services at 0.144 significant level. Whereas, marketing mix was significant effect on decision making car care services at 0.327 significant level. Therefore, marketing mix was a principle factor which effected to decision making of customer using car care services in Sakon Nakhon.

ATTITUDES AND FACTORS AFFECTING ON THE DECISION MAKING ON BEEF CONSUMPTION AT SAKON NAKHON PROVINCE THAILAND.

Raschapruek Buntawtook — 2020-01-17

This research is aimed at studying the attitudes toward and factors Influencing decision making in the consumption of beef in Sakon Nakhon Province, Thailand. It is a quantitative research using a quota sampling of an infinite population who were the consumers of beef. Data collection was performed using questionnaires. Cronbach's alpha coefficients on the consumer attitudes, the consumer decision-making, and the marketing mix were 0.86, 0.93, and 0.94, respectively. Data analysis was performed using descriptive statistics including the percentage, the mean, the standard deviation, inferential statistics, Pearson's correlation, and multiple linear regression.
The research found that most of the sample were male and aged between 31 and 40 with a bachelor’s degree. They worked for the government and government enterprises with a salary of 20,000-30,000 baht. They were single. The means of the consumer attitudes, the consumer decision-making, and the marketing mix were 3.73, 3.62, and 4.07, respectively. The hypothesis was tested and it was found that the consumer attitudes and the marketing mix were correlated to the consumer decision-making with a coefficient of 0.52 and 0.30, respectively. It can be concluded that the consumers have a positive attitude toward the consumption of beef and will continue consuming it. In addition, a good marketing mix contributes to the consumption of beef.

WORK MOTIVATION AND EMPLOYEE COMMITMENT AFFECT ON EMPLOYEE RETENTION AT RAJAMANGALA UNIVERSITY OF TECHNOLOGY ISAN SAKON NAKHON CAMPUS.

Jantisa Kaewthongme — 2020-01-17

The purpose of this research is to study the relationship of work motivation, employees commitment, and job satisfaction of employees to employee retention at the Rajamangala University of Technology Isan Sakon Nakhon Campus. Respondents are personnel of the the Rajamangala University of Technology Isan Sakon Nakhon Campus. The study employs a quantitative research approach, using questionnaire to collect data. The descriptive-statistics tools used are percentage, mean score, and standard deviation. Data were analyzed by using Pearson correlation coefficient, factor analysis, and multiple regression.
The results showed that the opinions of personnel towards work motivation, employees commitment, job satisfaction and employee retention were at a high level with an average of 3.98, 4.02, 3.84, and 3.87 respectively. According to the hypothesis testing, work motivation was found not to have a significant relationship to employee retention as revealed by the coefficient (β) at 0.120. However, employees’ commitment and job satisfaction were significantly related to the retention of personnel as shown by the coefficient (β) at 0.464 and 0.477 respectively.
In summary, the study revealed that work motivation did not affect employee retention in any way. On the contrary, the other two variables, employees commitment and job satisfaction, registered a positive correlation with the employee retention at the Rajamangala University of Technology Isan Sakon Nakhon Campus.

PERCEPTION AND ATTITUDE TOWARDS ON CUSTOMER DECISION MAKING ON CANNABIS PRODUCTS IN UPPER NORTHEAST OF THAILAND.

Saniyaporn Ratwichit — 2020-01-17

The purposes of this research were to; 1) study about Perception related to cannabis products, the attitude towards cannabis products, and customer decision making towards using cannabis products, 2) study about the relationship between Perception regarding cannabis products and customer decision making towards using cannabis products, 3) study about the relationship between attitude towards cannabis products and customer decision making to using cannabis products. The samples used in this study were those interested in using cannabis products whose region is in Upper Northeast of Thailand. The mean, percentage, and standard deviation were used for data analysis. The statistics was analyzed using Pearson’s correlation coefficient, multiple regression analysis, and the reliability of the questionnaires, which shows that all the Cronbach Coefficient Alpha coefficient values are above 0.7.
The majority of the samples were females and they are from the support operation team. Their age is in between 20-30 and is unmarried. They are government officials and workers in state-owned enterprises. The average income is in between 1,000-20,000 Baht per month. The finding shows the mean of perception towards cannabis products, attitude towards cannabis products, and customer decision making towards using cannabis products which is equal to 2.12, 3.49, and 3.55. The hypothesis testing result shows that perception regarding cannabis products has no effect towards customer decision making to using cannabis products. However, the attitude have a positive result towards customer decision making to using cannabis products with a statistical significance, the statistical significance of beta is 0.662, (β= 0.662). This shows that those answered the questionnaires will decide to use cannabis products when they have a good attitude towards the cannabis products.

BRAND ENGAGEMENT INFLUENCE ON TRUST, LOYALTY AND DECISION MAKING ON STATIONERY STORE AT SAKON NAKHON PROVINCE.

Kanpasson Ekpanithanpong — 2020-01-17

This research studied brand engagement influence on trust, loyalty, and decision making on stationery store at Sakon Nakhon Province. To develop a business project. This research studied 400 customers, a quantitative research method with quota sampling method, Cronbach’s alpha coefficient of brand engagement influence on trust, loyalty, and decision making on stationery store at Sakon Nakhon Province were 0.95, 0.95, 0.93 and 0.88 respectively, Data were analyzed by descriptive statistics and inferential statistics including Pearson Product-Moment Correlation and Multiple Regression Analysis. The research study indicated that customers’ brand engagement influence on trust, loyalty, and decision making on stationery store at Sakon Nakhon Province, were female at age between 21 – 30 years old, with the highest education of Bachelor’s degree, who works as a civil servant and private business with salary were 15,000 – 25,000 Baht per month. Buying behavior in the stationery store at DOKKHUN (LANPO) for personal use, the frequency of purchasing is more than 1 month at a time, the cost of purchasing is on an average of less than 300 Baht and the duration to be a customer more than 3 years. The results of the research study indicated that customers’ brand engagement influence trust, loyalty, and decision making on stationery Store at Sakon Nakhon Province with mean scores of 3.77, 4.08, 4.09 and 4.11 respectively.
The research results from hypotheses testing found that Brand engagement influence to the brand of the stationery store is related to the trust, the loyalty of customers to the stationery store at Sakon Nakhon with standardized coefficients (β) 0.60, 0.46 respectively. The trust and loyalty of customers are related to the purchasing in the stationery store with β 0.85, 0.86 respectively. Brand engagement influence on the brand of the stationery store is related to the purchasing in the stationery store with β 0.43. In conclusion, Brand engagement influence in customer trust and loyalty to the store, which makes the next purchase in the future.

THE IMPACT OF QUALITY OF WORK LIFE ON EMPLOYEE ORGANIZATION COMMITMENT OF CONSTRUCTION BUSINESS

Nuttarine Thawornpisandilok — 2020-01-17

The important objectives of this research were as follow; 1) to study the quality of work life and the organizational commitment of the employee construction business in Sakon Nakhon province 2) to compare the differences in quality of work life and organization commitment when classified by personal factors 3) to study the impact of quality of work life on organizational commitment of construction business employees in Sakon Nakhon Province.
This research is a survey research to study the impact of quality of working life on employee organization commitment of the construction business. The research methodology used in the research was as follow; this research has specified the target population is 28,351 construction employees in Sakon Nakhon province, and specifies the sample by calculating the sample size by using Taro's formula, which received a sample size of 400 people, use probability-based sampling methods, consisting of proportional sampling and simple random sampling. The tools used to collect data for conducting this research were questionnaires; list of questions about quality of work life was adapted from the concept of Walton [3] and Civil Aviation Safety Authority[23] which consists of 24 questions, organizational commitment adapted from the concept of Porter et al. [5] and Nuengrutai and Watcharapong [27] which consists of 9 questions. The questionnaires in part 2 and part 3 are questions of opinion of respondents, the questionnaire is a rating scale based on the Likert Scale method, with the scoring criteria divided into 5 levels. Reliability test was Cronbach Alpha; the quality of work life was equal to 0.907, the organization commitment was 0.816 respectively. Hypothesis testing is divided into 2 parts as follows; the first part in testing the difference between quality of work life and organizational commitment when classified by personal factors was tested by Mean comparing which consists of the t-test and the F-test (One Way ANOVA), the second part in the testing of the impact of quality of work life on the employee organization commitment was use Pearson correlation coefficient, simple regression, and multiple regression.
The research results were as follow; the level of quality of work life of construction business employee and the employee organization commitment was high, by mean was at 3.97, and 4.10 respectively. The hypothesis test 1; there was found the statistic significant at 0.05 levels different in quality of work life and employee organization commitment when classified by personal factors in the aspect of; marital status, work experience, monthly income, and number of children. The hypothesis test 2; there was found that quality of working life could predict 46.5% of employee organization commitment, by the standardized coefficients (β) was at .682. From the research finding, it can be concluded that the quality of work life had a positive impact on employee organizational commitment.

COMPETITIVE CONDITIONS FOR COSMETICS EXPORTING TO BALI INDONESIA.

Natnaporn Aeknarajindawat — 2020-01-17

The research aimed to assess competitive conditions for cosmetics exporting to
Southeast Asian countries. The qualitative research approached by in-depth and group
interviewing, the population represented 1,255 cosmetic entrepreneurs who ordered
cosmetics from original equipment manufacturers that were certified the standard of Good
Manufacturing Practice, Halal and Hazard analysis and critical control points: HACCP. The
25 entrepreneurs as samples were selected by purposive sampling and interviewed the
informants with the constructed open-ended questionnaire and group interviewing. The data
collection was performed according to constructed interviewing form on appointment,
synthesized and extracted data to be research answering.
The finding found the crucial industrial competition represented the cost reduction and
quality product differentiation.