INTERNATIONAL ACADEMIC MULTIDISCIPLINARY RESEARCH CONFERENCE ICBTSZURICH2026

Introduction Book

Dr.Chayanan Kerdpitak — 2026-02-02

Introduction Book

A Strategic Model for Enhancing University’s Specialist Identity for Global Recognition

Chutikarn Sriviboon — 2026-02-02

This study aims to develop a strategic model for enhancing Suan Sunandha Rajabhat
University’s (SSRU) specialist identity to achieve global recognition. Employing a mixedmethods approach, the research combines qualitative data from semi-structured interviews and
document analysis with quantitative survey data collected from faculty, administrative staff,
students, and international partners. The study examines the relationships among institutional
inputs (leadership, human capital, resources, policy, and stakeholder engagement), strategic
processes (specialist program development, research capacity building, international
collaboration, branding, and quality assurance), outputs (recognized programs, research
publications, international partnerships), and outcomes (global recognition, sustainable
specialist identity). Structural equation modeling (SEM) validates the proposed model,
demonstrating that effective processes mediate the impact of institutional inputs on outputs and
international recognition outcomes. The findings highlight the importance of aligning SSRU’s
strengths with coordinated processes, emphasizing branding, international partnerships, and
strategic resource allocation. The study provides a practical roadmap for SSRU and similar
mission-driven universities to consolidate their specialist identity, enhance global visibility,
and achieve sustainable international recognition.

Determinants of Workers’ Income in the Gig Economy

Bundit Pungnirund — 2026-02-02

The rapid expansion of digital platforms has transformed Thailand’s labour market, leading to
the rise of the gig economy, where flexible, short-term, and task-based work increasingly
supplements or replaces traditional employment. This study investigates the determinants of
workers’ income in Thailand’s gig economy, focusing on how individual characteristics, job
attributes, and institutional factors jointly influence earnings. The research employs a
quantitative survey design with a sample of 400 gig workers from major sectors such as food
delivery, ride-hailing, and online freelancing. Data were analyzed using multiple regression
analysis to examine the impact of independent variables including education, digital literacy,
work experience, working hours, platform incentives, and job autonomy on workers’ income.
The results reveal that education level, digital skills, working hours, and platform type have
statistically significant positive effects on income, while income volatility remains influenced
by algorithmic management and inconsistent incentives. The results emphasize the need for
labor policy reforms to ensure fair pay, social protection, and digital skill development. The
findings also guide platform firms to enhance fairness and transparency in algorithmic
management and compensation systems.

Developing a Cross-Media Communication Framework for Television Broadcasting in the Hybrid Media Era

Somsak Klaysung — 2026-02-02

The rapid transformation of the media landscape from traditional broadcasting to hybrid media
ecosystems has compelled television stations in Thailand to strategically adapt their
communication approaches to sustain audience engagement. This study aims to develop a
Cross-Media Communication Framework that enhances the effectiveness of television
broadcasting in the hybrid media era. A mixed-methods design was employed, comprising indepth interviews with 20 media executives and content experts, followed by a quantitative
survey of Thai television viewers of 400 samples. Qualitative thematic analysis revealed four
key dimensions contributing to cross-media success: content integration, platform synergy,
audience engagement, and organizational transformation. The proposed model was then
validated using Structural Equation Modeling, demonstrating strong model fit and significant
causal relationships among the framework’s components (CFI = 0.96, RMSEA = 0.052, p <
0.001). Results indicate that platform integration and participatory audience communication are
critical drivers influencing communication effectiveness. The findings contribute to media
convergence and hybrid media theory while offering a strategic operational guide for Thai
broadcasters seeking to increase competitiveness and public value in a multi-platform
environment. This framework supports television stations in designing data-driven, interactive,
and coherent content pathways that strengthen viewer loyalty and media sustainability in
Thailand’s evolving media ecosystem.

The Effectiveness of Experiential Marketing on Brand Loyalty in the Retail Sector

Chutima Klaysung — 2026-02-02

This study examines the impact of experiential marketing on brand loyalty in Thailand’s retail
sector, focusing on how different experiential dimensions including sensory, affective,
cognitive, and behavioral, shape consumer perceptions and loyalty behaviors. The research
aims to understand how memorable customer experiences foster stronger emotional
connections and sustained loyalty. A quantitative research approach was applied using survey
data from 520 Thai retail consumers across various categories, including fashion, lifestyle, food
and beverage, and electronics. Data were analyzed using structural equation modeling (SEM) to
test direct and indirect relationships among key variables. The findings reveal that affective
experiences have the strongest influence on brand loyalty, followed by sensory experiences,
while cognitive and behavioral experiences show weaker direct effects. Furthermore, customer
satisfaction and brand engagement were found to mediate the relationship between experiential
marketing and brand loyalty, confirming that emotional and relational factors enhance
customer attachment and repurchase intention. The results highlight that experiential marketing
is more effective in hedonic retail contexts, where consumers seek pleasure and enjoyment,
than in utilitarian ones. Practically, it suggests that Thai retailers should design immersive and
emotionally resonant experiences that strengthen satisfaction and engagement, thereby
enhancing long-term loyalty in an increasingly competitive retail landscape.

The Influence of Green Marketing on Consumers’ Willingness to Pay for Sustainable Products

Nattapong Techarattanased — 2026-02-02

This study explores the influence of green marketing on consumers’ willingness to pay (WTP)
for sustainable products in Thailand. The research examines how green product attributes, ecolabeling, environmental advertising, and corporate social responsibility shape consumers’
attitudes and intentions toward eco-friendly purchasing. Data were collected from 500 Thai
consumers using a structured questionnaire and analyzed through structural equation modeling
(SEM). The results reveal that green marketing has a significant positive effect on consumers’
WTP, mediated by green brand image, trust, and perceived product value. Among the key
dimensions, eco-labeling and product quality exert the strongest influence, highlighting the
importance of transparency and credibility in environmental claims. The findings indicate that
consumers are increasingly motivated by authentic sustainability practices and clear
environmental communication. This study contributes to green marketing literature in emerging
markets and provides managerial insights for Thai businesses to design integrated, trustworthy,
and socially responsible marketing strategies that enhance consumer engagement and long-term
loyalty.

Transmedia Storytelling Strategies and Their Impact on Film Branding and Audience Retention

Pongsawee Supanonth — 2026-02-02

This study investigates the role of transmedia storytelling strategies in enhancing film branding
and audience retention within the Thai film industry. With the increasing integration of digital
media platforms and interactive content, filmmakers are leveraging transmedia narratives to
extend audience engagement beyond traditional theatrical releases. Using a qualitative research
approach, data were collected through semi-structured interviews with Thai film producers and
marketers, focus group discussions with audiences, and content analysis of selected transmedia
campaigns. Thematic analysis revealed that transmedia strategies—such as social media
extensions, web series, interactive campaigns, and cross-media collaborations—significantly
contribute to film branding by reinforcing brand recognition, emotional attachment, and
cultural relevance. Additionally, these strategies enhance audience retention by encouraging
repeat engagement, fostering fan communities, and maintaining long-term loyalty across
multiple platforms. The study provides empirical evidence of how transmedia storytelling
serves as a strategic tool for the Thai film industry and offers practical recommendations for
filmmakers and marketers to optimize audience engagement and brand value.

The Relationship Between Education Investment and Income Outcomes Among Young Thai Workers

Yuthapoom Thanakijborisut — 2026-02-02

The acceleration of remote work arrangements during and following the global COVID‑19
pandemic has spotlighted the need to understand its impacts on labor productivity, particularly
within service sectors of emerging economies. This study investigates the effects of remote
work on labor productivity in Thailand’s service sector, examining individual, organizational,
and environmental determinants. Data were collected from 412 employees across financial
services, business process outsourcing (BPO), customer support, and hospitality administration
using a structured online survey. Descriptive, bivariate, and multivariate analyses, including
Ordinary Least Squares (OLS) regression, revealed that productivity is significantly influenced
by individual capabilities (education, digital skills, self-leadership), organizational and jobrelated factors (work design, managerial support, communication practices), and environmental
conditions (home workspace suitability, internet connectivity). Frequent technical interruptions
negatively affected productivity. The findings suggest that remote work can enhance labor
productivity when employees are well-equipped, organizations provide structured support, and
infrastructural conditions are favorable. Implications for policymakers and managers include
the promotion of digital skill development, provision of managerial support, and improvement
of home work environments to sustain productivity in the service sector.

The Effect of Brand Storytelling on Consumers’ Purchase Intention of Thai Local Products

Ittipoom Promma — 2026-02-02

This study examines the effect of brand storytelling on consumers’ purchase intention toward
Thai local products, focusing on how narrative quality, emotional engagement, and perceived
authenticity shape consumer decision-making. Grounded in narrative transportation theory and
meaning transfer theory, the research proposes that compelling brand stories enhance
consumers’ psychological immersion, strengthen their emotional connection with local brands,
and elevate perceptions of cultural value. A quantitative survey was conducted with Thai
consumers who purchase local products, and structural equation modeling (SEM) was
employed to analyze the proposed relationships. The results reveal that brand storytelling
significantly increases narrative transportation, which in turn enhances brand attitude and
trust—key mediators that influence purchase intention. Authenticity cues embedded in the
stories, such as cultural heritage and craftsmanship, were also found to strengthen consumers’
intentions to buy local products. These findings contribute to the branding and consumer
behavior literature by demonstrating that storytelling is a crucial communication tool that can
differentiate Thai local products in an increasingly competitive market. Practical
recommendations for local ent

Ethical and Safe Practices in Live Streaming Media Production: Content Moderation and Viewer Protection

Pitimanus Bunlue — 2026-02-02

The rapid growth of live streaming media in Thailand has brought new opportunities for digital
engagement but also significant challenges related to ethical content production and viewer
safety. This study investigates ethical and safe practices in live streaming media production,
with a focus on content moderation and viewer protection in the Thai context. Using a
qualitative approach, data were collected through semi-structured interviews with content
creators, platform moderators, and viewers, complemented by focus group discussions, live
stream observations, and document analysis of platform guidelines and Thai regulations. The
findings reveal that automated moderation tools are often insufficient to manage nuanced or
context-specific harmful content, highlighting the need for hybrid moderation strategies
combining AI and human oversight. Ethical awareness among creators varies, with smaller
streamers demonstrating inconsistent safety practices. Viewers remain vulnerable to offensive,
graphic, or psychologically harmful content, emphasizing the importance of proactive safety
measures, localized AI moderation, and culturally adapted guidelines. The study concludes that
effective ethical and safe practices in Thailand require integration of technological solutions,
creator education, and regulatory alignment, providing actionable insights for platforms,
policymakers, and digital media producers.

Perceived Risk and Its Influence on Financial Asset Investment Decisions of Thai Investors

Krisada Sungkhamanee — 2026-02-02

This study examines how perceived risk influences financial asset investment decisions among
Thai investors. Using a quantitative research design, data were collected from 420 respondents
through a structured questionnaire measuring five dimensions of perceived risk: financial,
performance, psychological, social, and time risks. Descriptive statistics, correlation analysis,
and multiple regression analysis were employed to determine the relationships among
variables. The findings reveal that financial risk, performance risk, and psychological risk
significantly and negatively affect investment decisions, indicating that higher perceived risk
reduces investors’ willingness to invest. Time risk exerts a weaker but significant influence,
while social risk demonstrates no significant effect. These results support behavioral finance
theories suggesting that investment behavior is shaped not only by financial information but
also by individuals’ subjective perceptions and emotional responses to uncertainty. The study
highlights the importance of enhancing investors financial literacy, improving transparency in
financial products, and developing effective investor education programs to reduce perceived
risks and promote more confident and informed decision-making in Thailand’s financial
markets.

Effects of Flexible Work Models on Job Satisfaction and Employee Performance in Government Organizations

Siri-orn Champatong — 2026-02-02

This study examines the effects of flexible work models (FWMs) on job satisfaction and
employee performance in government organizations in Thailand. A quantitative, crosssectional design was employed, surveying 450 government employees engaged in flexible
work arrangements, including telecommuting, flexible hours, compressed workweeks, and
hybrid models. Data were collected through structured questionnaires and analyzed using
descriptive statistics, correlation analysis, and regression analysis, with job satisfaction tested
as a mediator. Results indicate that FWMs significantly enhance job satisfaction (β = 0.498, p
< 0.001) and employee performance (β = 0.377, p < 0.001). Furthermore, job satisfaction
partially mediates the relationship between FWMs and employee performance, suggesting that
flexibility improves performance both directly and indirectly. These findings highlight the
importance of adopting flexible work policies in government organizations to increase
employee engagement, satisfaction, and productivity. The study provides empirical evidence
for policymakers and human resource managers in the Thai public sector, emphasizing the
strategic value of FWMs for enhancing organizational effectiveness.

A Study on Trade and Investment Risk Assessment of Thai Firms in Foreign Markets

Pichamon Chansuchai — 2026-02-02

This study investigates the trade and investment risks faced by Thai firms operating in foreign
markets and examines their impact on firm performance. A quantitative survey was conducted
with 400 Thai companies engaged in cross-border trade and investment, including SMEs and
large enterprises. The findings reveal that political and regulatory risks are the most critical,
followed by currency and market risks, while operational risks have a moderate impact.
Regression analysis indicates that higher exposure to these risks significantly reduces firm
performance, including profitability, market share, and brand reputation. Moreover, the study
finds that internal firm capabilities, such as managerial international experience and firm size,
play a moderating role, mitigating the negative effects of external risks. Firms implementing
structured risk assessment frameworks report better performance, emphasizing the practical
importance of systematic evaluation and proactive management. This research contributes
theoretically by extending understanding of international business risk assessment in emerging
economies, particularly in the Thai context, and provides practical insights for managers and
policymakers to enhance decision-making and sustainable growth in global markets.

Determinants of Auditors’ Intention to Leave Their Job in Thailand

Pranee Tridhoskul — 2026-02-02

Auditor turnover has become a significant challenge for accounting firms in Thailand, affecting
audit quality and organizational performance. This study investigates the determinants of
auditors’ intention to leave their job, focusing on job satisfaction, organizational commitment,
work stress, career development opportunities, and social support. A quantitative research
design was adopted, with data collected through a structured questionnaire from 350 auditors
working in accounting firms across Thailand. The data were analyzed using descriptive
statistics, correlation analysis, and multiple regression analysis. The findings indicate that work
stress positively influences auditors’ turnover intention, whereas job satisfaction and
organizational commitment are the strongest negative predictors. Career development
opportunities and social support also significantly reduce turnover intention, although their
effects are comparatively smaller. These results highlight the importance of implementing
stress management programs, enhancing employee satisfaction and commitment, and
providing clear career advancement opportunities to retain skilled auditors. The study
contributes to both theory and practice by offering a comprehensive model of turnover intention
specific to the Thai auditing context.

Impact of International Market Entry Strategies on the Business Success of Thai SMEs

Punchaya Hiranrithikorn — 2026-02-02

This study investigates the impact of international market entry strategies on the business
success of Thai small and medium-sized enterprises (SMEs). With the increasing globalization
of markets, SMEs must carefully select entry modes that align with their resources, capabilities,
and strategic objectives to achieve sustainable international growth. A quantitative approach
was employed, collecting data from 400 Thai SMEs across manufacturing, food and beverage,
consumer products, and service sectors. The study examines four primary entry modes:
exporting, joint ventures, wholly-owned subsidiaries, and franchising/licensing, and their
effects on multiple dimensions of business success, including financial performance, market
share, brand recognition, and customer satisfaction. The findings reveal that exporting and joint
ventures significantly enhance financial performance and market share, while wholly-owned
subsidiaries strongly contribute to brand recognition. Franchising and licensing positively
influence customer satisfaction, albeit to a lesser extent. Moreover, managerial experience and
network ties were found to strengthen the relationship between entry mode strategy and
business success. The study offers practical insights for Thai SMEs and policymakers to
optimize entry mode selection and strategic planning in global markets, contributing to the
theoretical literature on SME internationalization.

Strategic Models for Enhancing Cultural Gastronomic Tourism in Thailand

Mananya Meenakorn — 2026-02-02

Cultural gastronomic tourism has emerged as a key strategy to promote Thailand’s culinary
heritage, support local communities, and enhance sustainable tourism development. This study
aims to develop comprehensive models for cultural gastronomic tourism by integrating local
food identity, community participation, tourist experiential engagement, and sustainable
practices. A mixed-methods approach was employed, combining qualitative data from in-depth
interviews and focus group discussions with community members, tourism operators, and
policy stakeholders, and quantitative data from 420 tourists visiting gastronomic tourism sites
across Thailand. Qualitative findings highlighted the importance of community involvement,
heritage-based culinary experiences, and participatory approaches for sustainable and authentic
tourism. Quantitative analysis, using Structural Equation Modeling (SEM), confirmed that local
food identity, community participation, and sustainability practices significantly influence
tourists’ experiential engagement and intention to revisit. Based on the integration of these
findings were developed and validated with experts. These models provide practical guidelines
for policymakers, tourism planners, and local communities to design effective, culturally
authentic, and sustainable gastronomic tourism initiatives in Thailand.

The Effectiveness of AI-Powered Chatbots in Enhancing Customer Experience and Purchase Intention on Social Media Platforms

Ladaporn Pithuk — 2026-02-02

This study investigates the effectiveness of AI-powered chatbots in enhancing customer experience and purchase intention on social media platforms in Thailand. As businesses increasingly adopt conversational AI tools to improve customer engagement, understanding how chatbot quality affects consumer behavior is crucial. Data were collected from 450 Thai consumers who interacted with chatbots on platforms such as Facebook Messenger, LINE, and Instagram. Using structural equation modeling (SEM), the results reveal that chatbot service quality—comprising responsiveness, reliability, empathy, personalization, and usability—significantly improves customer experience, which in turn strengthens satisfaction, trust, and purchase intention. The findings confirm that customer experience mediates the relationship between chatbot service quality and purchase intention, highlighting the importance of emotional and functional interaction design. Moreover, responsiveness has a stronger influence on Facebook users, whereas personalization is more significant on LINE. The study contributes to marketing and information systems literature by offering empirical evidence of how AI-powered chatbots shape consumer experience and behavioral outcomes in Thailand’s rapidly evolving social commerce environment.

Ethical Factors Influencing Fraudulent Behavior of Accountants

Khwanchat Wongjantip — 2026-02-02

Fraudulent behavior among accountants poses significant risks to financial reporting, corporate
governance, and investor confidence. This study investigates the ethical factors influencing
fraudulent behavior among accountants in Thailand, focusing on ethical awareness, moral
reasoning, adherence to professional codes of conduct, and perceived organizational support.
A mixed-methods approach was employed, combining a quantitative survey of 362 accountants
from Big Four, Non-Big Four, and private organizations, and qualitative semi-structured
interviews with 20 accounting professionals. Quantitative results indicate that ethical
awareness (β = –0.28, p < .001) and adherence to professional codes (β = –0.25, p < .001) are
the strongest predictors of reduced fraudulent behavior, followed by moral reasoning (β = –
0.22, p < .001) and perceived organizational support (β= –0.18, p < .01). Correlation analysis
further confirmed significant negative relationships between all ethical factors and fraudulent
behavior (p < .001). Qualitative findings highlight that ethics training, leadership support,
organizational culture, and clear professional guidelines play essential roles in mitigating
fraudulent actions. These findings suggest that both individual ethical capacities and
organizational context are critical in preventing accounting fraud in Thailand. The study
provides practical implications for firms, regulators, and professional bodies to strengthen
ethics education, promote adherence to professional standards, and cultivate ethical
organizational cultures.

The Impact of Online Retail Competition on Consumer Price Satisfaction

Sareeya do Amaral — 2026-02-02

The rapid expansion of online retail platforms has intensified competition among sellers,
fundamentally reshaping consumer price perceptions and satisfaction. This study examines the
impact of online retail competition on consumer price satisfaction in Thailand, with a particular
focus on the mediating role of price fairness and transparency. Data were collected from 420
Thai consumers who had recently purchased products from major e-commerce platforms, using
an online survey measuring perceptions of competition, price fairness, and satisfaction.
Descriptive statistics, bivariate correlations, multiple regression, and mediation analyses were
employed to test the relationships among variables. Results indicate that online retail
competition significantly enhances consumer price satisfaction, both directly and indirectly
through perceived price fairness. Price fairness and transparency emerged as the strongest
predictor of satisfaction, highlighting the importance of clear and equitable pricing
communication. Frequent online shoppers and younger consumers exhibited higher sensitivity
to competitive pricing, suggesting that demographic and experiential factors shape responses
to online retail competition. The findings provide practical implications for online retailers to
design transparent pricing and promotional strategies and for policymakers to promote fair
marketing practices in Thailand’s digital retail sector.

The Influence of Digital Media on Political Attitudes and National Security

Grissana Jannit — 2026-02-02

The rapid growth of digital media has significantly reshaped political communication and
public engagement in Thailand, raising concerns about its implications for political attitudes
and national security. This study examines the effect of digital media exposure on political
attitudes and how these attitudes influence perceptions of national security risks among Thai
citizens. Using a mixed-methods explanatory design, quantitative data were collected from a
nationwide survey of 400 social media users and analyzed using regression and structural
equation modeling techniques. The results show that digital media exposure and perceived
information credibility significantly shape political attitudes, which in turn strongly predict
perceptions of national security risks, including misinformation, political instability, and public
order concerns. Exposure to online misinformation further amplifies these perceived risks.
Qualitative interviews support the quantitative findings, highlighting information overload,
political polarization, and concerns over national unity. The findings underscore the dual role
of digital media as both a catalyst for political engagement and a source of potential security
challenges, offering important implications for digital governance, media literacy, and policy
development in Thailand.

The Effects of Remote Work on Labor Productivity in the Service Sector

Khajeerat Phumphruk — 2026-02-02

This study examines the effects of remote work on labor productivity in Thailand’s service
sector. Using a quantitative, cross-sectional design, data were collected from 400 employees
across multiple service industries, including finance, education, ICT, and professional services.
Structured questionnaires measured remote work intensity, labor productivity, and
organizational support. Data were analyzed using descriptive statistics, correlation analysis,
confirmatory factor analysis (CFA), and structural equation modeling (SEM). The results
indicate that remote work has a significant positive effect on labor productivity (β = 0.41, p <
0.001), and organizational support both directly influences productivity (β = 0.52, p < 0.001)
and partially mediates the relationship between remote work and productivity (β = 0.21, p <
0.001). These findings highlight that productivity gains from remote work are maximized when
supported by digital tools, training, and clear management practices. The study provides
empirical evidence for organizations and policymakers to design effective remote work policies
in the Thai service sector, ensuring operational efficiency, employee satisfaction, and
sustainable workforce performance.

The Application of Digital Accounting Systems to Enhance Accounting Information Quality for SME Entrepreneurs

Nutthasun Sinthuchaiyapakseree — 2026-02-02

This study investigates the impact of digital accounting system adoption on the quality of
accounting information among SME entrepreneurs in Thailand. Utilizing a mixed-methods
approach, the research collected quantitative data from 400 SME entrepreneurs through
structured questionnaires and qualitative insights from 20 in-depth interviews. The quantitative
analysis employed descriptive statistics, correlation, and multiple regression to examine the
relationships between digital accounting adoption, digital competency, and accounting
information quality. Qualitative thematic analysis explored entrepreneurs’ experiences,
challenges, and perceptions in implementing digital accounting systems. The findings indicate
that digital accounting adoption significantly enhances accounting information quality,
particularly in terms of accuracy, completeness, timeliness, and reliability. Moreover, the study
highlights that digital competency among entrepreneurs positively moderates the relationship
between system adoption and information quality, demonstrating that technological benefits
are amplified by human capability. Qualitative results reveal that while digital systems provide
efficiency and strategic advantages, challenges such as implementation costs, software
complexity, and limited technical knowledge may hinder effective utilization. The study
provides practical implications for SME entrepreneurs, accounting service providers, and
policymakers to support digital adoption, enhance financial management, and improve the
quality of accounting information.

Students’ and Staff Satisfaction with Repair Services for Teaching Equipment and Facilities at the Faculty of Management Science, Suan Sunandha Rajabhat University

Juneerut Jannit — 2026-02-02

The quality and effectiveness of repair services for teaching equipment and facilities are
essential for supporting teaching and learning in higher education. This study aimed to assess
the satisfaction levels of students and staff with repair services at the Faculty of Management
Science, Suan Sunandha Rajabhat University. A quantitative descriptive research design was
employed, with a structured questionnaire distributed to 350 respondents, including 280
students and 70 staff members. Data were analyzed using descriptive statistics, independentsamples t-tests, and Pearson correlation analysis. The results indicated that overall satisfaction
with repair services was high, particularly regarding staff responsiveness and repair quality,
while timeliness and communication received moderate-to-high ratings. No significant
differences were observed between students and staff in terms of satisfaction. Correlation
analysis revealed that responsiveness and repair quality were the strongest predictors of overall
satisfaction. These findings suggest that maintaining skilled and responsive personnel, coupled
with effective communication and follow-up, is crucial for improving service quality and user
satisfaction in university facilities. The study provides valuable insights for facility
management and policy development to enhance the teaching and learning environment at
Suan Sunandha Rajabhat University.

Development of Guidelines for Training Service Strategies for the Office of Academic Servic

Arsira Disayakulkij — 2026-02-02

Effective administrative services are essential for enhancing academic operations and student
satisfaction in higher education institutions. This study aimed to develop comprehensive
guidelines for training service strategies for the Office of Academic Services at Suan Sunandha
Rajabhat University. A mixed-methods research design was employed, combining qualitative
interviews with 15 administrative staff members and a quantitative survey of 250 respondents,
including staff and students. Data were analyzed using thematic analysis for qualitative
responses and descriptive and inferential statistics for quantitative data. The results revealed
that key training priorities include communication skills, problem-solving, digital
competencies, and quality assurance knowledge. Staff highlighted gaps in existing training
programs, emphasizing the need for structured, practical, and continuous development. Based
on the findings, a set of guidelines for training service strategies was proposed, incorporating
competency-based modules, blended learning approaches, standard operating procedures, and
continuous assessment to enhance service quality and staff performance. The study provides
actionable recommendations for implementing and sustaining effective training programs in
academic service offices, thereby improving operational efficiency, professional development,
and a student-centered administrative environment.

A Study on Job Satisfaction of Secretaries at the Faculty of Management Science, Suan Sunandha Rajabhat University

Radasa Pojard — 2026-02-02

Job satisfaction is a critical factor influencing employee performance, motivation, and
organizational efficiency in higher education institutions. This study aimed to examine the job
satisfaction of secretaries at the Faculty of Management Science, Suan Sunandha Rajabhat
University, and to identify key factors affecting their satisfaction. A quantitative descriptive
research design was employed, with data collected from 50 secretaries using a structured
questionnaire adapted from Job Satisfaction Survey. Descriptive statistics were used to assess
overall satisfaction levels, and inferential statistics, including t-tests and ANOVA, analyzed
differences based on demographic factors. The results indicated that secretaries reported high
overall job satisfaction, particularly in the dimensions of interpersonal relationships and work
environment. Recognition and reward were also significant contributors to satisfaction, while
workload and career development opportunities were moderately rated. Demographic factors
such as age, gender, education level, and work experience did not significantly affect job
satisfaction. The findings suggest that organizational and job-related factors, including
supportive work environments and acknowledgment of contributions, are crucial for enhancing
secretaries’ satisfaction and performance.

Motivational Factors Affecting Participation in the Academic Service Project among Residents of Dusit District, Bangkok

Kanmanas Muensank — 2026-02-02

This study investigates the motivational factors influencing participation in the academic
service project among residents of Dusit District, Bangkok. The research aims to identify the
extent to which intrinsic motivation, extrinsic incentives, social influence, and perceived
community benefit affect residents’ willingness to engage in university-led service activities.
Using a mixed-methods approach, data were collected from 320 residents through
questionnaires and interviews. Quantitative data were analyzed using descriptive statistics and
multiple regression analysis, while qualitative responses were examined to provide contextual
insights. The findings reveal that intrinsic motivation—particularly personal fulfillment,
learning opportunities, and interest in community development—serves as the strongest
predictor of participation. Social influence, including support from community leaders and peer
encouragement, also significantly contributes to participation levels. Extrinsic incentives play
a moderate yet meaningful role, while perceived community benefit strongly enhances
engagement intentions. Overall, the study highlights the need for academic service programs
to prioritize intrinsic and community-centered motivations while strengthening communication
channels and community partnerships. These results offer practical guidelines for universities
and local authorities seeking to improve participation in academic service projects and foster
sustainable community development.

Students’ Satisfaction with the Services of the Audiovisual Unit, Faculty of Management Science, Suan Sunandha Rajabhat University

Phakaporn Detanant — 2026-02-02

Student satisfaction is a key indicator of service quality and institutional effectiveness in higher
education. This study aimed to assess students’ satisfaction with the services provided by the
Audiovisual Unit, Faculty of Management Science, Suan Sunandha Rajabhat University. A
quantitative descriptive research design was employed, using a structured questionnaire based
on the SERVQUAL model to collect data from 300 undergraduate and graduate students.
Descriptive statistics, independent-sample t-tests, one-way ANOVA, and Pearson correlation
analysis was conducted using SPSS. The results revealed that students were generally highly
satisfied with the AV Unit’s services, with responsiveness and reliability identified as the
strongest contributors to overall satisfaction. Satisfaction levels did not differ significantly by
gender, age, or academic program, although students who used the AV Unit more frequently
reported higher satisfaction. All five service quality dimensions—tangibles, reliability,
responsiveness, assurance, and empathy—were positively and significantly correlated with
overall satisfaction. The findings suggest that maintaining high service quality, improving
equipment availability, and enhancing staff responsiveness can further improve student
satisfaction and support effective academic experiences.

Staff Satisfaction with Financial and Accounting Services, Faculty of Management Science, Suan Sunandha Rajabhat University

Weena Kunyeat — 2026-02-02

Staff satisfaction is a key indicator of administrative efficiency and service quality in higher
education institutions. This study aimed to assess staff satisfaction with financial and
accounting services at the Faculty of Management Science, Suan Sunandha Rajabhat
University. A quantitative descriptive research design was employed, using a structured
questionnaire adapted from the SERVQUAL model to measure satisfaction across five
dimensions: tangibles, reliability, responsiveness, assurance, and empathy. Data were collected
from 125 administrative and academic staff members. Descriptive statistics revealed that
overall satisfaction was high (M = 4.08, SD = 0.55), with responsiveness, reliability, and
assurance identified as the strongest contributors to satisfaction. Inferential statistics indicated
that satisfaction did not differ significantly by gender or staff position, but frequency of service
use significantly influenced satisfaction (F = 4.62, p < 0.01). Pearson correlation analysis
showed positive and significant relationships between all five SERVQUAL dimensions and
overall satisfaction. The findings suggest that enhancing service responsiveness, maintaining
reliability, and improving staff empathy can further increase satisfaction, supporting a more
efficient and effective administrative environment.

Satisfaction of Service Recipients with Procurement Services for Supplies and Equipment at the Faculty of Management Science, Suan Sunandha Rajabhat University

Thanakit Phipatsakunkamon — 2026-02-02

The purpose of this study was to examine the satisfaction of service recipients with
procurement services for supplies and equipment at the Faculty of Management Science, Suan
Sunandha Rajabhat University. Using a quantitative descriptive research design, data were
collected from 150 faculty and administrative staff who had experience using procurement
services. A structured questionnaire, based on the SERVQUAL model, was employed to
measure satisfaction across five dimensions: tangibles, reliability, responsiveness, assurance,
and empathy. Descriptive statistics, t-tests, one-way ANOVA, and Pearson correlation analysis
were conducted to analyze the data. The results indicated that overall satisfaction with
procurement services was high (M = 4.10, SD = 0.52), with responsiveness, reliability, and
assurance being the most influential dimensions. There were no significant differences in
satisfaction based on gender or role, but frequency of service use significantly affected
satisfaction. Correlation analysis confirmed that all SERVQUAL dimensions were positively
associated with overall satisfaction, with responsiveness showing the strongest relationship.
The findings suggest that while procurement services are generally effective, improvements in
tangibles and empathy could further enhance user satisfaction. These insights provide practical
guidance for optimizing procurement operations to support faculty and administrative staff
efficiency.

Public Relations Communication Strategies and Influencing on Students’ Enrollment Decisions at the Faculty of Management Science, Suan Sunandha Rajabhat University

Kanyakorn Sujarittnetikarn — 2026-02-02

This study examined the influence of public relations (PR) communication strategies on
students’ enrollment decisions at the Faculty of Management Science, Suan Sunandha Rajabhat
University. Using a quantitative descriptive research design, data were collected from 200
prospective and newly enrolled students through a structured questionnaire based on PR
communication and enrollment decision-making frameworks. Descriptive statistics, Pearson
correlation, and multiple regression analyses were used to examine the effectiveness of
different PR channels, including social media, official websites, open houses, and alumni
testimonials. The results revealed that overall PR communication strategies had a high positive
influence on enrollment decisions, with social media engagement being the most significant
factor, followed by official websites and open houses. Alumni testimonials also contributed
positively, though to a lesser extent. PR strategies explained 61% of the variance in students’
enrollment decisions, highlighting the importance of timely, credible, and interactive
communication. These findings suggest that strengthening digital PR channels, enhancing
content quality, and increasing alumni participation can further improve enrollment outcomes.

Factors Affecting Staff Participation in Developing the Education Criteria for Performance Excellence (EdPEx) at the Faculty of Management Science, Suan Sunandha Rajabhat University

Chartlikid Nimngam — 2026-02-02

This research examined the factors affecting staff participation in developing the Education
Criteria for Performance Excellence (EdPEx) at the Faculty of Management Science, Suan
Sunandha Rajabhat University. A quantitative research design was employed, using a
structured questionnaire administered to 120 staff members involved in academic and
administrative operations. Descriptive statistics, correlation analysis, and multiple regression
analysis were applied to identify the determinants of EdPEx participation. The results revealed
that organizational support, leadership, communication effectiveness, and staff knowledge of
EdPEx significantly influenced participation, with organizational support emerging as the
strongest predictor. Workload demonstrated a negative relationship with participation,
indicating that staff with higher job demands were less likely to engage in EdPEx-related
activities. The study highlights the need for enhanced capacity-building initiatives, supportive
leadership, improved communication systems, and workload adjustments to strengthen
institutional engagement in continuous quality improvement. These findings contribute to
understanding how higher education institutions can enhance staff participation in quality
frameworks and foster a culture of organizational excellence.

Factors Affecting Students’ Perceptions of Participation in the International Student Exchange Program in Business Administration and Cultural Studies at the Faculty of Management Science, Suan Sunandha Rajabhat University

Araya Yordchim — 2026-02-02

This study investigated the factors affecting students’ perceptions of participation in the
International Student Exchange Program in Business Administration and Cultural Studies at
the Faculty of Management Science, Suan Sunandha Rajabhat University. A quantitative
survey was conducted with 150 undergraduate students selected through stratified random
sampling. The questionnaire measured personal motivation, perceived benefits, institutional
support, cultural readiness, and perceived barriers. Data were analyzed using descriptive
statistics and multiple regression analysis. Results revealed that the factors collectively
explained 61% of the variance in students’ perceptions of participation. Personal motivation
was the strongest positive predictor, followed by perceived benefits, institutional support, and
cultural readiness, while perceived barriers negatively influenced students’ perceptions. The
findings emphasize the importance of enhancing motivation, institutional support, and cultural
readiness while mitigating barriers to improve student engagement in international exchange
programs.

A Study on Causes and Strategies for Reducing Problems in the Use of Computer Equipment in Hybrid Classrooms at the Faculty of Management Science, Suan Sunandha Rajabhat University

Patchara Kingkan — 2026-02-02

This study investigates the causes of problems in the use of computer equipment in hybrid
classrooms and explores strategies to reduce these issues at the Faculty of Management
Science, Suan Sunandha Rajabhat University. A mixed-methods research design was
employed, combining quantitative data from 200 students and 20 instructors via structured
questionnaires with qualitative data from semi-structured interviews. Descriptive statistics, ttests, and ANOVA were used to analyze quantitative data, while thematic analysis was applied
to qualitative responses. The findings revealed that the primary problems stemmed from
network connectivity issues, hardware malfunctions, software errors, limited digital literacy,
and insufficient technical support. Causes of these problems were identified as outdated
equipment, user inexperience, and inadequate institutional support. Respondents recommended
strategies such as upgrading hardware and network infrastructure, providing targeted digital
literacy training for students and instructors, strengthening technical support, and
implementing regular maintenance protocols. The study concludes that a holistic approach
addressing technological, user, and institutional factors is essential to enhance hybrid learning
effectiveness and promote a smoother teaching and learning experience.

Executives’ Perspectives on the Competencies of Secretarial Staff at the Student Development Division, Suan Sunandha Rajabhat University

Arissara Songkroh — 2026-02-02

This study explored executives’ perspectives on the competencies of secretarial staff at the
Student Development Division, Suan Sunandha Rajabhat University. A quantitative research
design was employed, utilizing a structured questionnaire distributed to 20 executives within
the division. The questionnaire assessed competencies across five domains: professional,
organizational, communication, digital and technological, and problem-solving and decisionmaking. Data were analyzed using descriptive statistics, including mean and standard
deviation, and inferential statistics such as t-tests and ANOVA to examine differences based
on demographic factors. The findings indicate that secretarial staff demonstrated very high
professional competency and high organizational and communication competencies, while
digital and technological skills and problem-solving abilities were rated slightly lower,
suggesting areas for improvement. Executives recommended targeted training and professional
development programs to enhance digital literacy and strategic problem-solving skills. The
study provides insights for enhancing secretarial staff performance, contributing to the
efficiency and effectiveness of administrative operations within the Student Development
Division.

Language Attitudes Toward English Accents among Thai Youth

Patcharaphan Susamawathanakun — 2026-02-02

This study investigates language attitudes toward English accents among Thai youth,
examining preferences, perceived prestige, familiarity, and the influence of demographic
factors and media exposure. A total of 200 participants aged 15–24, from secondary schools
and universities in Thailand, completed a self-administered questionnaire measuring attitudes
toward American, British, Thai English, and other non-native accents using a 5-point Likert
scale. Descriptive statistics, t-tests, ANOVA, and correlation analyses were employed to
analyze the data. The results indicate that American and British accents are the most preferred
and perceived as highly prestigious, while Thai English and other non-native accents received
moderate positive evaluations. Age, educational level, urban exposure, and media consumption
significantly influenced accent attitudes, with greater exposure correlating with stronger
preference for Inner Circle accents. These findings highlight the impact of sociocultural factors,
media influence, and native-speaker ideology on language perceptions. Implications for EFL
teaching in Thailand include incorporating diverse English accents in instructional materials to
foster acceptance of global English varieties and enhance learners’ listening comprehension,
speaking confidence, and communicative competence.