วารสารบริหารธุรกิจศรีนครินทรวิโรฒ: Srinakharinwirot Business Journal

CUSTOMER RELATIONSHIP MANAGEMENT STRATEGIES SERVICE MARKETING MIX FACTORS THAT AFFECT THE LOYALTY OF COFFEE SHOP CUSTOMERS IN PHETCHABURI

Sararat Kumsai — 2024-12-09

This research aims to 1) Explore customer personal factors Service usage behavior Customer relationship management strategy Service marketing mix factors and loyalty of coffee shop business customers in Phetchaburi province 2) Analysis of customer relationship management strategies that affect customer loyalty in coffee shop businesses in Phetchaburi Province and 3) Analyze service marketing mix factors that affect customer loyalty in coffee shop businesses in Phetchaburi Province. This research is a quantitative research using a questionnaire to collect data from a sample of 400 coffee shop business customers in Phetchaburi Province. A stratified sampling method was used. and systematic sampling Statistics used in data analysis include: Descriptive statistics and test the hypotheses using stepwise multiple regression analysis. The research results found that1) The sample group of coffee shop customers was mostly male, aged 21-30 years, with a bachelor's degree level of education. Private company employees Average monthly income 10,001 - 20,000 baht. Marital status. Most frequently choosing services at the store. Frequency of use: 3-4 times per week. Taste preferences are the most common use of coffee shops. Facebook is the source of most information about coffee shops. And the sample group of coffee shop business customers makes the most decisions on their own in deciding to use the service. 2) Customer relationship management strategies affect customer loyalty in coffee shop businesses in Phetchaburi Province, consisting of building relationships by providing information (t=6.17) building relationships with rewards (t=9.41) and building relationships according to contract conditions (t=-0.53) and 3) Service marketing mix factors that affect customer loyalty in coffee shop businesses in Phetchaburi Province include marketing promotion (t=6.77), employees (t=4.90), and service products (t=3.60).

STRATEGIES FOR MANAGING NIGHT ENTERTAINMENT CABARET SHOW TOURISM BUSINESSES FOR CHINESE TOURISTS IN THE BANGKOK AREA

jutatip Junead — 2024-12-09

Strategies for managing nightlife cabaret show tourism for Chinese tourists in Bangkok. This study focuses on analyzing and developing marketing strategies for Chinese tourists visiting cabaret shows in Bangkok. The aim is to enhance the accessibility and attractiveness of the shows, thereby increasing the competitiveness of the cabaret show tourism industry. The research objectives are 1) To study the motivations and satisfaction levels of Chinese tourists who attend cabaret shows in Bangkok, 2) To evaluate the management potential of nightlife cabaret show tourism in Bangkok, and 3) To develop management strategies for the night entertainment cabaret show business in Bangkok. The research methodology includes qualitative data analysis using content analysis, SWOT analysis, and TOWS matrix. Quantitative data analysis uses descriptive statistics such as percentages, means, frequencies, and standard deviations.

The findings indicate that most Chinese tourists are male, aged between 28-43 years. The average motivation score for Chinese tourists visiting cabaret shows in Bangkok is ( = 3.85, S.D. = 0.50), and the average satisfaction score is ( = 3.97, S.D. = 0.46). Tourists value memorable experiences and quality service. Therefore, key marketing strategies include improving show quality, setting appropriate prices, using online channels for promotion, and effective personnel management.

From both quantitative and qualitative analysis, the researcher identified crucial strategies for managing night entertainment cabaret show tourism for Chinese tourists in Bangkok, which include product management strategies, pricing strategies, sales and marketing promotion strategies, personnel management, physical characteristics management strategies, and business process strategies. The study results highlight the importance of improving the quality of performances and services to enhance the satisfaction and motivation of Chinese tourists. Using online channels for promotion and setting appropriate prices are key strategies for attracting tourists. Additionally, effective personnel management and the physical management of the venue are crucial factors that contribute to creating a positive experience for tourists and enhancing the competitive edge of cabaret show businesses in Bangkok.

THE INFLUENCE OF PERCEIVED VALUES ON THAI CONSUMERS' INTENTION TO PURCHASE ELECTRIC VEHICLES

Burin Buntavong — 2024-12-09

This research aims to: 1) examine the influence of perceived values (economic value, environmental value and functional value) on attitudes towards electric vehicles (EVs), 2) examine the influence of perceived values (economic value, environmental value and functional value) on purchase intention of EVs, and 3) test the mediating role of attitude in the relationship between perceived values and purchase intention of EVs. This study surveyed 272 consumers across Thailand using a questionnaire. Respondents were individuals familiar with EVs, either intending to purchase or having already bought one, using non-probability quota sampling. Data were analyzed using partial least squares structural equation modeling. The results reveal that: 1) economic value, environmental value, and functional value have a direct influence on attitude towards EVs, 2) functional value and attitude towards EVs have a direct influence on purchase intention of EVs, and 3) attitude towards EVs plays a mediating role, both fully and partially, in the relationship between perceived values and purchase intention of EVs. Academically, this research contributes to the study of value in functional and non-functional dimensions, as well as expanding knowledge about perceived value in the context of eco-friendly technologies. Practically, this research provides guidance for EV manufacturers who need to present value that consumers can recognize, which will impact future EV purchase decisions.

SERVICE MARKETING FACTORS AFFECTING THE DECISION TO REVISIT OF MINI ZOO CUSTOMERS TOWARD THE NEW ZOO,THANYABURI DISTRICT, PATHUM THANI PROVINCE

aummarit haricomepa — 2024-12-09

The objective of this research was 1) to survey personal factors, market factors and decision-making processes influencing customers to return to visit the new animal park in Thanyaburi District, Pathum Thani Province. 2) to analyze the market factors that influence the decision-making process of returning to visit the new animal park in Thanyaburi District, Pathum Thani Province. The sample group studied consists of tourists who have visited Mini Zoo in Thanyaburi District between March 13, 2565, and July 31, 2566, and are aged 20 and above. The sample size is 400 people selected from Mini Zoo's Facebook page followers, totaling 20,656 people. The sampling method used is probability sampling, and systematic random sampling is employed. Data is collected through questionnaires. Statistical analysis includes descriptive statistics, consisting of frequency, percentage, mean, and standard deviation, hypothesis testing, and binary logistic regression analysis. The research findings reveal that The majority of the sample group are females aged 41-50 years old, working as government employees, holding bachelor's degrees, and having a monthly income ranging from 20,001 to 30,000 baht. the marketing mix factors, the sample group placed the highest importance on personnel factors in their decision-making process to revisit the new animal park in Thanyaburi District, Pathum Thani Province. There was a desire among 245 respondents to revisit the new animal park within 3 months, while 155 respondents did not plan to revisit. 2) Marketing factors influencing the decision to return to visit the new animal park within 3 months in Thanyaburi District, Pathum Thani Province include product-related factors, price-related factors, marketing promotion, and physical environmental factors Province with statistical significance of 0.05

IMPACT OF CHATBOT USER’S DRIVING POWER AND CHATBOT DESIGN ON CUSTOMER EXPERIENCE: THE CASE OF TOURISM SERVICE BUSINESSES IN BANGKOK METROPOLITAN AREA

Phakawat Thongkong — 2024-12-09

This study aims to investigate the factors influencing chatbot users' driving power and the design of chatbots that impact customer experience, as well as the moderating effect of interaction quality between these elements. A sample of 400 customers with experience using chatbot services in tourism businesses within the Bangkok metropolitan area was surveyed using a questionnaire as the data collection tool. The data were analyzed using descriptive and inferential statistics, including mediation analysis and multiple regression analysis.

The study found that, within the overall tourism service industry, the design factors of chatbots positively influence the quality of interactions and customer experience, with a statistically significant p-value of less than 0.001. The regression coefficients for chatbot design affecting interaction quality and customer experience were 0.670 and 0.588, respectively. Furthermore, the quality of interactions—specifically, attitudes towards chatbots and their problem-solving capabilities—also positively impacts customer experience, again with a statistically significant p-value of less than 0.001. The regression coefficients for attitudes towards chatbots and their problem-solving capabilities were 0.326 and 0.193, respectively. In the hotel and accommodation sector, it was determined that the user’s driving forces behind chatbot usage and design positively affect interaction quality, with a statistically significant p-value of less than 0.001. The regression coefficients for these user’s driving forces were 0.036 and 0.731, respectively. Additionally, the design factors of chatbots positively influence customer experience, with a regression coefficient of 0.641 and a statistically significant p-value of less than 0.001. Moreover, the quality of interaction—considering attitudes towards chatbots, the expertise of chatbot interactions, and their problem-solving capabilities—also positively impacts customer experience, with a statistically significant p-value of less than 0.001. The regression coefficients for attitudes towards chatbots, expertise in chatbot interactions, and problem-solving capabilities were 0.309, 0.067, and 0.213, respectively. Finally, in the context of other types of tourism services, the design factors of chatbots were found to positively affect both the quality of interaction and customer experience, with a statistically significant p-value of less than 0.004. The regression coefficients for chatbot design affecting interaction quality and customer experience were 0.583 and 0.555, respectively. Notably, only the quality of interaction in terms of attitudes towards chatbots significantly and positively affects customer experience, with a p-value of less than 0.001 and a regression coefficient of 0.334. In the analysis of mediating variables, it was determined that the quality of interaction serves as a mediating variable between chatbot design and customer experience, with a statistically significant p-value of 0.05 across all business groups. The findings of this research underscore the importance of both chatbot design and the quality of interaction in shaping attitudes towards chatbots, which in turn influence customer experience in services provided by chatbots within the tourism sector. Additionally, hotel and accommodation businesses should prioritize understanding the motivations of chatbot users, alongside focusing on chatbot design and the quality of interaction, to enhance attitudes towards chatbots.

THE CAUSAL RELATIONSHIP MODEL OF DIGITAL LEADERSHIP, DIGITAL MARKETING CAPABILITIES, COMPETITIVE ADVANTAGE AND BUSINESS PERFORMANCE OF COMMUNITY PRODUCT ENTREPRENEURS IN THE PHETSAMUTKHIRI PROVINCE CLUSTER

watchara wetprasit — 2024-12-09

This research aims to: 1) study the levels of digital leadership, digital marketing capabilities, competitive advantage, and business performance; 2) examine the causal relationships among digital leadership, digital marketing capabilities, competitive advantage, and business performance; and 3) verify the causal relationship model of digital leadership, digital marketing capabilities, competitive advantage, and business performance of community product entrepreneurs in the Phetsamutkhiri provincial cluster. The sample consisted of 400 community product entrepreneurs, selected through multi-stage sampling. The research instrument was a questionnaire. Data were analyzed using frequency, percentage, mean, standard deviation, and structural equation modeling. The results showed that digital leadership, digital marketing capabilities, and competitive advantage were at moderate levels, while business performance was at a high level. Digital leadership factors positively influencing digital marketing capabilities included digital literacy, digital vision, and digital communication. Digital marketing capabilities positively influenced competitive advantage, which in turn positively influenced business performance. Furthermore, the causal relationship model was found to be consistent with empirical data, with a Relative χ2 of 1.205, p-value of 0.304, GFI of 0.996, CFI of 1.000, RMSEA of 0.023, and RMR of 0.002. The coefficient of determination was 0.471, indicating that the variables in the model could explain 47.10% of the variance in business performance of community product entrepreneurs.

THE DETERMINANTS OF CUSTOMER SATISFACTION ON FOOD DELIVERY PLATFORMS: A CASE STUDY IN THAILAND

Settanan Wanvoraset — 2024-12-09

This study investigates the factors that customers decide to use online food delivery (OFD) can influence satisfaction using Ordinary Least Squares (OLS) regression with interaction terms. A sample of 390 participants provided insights into the relationships between customer satisfaction, platform selection factors, and various variables. The findings highlight the critical role of customer service in enhancing customer satisfaction. Price showing in OFD is also significantly influence satisfaction levels, and environmentally friendly reputation of restaurants in OFD platform responds to customers satisfaction. Despite certain factors like navigation, choices, food quality, punctuality, payment methods, order accuracy, and platform trust not uniformly impacting satisfaction, their contextual relevance underscores ongoing opportunities for platform improvements. This research contributes essential insights for enhancing customer satisfaction by recommending that focus should be on developing pricing strategies that deliver strong value for money, and embracing environmentally friendly practices, like using biodegradable packaging and sourcing sustainably, is also key to meeting the growing consumer demand for eco-friendly products and services.

THE INFLUENCE OF MOTIVATION, ABILITY, AND OPPORTUNITY ON ENTREPRENEURIAL INTENTIONS FOR SUCCESSFUL BUSINESS OPERATIONS IN THAILAND

Sangsuk Pithayanukul — 2024-12-09

This quantitative survey research studied entrepreneurial characteristics, motivation levels, capabilities, opportunities and business intentions as well as characteristics affecting business intentions for success. In addition, the influence of motivation, capabilities, and opportunities on business intentions for success among entrepreneurs in Thailand was examined. Cross-section data was collected by questionnaire from 400 entrepreneurs active for at least three years in Thailand, chosen by non-probability sampling with voluntary selection. Data was analyzed by descriptive and inferential analytics. Results were that female samples outnumbered males, and were mostly aged from 25 to 40, with up to five employees. Most had earned bachelor's degrees and had three to five years of business experience. Sample business intentions differed, independently of gender, age and educational level. Business size and duration of business operations positively influenced samples business intention to succeed. These findings explained 10.6 percent of variance in intention, with the most influential factor being ability, followed by motivation and opportunity, respectively. Therefore, agencies promoting entrepreneurship should create incentives, capabilities, and opportunities for entrepreneurs to boost competitiveness for long term growth and survival.

THE IMPACT OF BRAND EQUITY AND PRODUCT ATTRIBUTER TO PURCHASE INTENTION OF AIR PURIFIER

chutchatiput Dachjiramanee — 2024-12-09

The objectives of this research are to compare the levels of consumer intention to purchase air purifiers, to study the factors affecting consumer intention to buy air purifiers analyzed by age groups and income groups, and to examine the factors influencing consumer intention to purchase air purifiers. This research employs a quantitative approach, using questionnaires to collect data through stratified random sampling from 507 air purifier users. The data is then analyzed using Structural Equation Modeling (SEM).

The research findings show that when comparing the levels of purchase intention for air purifiers across age groups and income groups, the age groups are associated with brand preference, green market perception, and green brand loyalty. The income groups are associated with purchase intention, brand information, brand Loyalty, and green brand image. Factors affecting the purchase intention of air purifiers, classified by age and income groups, are as follows: Those under 25 years old prioritize product price; those aged 25-39 years old prioritize product quality; and those 40 years old and above prioritize brand equity. The study results for income groups show that those earning less than 30,000 baht per month prioritize brand equity, while those earning 30,001 baht and above prioritize product quality. Factors influencing the purchase intention of air purifiers include brand equity, brand preference, product quality, and product price. The benefits derived from this research can be used to develop marketing strategies, particularly in building brand awareness, improving quality, and creating brand associations. These strategies will lead to increased consumer purchase intention.

THE DEVELOPMENT OF HUMAN RESOURCES IN BUSINESS ORGANIZATIONS: A CASE STUDY OF GREEN HOTELS

Wisakha Phoochinda — 2024-12-09

The study of Human Resources Development in Business Organizations: a case study of Green Hotels, aims to explore the trend in human resource development in green hotel business to investigate environmental management in the green hotel business and then to propose guidelines for the human resource development of green hotels based on the BCG Model. The research involves qualitative data analysis derived from interviews with representatives from four green hotels: business operators, human resource managers, hotel managers, and environmental officers with purposive selection method, along with quantitative data analysis from a survey conducted with 139 hotel staff using random sampling. The data were analyzed using SPSS, applying descriptive statistics. The findings indicate that the trend in human resource development emphasizes the characteristics of personnel, as excellent service is essential for ensuring customer satisfaction and repeat customer. Given with the diversity of staff, it is crucial to address the concerns of employees, which helps mitigate issues between service staff and clients. Employees must be attentive and aware of resource usage and environmental considerations in hotel operations, aligning with the environmental management practices of green hotels. However, there is still a lack of environmental awareness among staff, who need to focus on complying with the green hotel policies, such as implementing the 3Rs, energy conservation, and water saving, which also serve to reduce hotel operational costs. Moreover, human resources, being vital for organizational development, require enhancements in knowledge, understanding, and environmental awareness through experiential learning, promoting lifelong learning, emphasizing collaboration, fostering a culture of open learning, and developing creative thinking alongside essential skills for the future. Additionally, organizational policies and support from the government such as knowledge, technology, and innovations in environmental management for green hotels have a significant role in developing staff skills and competencies. Therefore, the development of human resources in green hotel business organizations emphasizes utilizing natural resources in a way that minimizes environmental impact while enabling personnel to adapt to the changes in the economy, society, environment, and advancements in global technology