https://so06.tci-thaijo.org/index.php/TNIJournalBA/issue/feed TNI Journal of Business Administration and Languages 2019-12-24T11:21:44+07:00 Assoc.Prof.Dr.Pichit Sukchareonpong journalba@tni.ac.th Open Journal Systems <p><strong>TNI Journal of&nbsp;Business Administration and Languages</strong><br><strong><em>ISSN 2351-0048 (Print), ISSN 2672-9997 (Online)</em></strong></p> <p>&nbsp;The policy of Thai-Nichi Institute of Technology (TNI) is to support the dissemination of research article to be useful in the development of knowledge base for society, especially in business and industry sectors. Therefore, the academic journal, namely the "TNI Journal of&nbsp;Business Administration and Languages" has been created and published.</p> <p>Journal published for 6 months ( 2 copies per year)&nbsp;</p> <p>- Issue 1 January - June<br>- Issue 2 July - December</p> <p>From January, 2020 or Vol.8 No.1 (2020) TNI Journal of Business Administration and Languages will be published in E-Journal only.</p> https://so06.tci-thaijo.org/index.php/TNIJournalBA/article/view/220853 Factors and Results of Performance of Employees Working in Hotel Business Eastern Thailand 2019-12-24T10:34:38+07:00 kanyarat teerathanachaiyakun kanyarattirathana@gmail.com <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The purposes of this research were to study casual factor of personnel in hotel business at eastern region of Thailand, to study influences of performances of personnel in hotel business at eastern region of Thailand, and to develop causal relationship model of personnel performances and business results in hotel business at eastern region of Thailand. The samples were 340 personnel in supervisory level and higher level in hotel business at eastern region of Thailand. Questionnaires were used as tool for data collection. Data analysis and data processing were operated by statistical application for research. The statistical significance was determined at 0.05. Frequency, Percentage, Mean, Standard Deviation, Confirmatory Factor Analysis and Assessment Feted Model with empirical data were employed for this research.</p> <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The research findings suggest the managerial process variable, quality of work-life variable, and personnel performance and business operational result variables were consistent with the empirical data. Meantime, it was found that the managerial process variable had positive influenced directly to personnel performance and business operational result. Quality of work-life had positive influenced directly to personal performance variable and business operational results, whereas the personnel performance variable also had positive influenced directly to business operational results. Furthermore, &nbsp;business operational result variable was indirectly affected by quality of work-life variable and managerial process variable through personnel performance variable.</p> 2019-12-23T17:19:59+07:00 Copyright (c) 2019 TNI Journal of Business Administration and Languages https://so06.tci-thaijo.org/index.php/TNIJournalBA/article/view/205180 Impact of Difference Dimensions of Corporate Social Responsibility Actives on Company Financial Performance in The Stock Exchange of Thailand 2019-12-24T09:55:45+07:00 Rangsan Nochai knrangsa@gmail.com <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The objective of this research was to examine how each dimension of corporate social responsibility (CSR) including environment, employment and community would affect financial performance measured with return on asset and company stock price of firms listed in the stock exchange of Thailand (SET). Using a sample of 61 firms varies among 8 industrial categories classified by the SET, CSR score was obtained using content analysis from the annual reports and firm financial performance was gathered from managerial reports in website of the SET during the period of 2014-2016. A multiple regression model was established to determine the relationship of. The results indicated that only CSR community dimension had statistically negative effect on return on asset while all CSR dimensions had no effect on company stock price.</p> 2019-12-23T17:21:53+07:00 Copyright (c) 2019 TNI Journal of Business Administration and Languages https://so06.tci-thaijo.org/index.php/TNIJournalBA/article/view/185170 Improving English Consonants Pronunciation of Undergraduate Students in Rajamangala University of Technology Lanna Lampang 2019-12-24T09:55:49+07:00 Waljilyn Jantharaviroj waljilyn@gmail.com <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;The purposes of the research were to: 1) study the phonetics features of English consonants as pronounced by undergraduate students in Rajamangala University of Technology Lanna Lampang, 2) improve English consonants pronunciation skill, and 3) compare the students’ learning achievement by contrasting the participants’ pre-test and post-test score. The target group was twenty-four accounting students. Data were analyzed by percentage, average, and t-test. The research instruments were English pronunciation test, sets of pronunciation activities, and places and manners of articulation diagram. The results of the study were the followings:</p> <p><br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 1. The phonetic features of English consonants pronunciation problem with the percentages of 100.00 were the fricatives ([v], [θ], [ð], [z], [ʃ], [ʒ]), affricates ([tʃ], and [dʒ]), stop (plosive) ([g]), lateral ([l]), and approximant ([r]). The consonants with less pronunciation problem were [f)], [s], and [t] with the percentage of 80, 50, and 25 respectively.</p> <p><br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 2. After the improving process of using sets of pronunciation activities and places and manners of articulations diagrams, the participants could pronounce English consonants correctly with the average percentage of 77.56, increased by 34.13 per cent.</p> <p><br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 3. By comparing the participants’ learning achievement, it was found that there was a significant difference between pre-test and post-test score with a mean significant gain score of +14.59. Participants were found to be able to pronounce English consonants correctly after participating in the activity (t (46) = 2.013, p&lt;.05).</p> 2019-12-23T17:22:48+07:00 Copyright (c) 2019 TNI Journal of Business Administration and Languages https://so06.tci-thaijo.org/index.php/TNIJournalBA/article/view/206671 Positioning Analysis of Private Hospitals in Bangkok 2019-12-24T11:02:33+07:00 Wut Sookcharoen wut@tni.ac.th <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Brand positioning means the place a brand occupies in the minds of its customers. It becomes very important for effective marketing strategic planning. The purposes of this research are to study factors affecting decision-making for using private hospitals and to analyze brand positioning of private hospitals in Bangkok. Data were collected from a convenience sample of 400 Thai consumers. The findings revealed that consumers perceive distinguishing position among each private hospital. The implications and limitations were discussed.</p> 2019-12-23T17:23:23+07:00 Copyright (c) 2019 TNI Journal of Business Administration and Languages https://so06.tci-thaijo.org/index.php/TNIJournalBA/article/view/204665 The Effects of Intellectual Capital on SMEs Performance Using Financial Technology in Bangkok Metropolis and Vicinity 2019-12-24T11:09:21+07:00 Chonlanan Punpanith sukii_@hotmail.com Prayong Meechaisue p.meechaisue@gmail.com Wirat Sanguanwongwan wiratsang@gmail.com Norapol Chinuntdej norapol9@yahoo.com <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; In this dissertation, the researcher examines (1) the effects of intellectual capital on innovation, competitiveness, and the performance of small and medium enterprises (SMEs); (2) the effects of innovation on competitiveness, and the performance of SMEs; and (3) the effects of competitiveness on the performance of SMEs.</p> <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The qualitative research approach was used by conducting in-depth interviews with five experts. In the quantitative research approach, a questionnaire was used with 400 business owners or shareholders who were members of the sample population. Quantitative data were analyzed using a structural equation model (SEM).</p> <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Findings showed that intellectual capital exhibited positive direct effects on innovation, competitiveness, and the performance of organization. Innovation exhibited positive direct effects on competitiveness, and the performance of organization. Competitiveness exhibited positive direct effects on the performance of organization, respectively.</p> <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp;From the research findings, entrepreneurs should encourage employees to use the knowledge, skills, and experiences they have to develop new things, Readiness in the aspect of assets should be prepared in order to create innovations. Technology should be used to create new products or services in order to foster competitiveness, leading to better performance</p> 2019-12-23T17:24:42+07:00 Copyright (c) 2019 TNI Journal of Business Administration and Languages https://so06.tci-thaijo.org/index.php/TNIJournalBA/article/view/205880 The Influence of Corporate Social Responsibility (CSR) and Service Quality on Customer Loyalty Outcomes: The Private Banking Case in Myanmar 2019-12-24T09:56:02+07:00 Aung Chan Aye aungchanaye89@gmail.com Phanasan Kohsuwan pkohsuwan@gmail.com <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp;This study aims to investigate the impacts of corporate social responsibility (CSR) and service quality on customer loyalty outcomes of private bank users in Myanmar. Specifically, this study emphasizes four CSR dimensions, five dimensions of service quality, and five customer loyalty outcomes. The quantitative research approach was used to investigate 459 valid responses collected via a questionnaire survey from the users of a private bank in Mandalay, Myanmar.&nbsp; The Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) were used to analyze the data. This study found that CSR to Social and Non-social Stakeholder positively influence on Identification and Exclusive Consideration dimensions of customer loyalty outcomes. In addition, this study also found that CSR to Customers positively influence on Exclusive Consideration, Advocacy, Strength of Preference, and Share of Wallet dimensions of customer loyalty outcomes. However, service quality dimensions did not find to have significant effect on any dimensions of customer loyalty outcomes. The findings could contribute to the service loyalty context in the aspect of stakeholder CSR and service quality, including loyalty outcomes. Moreover, the findings could be applied to the development of CSR and service quality strategies to make customers remain with the company and sustain customer loyalty.</p> 2019-12-24T00:00:00+07:00 Copyright (c) 2019 TNI Journal of Business Administration and Languages https://so06.tci-thaijo.org/index.php/TNIJournalBA/article/view/182306 The Influences of Passenger Satisfaction, Passenger Engagement and Repurchase Intention: Low-cost Carriers Domestic Passenger 2019-12-24T11:21:44+07:00 Pannathadh Chomchark pannathadh@tni.ac.th Prayong Meechaisue p.meechaisue@gmail.com Tanyamai Chiarakul tanyamai@tni.ac.th Norapol Chinuntdej norapol9@yahoo.com <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; This research is a quantitative and qualitative study that focused on the influences of domestic passenger satisfaction, engagement and repurchase intention of low-cost carriers domestic passenger, this research was mix method, using in-depth interview for qualitative study, and questionnaires for quantitative study, were used for data collection, the stratified random sampling and accidental random sampling group was derived from a number of 1,133 low-cost carrier’s domestic passengers of Thailand. The statistical tools for data analysis is descriptive statistic, inferential statistics, and structural equation modeling analysis.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The results showed that (1) Service quality and price fairness had positive influences on passenger satisfaction, (2) Service quality, price fairness, loyalty program, and passenger satisfaction had positive influences on passenger engagement, (3) Subjective norms, loyalty program and passenger engagement had positive and negative influences on repurchase intention, <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp;This paper will provide a contribution to passenger engagement as a key factor to repurchase intention within the passenger to promote their tickets purchase in the Low-Cost Carriers of Thailand context.</p> <p>&nbsp;</p> 2019-12-24T00:00:00+07:00 Copyright (c) 2019 TNI Journal of Business Administration and Languages https://so06.tci-thaijo.org/index.php/TNIJournalBA/article/view/209498 The Influencing Factors of Customer Satisfaction, Trust and Brand Loyalty on Purchase Intention in Online Marketing 2019-12-24T09:56:13+07:00 Weeranan Kamnungwut raetae7@googlemail.com <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp;This research aims to study influencing factors of satisfaction, trust, and brand loyalty of consumers on online purchase intention. Using a questionnaire-based survey method, the collected data were chosen by cluster random sampling, and gathered from 400 samples of people in Bangkok who had experience of online purchase.&nbsp; The data were analyzed with sum, percentage, mean, and multiple regression analysis. The result showed that two brand loyalty factors that could best predict future purchase decision of consumers were 1) Changing the liking for online marketplace websites/applications which a person currently uses will be the big change of opinion, and 2) A person intends to continue purchasing goods from online marketplace websites/application which he/she currently uses.&nbsp; The two factors could predict future purchase decision of consumers at 46 percent (Adjusted R2 = 0.46). The factors of consumer’s trust on purchasing decision for further online purchase were 1) website/application paying attention and caring customer’s feeling, and 2) website/application which customers trust.&nbsp; Both of the factors could best predict the further online purchase decision at 20 percent (Adjusted R<sup>2</sup> = 0.20).&nbsp; Moreover, the factors of customer’s satisfaction on further online purchase decision were 1) website/application is the correct choice of customers, and 2) website/application satisfying customers beyond their expectation.&nbsp; The two could best predict the further online purchase decision at 24 percent (Adjusted R<sup>2 </sup>= 0.24).</p> 2019-12-24T08:51:32+07:00 Copyright (c) 2019 TNI Journal of Business Administration and Languages https://so06.tci-thaijo.org/index.php/TNIJournalBA/article/view/215432 The Study of Behavior and Brand Awareness of Thailand Health Tourism Image Among Japanese Tourists 2019-12-24T09:56:18+07:00 Duangdao Yoshida duangdao@tni.ac.th Watcharin Chotchaicharin watcharin.c@tni.ac.th <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The purposes of this study were 1) to study the data on demographic and behavior of Japanese tourists travelling to Thailand, and 2) to study brand awareness of Thailand health tourism image among Japanese tourists. This study used quantitative research methods. The quantitative questionnaires were collected from 385 Japanese tourists who visited Thailand. The questionnaires data analysis was based on the descriptive statistics. The study found that 1) the majority of Japanese tourists were male, aged 40-49 years, with educational background in undergraduate, full time employed with average monthly income, more than 500,000 yen, married, and, they visited Thailand more than 3 times. The factors affecting the decision on visiting Thailand were delicious food.&nbsp; The visitors searched for Thailand travelling data through internet. They traveled with family by package tour and they traveled during July - September.&nbsp; They spent more than 7 days in Thailand.&nbsp; Their experience in health tourism was Thai massage, and they would like to return to travel in Thailand again. 2) the factor with the highest point of brand awareness of Thailand health tourism image among Japanese tourists was that Thailand was a tourist destination for massage while Thailand was a tourist destination for onsen was less significant. The Japanese tourists with different genders, ages, and average monthly incomes had different overview opinions to brand awareness of Thailand health tourism.</p> 2019-12-24T08:52:19+07:00 Copyright (c) 2019 TNI Journal of Business Administration and Languages