Journal of Business Administration and Languages (JBAL)

An Analytical Study of Parental Motivations for Selecting International Schools in Myanmar

2025-04-08T11:14:37+07:00

Using the 7Ps framework of the Service Marketing Mix: Product, Price, Place, Promotion, People, Process, and Physical Evidence, this study investigates the reasons of parents in Myanmar for choosing international schools for their children. Using standardized questionnaires, 414 Yangon and Mandalay residents were part of a quantitative approach. The results show that parents give academic excellence, institutional credibility, and a globally oriented curriculum top priority. Important elements also consist in school environment, extracurricular activities, and instructor quality. Because of its supposed long-term advantages, many parents are ready to pay for international education even if financial concerns abound. With an adjusted R-squared value demonstrating how well the independent variables explain the variance in parental motivations, statistical analyses involving regression models illustrate the significance of these elements in parental decision-making. This study offers insightful information for legislators and school managers to match educational programs with parental expectations, therefore improving knowledge of dynamics of foreign education in Myanmar.

Competencies and Organizational Sponsorship Affect the Career Success of Supervisory-level Employees: Case study of Automotive Parts, Air Conditioner, and Air conditioner Parts Manufacturers in Amata Nakorn Industrial Estate, Chonburi

2025-04-28T08:17:13+07:00

This research aimed to study the level of opinions on the variables of competency, organizational sponsorship, and success of supervisory employees. This is a mixed research method. The quantitative study used a questionnaire as the primary data collection tool. Data were analyzed using descriptive statistics. The results showed that most respondents were male, aged 41–45, married, 1-5 years of work experience, and in production and maintenance role. The research findings revealed that respondents prioritized problem-solving and career support. The results indicated that the implementation of competency-based training plans and organizational sponsorship should be initiated. The regression analysis revealed that competency did not significantly influence career success, whereas organizational sponsorship had a statistically significant impact on career success (p < 0.05).

For the qualitative part of the study, key informants were supervisory-level employees, selected using purposive sampling. A structured interview was employed as the research instrument. Data were analyzed using content analysis. The qualitative findings revealed that executives placed great importance on the relationship between competency variables and career success. They emphasized the need to understand how competencies influence career advancement and success, as well as the types of organizational sponsorship that can promote employee development and career progression.

Conceptual Framework of Antecedents and Consequences of Green Market Orientation Innovation

2025-07-18T08:59:12+07:00

This study aims to study the antecedents and consequences of green market orientation Innovation and the moderating influence of organizational resilience. Green Market Orientation Innovation is a crucial factor in business and competitive advantage is important for every organization and operation at the present time to enable the organizations to be able to compete in a constantly changing situation. The study was conducted by the literature review, theory, empirical research to be a guideline for future research. To guide further research, the research found that the causal factors that influence sustainable business performance include environmental leadership and environmental organizational culture, green knowledge management capabilities, organizational risk management, green marketing-oriented innovation and competitive advantage. There is a moderator between green marketing orientation innovation and competitive advantage, namely the organizational resilience. This research studies to understand the factors and provide guidelines for effective organizations.

This research has both theoretical and practical management benefits. In theoretical benefit, this study provides a conceptual framework and research propositions that can be developed into hypotheses and empirically tested in the future. In practical benefit, the results can provide a guideline for organizations and apply to develop green marketing orientation innovation in organizations to create competitive advantage and sustainable performance.

Conceptualizing Digital Brand Equity Through Thematic Synthesis: An Integrated Framework

2025-10-16T13:20:35+07:00

Traditional brand equity models, established in an era of one-way communication, are insufficient for measuring brand performance in the digital age where consumers actively co-create brand meaning. This study addresses the conceptual and measurement gap by aiming to develop a robust, multi-dimensional framework for Digital Brand Equity (DBE) that reflects the paradigm shift to a two-way, interactive communication environment. This conceptual study employs a systematic literature review of 47 key academic papers published between 1990 and 2025. A thematic synthesis was conducted to analyze and integrate existing knowledge, identifying core theoretical constructs and evolutionary patterns in brand equity research. The results show a new, synthesized definition of DBE and proposes seven research propositions that correspond to the core dimensions of digital brand equity, including brand salience, perceived quality, associations, customer-brand engagement, online community, authenticity, and value co-creation. This research contributes a holistic and contemporary DBE framework theoretically grounded in the realities of a decentralized digital landscape, providing a crucial foundation for future empirical validation and offering practitioners a more accurate model for assessing and managing brand value in an era of consumer empowerment.

Developing an AI-Powered Chatbot for Customer Service in the Hospitality Industry: A Case Study of Kawin Home Using ManyChat

2025-07-24T08:40:37+07:00

This study explores the implementation of an AI-driven chatbot to enhance customer service for a small homestay in Thailand. The objective is to address delays in online communication and assess how chatbot automation improves customer experience and booking conversion. An AI-chatbot was developed using the ManyChat platform and integrated with Facebook Messenger. The chatbot was designed through a user-centered process, using actual customer inquiries as training data. The evaluation focused on three key performance indicators: (1) Guest Conversion Rate, (2) Customer Satisfaction Rate, and (3) Human Intervention Rate. Results showed that the chatbot achieved a 73.68% conversion rate (target: 50%), a 67.14% satisfaction rate (target: 90%), and a 25% human intervention rate (target: below 20%). While the system successfully improved booking rates and reduced communication delays, challenges remained in handling follow-up questions and personalized requests. Feedback highlighted usability issues and suggested improvements in visual design and natural flow. The study concludes that well-structured chatbots can reduce staff workload while supporting customer engagement in small hospitality operations with limited resources.

From Emotional Apprenticeship to Policy Critique: Rethinking Omotenashi through the Perspective of Okami’s in Japanese Ryokan Culture

2025-07-08T21:25:52+07:00

This paper re-evaluates omotenashi in the context of human resource development (HRD) in Japanese traditional ryokan (inns), particularly the role of okami (the female proprietress) as a cultural and affective mentor. Based on a systematic review of 8 Japanese and international academic papers published between 2010 and 2024, along with three grey literatures, this paper utilizes the framework of PCC to explore how omotenashi is cultivated informally through training, observation, and affective labor.

The analysis reveals a tension between long-established emotional apprenticing and developing standardized training initiatives driven by national policy. Despite okami-focused training that is characterized by tacit knowledge, trust-based learning, and situational awareness, recent measures institutionalize behavior rubrics or certification kits. This paper adds to the literature on human resource practices in context by arguing that the attempt to formalize omotenashi risks depleting its authenticity and relational underpinnings.

Household Debt of Grassroots Thai Population

2025-07-03T09:52:01+07:00

This research study examines household debt among Thailand's grassroots population, focusing on its causes, socio-economic impacts, and potential management or reform strategies. The research employs a mixed-methods approach, integrating desk research and in-depth interviews with 24 purposively selected participants, including low-income earners, daily wage laborers, small business owners, farmers, young adults, and financial experts. Thematic analysis was used to interpret qualitative data, identifying recurring patterns and key themes related to debt experiences and coping strategies. The findings reveal that key drivers of debt include insufficient income, rising living costs, limited access to affordable credit, and low financial literacy. Debt burdens contribute to significant financial strain, mental health challenges, and constrained economic mobility, perpetuating poverty cycles. Solutions identified include debt restructuring, community-based lending models, and financial literacy programs. Policy implications emphasize the need for systemic reforms to enhance financial inclusion, regulate informal lending, and align credit systems with the needs of grassroots populations. While the study offers in-depth insights, limitations include the relatively small sample size and the focus on specific local contexts, which may limit the generalizability of findings. Nonetheless, the research provides actionable insights for policymakers and financial institutions aiming to address Thailand’s household debt crisis effectively.

The Halal-Servqual of Malaysian Travelers’ Southern Border Destination Loyalty

2025-04-08T09:44:57+07:00

This study explores factors influencing Malaysian tourists' destination loyalty to southern Thai border throughout an intense competition in the post-COVID-19. Malaysian tourists as the largest international visitor in 2025 of Thailand, comprehensive research on this concept has a significant need, where in developing nations has been limited. The research employed a triangulation approach and forms an integration of data: in-depth interviews and focus groups analysis to heightened validity. The research extends existing destination loyalty frameworks. The study indicates that price fairness, Halal-SERVQUAL, and perceived customer value significantly influence Malaysian tourist satisfaction and loyalty. The Halal-SERVQUAL stands for the service quality construct of Malaysian tourists visiting the Thailand southern border. The research enhances understanding of service quality, customer value, tourist loyalty and the development of the Halal-SERVQUAL conceptual framework in developing nations, in particular in Thai southern border tourism contexts, offering valuable insights for business practitioners to heighten economies.

Utilizing Innovation to Develop a Lean Management System for Medical Instruments and Equipment in Response to Thailand's Strategic Plan for Becoming an International Medical Hub

2025-04-25T23:15:32+07:00

The objectives of this research are to 1) study the impacts of medical technology usage, 2) study the promotion of technological innovation in developing a lean management system for medical instrument and equipment sterilization, 3) study the waste reduction through innovation, 4) study the use of innovation in developing lean management systems, and 5) study guidelines for using innovation to develop lean management systems for medical instruments and equipment, in response to Thailand's strategic plan to become an international health center. This research employed a qualitative approach with 25 key informants directly involved in the field. Research instruments included in-depth interviews, focus group discussions, and content analysis.

The research findings revealed that: 1) The impacts of medical technology usage affect personnel, service delivery, academic development, and medical ethics; 2) Regarding innovation promotion, technology was utilized in collecting and delivering contaminated medical instruments, cleaning medical instruments, wrapping medical instruments, sterilization, verifying sterilization efficiency, storing sterilized medical instruments, and distributing sterilized medical instruments; 3) Waste reduction findings showed that innovation helped reduce waste in producing defects, overproduction, waiting time, excessive inventory, unnecessary transportation and movement, inefficient processes, and unnecessary body movements; 4) When lean management was implemented, comparing the ratio of revenue minus total cost to labor cost showed an increasing trend in returns; and 5) There are four guidelines for using innovation to develop lean management systems: 1) utilizing medical innovations and technologies, 2) developing and improving sterilization systems, 3) reducing waste in hospital service processes, and 4) using innovation (IT) to develop lean management systems.