TNI Journal of Business Administration and Languages <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> สถาบันเทคโนโลยีไทย-ญี่ปุ่น en-US TNI Journal of Business Administration and Languages 2351-0048 <p><strong>&nbsp;Article Accepting Policy</strong></p> <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The editorial board of Thai-Nichi Institute of Technology is pleased to receive articles from lecturers and experts in the fields of business administration, languages, engineering and technology written in Thai or English. The academic work submitted for publication must not be published in any other publication before and must not be under consideration of other journal submissions.&nbsp; Therefore, those interested in participating in the dissemination of work and knowledge can submit their article to the editorial board for further submission to the screening committee to consider publishing in the journal. The articles that can be published include solely research articles. Interested persons can prepare their articles by reviewing recommendations for article authors.</p> <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Copyright infringement is solely the responsibility of the author(s) of the article.&nbsp; Articles that have been published must be screened and reviewed for quality from qualified experts approved by the editorial board.</p> <p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; The text that appears within each article published in this research journal is a personal opinion of each author, nothing related to Thai-Nichi Institute of Technology, and other faculty members in the institution in any way.&nbsp; Responsibilities and accuracy for the content of each article are owned by each author. If there is any mistake, each author will be responsible for his/her own article(s).</p> <p><strong>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; </strong>The editorial board reserves the right not to bring any content, views or comments of articles in the Journal of Thai-Nichi Institute of Technology to publish before receiving permission from the authorized author(s) in writing.&nbsp; The published work is the copyright of the Journal of Thai-Nichi Institute of Technology.</p> <p>&nbsp;</p> Analyzing Private Terminal Efficiency in AEC Using Data Envelopment Analysis (DEA) <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Container Terminal is very important in the maritime business including its efficiency of private terminal to be a part of port competition between different countries. However, the purpose of this study is to significantly measure terminal efficiency and inefficiency for improving the performance of the terminal and suggest how to make the terminal more efficient. Therefore, to achieve this objective, 20 private container terminals in AEC countries were select where input and output variables of berth length, number of berths, area, number of gantries crane and quay crane including container throughput were inserted. This research was carried out using DEA (Data Envelopment Analysis) CCR model and BCC model by using DEAP software to analyze the data. The result shows that 7 private container terminals were efficient and 13 were inefficient. In conclusion, there is need to improve the efficiency of the terminals by increasing their input variables and appropriately utilizing the terminal to run efficiently</p> Narthsirinth Netirith Copyright (c) 2020 TNI Journal of Business Administration and Languages 2020-06-24 2020-06-24 8 1 1 16 Community Identity Factors affect Cultural Tourism Decisions in Baanrimklong Homestay Community Enterprise <p>This research aimed to study the community identity that affects the cultural tourism decisions of Banrimkhlong homestay Community Enterprise. By using mixed method, Qualitative research collected data from 20 key informants by in-depth interviews and participatory observation. Data were analyzed using content analysis. Along with quantitative research that was collected from 400 Thai tourists using questionnaires. Analyze and process data by using descriptive statistics and multiple regression analysis. The results of the study revealed that the community identity consisted of lifestyle, food, community products and tourism activities. The respondents agreed that the identity of the Baanrimkhlong Homestay Community Enterprise was of a high level of importance. In terms of lifestyle has the highest level of importance followed by Tourism activities, food, and community products. The multiple regression analysis showed that the cultural tourism decisions of Banrimkhlong Homestay Community Enterprise were 80.7% influenced by lifestyle and tourism activities at a significant level of 0.05.</p> Suchada Koomsalud Namphung Kwaipun Copyright (c) 2020 TNI Journal of Business Administration and Languages 2020-06-24 2020-06-24 8 1 17 27 Evaluation of Satisfaction Level on Service Quality of Japanese Restaurant in Thailand <p>This study aims to investigate the behavior of Thai customer and evaluate satisfaction level on service quality of Japanese restaurant in Thailand.&nbsp; RATER (Reliability, Assurance, Tangibles, Empathy, Responsiveness) model is used to evaluate service quality by applied to service marketing factors, 3P: people, process and physical evidence, in order to improve quality of restaurant in Thailand and also to build model of quality improvement of other type of restaurant in Thailand.</p> <p>The data collecting method is using questionnaire, and 478 research samples were collected from consumers from shopping center and Japanese restaurant street in Bangkok. Data analysis used in this study are mean, standard deviation, t-test and F-test by using standard analytical program.</p> <p>The results of the study are 1. Customers classified by income. All groups are satisfied with people, process and physical evidence in high level. 2. Customers who have experience to Japan are satisfied with people, process and physical evidence in high level, but who have no experience are satisfied with people and physical evidence in high level, with process in medium level. 3. Customers classified by frequency of using service are satisfied with people, process and physical evidence in high level. 4. Customers classified by expense of using service are satisfied with people, process and physical evidence in high level. But from comment of Focus Group, it is found that service quality of people, process and physical evidence of Japanese restaurant in Thailand cannot be compared to those in Japan which have very high quality.</p> Rungsun Lertnaisat Copyright (c) 2020 TNI Journal of Business Administration and Languages 2020-06-24 2020-06-24 8 1 28 39 Investigating the Roles of Social Influences in Consumers’ Responses to Online Social Network Ads: A Case of Thailand <p>A rapid growth of online social network (OSN) has caught the attention of many marketers in finding the new ways to harness it from their advertising. This research proposes a conceptual framework to examine the effects of social factors on group intentions towards OSN’s advertising. The model of this study is developed from synthesizing the models used in the previous relevant research studies. The major objective of this research is to examine the factors influencing group intention and the effects of advertising characteristics on consumers’ responses toward OSN’s advertising. &nbsp;Structured questionnaire was used to collect the data from 400 respondents using multi-stage sampling undertaken at major public areas in Bangkok.&nbsp; Structural Equation Modelling (SEM) was employed to test hypotheses in the model through AMOS 23.0. Most hypotheses were statistically significant and supported. Group intention was found to be influenced by social identity and attitude, whilst perceived Ad relevance and perceived Ad value both significantly affect consumers’ responses to OSN’s advertising. This study provides insights into online social networking and advertising literature. In terms of practical implication, marketers should make sure that their advertising messages are relevant and valuable for their targeted audiences in order to instill a positive consumers’ responses from advertising</p> Thanakorn Charernsook Dissatat Prasertsakul Copyright (c) 2020 TNI Journal of Business Administration and Languages 2020-06-24 2020-06-24 8 1 40 52 The Causal Factors Affected to Customers’ Repurchase Intention of Hangover Relief Products in Bangkok <p>The purposes of this study were: (1) to explore the effects of perceived value and brand awareness on repurchase intention and (2) to validate a causal relationship model of perceived value and brand awareness which affect satisfaction, brand trust and repurchase intention of consumers of hangover product in Bangkok. To meet the objective, a questionnaire was designed, using quantitative research approach. The data were collected in Bangkok from a sample of 454 people aged over 20 who drank or used to drink alcohol and have experience in using hangover relief products. Using descriptive statistics, the data collected were analyzed by using the percentage, mean and standard deviation.&nbsp; Structural equation modeling (SEM) analysis was conducted to test the hypotheses of the structure.&nbsp;&nbsp;&nbsp;&nbsp;</p> <p>&nbsp;Results of structural equation modeling indicated that the perceived value had impact on brand awareness and satisfaction. The brand awareness had impact on satisfaction and brand trust. The satisfaction had impact on brand trust and repurchase intention. These findings were statistically significant at 0.01. But the brand trust had not impact on repurchase intention.</p> Vinij Saetiew Surasit Udomthanavong Copyright (c) 2020 TNI Journal of Business Administration and Languages 2020-06-24 2020-06-24 8 1 53 63 The Development of Fruit Juices for Millennials Market <p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; The purposes of this research are 1. to study factors that consumers choose fruit juices 2. To develop fruit juices for millennials market. Data were collected from a convenience sample of 400 millennial consumers. The statistics that used in this research include the frequency, percentage, mean, standard deviation, Independent t-test, and One-way ANOVA. The findings revealed that most of samples were female with the age of 17-37 years old (66.8 percent), drinking fruit juices less than 1 time per week (43 percent). The type of fruits that the millennial consumers want to drink were 100% genuine orange juice (85.8 percent). Other ingredients that need to be added to the juice were fruit pulp. The packaging should be a paper box, size 200-350 ml (38.8 percent). The price of juices should be between 20-29 baht (44.5 percent). The suitable retail locations were convenience stores (81.3 percent). The results also showed that there was a difference between personal factors in term of sex and behavioral factors in term of frequency of drinking juice regarding the factors that consumers choose fruit juices at significant level of 0.05.</p> <p>&nbsp;</p> Pinrada Kaewkhiew Wut Sookcharoen Copyright (c) 2020 TNI Journal of Business Administration and Languages 2020-06-24 2020-06-24 8 1 64 77 The Mediating Effect of Kaizen Event between Production Management in Japanese Style and Cost Reduction in Lat Krabang Industrial Estate <p>This research is purposed to investigate and develop the causal structural relationship model of factors influencing Cost Reduction by analyze and compare direct and indirect effects of factors influencing Cost Reduction, consisting of 3 latent variables which are exogenous latent variable which is Production Management in Japanese Style, the endogenous latent variable is Cost Reduction, and Kaizen Event is mediator variable with the total of 14 observed variables. This research was conducted using a questionnaire as an instrument to collect data from Lat Krabang Industrial Estate 292 samples. This process was completed using the principles of structural equation modelling (SEM) which required confirmatory factor analysis on the measurement model and path analysis on the structural model.</p> <p>The research result showed that the production management in Japanese style factors, which had direct influence on the cost reduction about 0.90 percent. And result showed that the kaizen factors, which had direct influence on the cost reduction about 0.63 percent. And result also showed that the production management in Japanese style factors had indirect influence on the cost reduction by passing though the mediator variable kaizen event about .81 percent.</p> <p>In addition, the results of the model of the mediation variables as kaizen event factor between Japanese production management and cost reduction foundก that the model is very consistent with the empirical data.</p> Boonyada Nasomboon Copyright (c) 2020 TNI Journal of Business Administration and Languages 2020-06-24 2020-06-24 8 1 78 87 The Mediating Role of Perceived Value on the Relationship between Service Quality and Loyalty: The Private Banking Case in Myanmar <p>This study aimed to investigate the impacts of service quality on loyalty and the mediating effect of perceived value on the relationships between service quality dimensions and loyalty of private bank users in Myanmar. Specifically, this study emphasized five dimensions of service quality, perceived value and loyalty. The quantitative research approach was used to investigate 489 valid responses collected via a questionnaire survey from the users of a private bank in Myanmar.&nbsp; Multiple regression analysis was used to analyze the data. This study found that three dimensions of service quality, reliability, assurance, and empathy positively and significantly impact on loyalty and perceived value mediates the relationship between each dimension of service quality and loyalty. However, tangibles and responsiveness dimensions of service quality did not find to have significant effect on loyalty of bank customers. The findings could contribute to the service loyalty context in the aspect of service quality and loyalty. Moreover, the findings could be applied to the development of strategies to make customers satisfied and remain with the company and sustain their loyalty.</p> Aung Chan Aye Khin Nyein Nyein Soe Copyright (c) 2020 TNI Journal of Business Administration and Languages 2020-06-24 2020-06-24 8 1 88 100