TNI Journal of Business Administration and Languages https://so06.tci-thaijo.org/index.php/TNIJournalBA <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> en-US <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 The academic work submitted for publication must not be published in any other publication before and must not be under consideration of other journal submissions.&nbsp; Therefore, those interested in participating in the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> journalba@tni.ac.th (Assoc.Prof.Dr.Ruttikorn Varakulsiripunth) journalba@tni.ac.th (Ms. Juthamas Prasopsan) Fri, 25 Dec 2020 10:23:51 +0700 OJS 3.1.2.4 http://blogs.law.harvard.edu/tech/rss 60 A Feasibility Study on Building Renovation and Implementation of Solvent Extraction Machine and Spray Dryer in Semi-Industrial Scale (A Case Study of One Factory) https://so06.tci-thaijo.org/index.php/TNIJournalBA/article/view/244599 <p>&nbsp;&nbsp;&nbsp;&nbsp; The aim of this study is to analyze the feasibility of Building Renovation and Implementation of Solvent Extraction Machine and Spray Dryer in Semi-Industrial Scale. The results of the study are determined for decision making process. The results indicated that the projected revenue would be 2,712,000 baht in the first year which would be from solvent extraction service 1,800,000 baht and from spray dying service 912,000 baht. The total revenue will be equal to 8,136,000 at tenth year. The profit will be equal to 59,500 baht at the first year after subtract the fixed costs, variable costs, and depreciation costs. At tenth year, the profit would reach to 2,850,900 baht. The results also showed that the base-case scenario, the pay-back period would be at 9 years and 2 months, the best-case scenario would be at 7 years and 2 months and the worse-case scenario would be at 11 years 1 month.</p> Wut Sookcharoen, Rachata Rungtrakulchai Copyright (c) 2020 TNI Journal of Business Administration and Languages https://creativecommons.org/licenses/by-nc-nd/4.0 https://so06.tci-thaijo.org/index.php/TNIJournalBA/article/view/244599 Thu, 24 Dec 2020 15:25:02 +0700 A Study of Potentials of Cultural Tourism in Ban Pa-Ao Amphoe Mueang Ubon Ratchathani Province: Kankou Machizukuri Approach https://so06.tci-thaijo.org/index.php/TNIJournalBA/article/view/245550 <p>&nbsp;&nbsp;&nbsp;&nbsp; This research study aims to; 1) Survey the tourism resources of “Ban Pa Ao” Village,&nbsp;Amphoe Mueang, Ubon Ratchathani, based on the concept of A Study of Potentials of Cultural Tourism in Ban Pa-ao Amphoe mueang Ubon Ratchathani Province: Kankou Machizukuri Approach. 2) To study both the comments and critiques, how public sectors, local business operators and current citizens reflecting back to the concept of A Study of Potentials of Cultural Tourism in Ban Pa-ao Amphoe mueang Ubon Ratchathani Province: Kankou Machizukuri Approach.&nbsp; This research is using qualitative method, with a total set of 12 structured interviews; given out to the public sectors, local business operators, and current citizens villagers of Ban Pa-Ao. Two criteria were set in order to divide those selected participants to both, survey to only specific participants and survey to participants participated based on their convenient, as this latter part analyzed solely on the information and data given. Results have shown: 1) The current useful tourism resources are; the Village Center of Brass and Silk, OTOP Souvenirs Center, “Chamlermraj” Center, and “Ban Pa Ao” Home-stay. 2) Tourism resources have acquired of potential development due to the exclusive characters of the local, with the combination of, the historical part, the local wisdom of Brass and Silk handicraft and the ebony “ma-kluea” dyed silk weaving in an orb patterned; all are in support to the experience tourism potential of the village community.</p> <p>&nbsp;&nbsp;&nbsp;&nbsp; However, this research has also found out that the village is still lacking of potential for the part of community participation in tourism activities; marketing in tourism that has no variety and outdated. Thus, to do a marketing development, it is important to focus mainly on the need of the local; also Pa-Ao villagers have expressed their need for quality tourists, those who understand the local cultures and with power to spend.</p> Duangdao Yoshida Copyright (c) 2020 TNI Journal of Business Administration and Languages https://creativecommons.org/licenses/by-nc-nd/4.0 https://so06.tci-thaijo.org/index.php/TNIJournalBA/article/view/245550 Thu, 24 Dec 2020 15:25:21 +0700 Factors Influencing the Viewer’s Exposure of Social Development Television Programs https://so06.tci-thaijo.org/index.php/TNIJournalBA/article/view/245872 <p>&nbsp; &nbsp; The objective of this study was to examine factors influencing the viewer’s exposure of social development television programs. A quantitative research was applied for this study with a questionnaire on 400 viewers of social development television programs in Bangkok by purposive sampling. Data was analyzed by using statistical packages in descriptive statistics and multiple regression analysis. The results revealed that all factors influenced on view’s exposure of social development television programs in high level. The participants of the program having the highest influenced on the viewers followed by the content, the atmosphere of the program, the format for presenting, the moderators, and the purpose of the program. The multiple regression analysis showed that the factors influencing the viewer's exposure of social development television programs were 78.01% that was influenced by all factors above at a significant level of 0.05. that was the highest influenced as the content followed by the format for presenting, the purpose of the program, the moderators, the participants of the program and the atmosphere of the program.</p> Namphung Kwaipun, Suchada Koomsalud, Phattaraporn Timdang, Wannarat Sriratna, Angkana Soparattanakul Copyright (c) 2020 TNI Journal of Business Administration and Languages https://creativecommons.org/licenses/by-nc-nd/4.0 https://so06.tci-thaijo.org/index.php/TNIJournalBA/article/view/245872 Thu, 24 Dec 2020 15:25:38 +0700 Intercultural Communication Problems and Adjustment of the Exchange’s Students in Japan in Chiang Rai Rajabhat University https://so06.tci-thaijo.org/index.php/TNIJournalBA/article/view/243317 <p>The purpose of this research aimed to study intercultural communication problems and adjustment of the exchange’s students in Japan in Chiang Rai Rajabhat University. The result of this research shows that problems of intercultural communication and adjustment methods of exchange students in Japan are caused by 1) Understanding problems in language and culture which adjusted by learning by oneself. 2) Attitude problems from thinking but adjusted by starting from changing the perspective and unattached their own culture and accept the new culture. 3) Behavioral problems from trying to avoid meeting strangers by accepting new friends for the opportunity to gain new experiences in life.</p> Annika Sainamyen Copyright (c) 2020 TNI Journal of Business Administration and Languages https://creativecommons.org/licenses/by-nc-nd/4.0 https://so06.tci-thaijo.org/index.php/TNIJournalBA/article/view/243317 Thu, 24 Dec 2020 15:26:00 +0700 Relationship Model of Factor Effect Experiential Marketing for Cultural Heritage Tourism: Community Enterprise Baanrimklong Homestay https://so06.tci-thaijo.org/index.php/TNIJournalBA/article/view/245067 <p>&nbsp;&nbsp;&nbsp;&nbsp; This research aims to study the relationship model of factor effect experiential marketing for cultural heritage tourism in Baanrimklong homestay community enterprise in the term of studying: relationship model of factors affecting tourist’s experiential marketing for cultural heritage tourism in Baanrimklong homestay community enterprise. Data were collected from 400 tourists by questionnaires and analyzed by frequency distribution, percentage, arithmetic mean, standard deviation, skewness, kurtosis, and the Structural Equation Modeling techniques. The results revealed that the relationship model of factors affecting tourist’s experiential marketing for cultural heritage tourism in Baanrimklong homestay community enterprise from this research is consistent with empirical data, as well as good predictability and accepted at 73.4 percent. Causal relationship characteristics at 0.05 significance level showed that the lifestyle of tourists and motivation for travel in cultural heritage tourism had a causal relationship with tourist’s experiential marketing. Also, the lifestyle of tourists, motivation for travel in cultural heritage tourism, and experiential marketing of tourists have a causal relationship with experiential marketing achievement of cultural heritage tourism in Baanrimklong homestay community enterprise.</p> Phattaraporn Timdang, Suchada Koomsalud, Namphung Kwaipun, Wannarat Sriratna, Naruemol Soparattanakul, Angkana Soparattanakul Copyright (c) 2020 TNI Journal of Business Administration and Languages https://creativecommons.org/licenses/by-nc-nd/4.0 https://so06.tci-thaijo.org/index.php/TNIJournalBA/article/view/245067 Thu, 24 Dec 2020 15:26:20 +0700 The Difference of Cultural Dimensions between Chinese and Japanese that Affect to the Service Quality Expectations of Thai Restaurants https://so06.tci-thaijo.org/index.php/TNIJournalBA/article/view/245162 <p>&nbsp; &nbsp; This research focused on (1) studying culture factors of Chinese and Japanese customers affecting to service quality expectations of Thai restaurants (2) studying guidelines of service quality development of Thai restaurants which were implemented in the countries with diverse cultures. The research combined both quantitative and qualitative methodologies. A questionnaire was distributed among a convenience sample of 300 Chinese customers and 300 Japanese customers.&nbsp; Further, an in-depth interview is carried out with two Chinese customers and two Japanese customers. In addition to descriptive statistics such as frequency, percentage, mean, standard deviation and relationship tests such as t-test and multiple regression were used for data analysis. The research found that Chinese customers gave the highest priority to MAS, and Japanese’s highest priority was PDI from cultural dimension perspective. With respect to the service quality expectation, the most Chinese customers perceived the reliability. However, majority of Japanese customers perceived Tangibility as the most importance quality. Interestingly, it is found that both Japanese and Chinese perceived Empathy as the lowest quality expectation. Further, it was found that Chinese customers perceived that dimensions of MAS, UAI and LTO as variables that significantly influence on service quality expectation whereas Japanese customers perceived that PDI, MAS, UAI and LTO were the variables that influence service quality expectations significantly. The same findings of quantitative analyses are supported by the results of Qualitative tests carried out.</p> Tanyamai Chiarakul Copyright (c) 2020 TNI Journal of Business Administration and Languages https://creativecommons.org/licenses/by-nc-nd/4.0 https://so06.tci-thaijo.org/index.php/TNIJournalBA/article/view/245162 Thu, 24 Dec 2020 15:26:42 +0700 The Influence of Transformational Leadership and Japanese Style Management in Operational Performance of Japanese Enterprises in the Electronic Industry https://so06.tci-thaijo.org/index.php/TNIJournalBA/article/view/245475 <p>&nbsp;&nbsp;&nbsp;&nbsp; The increasingly competitive global economy pushed companies to exploit all of their available resources as a means of achieving competitive advantage. Especially the electronics industry, which has been affected by the manufacturing and export sectors, has continued to decline. The purpose of this research was to investigate and to develop the causal structural relationship model of factors influencing operational performance, to analyze and to compare direct and indirect effects of factors influencing operational performance, consisting of 3 latent variables. This research was conducted using a questionnaire as an instrument to collect data from operators 551 samples with stratified random sampling. This process was completed using the principles of structural equation modelling which required confirmatory factor analysis on the measurement model and path analysis on the structural model.</p> <p>&nbsp;&nbsp;&nbsp;&nbsp; The results suggested that the theoretical model and empirical data showed a good fit χ<sup>2</sup> =168.509, df =62, CMIN/df =2.72, Probability level (p value) =0.000, GFI =0.95 AGFI =0.93, CFI =0.98, RMR=.01, RMSEA=.05), indicating an indirect effect of transformational leadership on operational performance via Japanese style management. The effect of transformation leadership on operational performance was fully mediated by Japanese style management. &nbsp;</p> Boonyada Nasomboon Copyright (c) 2020 TNI Journal of Business Administration and Languages https://creativecommons.org/licenses/by-nc-nd/4.0 https://so06.tci-thaijo.org/index.php/TNIJournalBA/article/view/245475 Thu, 24 Dec 2020 15:26:55 +0700 The Mediating Role of Job Satisfaction on The Relationship between Knowledge Management Practices and Employee Work Performance: The Private Banking Case in Myanmar https://so06.tci-thaijo.org/index.php/TNIJournalBA/article/view/245847 <p>&nbsp; &nbsp; &nbsp;This study aimed to investigate the impact of knowledge management practices on employee work performance and the mediating role of job satisfaction on the relationships between knowledge management practices and work performance of private banks employees in Myanmar. Specifically, this study emphasized six dimensions of knowledge management practices, job satisfaction, and employee work performance. The quantitative research approach was used to investigate 434 valid responses collected via a questionnaire survey from the users of a private bank in Myanmar. Multiple regression analysis was used to analyze the data. This study found that three dimensions of knowledge management practices, knowledge sharing, knowledge application, and knowledge retention significantly impact on employee work performance and job satisfaction partially mediates on the relationships between knowledge management practices, except knowledge sharing, and employee work performance. The findings could contribute to the organizational performance context in the aspect of knowledge management practices and employee work performance. Moreover, the findings could be applied to the development HR strategies to improve performance.</p> Khin Nyein Nyein Soe, Aung Chan Aye Copyright (c) 2020 TNI Journal of Business Administration and Languages https://creativecommons.org/licenses/by-nc-nd/4.0 https://so06.tci-thaijo.org/index.php/TNIJournalBA/article/view/245847 Thu, 24 Dec 2020 15:27:16 +0700 The The Well-being and Organizational Commitment of Private Sector Personnel in Cha Am and Hua Hin Areas https://so06.tci-thaijo.org/index.php/TNIJournalBA/article/view/244408 <p>&nbsp;&nbsp;&nbsp;&nbsp; The objectives of this research were 1) to study the level of organizational commitment of private sector personnel, 2) to study the personal factors affecting the organizational commitment of private sector personnel, and 3) to study the relationship between the well-being and organizational commitment in Cha-am and Hua Hin areas. The samples used in this study were the personnel from private sector organizations in Cha-am and Hua Hin such as hotels, resorts, shopping malls and shops, totaling 400 people. Questionnaires were used to collect data. The statistics used for data analysis were frequency, percentage, mean, chi-square standard deviation and multiple regression analysis at the significance level of 0.05.</p> <p>&nbsp;&nbsp;&nbsp;&nbsp; The research results showed that most private sector personnel were female, aged between 31-40 years old, holding a bachelor's degree, single, earning monthly income between 15,001 - 25,000 baht, 1 - 5 years of work experience had an overall high level of well-being and organizational commitment. Personal factors such as position, age, education level, monthly income and work experience affecting the organizational commitment at the statistical significance of 0.05.&nbsp;&nbsp; The 4 aspects of well-being: 1) the communication relationship, 2) the dedication and devotion to work, 3) the career success and achievement, and 4) the work recognition were highly related to the organizational commitment at the size of 0.765, and the well-being of the four aspects could explain the change of the organizational commitment at 57.20 percent.</p> Pisate Chaidirek Copyright (c) 2020 TNI Journal of Business Administration and Languages https://creativecommons.org/licenses/by-nc-nd/4.0 https://so06.tci-thaijo.org/index.php/TNIJournalBA/article/view/244408 Thu, 24 Dec 2020 15:27:48 +0700