University of the Thai Chamber of Commerce Journal Humanities and Social Sciences

The Influence of Logistics Service Quality Satisfaction and Revisit: Freight Forwarder Service User's Perspective

2025-08-27T13:33:40+07:00

Currently logistics service quality is the core of logistics companies, whether they are transportation companies warehouse management companies or international freight forwarder companies. It plays a crucial role in satisfaction and service revisit. This research aims to study the factors influencing satisfaction, including reliability, responsiveness, assurance, empathy, tangibles, and service revisit of customers using the freight forwarder services of XYZ Co., Ltd., Thailand. The analysis used an empirical research method. The study population consisted of 155 freight forwarder service users who had contracts for one year or more. The statistical methods used include descriptive statistics and multiple regression analysis. Finding are as follows: logistics service quality in terms of reliability and empathy influenced service satisfaction, and service satisfaction influenced service revisit. These two important factors serve as a guideline for developing strategies to enhance the service capabilities of freight forwarding companies, and to concretely strengthen their competitiveness toward sustainability

Causal Factors of Logistics System Development Strategies and Process Innovation on the Performance of the Construction Industry in Thailand

2025-08-26T10:01:40+07:00

The objectives of this research were threefold: 1) to analyze the level of Logistics System Development Strategy, Innovation in Logistics Processes, and Organizational Performance in the Thai construction industry; 2) to analyze the direct influence of the Logistics System Development Strategy on Logistics Process Innovation and Organizational Performance; and 3) to analyze the direct influence of Logistics Process Innovation on Organizational Performance, and the role of innovation as a mediating variable. This study employed a quantitative research approach. Data were collected using questionnaires from 300 registered construction entrepreneurs under the Thai Contractors Association (TCA).The analysis utilized descriptive statistics and Structural Equation Modeling (SEM).The research findings indicate that the Logistics System Development Strategy has a significant positive direct influence on Logistics Process Innovation. The Logistics System Development Strategy also exhibits a significant positive direct influence on Organizational Performance. Furthermore, Logistics Process Innovation has a significant positive direct influence on Organizational Performance. Notably, Logistics Process Innovation acts as a mediating variable, exerting an indirect influence between the logistics development strategy and organizational performance. The research concludes that a robust logistics strategy not only directly contributes to organizational efficiency but also stimulates innovation, which is a crucial mechanism for sustainably enhancing performance in the construction industry.

A Multi Criteria Decision-Making Model for Selecting Sustainable Forklifts: A Case Study of a Warehouse Company in Nakhon Pathom Province

2025-09-01T13:56:14+07:00

Sustainable logistics is currently vital for enhancing competitive advantage, yet warehouse companies face significant challenges in selecting material handling equipment that balances economic, environmental, and social criteria. This complexity often leads to decisions based on incomplete assessments, highlighting a gap in structured, holistic evaluation models. Therefore, the objective of this study is to develop and validate a hybrid multi-criteria decision-making (MCDM) framework for sustainable forklift selection in the context of a Thai warehouse company. The proposed model integrates the Stepwise Weight Assessment Ratio Analysis (SWARA) for weighting fifteen sub-criteria across three sustainability dimensions, and the Fuzzy Technique for Order Preference by Similarity to Ideal Solution (FTOPSIS) for ranking four forklift alternatives. Data were gathered from ten experts, including managers and operators. The findings reveal that the economic dimension (41%) is prioritized over the environmental (32%) and social (27%) dimensions. Specifically, 'purchase cost,' 'energy efficiency,' and 'operator safety' were the most influential sub-criteria. The Electric Forklift Model 2 (ETFL2) was identified as the optimal sustainable alternative with an overall preference score of 0.852. This research provides a practical, data-driven decision support tool for managers to justify sustainable investments and contributes a validated application of the SWARA-FTOPSIS model to sustainable logistics.

Causal relationships of digital marketing that affect the operations of medium-sized logistics businesses in Thailand

2025-09-25T09:45:55+07:00

This study aimed to: (1) examine the characteristics of entrepreneurs, service quality, digital marketing, management, and market sustainability capabilities that influence the performance of medium-sized logistics businesses in Thailand; (2) analyze the influence of those factors on business performance; and (3) propose digital marketing strategies that enhance performance in this sector. A mixed-methods approach was employed. The quantitative phase involved a sample of 420 entrepreneurs from medium-sized logistics businesses in Thailand. Stratified sampling ensured appropriate representation, and data were analyzed using structural equation modeling (SEM), including descriptive statistics and model fit assessments. The qualitative phase involved in-depth interviews with nine key informants, including representatives from government agencies, logistics business operators, and academics specializing in transport marketing, using structured interviews and content analysis. Results showed that most respondents were 51–60 years old, held a bachelor’s degree, worked as transport managers, had 7–9 years of experience, and earned a monthly income between 30,001–40,000 Baht. Respondents expressed a high level of agreement on all variables, emphasizing the importance of entrepreneurial leadership in the digital age and the integration of technology into management. SEM results indicated that entrepreneurial characteristics (β = 0.45), service quality (β = 0.29), and digital marketing (β = 0.35) had direct positive effects on management. In turn, management had a strong direct effect on market sustainability (β = 0.93). Furthermore, management (β = 0.67) and market sustainability (β = 0.35) had direct influences on the business performance of medium-sized logistics firms in Thailand.

Factors Influencing Elderly Acceptance of Government Mobile Application: A Case Study of “Tang Rat” Application

2025-09-22T09:44:10+07:00

This research aimed to examine the factors influencing the acceptance of government mobile applications among older adults in Thailand, using the “Tang Rat” application as a case study. It addresses a knowledge gap in the context of Thailand’s aging society, where studies remain limited. The sample comprised 380 older adults aged 60 and above, recruited online and via social media. Data was collected using an electronic questionnaire developed based on the extended Technology Acceptance Model (TAM) and analyzed using Structural Equation Modeling (SEM). The results showed that the model fit the empirical data well (χ²/df = 2.743, GFI = 0.911, NFI = 0.923, IFI = 0.949, CFI = 0.949, RMSEA = 0.068). Factors directly influencing actual usage included perceived ease of use (β = 0.47), perceived usefulness (β = 0.24), attitude toward use (β = 0.38), and intention to use (β = 0.51). These findings suggest that government agencies should prioritize designing applications that are easy to use and provide clear benefits to broadly and equitably promote adoption among older adults.

Analysis of 21st Century Skills and Sustainable Development Goals in children's and juvenile literature

2025-09-09T11:26:55+07:00

This mixed-methods study aimed to analyze the promotion of 21st-century soft skills and the Sustainable Development Goals (SDGs) in children’s and juvenile literature listed in 101 Books to Read Before You Grow Up, which compiles books that are recognized by educators at the international level and clearly categorizes the literature according to appropriate age groups. The research utilized qualitative Content Analysis and investigated the correlation between the contents of the books for two groups: 0-6 years (children) and above 6 years (juveniles) – using statistical methods. The findings identified that “Collaboration” occurred most frequently (26.7%), followed by “Lifelong learning and adaptability” (20.8%) and “Creativity and innovation” (17.8%). Juvenile literature emphasizes questioning and analyzing, and critiquing characters’ behaviors and situations that are more complex than those of the children’s group. As for the SDGs, SDG 4 (Quality Education) was the most prevalent (17.82%), followed by SDG 10 (Reducing inequalities) at 14.85%. Children’s literature tends to focus more on SDG 2: Zero Hunger. The findings of this study can help guide the creation of children’s and juvenile literature that promotes 21st-century soft skills and SDGs among young readers, especially on particular or inclusive themes.

Phra Nakhon 2410: A Reflection of Thai-Chinese Cultural Relations

2025-09-12T14:06:37+07:00

The study entitled Phra Nakorn 2410: A Reflection of Thai-Chinese Cultural Relations aimed at studying the reflection of Thai-Chinese cultural relations in the TV series Phra Nakorn 2410.The researcher studied this TV series, which was broadcast on the YouTube channel, and focused only on Thai-Chinese relations. The study found that the reflection of Thai-Chinese relations can be divided into three key aspects: 1) the reflection of Thai-Chinese cultural relations in terms of language borrowed from Teochew, such as jia, ua, and lue, and in terms of expressions as well as way of life, such as the use of rickshaws and chopsticks; 2) the reflection of Thai-Chinese cultural relations in terms of adaptation to Chinese culture, which can be seen from the combination of Thai and Chinese dresses, participation in the Chinese New Year Festival, and the use of the Chinese musical instrument saw-u in Thai music, reflecting identity preservation while living harmoniously; and 3) the integration of Thai-Chinese cultural relations, which can be found in language, way of life, belief, and art, for example, the use of Chinese pronouns and words, tea serving, spirit plate placement, and Chinese calligraphy. Phra Nakorn 2410 not only portrayed Thai society in the reign of King Rama IV, but also reflected harmonious living, exchange, and integration of Thai and Chinese cultures that led to a mutual identity in Thai society.

Factors Affecting Capital Gain Yield of Sustainable and Non-Sustainable Stocks in the Property and Construction Industry During 2015-2023

2025-10-31T16:46:56+07:00

This study investigates the factors influencing capital gain yield of sustainable and non-sustainable stocks in the real estate and construction industry of the Stock Exchange of Thailand from 2015 to 2023. The sample comprises 108 listed companies, classified according to the Thailand Sustainability Investment (THSI) list. Variables examined include the Property and Construction Industry Index (PROPCON), Gross Domestic Product (GDP), Construction Materials Price Index (CMI), Return on Assets (ROA), Return on Equity (ROE), Debt-to-Equity Ratio (DE), Net Profit Margin (NPM), firm size, firm age, and a dummy variable distinguishing sustainable from non-sustainable stocks. Descriptive statistics, correlation analysis, and multiple regression with panel data are employed. The results show that PROPCON, GDP, and ROA positively affect capital gain yield, while CMI, ROE, and the interaction between ROA and the sustainability dummy exert negative effects. The findings identify key determinants shaping capital gain yield in Thailand’s real estate and construction sector.