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

Service Quality of Café Business Affecting the Choosing Service Decision for Supporting the Changes after COVID-19 Situation

benjarat kaowratanaumporn — 2023-03-31

The purpose of this research was to study the level of consumer behavior, study the opinion on service quality and decision-making, compare the consumer behavior and, study the service quality of the cafe business that affects the decision to use the cafe business after the COVID-19 situation in Bangkok. The participation of this investigation 456 participants was used by the convenient sampling method. The statistics used in the data analysis were frequency, percentage, mean, and standard deviation, one-way ANOVA and multiple regression analysis. The results showed that the level of opinions about the service quality of the cafe business after the COVID-19 situation overall and in every aspect is at a high level. The level of opinion about the decision to use the cafe business in general and on each side was at a high level. The comparing the level of consumer behavior, it was found that the number of visits per month cost per time and popular times to use different services. The overall decision to use cafe business was significantly different at 0.05 and service quality of the cafe business.
The concrete confidence and know and understand of consumers It had a statistically significant effect on the overall decision to use the cafe business at the 0.05 level.

Relationship between Research and Development Disclosure and Stock Return of Listed Companies in the Stock Exchange of Thailand.

Prapaporn Kitdamrongtam — 2023-03-31

This research aims to study the relationship between research and development disclosure and the stock return of listed companies on the Stock Exchange of Thailand. This study collects data from annual reports of the selected 564 companies from the first quarter of 2017 to the fourth quarter of 2020, totalling 16 quarters. The data were analysed using descriptive statistics and multiple regression analysis by fixed effect regression model (FEM). The results reveal that research and development disclosures were significantly related to stock return in the periods of six months or more; research disclosures were positive and development disclosures were negative, respectively.

The Factors Influencing the Selective Watch Video Podcast Shows on the YouTube Platform of Viewers in Bangkok

Monthaya Chansamakr — 2023-03-31

The research aimed to study 1) Demographic factors 2) 4C's Marketing factors 3) Technology Acceptance Model factors 4) Digital Marketing Channel factors influencing the selection of watching video podcasts on the YouTube platform of viewers in Bangkok. This study was quantitative research and using survey method to collected data, online questionnaires were given based on multi-stage sampling and acquired the people who have watched video podcasts on the YouTube platform and live in Bangkok. 404 questionnaires were gathered and available. Descriptive statistics and inferential statistics were used in this research consisting of mean, frequency percentage, standard deviation, T-Test, F-Test and Multiple regression analysis by Enter method. The results of this study 1) Demographic factors found that different age and monthly income had a different effect on selective watching (p < 0.05) 2) 4C's marketing factors found that consumer needs and wants, convenience and communication influences selective in choosing to watch video podcasts (p < 0.05). 3) Technology Acceptance Model factors found that perceive usefulness, perceive ease of use and attitude influences selective in choosing to watch video podcasts (p < 0.05). 4) Digital marketing channel factors found that website, content marketing, search engine optimization, paid search marketing and social media marketing influences selective in choosing video podcast (p < 0.05).

Effect of Globalization on Income Inequality in ASEAN Countries

Attasuda Lerskullawat — 2023-03-31

This research aims to analyze the effect of globalization on income inequality in 9 ASEAN countries: Thailand, Malaysia, Indonesia, Philippines, Singapore, Vietnam, Laos, Cambodia, and Myanmar between the years 2007 to 2019. This research also considers different types of globalization, namely, economic globalization, social globalization, and political globalization. The panel data Fixed Effect estimation used in the study finds that the overall, economic, trade, social, and information globalization reduce the income inequality within ASEAN countries. However, economic globalization and financial globalization can increase income inequality in low-income countries.

Factors Influencing Foreign Tourists’ Loyalty in Charter Yachts in Phuket, Thailand

ratchukorn Jonvirat — 2023-03-31

The purpose of this research was to develop and validate the consistency of factors influencing foreign tourists’ loyalty in charter yachts in Phuket, Thailand. The tools used in the research were questionnaires. The sample group consists of 460 foreign tourists with prior experience at one of four marinas: Royal Phuket Marina, Phuket Boat Lagoon, Phuket Yacht Haven Marina, and Ao Po Grand Marina. They also have experience with other charter yachts and have traveled throughout Phuket for at least one night. The statistics used in data analysis were frequency and percentage. The structural equation model is used to investigate causal relationships and determine the path to the causal influence of the four-component variables: 1) perceived marina attributes, 2) tourist perceived value, 3) perceived destination image and 4) perceived tourist satisfaction. The results of the research showed that the causal relationship model was developed in accordance with empirical data. The final predictive coefficient of 35.0 indicates that the variables in the model can explain the variance of the foreign tourists’ loyalty to charter yachts in Phuket, Thailand, by 35 percent. Furthermore, it was found that perceived value had the most influence on international tourists' loyalty to charter yachts in Phuket.

Factors Influencing the Success in Quality Assurance of Education Criteria for Performance Excellence (EdPEx) of Rajamangala University of Technology Isan

bussaba nakarinsakorn — 2023-03-31

The purpose of this research was 1) to study the level of factors influencing the success in quality assurance of educational criteria for performance excellence and 2) to study factors that directly and indirectly influence success in quality assurance of education criteria for performance excellence of Rajamangala University of Technology Isan. The research methodology was mixed method. The samples used in the research are academic staff and support staff of 400 people of Rajamangala University of Technology Isan. Interview with eight executives or faculty representatives who have been awarded the EdPEx200 Quality Criteria or faculty. The analyzing was basic statistical values and multiple regression analysis using SPSS and MPLUS programs. The results showed that level of achievement in educational quality assurance for excellence of Rajamangala University of Technology Isan the average is at a high level. Relationship between administrative factor variables personnel participation factor and the achievement of execution excellence (EdPEx) found that each factor was related to each other. The correlation value is 0.000 which is less than 0.05 (0.000<0.05). Personnel participation factors and management factors directly influence the success in education criteria for performance excellence. Participation factors have an indirect influence on the success in education criteria for performance excellence factors through management factors

The Impact of the TFRS Adoption on Predictive Ability for Future Cash Flows: Evidence from Listed Companies in Thailand

Anuwat Phakdee — 2023-03-31

The purpose of this research is to investigate the interaction effect of Thai Financial Reporting Standards (TFRS) adoption by Thai listed companies on predictive ability for future cash flows. The sample group is comprised of companies listed in the Stock Exchange of Thailand, and there are 4,226 samples from 2005 to 2016. Multiple regression analysis is employed to test hypotheses.

The overall research results show that net income, cash flow from operations, and total accruals have the predictive ability for future cash flows. In addition, considering the period 2011 to 2016, which is the TFRS adoption period for Thai listed companies, the results indicate that TFRS has statistically positive interaction effects on net income, cash flow from operations, and total accruals in predicting future cash flows. Therefore, adopting TFRS, which is aligned with International Financial Reporting Standards, increases the predictive ability of accounting data for future cash flows. This research provides additional literature on the benefits of TFRS in future cash flow forecasts in the context of the economic environment in Thailand, which is an emerging market country.

Influence of Crew Resource Management and Safety Culture toward Stress Management of Cabin Crew of Scheduled Airlines

Dinh Supasamut — 2023-03-31

The objectives of this research were 1) to study the opinions of crew resource management (CRM), safety culture and stress management among cabin crews in scheduled airlines during COVID-19 situation, 2) to study the influence of crew resource management on stress management among cabin crews in the scheduled airlines during COVID-19, and 3) to study the influence of safety culture on stress management among cabin crews in scheduled airlines during the COVID-19 situation and 4) to study the influence of crew resource management on stress management among cabin crews in scheduled airlines with safety culture as a mediator. The population of this survey were crew members from five operating scheduled airlines, and 336 completed questionnaires were obtained. The results showed 1) the level of opinion towards CRM and safety culture was at the highest level. The overall stress management was at a high level, 2) The CRM influenced stress management, 3) The safety culture influenced stress management at the statistically significant level of 0.01, and 4) CRM influenced stress management with safety culture as a mediating variable at the statistically significant level of 0.01. Both variables predicted the stress management of crew members in scheduled airlines during the COVID-19 pandemic to 24.40%.

A Study of Psychological Counseling Center Model for Chiang Mai University Personnel

Krittin Kasdee — 2023-03-31

The purpose of this research is to investigate a model of psychological counseling center for Chiang Mai University personnel. A qualitative method is used to obtain data from February to June 2022; a group of Chiang Mai University’s executives and personnel-mental-health officers are interviewed in depth, while human resources personnel working in various affiliates are invited to participate in a focus group. The results show that Chiang Mai University personnel recognized the importance of mental health, especially the availability of counseling services that emphasize confidentiality and privacy. Both prevention and care services for mental health should be provided by professionals such as psychologists, psychiatrists, and nurses through face-to-face and online channels. However, pros and cons of chat and chatbot counseling should be studied further. Appropriate counseling hours should be between 08:00 and 20:00, and an emergency hotline would be a plus. Furthermore, the atmosphere and decoration of the center should be relaxing, warm, and provide a waiting area. However, the center space should be explicitly separated between mental health service recipients and other service clients.

Authority of Ombudsman: Study Constitutional review and actions toward Constitutional Court

arpasara thepjumnong — 2023-03-31

The Ombudsman is an organization with authority to claim to the Constitutional Court for considering that any provision or any action contrary to or inconsistent with the Constitution by the rules, methods or constitutional conditions doctrine have been prescribed to be included in The Organic Act on Procedures of the Constitutional Court B.E. 2561 (2018). However, from study of the said laws, there was no found any provision on rules and procedures in part of the Ombudsman to claim to the Constitutional Court for considering on constitutional issues in both cases, resulting in there was a practical problem between the Ombudsman and the Constitutional Court. Therefore, in order to promote the Ombudsman's performance to be in harmony with the Constitutional Court and to be able to effectively filter the cases before submitting to the Constitutional Court, the criteria for such matters should be clearly established.