Recent Submissions

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    The Impact of Individual Level Cultural Value Orientation as A Moderator of Seller Influence Tactics, Relationship Quality, and Customer Loyalty 

    Veerasak Prasertchuwong (Assumption University, 2015)

    As competitions in marketing intensify and many marketers offer products that are similar, salespersons are forced to adapt their marketing strategies to survive. Relationship marketing has become the suitable strategy that salespersons employ to cope with this situation. Nevertheless, each and every customer is unique, so a better understanding of customers at the individual level is essential. Thus, this research examined the effects of cultural value orientations of customers at the individual level on the relationship between seller infl...
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    Antecedents and Consequences of Relationship Quality: A Study on Private Hospitals in Thailand 

    Suppasit Sornsri (Assumption University, 2015)

    This study aims at developing a more comprehensive set of dimensions of relationship quality by employing the Investment Theory (Rusbult, 1980). It also focuses on determining the antecedents of relationship quality by applying the Transaction Cost Analysis (TCA) Theory (Williamson, 1985) as well as examining their relative significant relations. Finally, the paper examines the consequences of relationship quality by using the Exit-Voice Theory (Hirschman, 1970). The focal construct in this research is the relationship quality between hospit...
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    A multi-faceted framework for subsidiary evolution - a review of multinational subsidiary research 

    Nichanan Sakolvieng (Assumption University, 2016)

    This article provides an exploratory view on subsidiary evolution. Drawing upon extant multinational subsidiary research, a multi-faceted framework for subsidiary evolution is introduced to examine the process of roles and charters development in a foreign multinational subsidiary. In particular, the proposed framework comprises factors from three different levels—corporate-, subsidiary-, and host country-level factors—that influence the development process. The dynamic nature and the interplay of these factors are considered important to the e...
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    Customer satisfaction and loyalty towards cosmetic products: a case study on Bangkok's Boots drug stores 

    Ramnath Srinath (Assumption University, 2016)

    This research focuses on the effects of customer satisfaction and loyalty at a well-known cosmetics store chain in Bangkok, Thailand: Boots stores. Questionnaires were distributed to collect information from 400 respondents who had received the services from the cosmetics departments of Boots stores. The results show that there is a relationship between customer satisfaction and loyalty. Every dimension of service quality namely responsiveness, tangibility, empathy, assurance and reliability has an impact on customer satisfaction, which can the...
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    Does real estate fund in Thailand provide diversification benefits for stock investment? 

    Nopphon Tangjitprom; Preechaya Chavalittumrong; Veeranuch Leelalai (Assumption University, 2016)

    The real estate investment has been an alternative investment as a diversifier for traditional investment like the stock market. Previous studies have shown the diversification benefits of real estate investment for stock portfolios. This paper aims to examine whether and to what extent real estate funds can provide diversification benefits to investors. The information of stock returns and real estate funds in Thailand was gathered for the period during 2007 and 2015. The results show that there is no diversification benefit in terms of hedge ...
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    Associations among personal characteristics, work related factors, and virtual distance 

    Puckpimon Singhapong; Winley, Graham Kenneth (Assumption University, 2016)

    This study examined associations among work related factors, personal characteristics, and the virtual distance between employees and their work teams. Hypotheses related to these associations were derived from previous studies and tested using data collected from a sample of 238 employees from a multinational telecommunications company. The findings confirmed significant associations reported in previous studies: between age and job satisfaction; between work position, level of responsibility, and the extent ...
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    Online shopping behavior : a study of consumers in Bangkok 

    Pornthep Cheawkamolpat (Assumption University)
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    Market timing Diebold-Mariano test and leading indicators for prediction model 

    Suppanunta Romprasert (Assumption University)
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    Purchasing behavior or organic food consumers 

    Patricia Arttachariya (Assumption University)
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    Changes in structure of demand for money in four crisis affected Asian countries 

    Waranya Atchariyachanvanich (Assumption University)

    This paper performs a comparative analysis on structures of demand for money before and after the 1997 Asian Crisis by constructing cointegration and error-correction models, utilizing monthly observations under an open-economy framework. The findings postulate the differences in the nature of long-run relationships in periods before and after the Asian crisis, as well as speed of adjustment towards equilibrium among ASIA-4: Korea, Malaysia, the Philippines and Thailand. Interest rate policy interventions have no influence...
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    The valuation of natural resources 

    Lai, Francis Pangfei; Chardpong Sribunruan, jt. auth.; Patima Jeerapae, jt. auth. (Assumption University)

    Conservationists are frustrated with the deteriorating environment of today. Green pressure groups and pro-development advocates have both tended to pit economic growth in one corner against environmental concerns in the other. By asserting that there is a conflict between the objectives of economic growth and those of environmental protection, the protagonists have failed to see potential for mutual reinforcement.
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    Financial structures of the manufacturing corporate sector of Thailand around economic crisis : a decomposition measure approach 

    Saha, Gour C. (Assumption University)

    This paper describes an investigation into the financial structure of the manufacturing corporate sector of Thailand before and after the economic crisis. The structure is important for financial statement analysts who are often concerned with changes over time in the relative shares of the financial statement items. Decomposition analysis has been used for measuring the relative shares. It is found that the decomposition measures are higher after the economic crisis. The total liabilities decomposition measure was found...
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    Entrepreneurial intensity, national culture, and the success of new product developments : the mediating role of information technology 

    Amornrat Thoumrungroj (Assumption University)

    This paper synthesizes the literature on multiple disciplines, including marketing, entrepreneurship, information technology (IT), and international business. The investigation on the relationships among entrepreneurial intensity, IT, national culture, new product success, and performance is presented. It postulates the mediating role of IT in the relationship between entrepreneurial intensity and new product success, and it explores their indirect relationships with business performance. In addition, t...
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    The external ties of boards of directors and the execution of directors' function 

    Issara Titheesawad (Assumption University)

    The present paper examined the influence of the external network ties of boards of directors on their execution of the monitoring, advising, and environmental scanning function. The results from multiple regression analysis indicated that the external ties of boards of directors did not decrease directors' involvement and contribution on the focal firm's board; rather such ties enhance the execution of directors' function. Ties pro- vided opportunities for directors to scan the external environment and acquire knowledg...
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    A study of luxury hotel guests' satisfaction in Bangkok, Thailand 

    Patnaree Chaiyapun (Assumption University)

    The study aims to examine critical factors and their impact on luxury hotel guests' satisfaction. The related attributes are guestroom, food and beverage, facilities, staff performance, location, convenience, incen- tive, and environment. The dependent variable is customer's overall satisfaction. Additionally, the research aims to examine the differences in each dimension of customers' demographic in terms of customer's overall satisfaction. Data was collected from four hundred respondents. Research :findings reveal that all f...
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    The role of knowledge gap in person to person knowledge diffusion : a study of Thai multilevel marketing business 

    Fang, Chih-Cheng; Theingi, Hl, jt. auth. (Assumption University)

    Knowledge gap was found in experimental studies but seldom found with the perception measure. lbis study integrates the previous knowledge concept and develops a perceived measure to investigate the role of knowledge gap in Multilevel marketing businesses' knowledge transfer. lbis study constructed a knowledge diffusion framework and uses the structural equation modeling analysis to test the model. The findings reveal that source capability, recipient capability and knowledge gap, positively affect knowledge diffusion. The per- ce...
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    Long term behavior of stock return and the U.S. quantitative announcement : evidence in Thailand 

    Yaowaluk Techarongrojwong; Witsaroot Pariyapraser, jt. auth. (Assumption University)

    This study examines the impact of the U.S. Quantitative Easing announcement on the stock market in Thailand. Many previous studies examine the effect of U.S. monetary policy announcement on the stock market in the other countries with a narrowly examined period. This study focuses on the long term behavior of the stock return in Thailand, so the examined period (event window) is expanded to Day -10 through Day 30. Two Quantitative Easing announcements are examined with 309 firm-announcement observations for the an- nounceme...
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    The influences of the big five personality traits, virtual brand community motives and virtual brand community uses on virtual brand community engagement 

    Punnaluck Satanasavapak (Assumption University)

    The brand community has become a popular research topic among research scholars over the past ten years. However, previous studies of the brand community and the virtual brand community mainly focused on the characteristics of the brand communities, but not on how strong virtual brand community engagement can be created. The research objective is to investigate the relationships between the Big Five personality traits, virtual community motives, frequency, amount, types of use, and membership duration and virtual brand com- ...
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