Recent Submissions

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    Factors relating to brand loyalty of a Fitness Health Club franchise Business in Vienna, Austria 

    Krivic, Sarah J.; Loh, Aaron (Assumption University Press, 2016)

    This study focused on brand loyalty for an international, franchised Fitness Health Club in Vienna, Austria. The researcher found six independent variables in order to analyse customers' brand loyalty towards the above mentioned Fitness Health Club. The data was collected through 366 useful questionnaires from the Fitness Health Club and its day-to-day customers and members in Vienna, Austria. The research tested the relationship between brand loyalty and seven variables, which were advertising spending, brand image, brand trust, customer or...
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    Determinants of customer satisfaction and customer loyalty in e-banking: a case study of Thailand's selected commercial banks in Bangkok's Central Business Area 

    Bogati, Deepin; Rawin Vongurai (Assumption University Press, 2016)

    The primary purpose of this paper is to identify the determinants of the factors influencing customer satisfaction and customer loyalty in the e-banking of commercial banks of Thailand. A 33 item questionnaire was developed based on the literature review and tested for reliability and validity using Cronbach's alpha test. A total of 400 questionnaires were distributed to 204 e-banking banking preferring clients and 196 traditional banking preferring clients. The regression analysis suggested that core service quality, social benefits, confid...
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    Factors influencing Bangkokkian adults' decision-making in choosing and English language school 

    Natchanan Ammarit; Fernando, Marrisa (Assumption University Press, 2016)

    The purpose of this study was to determine the factors influencing Bangkokian on decision-making in choosing an English language school. This study applied non-probability sampling as a sampling procedure. The questionnaires were distributed by snowballing sampling with 400 questionnaires distributed by both offline and online platforms. This study applied four statistical models including descriptive analysis, One-Way ANOVA, Pearson's Correlation and multiple regression analysis. Most of the respondents were female. The majority of the re...
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    Improving employees' engagement and communication: a case study of professional accounting services (PAS) Chiangmai, Thailand 

    Koravich Kharnijor (2016-05)

    This research focused on engagement and the communication as most common factors that affect the people in an organization to be more productive. After a thorough analysis and consultation with the management team of PAS organization, the need for improvement for internal productivity exists. Therefore, OD interventions (ODI) were conducted to increase the level of employees' engagement and communication between the management and the employees to improve productivity. A total of 3 ODI were conducted; team building activity, group sharing se...
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    A proposed ODI to improve motivation and loyalty among engineers: a case study of UNC Company 

    Chanapa Fukbua; Fernando, Maria Socorro C. L. (2016-05)

    The purpose of this study is to describe and analyze the current situation of UNC Company in terms of improving motivation and loyalty among engineers in an engineering department which had a high rate of turnover. On the basis of the initial assessment, the researcher identified, developed and proposed appropriate OD interventions to improve motivation and loyalty in the UNC Company. Using the action research model, this study at the diagnostic phase used survey questionnaire to collect quantitative data from 30 respondents who were engineer...
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    Improving service quality of the restaurant staff: a case study of Deutsches Eck pub & restaurant 

    Sirilak Benjamin; Fernando, Maria Socorro C. L. (2016-05)

    This study focused on improving the service quality of the restaurant staff in terms of communication, assurance and responsiveness at Deutsches Eck pub and restaurant. The researcher conducted the survey of the restaurant service by using questionnaires with 35 selected customers and conducted the interviews with two managements in the Pre-ODI and Post-ODI phases. Interview data was used as qualitative data. Mean and frequency were used as the quantitative data from the questionnaire. Paired Sample T - Test was used to determine the initia...
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    The influencing factors toward brand loyalty of smartphone in Phnom Penh, Cambodia 

    Dauch, Kao; Apichart Intravisit (2016-05)

    The purpose of this study was to investigate the influencing factors of the independent variables, i.e. brand affect, brand trust, customer satisfaction, perceived quality, advertising spending, customer orientation, and CSR toward brand loyalty as dependent variable for the Apple iPhone in Phnom Penh, Cambodia. Then, the conceptual framework was designed from the theoretical framework, and hypotheses were constructed from the conceptual framework in order to know the relationship between dependent variable and independent variable. The resea...
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    A study of factors affecting the Gold Price in Thailand during 2005-2015 

    Natjaphak Jaraskunlanat; Thongdee Kijboonchoo (2016-05)

    The objective of this study was to determine the factors that affected the Gold Price in Thailand during 2005-2015. Monthly data from January 2005 to March 2015 were used to analyze the impact of World Gold Price, Oil Price, Dow Jones Industrial Average, USD Index, Consumer Price Index, SET Index, Interest Rate, Exchange Rate, and Time Lag on the Gold Price in Thailand. Multiple regression analysis was employed in this study. The findings of this study had identified World Gold Price, Dow Jones Industrial Average, USD Index, Consumer Price I...
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    Creating the company of choice by improving employee morale and job satisfaction: A case study on YZJY Company 

    Song, Jie; Fernando, Marissa L. (2015-05)

    This research was conducted to determine the levels of employee morale and job satisfaction in relation to creating a company of choice. This research was conducted using the action research model involving the company managers and employees. Survey, observations, and interviews were used for data collection. The study determined the current situation of the employees' job satisfaction and morale that affected the company as a "company of choice"; identified appropriate organization development interventions (ODI) that could facilitate the c...
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    Integrated Marketing Communications (IMC) used in food truck business: A case study of Five Burger Food Trucks in Bangkok's Metropolitan area 

    Tonghathai Likhitweerawong; Kitikorn Dowpiset (2015-05)

    The purpose of this study is to examine how Integrated Marketing Communications or IMC is put into practice by the management of food trucks in Bangkok area. In this study, data was collected from interviews with ten respondents who are the managers of five food trucks in Bangkok. Contextual observations were also made on the site of the food trucks and on other communication channels. Data was analyzed by content analysis and categorized into themes corresponding to each of the five key features of IMC The insights gained from this study sh...
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    Is corporate social responsibility a determinant of purchase intention? : A case study of Ncell Nepal 

    Sharma, Sumit; Thongdee Kijboonchoo (2015-05)

    This study investigates the relationship between Corporate Social Responsibility (CSR) activities performed by a company and its behavioral effects on customer behavior indicators namely: brand image, perceived price fairness, awareness of CSR, and purchase intention. This study also takes into account perceived service quality and its influence on customer purchase intention. The researcher surveyed about 401 respondents of generation Y in Nepal. Structural Equation Modeling was applied for the data analysis. The results showed that there ...
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    The motivation, methods, and economic effects of artificially high real estate Prices in the United States 2009 to Present 

    White, Gerard (2015-05)

    By purchasing mortgages backed securities in default from banks in exchange for cash, and manipulating interest rates through its bond buying programs, the Federal Reserve has not only stemmed the drop in housing prices, but also inflated housing prices by manipulating supply and demand mechanics. In the short-term, quantitative easing 3 succeeded in stopping the steep fall in U.S. housing prices but long-term, consequences are on the horizon. Debt financed quantitative easing programs successfully created short-term housing price inflation a...
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    Creativity dialog map: the adaptive Organization Development Technology for positive change in the organization 

    Kitikorn Dowpiset (2015-05)

    Organization Development is an imperative process for the growth of organizations. The underlying process of the OD framework and its tools and techniques are intentionally implemented for planned change towards its view of an organization's preferred direction and vision. This article presents an important process in planned change, that is, the processing of information. Convergent thinking and divergent thinking are alternative approaches to processing information. The paper presents the design of a new OD technology called "creativity d...
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    Challenges to logistics in the ASEAN landscape: A case of three logistics companies in Thailand 

    Kitti Phothikitti; Chatelier, Glen (2015-05)

    While major logistics companies claim that they are 24/7 ready and capable of logistics activities to meet the challenges of logistics demands in the ASEAN, there are three clear challenges that companies are required to address: Human resources for urgently better training, Information and Communication Technologies (ICT) connectivity which requires upgrading and vivid standards and the intricacies of access to the archipelagic countries.
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    A study on leadership styles, job related factors and organizational cultures towards Job Satisfaction of Teachers in the Diocese of Diphu, India 

    Lukose, Saji; Sirion Chaipoopirutana (2015-11)

    The purpose of this research is to investigate the relationship between the independent variables such as transformational leadership, transactional leadership, salary, job training, and supervision, working conditions, esprit de corps (team work), accountability, career progress, recognition, job clarity, adaptive culture and mission culture with dependent variable teachers' job satisfaction in the Diocese of Diphu, India. This study exclusively made use of survey methods to collect the data from 400 respondents and analyzed using SPSS 21.0. ...
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    The role of sport in the development of tourism: A study on awareness, opinion, preference and selected stakeholders contribution by sport tourists and non-sport tourists in Bangkok and Pattaya City 

    Kolenberg, Mark; Batra, Adarsh (2015-11)

    Thailand is a developing country that depends heavily on the tourism industry; therefore for the development of Thailand in the long run, it is crucial for Thailand to understand the sport tourism market as sport tourism. Sport tourism is a growing market. This study aims to analyze and determine the role of sport towards the development of tourism though understanding awareness, opinion, preference and selected stakeholders contribution by sport tourists and non-sport tourists in Bangkok and Pattaya City. This study has a total of 400 respo...
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    The influence of service quality on overall customer satisfaction and the influence of overall customer satisfaction on customer loyalty in retail banking in Bangkok 

    Phatcharida Jongphae; Santhiti Treetipbut (2015-11)

    The main objective of this paper is to identify the critical service quality dimensions that influence overall customer satisfaction and the influence of overall customer satisfaction on customer loyalty in Retail Bangking in Bangkok. SERVPERF measurement was applied to measure service quality of Retail Bangking. 400 questionnaires were employed to collect data in front of five banks and a quota sampling method was used to ensure that representatives of each bank were proportionate based on the number of bank branches in Bangkok. Regression ...
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    Identifying the association between relationship marketing and customer loyalty at ABC Bank in Assumption University Campuses: A case study based on the Student's Point of View 

    John, Jerry; Thongdee Kijboonchoo (2015-11)

    Relationship marketing is a marketing technique aimed at the development of long term customer relationships. This marketing technique is aimed at retaining existing customers rather than to attract newer customers. The main objective of this research study is to determine whether bonding, trust, commitment, communication, competence and conflict handling dimensions of relationship marketing have a significant relationship with customer satisfaction and customer loyalty variables among banking customers. The researcher identified the student...
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    The new trends and innovations in selected five-star hotels in Bangkok, Thailand 

    Nan, Hua; Batra, Adarsh (2015-11)

    Thailand is a country that highly relies on the tourism industry. Following the new trends and innovations are significant for development of hotels. In this study, researcher analyzed trends, challenges and innovations in selected five-star hotels in Bangkok. This paper further discussed innovation in selected five-star hotels, and the impact affected by innovations and innovative practices in hotels. Qualitative research techniques ware used in this study. In-depth interviews were conducted in English with three officials from selected f...
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    A study on foreign tourist satisfaction on tourism attributes in Kunming, China 

    Yue, Guo; Ruangyot Sanposh (2015-11)

    This research attempted to identify the factors such as tourism attraction, accessibility and infrastructure, safety and security, destination image, affecting tourist's destination satisfaction in Kunming City, China. This research also explored the relationship between tourist satisfaction and selected tourists' demographic characteristics (age, gender and education level) and travel behavior characteristics (length of stay, past-experience and source of information). The study areas for this research were the main attractions of Kunming Ci...
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