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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    Factors affecting brand loyalty to cosmetics product: a case study of Thai consumers in Bangkok 

    Kanokwan Kitrungpaiboon; Kim, Seongdok (Assumption University Press, 2016-12)

    This research aims to investigate factors affecting brand loyalty to cosmetics products of Thai consumers in the Bangkok area. After reviewing related literature, four independent variables were selected in this research; word-of-mouth, perceived value, convenience, and satisfaction on product. To measure the constructs of the research instrument, a survey questionnaire was administered and data were collected from sample of 384 experienced cosmetics product purchasers in the Bangkok area, utilizing convenience sampling techniques. The signi...
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    A study of price-changed-to-dividend ratio on ex-dividend dates: the case study of stock exchange of Thailand in 2012-2014 

    Rapeepat Techakittiroj (Assumption University Press, 2016-12)

    Most of studies had a similar conclusion that the average stock prices on ex-dividend dates tend to be declined according to the corresponding amount of dividend even though it is the Book Value, BV, which is declined by the amount of dividend. As many stock traders did not achieve their results based on this conclusion, the research methodology was repeated to assert the myth. Because none of researches were based on data from the Stock Exchange of Thailand. the research methodology was repeated, only on cash dividends, for years of 2012-20...
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    The influences of store atmosphere on purchase intention toward a fast fashion brand in Bangkok 

    Pitchayapa Siddhibphongsa; Kim, Seongdok (Assumption University Press, 2016-06)

    The objective of this research is to investigate how store atmosphere influences purchase intention in fast fashion brands in Bangkok. There is robust growth and high competition in the fast fashion's market. Seven factors, which are music, color, lighting, traffic flow, space allocation, product display, and window display, are selected in order to find statistical relationship with purchase intention based on thorough literature review. Findings of this current research show that color, lightening, traffic flow, product display and window ...
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    OD interventions to develop commitment and engagement in software development teams 

    Sirichai Preudhikulpradab; Fernando, Maria Socorro C. L. (Assumption University Press, 2016-06)

    This paper presents some of the OD interventions to develop Commitment and Engagement in a software development company. It is based on the study of Preudhikulpradab, S. (2011) "Organization Spirituality: Commitment, Awareness, Readiness, and Engagement (C.A.R.E.) for Organization Development and Transformation: A Case of ABC Co., Ltd. This paper presents only the business practices, processes, and recommendations related to Commitment and Engagement in the focal system of the research.
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    A study of factors that affect consumer's attitude toward a "skippable in-stream ad" on YouTube 

    Tidarat Chungviwatanant; Kriengsin Prasongsukarn; Sming Chungviwatanant (2016-06)

    Understanding consumer's attitudes toward advertising is imperative for marketers/advertisers. This research aims to study the factors that affect consumer's attitude toward a "skippable in-stream ad" on YouTube. The independent variables are "entertainment," "informativeness, " "credibility," and "irritation." The dependent variable is "consumer's attitude toward a 'skippable in-stream ad' on YouTube. The researcher used convenience sampling and online survey to develop and distribute questionnaires to the target population. The target po...
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    Why PhD students at a private university Thailand delay completing their doctoral dissertation or drop out 

    Barnes, John (Assumption University Press, 2016-06)

    As a faculty member at a private university in Thailand, it is noticeable that the majority of doctoral students substantially delay writing their dissertation or drop out. It is to be emphasized that the program under discussion is a part-time program for students who work full-time with completion of their doctoral program scheduled over 3 to 5 years (i.e. semesters 6 to 10). Discussions with colleagues and friends from other doctoral programs both in Thailand and abroad, reveal that it is common for such programs to have slow or a low comp...
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    Dark tourism: push-pull motivations, satisfaction experience and post behavioral intention-sites of Death Railway tragedy Kanchanaburi Province, Thailand 

    Raweewan Chanuanthong; Batra, Adarsh (Assumption University Press, 2016-06)

    The study investigated the "push and pull' motivations of visitors at the war memorial sites of the WWII Death Railway museums and cemeteries in Kanchanaburi Province. Also, the study identified how "push and pull' motivations influenced the satisfaction experience and post behavioral intention. Additionally, the study also attempted to explore the relationship between satisfaction of the experience and post behavioral intention. The research utilized self-completion surveys (handed-out) as the quantitative research instrument. The research...
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    The factors affecting the attribute attitude towards credit card; the case study of credit card for bangkokian's generation X and Y 

    Parnuphan Phaisuwat; Rawin Vongurai (Assumption University Press, 2016-12)

    This study aimed to understand the factors that affect attitude toward credit card by bangkokian and also find the difference between generation X and Y in attitude toward credit card. The questionaire was conducted and collected 410 respondents by convenience, quota and snow-ball sampling method. The methods used to analyze the data are linear regression and independent sample t-test. The result shows free spending has the strongest effect to attitude toward credit card and there is significant difference between Gen-X and Y in attitude tow...
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    The works of ten remarkable Italian's in Bangkok's history 1890's to 1970's-four artists, three architects, two sculptors and one renaissance man: a source for contemporary cultural tourism 

    Barnes, John (Assumption University Press, 2016-12)

    In exploring Bangkok and in particular the Rattanakosin and Dusit areas one discovers a remarkable number of buildings and monuments of Italianate architectural design. A more detailed inspection reveals that most of those buildings also feature imported Italian marble on door and window frames floors and staircases. Inspection of those buildings reveals very beautiful interior paintings on walls and ceilings.
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    The study of the relationship between push factors, pull factors, tour guide performance and tourists' satisfaction in Bangkok, Thailand 

    Rattanaporn Siajaroen; Sming Chungviwatanant (2016)

    This research determined the relationship between push factors, pull factors, tour guide performance and tourists' satisfaction; specifically, the Chinese and German tourists who visited Bangkok during the month of October and November 2015. The research collected data from 200 respondents by distributing questionnaires to tourists groups. Non-probability sampling, quota sampling and convenience sampling were applied. One hundred samples were collected from Chinese tourists and another 100 samples were collected from German tourists. One hun...
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    An exploration of the factors concerned with reducing the use of plastic carrier bags in Bangkok, Thailand 

    Hohmann, Roland; Chutawat Wattana; Phichittra Sracheam; Supichaya Siriapornsakul; Vorapot Ruckthum (2016)

    This research is an exploratory study to examine the attitude of people in Bangkok, Thailand, towards the reduction in use of plastic shopping bags. The research objective is to provide recommendations for policymakers as well as stakeholders in the public and private sector as to how plastic bag use may be effectively reduced. Key findings are that the four factors of the independent variable 'Use of plastic bags in Bangkok' and four of the demographic variables Gender, Nationality, Age, and Occupation are all significantly related to the de...
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    A factor analysis on ideal leadership characteristics among young MBA students: a case study of international MBA program in Assumption University 

    Raoufian, Mohammad; Sirichai Preudhikulpradab (2016)

    This survey research used the quantitative approach and examined four variables, consisting of self-awareness, communication, trust, and team-building literature review. This study was conducted at Assumption University of Thailand, Hua-mak campus among current international MBA program students who were employees in different organizations in Bangkok. for analyzing the gathered data, analysis descriptive statistics and factor analysis were used to find out the perception of respondents, specifying the characteristics that were appropriate fo...
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    Raising awareness of career goals of insurance agents: a case study of Choomthong 24K26, AIA Company 

    Panita Lasim; Fernando, Maria Socorro C. L.; Nathaya Pupat (2016)

    This article is a summary of key study done on a group of AIA insurance agents (Choomthong 24K26). It focused on raising awareness of career goals of insurance agents. The study was based on three main factors; performance, excellence and self-development. The respondents of this study were 33 AIA agents who were selected according to their overall performance. Two main methods were used to collect data: interview and questionnaire. Data gathered through questionnaires were collected twice during the study period, firstly before ODI and se...
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    Designing and implementing ODI to improve communication and coordination: a case study standard manufacturing Co., Ltd., secretarial section 

    Wantida Khumtong; Sirichai Preudhikulpradab (2016)

    This is a research project with a proposed ODI to improve the communication and coordination between the secretarial section and other departments. The researcher designed an appropriate OD Intervention to improve communication and coordination. The first intervention was designing a manual and provided training to the departments who coordinated directly with the secretarial section. The second intervention involved communication training for the secretarial section. This study used quantitative research method. It consisted of two sets o...
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    Service quality improvement through ODI: a case study of Prem Mansion, Bangkok 

    Sarinee Keyuraphan; Sirichai Preudhikulpradab (2016)

    this study aims to determine the initial impact of organization development intervention on willingness, problem resolution, time management, and communication skills of employees to enhance service quality and customer satisfaction. Consequently, the work is expected to benefit the organization of Prem Mansion itself in terms of better reputation and trust resulting from the improved service quality. The research covers three phases-Pre-ODI, ODI implementation, and Post-ODI. The first stage is to seek to understand the current situation, in...
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    Leveraging employee engagement and employee performance towards excellent service quality: an action research on TMD Hair Dressing and Beauty Salon Services in Yangon, Myanmar 

    Fernando, Maria Socorro C. L. (2016)

    This research paper analyzed the impact of employee engagement and employee performance on the service quality of TMD Hairdressing and Beauty Salon Services in Yangon, Myanmar. This study used organization development interventions (ODIs) to improve employee engagement, employee performance and service quality. The objectives were: to assess and analyze the current situation of the organization; to design and implement the deliberate organization development interventions (ODIs); to measure the initial impact of ODIs; to determine the differe...
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    Using large scale individual creativity to improve organisational efficiency 

    Vorapot Ruckthum (2016)

    This study reviews the outcomes from six similar organisational interventions two from the USA, three from the UK (one using Appreciative Inquiry) and one from Romania. By way of an illustration the process used by one of the interventions (Clapp, 1991) is described in detail. This process uses a well-defined problem to elicit potential solutions from people working in the organisation who have knowledge of the problem area. The results are compared with the five other interventions that use a similar process. The results show that given a ...
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