AU-eJournal of Interdisciplinary Research (AU-eJIR)
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Browsing AU-eJournal of Interdisciplinary Research (AU-eJIR) by Author "Chompu Nuangjamnong"
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ItemA study of the effect of leadership style towards organizational culture on job satisfaction and employee performance in BangkokThis study endeavors to explore the intricate interplay among leadership style, organizational culture, job satisfaction, and employee performance within the organizational landscape of Bangkok, Thailand. Employing a single linear regression (SLR) methodology and a blend of primary and secondary data collection techniques, the research delves into the factors influencing leadership style in the unique context of Bangkok. The investigation adopts an archival study approach, involving 395 respondents with a minimum of six months of work experience in diverse companies or organizations. To enrich the study, five theoretical frameworks from prior research are integrated to formulate a new conceptual framework. The findings underscore significant correlations between the variables under examination, revealing that leadership style significantly influences organizational culture, job satisfaction, and employee performance. Furthermore, the study unveils the pivotal role of organizational culture in shaping both employee performance and job satisfaction. While offering valuable insights, this research is not without limitations. It focuses exclusively on the impact of leadership style on organizational culture, job satisfaction, and employee performance in Bangkok, potentially constrained by time and budgetary restrictions. The study's scope is confined to the city of Bangkok, with data derived from a sample of 395 respondents, potentially limiting its generalizability to the entire Thai population or applicability to different countries and time frames. Nevertheless, this research contributes a comprehensive and innovative framework for comprehending the dynamics of leadership style, organizational culture, job satisfaction, and employee performance within the specific organizational context in Bangkok.
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ItemCritical factors affecting revisit intention for the “Feel Restaurant” in Yangon, MyanmarPurpose: This research aims to investigate the impact of food quality, service quality, physical environment quality, and price on customer satisfaction and revisit intention at "Feel Restaurant" in Yangon, Myanmar. Research Design, Data, and Methodology: Utilizing primary and archival research approaches, this study examines factors influencing customer satisfaction and revisit intention. Data were collected from 384 respondents enjoying dining at Burmese Restaurants in Yangon. The researcher developed a new conceptual framework and incorporated two frameworks from previous studies to comprehensively determine the key factors influencing customer satisfaction and revisit intention. Results: The research findings reveal that price, physical environment quality, service quality, and food quality significantly affect customer satisfaction. Furthermore, customer satisfaction significantly influences revisit intention. Conclusions: The critical factors impacting the revisit intention of "Feel Restaurant" encompass price, physical environment quality, service quality, and food quality, contributing to customer satisfaction. Moreover, customer satisfaction was identified as affecting revisit intention in this Yangon, Myanmar restaurant. Limitations: Several limitations exist in identifying key factors influencing revisit intention. The study is geographically confined to Yangon, limiting its generalizability to other regions in Myanmar. This research specifically investigates key factors affecting revisit intention at "Feel Restaurant" in Yangon, Myanmar.
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ItemEffecting of celebrity endorsement on customers' attitude towards advertisement and purchase intention: a case study of a skincare soap in ThailandThis research paper is conducted to inspect the effect of celebrity endorsement which includes 3 elements of celebrity source credibility which are celebrity attractiveness, celebrity trustworthiness, and celebrity expertise on customers’ attitudes towards advertisements and also their purchase intention. The sample of 400 respondents was drawn using an online questionnaire. After getting the responses, the data is analyzed using descriptive analysis together with multiple linear regression. The research found out that all of the endorsed celebrity elements have a positive impact on customers’ attitudes towards advertisement, however, for customer’s purchase intention, only 2 of 3 elements that do not include celebrity trustworthiness positively affect customer’s purchase intention. In addition, this research also states about possible further studies and recommendations which mainly focus on eliminating restrictions and limitations considering a variety of respondents limited only to Bangkok, Thailand.
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ItemFactors influencing repurchase intention toward dairy products in generation y in Bangkok, Thailand(Bangkok : Assumption University Press, 2022) Jakkarin Klaiklung ; Chompu Nuangjamnong ; Supaporn PhengpisThe study aims to determine the effect of purchase intention in dairy products in generation Y consumers. Attitude, brand loyalty, perceived value, health consciousness, subjective norm, and purchase intention are investigated in the study. The sample (384 respondents) was collected from an online survey using a non-probability sampling method by using convenience sampling technique and snowball sampling technique. The data were analyzed by descriptive analysis, simple linear regression, and multiple linear regression to examine the hypotheses with a five-point Likert scale analysis. The study revealed that attitude, brand loyalty, perceived value, and subjective norm significantly influence purchase intention. Health consciousness has a significant influence on attitude. The finding found that perceived value and attitude are the key factors that impact customer purchase intention. Additionally, the study proposes that to increase customer purchase intention is to understand the attitude and perceived value of generation Y customers. The study’s weakness is the small sample size, and the sample size is in Bangkok, Thailand. In conclusion, form research may not be like other locations and does not represent Thai customers.
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ItemIs sorry enough? the role of brand recovery in brand forgiveness and re-engagement after a brand hate incident: the case study of dolce & gabbanaThis study aims to explore how brand hate, brand recovery, brand forgiveness, repurchase intention, and brand re-engagement interact and influence each other in the context of the Dolce & Gabbana brand hate crisis. The objectives of this research were to elucidate the significant influence of brand hate on brand recovery within the context of Dolce & Gabbana. To delineate the significant influence of brand recovery on brand forgiveness within the case study of Dolce & Gabbana. To expound upon the significant influence of brand forgiveness on repurchase intention as observed in the case of Dolce & Gabbana. To clarify the significant influence of brand forgiveness on brand re-engagement within the context of Dolce & Gabbana. The data was collected from 390 Chinese luxury product consumers residing in China via online questionnaires. The data analysis employed descriptive data analysis techniques to summarize the characteristics of the variables and inferential analysis techniques to test the hypothesis using simple linear regression. The findings of this study indicate that brand hate negatively affects brand recovery, and brand recovery positively influences brand forgiveness. Moreover, brand forgiveness has a significant positive effect on repurchase intention. Additionally, there is a significant positive relationship between brand forgiveness and brand re-engagement. These results suggest that Brand Recovery is a crucial factor for mitigating Brand Hate and restoring customer trust and engagement.
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ItemThe impact of customer satisfaction on customer loyalty in Chinese e-commerce platforms in ChinaThis research aims to investigate the substantial influence of price fairness, logistics services, and performance in handling product returns, e-service quality, and customer satisfaction on customer loyalty within the context of Chinese e-commerce platforms. Employing both primary and secondary data collection methods, the study analyzes the factors shaping customer loyalty among 390 respondents who made purchases on Chinese e-commerce platforms. Drawing upon insights from four established theoretical frameworks in previous studies, a new conceptual framework is devised for this research. The findings indicate that logistics services play a crucial role in enhancing customer satisfaction, underscoring their significant impact. Moreover, price fairness and effectiveness in handling product returns are identified as contributors to positive customer satisfaction. Importantly, customer satisfaction emerges as a pivotal factor influencing customer loyalty. However, it is essential to acknowledge the study's limitations, as it exclusively targets Chinese domestic online consumers. Consequently, the generalizability of the findings may be constrained when applied to diverse cultural backgrounds or international consumers. This research contributes to the field by spotlighting the key factors that shape customer loyalty within the unique landscape of Chinese domestic e-commerce platforms. By examining these factors, the study provides valuable insights for businesses seeking to enhance customer loyalty in the dynamic and competitive Chinese e-commerce market.