Browsing by Author "Chittipa Ngamkroeckjoti"
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ItemA comparative study on the importance of customer orientation of frontline employees in the service industry( 2019) Papali, Andre Solomon ; Chittipa NgamkroeckjotiThis research aims at finding a measurement system for companies to successfully measure their customer orientation. The research methodology adopted here would help companies to completely measure their customer’s outlook and to successfully integrate necessary changes to their internal structure.
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ItemDeterminant factors affected repurchase intention of new characters of the Dead by DaylightThailand's gaming industry has THB 9 billion in sales volume in 2016. Game developer has successfully developed merchandise technique strategy to launch games to market. Online game namely "Dead by Daylight" is recently well-known among Thai's players, which has currently 350,000+ players. This study examines the factors affecting repurchase intention of the new character in Dead by Daylight. Multiple linear regression (MLR) analysis explored the significant relationship among Exploratory Orientation, Value to Money, Character Identification, Collection, Social Value, Subjective Norm, and Repurchase Intention. In addition, the SAS software was statistically applied to the outputs. The results reveal that factors that affect repurchase intention are different among the duration of hours that the players spend time in playing this game. The Collection is a major concerned among players which tends to decrease upon number of hours they spend. Exploratory Orientation occurred when players who spend less than ten hours a week while Value to Money appeared on the players who spends more than thirty hours a week. According to the changes of globalization, higher educated and higher income among game players in Thailand are requiring more attention from others. They then repurchase new package to fulfill the discovery of new characters and new pleasure to this game. Game developers still have an opportunity to (re) design new characters in order to perk up its sales volume. This study determines whether or not the players who have purchased new characters namely "Halloween Chapters" of the Dead by Daylight will intend to repurchase.
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ItemDeterminant Factors of Turnover Intention: A case study of Air Conditioning Company in Bangkok, ThailandThis study aims to help a Thai air conditioning company to understand the turnover intention of employees based on their perception towards the company. Turnover intention revealed the likelihood of leaving the current job by an employee. If turnover rate of skilled professionals was high, the organization might lose the human capital, such as skill, knowledge, and trained human resources to his competitors. Thus, turnover of these individuals incurred both replacement costs and a competitive loss. This research studied factors influencing employees’ turnover intention. A total of 400 questionnaires were distributed in an Air Conditioning Company located in Bangkok. Census survey was adopted. The influences of perception, job satisfaction, and turnover intention were identified through structural equation modeling (AMOS). The casual relationships among perception, job satisfaction, and turnover intention were also confirmed.
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ItemDeterminant factors that affect repurchase intention of OTOP Thai leather bags: a case study of the Thai millennialsThis research aimed on how determinants factors (Value and Luxury Value) impacted upon repurchase intention of OTOP leather bag. This study used explanatory and exploratory mixed methods research designed by Creswell (2011). Firstly, this study has developed specific operational components based on pilot study and two theories that comprise and theory of were planned behavior (abbreviated TPB). There were two rounds of pilot study prior to complete the proposed model followed by questionnaire design. All 200 sets of questionnaires were distributed via Google Form (online survey) during mid-Oct to mid-Dec, 2018. Multiple Linear Regression (MLR) was employed and the findings show that value has the greatest significant impact on repurchase intention while perceived product price and perceived product quality are the second. This study will greatly help researchers and practitioners understand the complex relationships among four dimensions of price, perceived product quality, social value and individual value towards repurchase intention at the OTOP leather bag.
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ItemDeterminant factors that affected reuse intention: a case study of Didi Chuxing Technology Company, Limited( 2018) Wang, Ting ; Chittipa NgamkroeckjotiThis study examines the factors affecting reuse intention of the car service company, Didi in China. This study uses exploratory and explanatory mixed method sequential designed by Creswell (2011). There are two rounds of interview in order to confirm independent variables prior to quantitative methodology. As a result, this study distributes 201 sets of questionnaires via Wenjuanxing (online survey) from September to October 2018. Multiple Linear Regression (MLR) has applied through Statistical Analysis System (SAS) license number 12400609. The study found that perceived quality and rebuild the trust will have an impact on the reuse intention. Particularly, rebuilding the trust plays the most important role in reuse intention. However, except all variables, the analysis of data shows that the passengers still strongly rely on Didi’s services. Target sample focus only on Chinese in Jiangsu province, China. The findings are limited to financial concerned and time of research operation. Accordingly, Didi should seriously considered that rebuild the trust is crucial for reuse intention.
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ItemDeterminant of revisit Intention of the Bangkokian Millennials: a case study of MK restaurant( 2018) Yuanjie, Du ; Chittipa NgamkroeckjotiThis research aimed on how determinants factors (Service quality, Food quality, and Brand image) impacted upon revisit intention of MK restaurant (formerly known as MK Suki), one of the Thailand’s suki chains. This study used explanatory and exploratory mixed methods research designed by Creswell (2011). Firstly, this study has developed specific operational components based on pilot study and two theories that comprise SERVQUAL and theory of were planned behavior (abbreviated TPB), There were two rounds of pilot study prior to complete the proposed model followed by questionnaire design. All 200 sets of questionnaires were distributed via Google Form (online survey) during mid-June to mid-July, 2018. Multiple Linear Regression (MLR) was employed and the findings show that brand image has the greatest significant impact on revisit intention while service quality is the second, following by food quality. This study will greatly help researchers and practitioners understand the complex relationships among five dimensions of service quality, food quality, brand image towards revisit intention at the MK restaurant.
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ItemEnvironmental scanning practices during periods of high uncertainty(Assumption University, 2004) Chittipa Ngamkroeckjoti ; Johri, Lalit M, jt. auth. ; Assumption University. Martin de Tours School of Management and EconomicsThe research on environmental scanning practices of medium sized finance companies in Thailand, during and after the 1997 economic crisis, shows that companies with well-organized and managed environmental scanning process have steered through the turbulent environment and have become highly competitive in their posture. As companies focus on short and long term horizons and look at a broader set of factors they are able to better foresee changes in the environment and respond towards these movements more pragmatically. The multi tier environmental scanning process inside these organizations helps in identifying opportunities for new products and services. However, companies who base their decisions on imitating competitors are vulnerable to the turbulent changes in the environment and are on the horns of a dilemma. They have not only to recover their non-performing loans but also need big effort to improve their products and services to face stiffer competition.
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ItemExamining the factors of trusting beliefs in web service provider: a study of consumer-to-consumer e-commerce in Thailand( 2015-08) Thara Sabaijit ; Chittipa NgamkroeckjotiThis research aims to examine the factors of trusting beliefs in web service provider toward the adoption of consumer-to-consumer e-commerce (through the discussion forum website). The research is primarily conducted based on theoretical discussions regarding the relationship between trust constructs i.e. disposition to trust and trusting beliefs. An exploratory sequential design generalized qualitative findings and also non-probability sampling technique was applied by using online survey to collect 800 samples who experienced online purchase on discussion forum website. The results indicated that disposition to trust (individual-based trust) has positive relationship with trusting beliefs in web service provider (trust in specific person), while trusting beliefs in e-vendor plays a supporting role in enhancing the relationship between e-buyers’ disposition to trust and trusting beliefs in web service provider. Moreover, different prior online purchasing experiences of e-buyers appear to be the significant factor changing the degree of e-buyers’ trust. The more trust the e-buyers have the more purchase intention they have on the website. This research play a small but significant role in e- commerce business development.
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ItemExploratory and explanatory sequential mixed method towards repurchase intention of second-hand toys for collecting from Annpatinya Thammatiwat’s Facebook( 2018-05) Pattanawadee Chokhengtrakoon ; Chittipa NgamkroeckjotiThis study focuses on the relationship between customers experience, trust, and repurchase intention of Annpatinya Thammatiwat’ Facebook. Three sub-variables of customer experiences comprise store offering, customer service, and fulfillment reliability. The questionnaire was 100% distributed online. Purposive and convenience sampling methods were applied. Approximately 20% of population from Annpatinya Thammatiwat’s Facebook visitors responded as our sample. This study applies mixed method both exploratory and explanatory sequential design. Also, Pearson correlation coefficient and multiple linear regression (MLR) is applied to test all hypotheses.
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ItemExploring relationship among brand innovativeness, brand knowledge and brand Loyalty: a case study of Huawei smartphone( 2018) Zhiyuan, Yu ; Chittipa NgamkroeckjotiThis study explores an impact of brand knowledge and brand innovativeness on brand loyalty. It is a case study of Chinese who has currently used Huawei smartphone in any series. The study applied explanatory and exploratory mixed method sequential designed by Creswell (2009). Both pilot study with two rounds of interview and literature reviews has produced the proposed conceptual model paralleled with questionnaire designated. Multiple Linear Regression (MLR) technique to measure two relationships amongst brand knowledge, brand innovativeness, and brand loyalty. Statistical Analysis System (SAS) has been applied. One hundred percent from 136 sets of questionnaires were distributed via Wenjuanxing in China (online survey) during mid-September to mid-October, 2018. As a result of quantitative analysis, MLR shows that brand innovativeness has the greatest significant relationships with brand loyalty while there is no significant relationships between brand knowledge and brand loyalty. This study will greatly updated researchers and practitioners understand the complex relationships between brand innovativeness, brand knowledge, and brand loyalty towards Huawei smartphone in China.
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ItemFactors Affect Turnover Intention of Bangkok Air Conditioning CompanyThis study aims to elaborate the human resource department of a Bangkok air conditioning company to understand how to improve the turnover intention of employees based on their perception towards the company. Based on dual relationship, the first examines the relationship between environmental factors and job satisfaction. The second is the relationship between job satisfaction and turnover intention. Turnover intention revealed the likelihood of leaving the current job by an employee. If turnover rate of skilled professionals was high, the organization might lose the human capital, such as skill, knowledge, and trained human resources to his competitors. Thus, turnover of these individuals incurred both replacement costs and a competitive loss of this company. This research studied factors influencing employees’ turnover intention. A total population of 400 questionnaires was quantitatively distributed in an Air Conditioning Company located in Bangkok only. Census survey was adopted. The influences of perception, job satisfaction, and turnover intention were identified through structural equation modeling (AMOS) version 20. The casual relationships among working condition, salary and incentives, supervision, nature of work, career opportunities, job satisfaction, and turnover intention were also confirmed.
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ItemFactors affecting purchase intention of BYD new energy vehicles in China( 2019) Tan, Wenchao ; Chittipa NgamkroeckjotiThis research aimed on how determinants factors (Brand Image, Brand Reputation, Selfimage congruence, Subjective Norm, Perceived Behavioral Control and Environmental Attitude) affect the purchase intention of BYD new energy vehicle, one of the new energy vehicles made by a Chinese brand. This study used the two mixed method design by Creswell (2008). The mixed method is a combination of qualitative and quantitative research methods. This study also seeks to identify the factors that influencing purchase intention of BYD new energy vehicles in China by adapting modified Theory of Planned Behaviour (TPB). Firstly, the researcher conducted two rounds of interviews as a qualitative research, and then designed a questionnaire. All 100 sets of questionnaires were distributed via Wenjuanxing Forms (online survey). Multiple Linear Regression (MLR) was applied and the findings show that brand image has the greatest significant impact on purchase intention of BYD new energy vehicles, while subjective norm is the second, following by self-image congruence. This study will greatly help researchers and practitioners understand the complex relationships among brand image, brand reputation, self-image congruence, subjective norm, perceived behavioral control and environmental attitude towards purchase intention of BYD new energy vehicles in China.
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ItemThe impact of ethics towards job creativity: a case study of “A” hotel in Samutprakan Province, Thailand( 2018) Manapat Buphawate ; Chittipa NgamkroeckjotiThis research focuses on how to understand Job Creativity of employees. The research questions were raised based on an emotional intelligence when interacting among colleagues in the same level as well as senior level. Moreover, based on the pilot study, employees are concerned about ethical behavior and ethical leadership towards job creativity of employees. This study use census population whom are employees working in “A” hotel. The questionnaire was distributed to 100 employees. There were no respondent restrictions in demographic aspects. This study found that there are two factors affected job creativity comprising emotional intelligence when interacting with colleague in senior level and ethical Leadership. This research is limited only to A Hotel which is located in Samutprakan province. Therefore, it is not in a rural area for which the business behavior will be more seasonal in terms of tourist intensity by season. That could affect the employees’ behavior and personality. However, this research cannot comprehensively conclude that employees of hotels in different locations will have similar results to this study. Another limitation is that this study is made in particular period of time which is from May to August 2018. The employees’ behaviors collected from the questionnaire do not cover a long period of time, meaning that over the longer period of time or at a different time, results could be difference.
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ItemMotivational factors influencing telework during the COVID-19 pandemic( 2022) Chittipa Ngamkroeckjoti ; Worasak Klongthong ; Jakkrit ThavornDuring the COVID-19 pandemic, teleworking has proven to be an effective countermeasure to overcome the spread of this disease while enabling businesses to continue. However, little is known about the extent of their adjustment to daily life routine, interaction among self-control, assignments, family life matters, and coordination with colleagues. This study explores the impact of motivational factors on the performance of teleworkers. An exploratory study was conducted using an in-depth interview with 27 interviewees who work in Thailand and have more than a year of experience switching between being a teleworker and working on-site. The NVivo and SPSS software were performed to reveal deeper data insights and apply non-parametric tests in order to compare findings with various demographic profiles. The findings revealed that environment, time management, and reward are the strongest motivational factors, whereas labour intensity and job security present the weakest relationships with teleworkers’ performance. Numerous implications and strategies to enhance their performance for both organizations and workers are provided. Firms can support a well-prepared environment and manage the flexibility of working time to increase employees’ effectiveness. Moreover, the result-oriented approach can be one of the tools in evaluating their performance rather than attending to their full working time at home.
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ItemPredicting consumers' repurchase intention of ready-to-drink coffee: a supply chain from Thai producers to retailersThis research investigates ready-to-drink (RTD) coffee. Although the RTD coffee market is growing competitively, few studies have examined behavioral re-intention or repurchase intention in the context of this industry. Therefore, the objective of this study was to explore factors affecting the behavioral re-intention to purchase RTD coffee. Research design, data and methodology: Using the theory of planned behavior (TPB) as the underpinning theoretical framework, this study hypothesized that behavioral re-intention to purchase RTD coffee is influenced by the variables of the TPB and additional variables. A mixed-method research design was applied, starting with qualitative in-depth interviews and followed by a quantitative method. Data were collected using an online survey of coffee lovers. Multiple linear regression (MLR) was used to assess the hypothesized relationships in the proposed conceptual framework. Results: The results reveal that content sensory attribute beliefs are the strongest positive predictor of behavioral re-intention in Thailand, followed by perceived utilitarian value. In contrast, price signaling was negatively related to behavioral re-intention. Conclusions: The findings can help food and beverage companies to develop new coffee product lines to gain more market share, create integrated marketing communications to build brand awareness, and manage distribution channels and the supply chain.
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ItemA reflection of mid-roll you tube advertising effectiveness (MYAe): a case study in ThailandThe article summarizes Mid-roll YouTube Advertising effectiveness theories. The objective of this research is to form an understanding regarding the factors that affect Mid-roll YouTube Advertising effectiveness. This study focuses on Audience's Attention, Audiences ‘attitudes towards Mid-roll YouTube advertising which includes, credibility, entertainment and the quality of information, and Perceived Intrusiveness. Moreover, SAS Enterprise is used to analyze the data. The research methodology copes with Pearson Product-Moment Correlation to analyze the data and test all three hypotheses. The result exposed the positive effects of overall Audience’s Attention and Perceived intrusiveness on MYAe. However, Audiences ‘attitudes towards Mid-roll YouTube advertising has negative effects on MYAe.
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ItemA reflection of mid-roll YouTube Advertising effectiveness (MYAe): a case study in ThailandThe article summarizes Mid-roll YouTube Advertising effectiveness theories. The objective of this research is to form an understanding regarding the factors that affect Mid-roll YouTube Advertising effectiveness. This study focuses on Audience's Attention, Audiences ‘attitudes towards Mid-roll YouTube advertising which includes, credibility, entertainment and the quality of information, and Perceived Intrusiveness. Moreover, SAS Enterprise is used to analyze the data. The research methodology copes with Pearson Product-Moment Correlation to analyze the data and test all three hypotheses. The result exposed the positive effects of overall Audience’s Attention and Perceived intrusiveness on MYAe. However, Audiences ‘attitudes towards Mid-roll YouTube advertising has negative effects on MYAe.
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ItemSequential exploratory design of factors affecting FMVAs viewers’ response( 2018-05) Puripat Trichob ; Chittipa NgamkroeckjotiThe research aims to examine the effect between the suspect variables which are Facebook Mid-roll Video Advertisements (FMVAs) Value, Perceived Intrusiveness, FMVAs Attitude, Word-of-Mouth (WOM) Intention, and FMVAs Viewers’ Response. The researchers developed questionnaire survey via Google Form (100% online survey) to collect 200 respondents in Bangkok, Thailand. Moreover, the researcher utilized SAS Enterprise license 12400609 to implement and analyze the data. The research methodology is Multiple Linear Regression to analyze the data and test hypotheses. The result indicated the strongest relationship is WOM Intention and FMVAs Viewers’ Response. Thus, this research recommended focusing on WOM Intention by improving FMVAs Value and Attitude in order to create positive WOM which lead to positive response. Finally, limitations are period, budget, target respondents, and location. As a result, outputs might not generate data to represent the whole population of Facebook, different periods of time, and different locations. However, this research will focus more on nationwide respondents and variables to explore further results in the future.
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ItemA study of purchase intention of imported organic cosmetic in Thailand( 2018) Pan, Qi ; Chittipa NgamkroeckjotiThe research determines in which factors that impact on purchase intention of imported organic cosmetics in Thailand. This research used mixed method designed by Creswell (2011) which includes two phases. The first phase is explanatory sequential design; and the second phase is exploratory sequential design. The researcher has started an interview with two Thais who have had experienced at least once in purchasing imported organic product. Accordingly, three variables have confirmed. In the second phase, researcher designed a questionnaire and distributed via Google Form and analyze the collected data by using SAS software. This research selected Multiple Linear Regression (MLR) Analysis. The results of MLR analysis show that health consciousness and environmental attitude impact on attitude towards imported organic cosmetic; attitude towards imported organic cosmetic and health consciousness impact on purchase intention of imported organic cosmetic. This research will help researchers and practitioners of organic cosmetic understand the determinants factors that impact on purchase intention of imported organic cosmetic and give inspiration to practitioners when formulating market strategies.