Browsing by Author "Nitipan Ratanasawadwat"
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ItemE-Service Attribute Analysis: An Application of Kano's Model( 2015) Nitipan RatanasawadwatThe aim of the paper is to contribute to a better understanding of e-service attributes through an empirical investigation. Very limited studies have been directed towards understanding the implementing role of e-service attributes influencing customer satisfaction in online movie theatre settings. Therefore, this study apply an empirical investigation for implementing online movie theatre quality attributes using an integrated method of Kano's model to persuade customer satisfaction.
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ItemA Framework of Incorporating Thai Social Networking Data in Online Marketing SurveyWith the introduction of high-speed Internet and smartphones at an affordable price range, many Thai citizens possess smartphones and utilize them as part of their daily life activities. The high mobile phones penetration and social networking usage is conductive to new approaches in performing marketing survey. This research proposes a framework that automatically incorporates Thai social networking data with online marketing survey for marketing analysis. In particular, it provides online marketing survey to a respondent, and automatically associates his/her Facebook data for further analysis. The benefits of the framework includes reducing manpower required in traditional surveys, offers easy accessibility to the respondents, automatically retrieving social networking data, and associating them the online questionnaires of each respondent for further marketing analysis.
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ItemAn Implementation of Online Marketing in Movie Theatre: A Case Study in Thailand( 2016-01) Nitipan RatanasawadwatMovie theaters in Thailand have been expanded their ticket selling channels from offline to online. Therefore, customers can purchase movie tickets via online (website and mobile application). Some customers do not want to wait in a long queue. Some of them would like to make sure that when they arrive the movie theatre they are able to see the movie on the schedule time as they planned. Therefore, they decided to make reservation as well as purchase the tickets via online. This paper, therefore, is developed to be a practitioner-oriented case study which is substantiated by primary research conducted before. From the in-depth interview, we came up with twenty five attributes that respondents suggested for improving e-satisfaction and e-loyalty of the movie theatre. These twenty five attributes were developed from theoretical grounds of e-SERVQUAL (such as Reliability, Website/App Design, and Personalization), TAM (Perceived Ease of Use and Perceived Usefulness), and online offers. By applying Kano's model of customer satisfaction on these twenty five attributes, we can classify the attributes into four main categories that are 'expected', 'one-dimensional', 'attractive', and 'indifference'. Expected attributes (such as 'No need to use student ID with the student loyalty card', 'Discount on snacks for loyalty card holders') can result in dissatisfaction when they are not fulfilled. One-dimensional attributes (such as 'No expired date for the loyalty card', 'Discount on movie ticket for loyalty card holders') can produce both satisfaction and dissatisfaction. Attractive attributes (such as 'Promotion on special events/occasions') produce satisfaction when delivered, but cause no dissatisfaction if not delivered.
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ItemLoyalty in Department Store Online Shopping( 2015-01) Nitipan RatanasawadwatThe purpose of this paper is to explore knowledge about the influences of e-service quality and technology acceptance model (TAM) on e-satisfaction, loyalty, and online purchase intention in online department store in Bangkok, Thailand. The online model was developed based on e-service quality and TAM. A self-administered questionnaire was employed to collect data from customers who had used and purchased products via online department store outlets. The data were collected from the respondents in Bangkok area during March 2014. 200 completed questionnaires were used to analyze and test the model by applying a Multiple Linear Regression (MLR). The results showed that perceived ease of use (i.e., department store's website is easy to navigate through, payment process is easy to pay, help menu is helpful) has the greatest influence on the e-satisfaction, followed by reliability, and brand image. While customer loyalty has the greatest influence on the online purchase intention, followed by tangible (i.e., the online shopping website looks attractive, the website has good layout).
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ItemA System for Popular Thai Slang Extraction from Social Media Content with N-Gram Based Tokenization (KST 2016)With increased penetration of smart devices and internet connectivity, many Thais are more readily engaged in social media, online forums, and chat groups. As there is an increased consumption of social media content, there is a shift from the consumption of traditional medias in which formal language are used regularly such as broadcast and traditional print medias. Social media posts are a reflection of the trend, where posts usually made by younger generations usually involve communication in slang and non-formal language which is not typically available in formalized dictionaries. As the Thai population like to follow trends, one of behaviors of that many Thai social media users engage in, is to follow the latest popular social media trends in slang and word usage. As slang are changed and evolved over time, it is usually useful to have an online mining tool in which could capture the trends of emerging and popular slang. This paper proposes an approach that extracts popular Thai slang by comparing social media posts and utilizing tokenization, a dictionary based approach to extract unknown words, before expanding it by using n-gram approach to figure what are currently trending and popular slang words.