Browsing by Author "Piyathida Praditbatuga"
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    An empirical study of the impact of active leadership on employee’s job satisfaction in the Subcontractor Company
    (Assumption University Press, 2020) Jutharat Reungrit ; Piyathida Praditbatuga ; Santhiti Treetipbut
    This research study examines the influence of transactional leadership components (contingent reward, management by exception (active), and management by exception (passive)) on employee’s job satisfaction among employees at KTK97 Subcontractor Company. Convenience sampling was used. A sample size of 300 respondents was drawn from employee who worked in KTK97 Subcontractor Company. Contingent reward was rated at the strongly agreed level, followed by management by exception (active) at the agreed level, and management by exception (passive) at the disagreed level.Simple linear regression analysis was used to test research hypotheses.It was found that among the transaction leadership components, contingent reward had a significant influence on job satisfaction while management by exception (active) and management by exception (passive) had no significant influence on job satisfaction.
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    Factors influencing consumer purchase intention towards imported bedding brands
    ( 2018) Piyathida Praditbatuga ; Nichapa Thirakomen
    The objective of this study was to determine the factors that influence consumer purchase intention towards imported bedding brands in Thailand, based on the Theory of Reasoned Action model (Fishbein & Ajzen, 1975). Data was collected via questionnaires applying the convenience sampling technique to select respondents. One hundred and eighty sets of questionnaires were distributed to customers in department stores in Bangkok once the reliability and validity of the instrument were established. A total of 140 sets out of the 180 sets were completed and returned. The independent variables were attitude towards products and subjective norms, and the dependent variable was purchase intention. Frequency and percentage were used to analyze demographic profile. Mean and standard deviation were used to analyze respondents’ perception of each variable. Hypotheses were tested with Multiple Linear Regression Analysis. The results from the Multiple Linear Regression Analysis demonstrated that attitude towards product and subjective norm both significantly influence consumer purchase intention. However, attitude towards product (Beta = 0.618) had more influence on purchase intention than subjective norm (Beta = 0.151).
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    Factors influencing customer satisfaction in the airline industry: the case of M Airways
    (Assumption University Press, 2020) Thidarat Tangthaweetham ; Piyathida Praditbatuga ; Santhiti Treetipbut
    This research is aimed to determine whether service quality, in terms of airline tangibles, terminal tangibles, personnel, empathy, and image, influences customer satisfaction towards M Airways. Sample of this study was first, and business passengers of M Airways. The study employed the questionnaire method as a tool to collect data from 100 respondents. The Multiple Linear Regression (MLR) analysis of image, terminal tangibles, airline tangibles, empathy, and personnel have proven to be statistically significant in influencing customer satisfaction [r2 = .502, Adjust r2 = 0.476, F = 18.978, p = .000]. Moreover, image had the strongest influence on customer satisfaction, followed by terminal tangibles, airline tangibles, empathy, and personnel, respectively. Therefore, if M Airways would like to increase its level of customer satisfaction, it has to focus most on improving the level of positive perception on the airline image, followed by terminal tangibles, airline tangibles, empathy, and personnel, respectively.
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    Factors related to insurance purchase intention in Thailand
    ( 2019) Santi Krajaechun ; Piyathida Praditbatuga
    The objective of this study was to determine the factors that influence consumer purchase intention towards (non-life) insurance in Thailand, based on the Theory of Reasoned Action model (Fishbein & Ajzen, 1980). Data were collected via questionnaires applying convenience sampling method. Five hundred sets of questionnaires were distributed to Thai citizens in Bangkok and nearby who would like to purchase non-life insurance policy once the reliability and validity of the instrument were established. A total of 385 questionnaires were completed and returned. The independent variables were attitude towards product (insurance service provider’s competence, consumers’ monetary attitude towards insurance, the positivity of consumers’ insurance experience, the possibility to reduce the amount of premiums payable for insurance, and the acceptability of insurance conditions) and subjective norms. The dependent variable was insurance purchase intention. Frequency and percentage were used to analyze demographic profile. Mean and standard deviation were used to analyze respondents’ perception of main variables. Hypotheses were tested with Pearson's correlation coefficient. The results from Pearson's correlation coefficient demonstrated that attitude towards product in terms of acceptability of nonlife insurance conditions and subjective norms significantly related to intention to purchase non-life insurance. However, attitude towards product in terms of acceptability of non-life insurance conditions (r = 0.233) had stranger relationship with insurance purchase intention than subjective norms (r = 0.103).
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    Factors relating to turnover intention of medical sales representatives of BDSH Thailand Ltd.
    ( 2018) Piyathida Praditbatuga ; Oranich Phakcharoen
    This research aims to study whether job satisfaction in terms of Pay, Promotion, Supervision, Fringe Benefits, Contingent Rewards, Operating Conditions, Coworkers, Nature of Work, and Communication has a relationship with turnover intention of medical sales representatives in BDSH Thailand Ltd. The questionnaire was used as a research instrument to collect data. The data was collected from all 230 medical sales representatives in BDSH Thailand Ltd. Pearson’s correlation analysis was used to test the research hypotheses. The results of this research revealed that turnover intention had a very low positive relationship with pay, promotion, and contingent rewards of medical sales representatives in BDSH Thailand Ltd. In addition, supervision, fringe benefit, operating procedures, coworkers, nature of work, and communication did not have a relationship with turnover intention of medical sales representatives. This finding contrasts with many previous research studies which found a strongly negative relationship between job satisfaction and turnover intention. This may be because of the characteristic of medical sales representatives in BDSH Thailand may different from other jobs. Medical sales representative in BDSH Thailand face pressure from their job requirement for volume of minimum sales per month. Therefore, Pay, Promotion, and Contingent reward may not be the factors that influence their intention to leave the company.
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    The impact of transformational leadership styles on employee engagement in a sugar
    (Assumption University Press, 2020) Wichian Srichaipanya ; Piyathida Praditbatuga ; Santhiti Treetipbut
    The objective of this research is to determine the influence of transformational leadership styles on employee engagement of a chosen sugar factory. Quantitative survey research was conducted. A total of 230 sets of questionnaires were distributed to manufacturing employees in the sugar factory and 180 completed questionnaires were used for data analysis. The mean values indicate that manufacturing employees in the studied sugar factory agreed with transformational leadership styles (idealized influence with the mean value of 3.57, intellectual stimulation with the mean value of 3.55, inspirational motivation with the mean value of 3.52, and individual consideration with the mean value of 3.21). Manufacturing employees in the studied sugar factory were engaged with their job, with the mean value of 3.90. Results from Multiple Linear Regression analysis indicate that transformational leadership styles (idealized influence, inspirational motivation, intellectual stimulation and individual consideration) significantly influence employee engagement. Individual consideration has the highest influence on employee engagement (Beta = 0.205), followed by idealize influence (Beta = 0.145), intellectual stimulation (Beta = 0.027) and inspirational motivation (Beta = -0.096) respectively. The selected sugar factory should focus more on individual consideration in order to create more employee engagement. Two factors of transformational leadership styles that should also be more focused on are idealized influence and intellectual stimulation as they have positive influence on employee engagement.
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    The Influence of Loyalty Program Service Quality On Customer Satisfaction
    ( 2016) Piyasuda Phothikit ; Piyathida Praditbatuga ; Santhiti Treetipbut
    The objective of this research was to determine the influence of loyalty program service quality dimensions (program policy, program reward, personalization, tangibility, information usefulness, courteousness / helpfulness, and communication quality) on customer satisfaction of members of the Bangchak Gasohol Club and/or Diesel Club. A total of 120 complete and valid questionnaires were collected from Bangchak service stations in the Bangkok area. Hypotheses were tested using multiple regression analysis. It found that there is a positive influence of loyalty program service quality dimensions on customer satisfaction. In addition, the most significant program service quality dimension that has the highest impact on customer satisfaction is program reward, followed by program policy communication quality, courteousness / helpfulness, information usefulness, tangibility and personalization respectively.
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    The mediating role of adjusted expectations in the relationship between customer satisfaction and online repurchase intention of sportswear retailers in the UK
    (Assumption University Press, 2020) Rithavee Plikarnon ; Piyathida Praditbatuga ; Santhiti Treetipbut
    This research aimed to identify the influence of customer satisfaction on customersonline repurchase intention, and a mediator linking to the relationship between customer satisfaction and repurchase intention of sportswear retailer in UK. The target populations of this study were Customers of online sportswear retailer in UK. The study employed the questionnaire method as a tool to collect data from 106 respondents. Single linear regression analysis was used to identify the influence of customer satisfaction on customersonline repurchase intention, and a mediator linking to the relationship between customer satisfaction and repurchase intention. Result of hypothesis prove that customer satisfaction influence online repurchase intention [R2= .328, F = 50.220, p < .001]. Secondly, customer satisfaction influences adjusted expectations [R2= .271, F = 38.354, p < .001]. Lastly, adjusted expectations influence online repurchase intention [R2= .366, F = 58.907, p < .001]. In order to increase sportswear online customers and theirrepurchase intention, the retailers should focus on improving the level of customer satisfaction and adjusted expectations towards onlinepurchase.
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    The influence of service and food quality and perceived value on customer satisfaction of Thai Casual Dining Restaurants in The United Arab Emirates
    (Bangkok : Assumption University Press, 2022) Piyathida Praditbatuga ; Santhiti Treetipbut ; Suppalak Chantarak
    An online survey was conducted at Thai Casual Dining Restaurants located in the Emirate of Abu Dhabi to investigate the influence of service quality, food quality, and perceived value, on customer satisfaction. Convenience and snowball sampling techniques were used to gather data from non-Thai members of the population, with a total of 391 responses being deemed complete and usable for analysis. The adjusted SERVPERF with a “recoverability” dimension was selected as the scale for measuring service quality. Applying the SPSS program, Multiple Linear Regression analysis was used to identify the influence of service quality and its various dimensions on customer satisfaction. The findings reaffirmed the results from previous research which suggested that recovery was one of the most influential factors among the various service quality dimensions with the highest standardized coefficient value, showing a significant influence on customer satisfaction (ß = 0.182, p < 0.05). Additionally, food quality and perceived value showed a significant influence on customer satisfaction (p < 0.05). These findings contribute to the pool of knowledge for future research, while the results from this study are expected to provide guidelines for restaurant operators in the UAE’s highly competitive market.