Browsing by Author "Somsit Duangekanong"
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ItemA Prototype Instrument for Measuring Service Quality by Generation X Parents: A Case Study at the International School of Macao( 2022) Howard Stribbell ; Somsit DuangekanongThis quantitative research aimed to advance the use of the service quality construct to measure the perceived service quality of K-12 international schools by Generation X parents. It proposed an approach that contextualised previously published scale items for private healthcare into educationally relevant scale items. The revised scale items were developed and confirmed through an Item Objective Congruence Test (IOC) by industry experts. The instrument was tested for reliability through a pilot test and then administered to 499 parents in a school. The results used Exploratory Factor Analysis (EFA) to reduce the complexity of the standard 5 service quality (SERQUAL) factors into 3 factors: Responsibility, Assurance and Professionalism, Empathy and Facilities which accounted for 65% of the variance of the SERVQUAL variables amongst Generation X parents at The International School of Macao. The revised instrument can be used to effectively measure parents’ perception of service quality in an international school setting.
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ItemAn intervention to improve students' class engagement of art department in China(Bangkok : Assumption University Press, 2022) Chen, Chi ; Rawin Vongurai ; Somsit Duangekanong ; Papitchaya WisankosolThis paper aims to enhance student class engagement. The four objectives of the action research are as follows: 1)To diagnose the current situation of the focal organization on student class engagement, 2)To design and implement organizational development intervention (ODI), 3)To determine the differences between pre-ODI and post-ODI of students’ autonomy, relatedness, usefulness, interest and student class engagement, and 4)To investigate the relationship of students’ autonomy, relatedness, usefulness, interest and student class engagement. The target group is the 45 students who study “Visual Communication Design” major in Art Department of Heilongjiang International University in China. Mixed research methods are adopted to collect and analyze the data. The Pair sample T-test shows that there is significant difference in students’ autonomy, relatedness, usefulness, interest and student class engagement between pre-ODI and post-ODI. The studies show that there is a positive relationship between students’ autonomy, usefulness, interest, relatedness and student class engagement. The qualitative analysis of students’ reflection reports and classroom observation feedback by three instructors justified how the ODIs employed in this research. Based on the findings, further actions should be carried out to have a greater impact on the long-term development.
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ItemApplications of artificial intelligence for strategic management of organisationArtificial intelligence (AI) is a new tool for organisational and strategic development which has not much been investigated. Therefore, this research investigates perceptions of strategic management experts about the future of Artificial Intelligence and its usage in strategic management. To achieve the research objective, a survey of strategic management specialists, including organisational strategy managers, consultants and academics (n = 231) was conducted. The research used the modified unified theory of acceptance and use of technology (UTAUT) model to investigate the factors that could contribute to an adoption of AI in the strategic management process of organisation. Within this model, situational factors include technological capability and organisational culture. The study showed all relationships of variables within the model were significant. The strongest effect on adoption intention was from technological readiness, while the effect of performance expectancy and effort expectancy was fully mediated. Furthermore, organisational culture had a significant effect on the adoption intention. The implication of these findings is that there is a need to consider utility and ethics of AI implementation for strategic management. There were several limitations of the study, including geographic focus and inclusion of specific adoption factors. In addition, more research is needed to examine AI adoption for strategic management.
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ItemDIMENSIONS OF PATERNALISTIC LEADERSHIP AND EMPLOYEE OUTCOMES IN SMALL THAI FIRMS(Digital Production Press, Assumption University, 2017) Duangta Duangekanong ; Somsit Duangekanong ; John, Varughese K. ; Asawin Wichayachakorn ; Nithiphong VikitsetThe purpose of this study is to examine the effect of paternalistic leadership dimensions (authoritarian, benevolent, and moral) on employee outcomes in small Thai firms. Outcomes examined include two intermediate outcomes (organizational commitment and job satisfaction) and one further outcome, resulting from organizational commitment and job satisfaction, which was self-reported in-role job performance. Paternalistic leadership was studied because of its cultural consonance in Thailand and its status as a frequently observed leadership approach. Data was collected from a sample of small firm employees in Thailand (n = 218). The study used a structural equation modelling (SEM)-based approach to examine the proposed relationships. The results showed that while benevolent and moral leadership had positive effects on employee organizational commitment and job satisfaction, authoritarian leadership had a weak negative effect on these two outcomes. Organizational commitment and job satisfaction had positive effects on job performance, with a stronger effect seen for organizational commitment. The implication of these findings is that some aspects of paternalistic leadership are effective for small firms in a Thai cultural context, but that authoritarian models of paternalistic leadership should not take precedence. This is useful information for small firm leaders as well as policymakers focusing on SME development.
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ItemInfluencing factors of behavior intention of master of art students towards online education in Chengdu public universities, China(Bangkok : Assumption University Press, 2023) Ying Min ; Ming Yang ; Jingying Huang ; Somsit DuangekanongPurpose: This study aims to investigate influencing factors of behavioral intentions to use online education of Master of Arts students from three public universities in the Chengdu region of China. The conceptual model contains perceived ease of use, perceived usefulness, social influence, effort expectancy, self-efficacy, perceived satisfaction, and behavioral intention. Research design, data and methodology: The researchers employed a quantitative approach of survey distribution to 501 participants. The sample techniques involve judgmental, quota and convenience sampling. The content validity method of Item Objective Congruence (IOC) Index was used, resulting all measuring items reserved by three experts. Pilot testing of 30 participants was approved under Cronbach’s Alpha reliability test. Confirmatory Factor Analysis (CFA) and Structural Equation Model (SEM) were performed for data analysis, including goodness of model fits, validity, and reliability testing. Results: Perceived ease of use had the strongest influence on perceived usefulness toward behavioral intention. Furthermore, perceived usefulness, social influence, self-efficacy, perceived satisfaction, except effort expectancy, significantly impacted behavioral intention. Conclusions: The findings lead to the recommendations that educational administrators at public universities to enhance the behavioral intention to use online education by providing well-design online learning system and promote various benefits of using.
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ItemSatisfaction as a key antecedent for word of mouth and an essential mediator for service quality and brand trust in international education( 2022) Howard Stribbell ; Somsit DuangekanongPositive word of mouth in the form of recommendations and referrals is the most effective way to recruit new students. The purpose of this study was to determine how service quality, parental satisfaction, and brand trust affect the likelihood of parents recommending their child’s international school to family and friends and to test the mediating effect of parent satisfaction. The study developed a contextually relevant and reliable survey to measure the perception of 458 Generation X parents at The International School of Macao. Scale items from the literature were contextualized for education. Confirmatory factor analysis was used to confirm convergent and discriminant validity. Structural equation modeling was used to determine the relationships. It was found that parent satisfaction had the biggest influence on the likelihood of parents recommending their child’s international school by word of mouth. While the service quality that parents experience and the trust that they have in the school brand had an impact on satisfaction, it was found that parent satisfaction fully mediates the relationship between service quality and word of mouth as well as the relationship between brand trust and word of mouth. Schools must ensure that current parents are satisfied to cultivate positive word of mouth through recommendations and referrals to prospective parents. Previous studies have demonstrated the mediating role of satisfaction, but no significant studies have empirically tested the same in K-12 international contexts. The study contributes to the existing field of knowledge by providing support to the contention that satisfaction mediates the relationships between service quality, brand trust, and word of mouth.
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ItemSuccession planning in family firms in Thailand: a gender-based analysisThis research examined succession planning in family firms in Thailand, with an objective of determining whether predecessor (firm leader) gender made a difference in the comprehensiveness or perceived success of the succession process. A questionnaire was distributed to Bangkok-area business owners of family firms that had gone through a leadership transition (n = 254), including 168 male-led firms and 86 female-led firms. Analysis was conducted using structural equation modeling (SEM). Results showed that the firm owner’s age, firm size and organizational formality influenced the comprehensiveness of the succession planning process, but reliance on either family funding or external capital access did not. The comprehensiveness of the succession planning process had a significant effect on perceived success of the succession planning process. These results are exploratory due to the relatively small and non-representative sample, but they do indicate that more consideration is needed to relate gender of the firm’s owner and the succession planning process.
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ItemThe influencing factors of gen y consumers' purchase intention of 3D cameras in Mianyang, ChinaPurpose: The purpose of this study is to examine relationship between social influence, perceived quality, attitude, satisfaction, and trust that influence purchase intention of 3D cameras of Generation Y customers in Mianyang, China. Research design, data and methodology: The quantitative method was used to distributing online questionnaire to 500 participants between the age of 25 and 40 years old, who are living in Mianyang, China and have at least one year of experience with top three 3D camera brands. Judgmental, quota and convenience sampling techniques were carried out. Before collecting the data, validity and reliability results were accepted by using Item Objective Congruence (IOC) Index and Cronbach’s Alpha reliability test. Confirmatory Factor Analysis (CFA) was applied to measure factor loadings, convergent validity, discriminant validity, composite reliability, AVE and goodness of fit. The effect between relationships and hypotheses were accounted by Structural Equation Model (SEM). Results: The findings reveal that trust has the strongest significant influence on customer’s purchase intention of 3D Cameras. Additionally, social influence, perceived quality, attitude, satisfaction, and trust have a significant impact on Gen Y customers' purchase intention. Conclusions: The recommendations were made for manufacturers, dealers, marketers and salespersons to develop marketing and sales strategies for raising customer’s purchase intention.
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ItemUnderstanding freshmen's persistence in a Chinese private higher educationPurpose: The purpose of this study was to examine self-efficacy, goal-setting and belongingness impact freshmen’s persistence in Heilongjiang International University, one of Chinese private universities. Research design, data and methodology: Based on the preliminary assessment of freshmen’s current challenges and situations, questionnaire, interview and participatory observation were used in both qualitative and quantitative research. Item-Objective Congruence was adopted before questionnaire implement in order to test the content validity; Cronbach's Alpha reliability was examined in this study by using a pilot test of 30 students to determine the reliability of each item in the construct. Meanwhile, the questionnaire conducted to a cohort of 200 students, date was analyzed in SPSS by using descriptive statistics and Multiple Linear Regression to test the impact related on independent variables to dependent variable. Result: The study found that self-efficacy, goal-setting and belongingness have significant impact on freshmen’s persistence, additionally, goal-setting has most influential ability. Conclusions: Self-efficacy, goal-setting and belongingness enhance freshmen’s persistence, thus, the First Year Experience practitioners were recommended to succeed freshmen in the aspects of those factors, which the suggestions are develop employing more peers, creating model students, setting SMART goals and closing the relationship between staff and freshman students.
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ItemValidation of a Research Instrument to Measure Generation Y Parents’ Perception of Service Quality and Effect on Satisfaction and Word of Mouth in International Schools( 2022) Howard Stribbell ; Somsit DuangekanongThis quantitative research aimed to (1) validate an adapted instrument used for measuring service quality in private hospitals to measure the perceived service quality of K-12 international schools and (2) implement the instrument to assess service quality’s impact on word of mouth and satisfaction. It was necessary to contextualize the scale items through item objective congruence test using industry experts. Scale items were adjusted to reflect the service provided by teachers, staff, and leadership of the school. The resulting 27 scale items for service quality were shown to be contextually valid and internally reliable. The instrument was then implemented to measure parental service quality’s effect satisfaction and word of mouth. The survey was piloted by 33 parents and verified for internal consistency before being administered to 422 Generation Y parents. The results showed that the modified instrument was reliable and valid. The results showed that service quality had a direct and positive effect on both satisfaction and word of mouth but it had a greater effect on satisfaction.