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Browsing by Author "Thongdee Kijboonchoo"

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  • Item
    Comparative advantage and competitive strength of Thai canned tuna export in the world market : 1982-1998
    (Assumption University, 2003) Thongdee Kijboonchoo ; Kunnatee Kalayanakup, jt. auth. ; Assumption University. Office of the Vice President for Advancement. Public Relations Department
  • Item
    Determinant Factors of Turnover Intention: A case study of Air Conditioning Company in Bangkok, Thailand
    ( 2012-12) Chittipa Ngamkroeckjoti ; Phattarapon Ounprechavanit ; Thongdee Kijboonchoo
    This 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.
  • Item
    Determinants of the stock market index in Pakistan - a case study of the Karachi Stock Exchange index (KSE 100) from 2000 to 2014
    (Assumption University Press, 2017) Zubair, Farees ; Thongdee Kijboonchoo
    This paper explores the causal links between nine fundamental variables and stock prices in Pakistan’s Karachi Stock Exchange index – KSE 100. It contributes significantly to the study of the stock exchange performance in Pakistan since the findings of prior studies were mostly divergent. Monthly data from January 2000 to April 2014 are used to analyze the impacts of the Industrial Production Index, the money supply, the Pak-US interest rate differential, the real effective exchange rate, the balance of trade, the expected inflation, the government debt to GDP, the inflow of portfolio investment, and the earning yield on the KSE 100 Index. Multiple regression analysis and Granger Causality tests under VAR are employed for this purpose. The findings of this study have identified the Pakistan-US interest rate differential, the real effective exchange rate, the balance of trade, the expected inflation, the government debt to GDP, and the earning yield as significant predictors of the stock index. The KSE 100 Index is found to be a leading indicator for the M2 money supply growth in Pakistan. The results of this study imply that policy makers play a crucial role in Pakistan’s stock market through the manipulation of fundamental variables.
  • Item
    Identifying the association between relationship marketing and customer loyalty at ABC Bank in Assumption University Campuses: A case study based on the Student's Point of View
    ( 2015) John, Jerry ; Thongdee Kijboonchoo
    Relationship marketing is a marketing technique aimed at the development of long term customer relationships. This marketing technique is aimed at retaining existing customers rather than to attract newer customers. The main objective of this research study is to determine whether bonding, trust, commitment, communication, competence and conflict handling dimensions of relationship marketing have a significant relationship with customer satisfaction and customer loyalty variables among banking customers. The researcher identified the student customers of ABC Bank having an account at Hua Mak or Suvarnabhumi campuses of Assumption University Thailand as the target respondents. The study was carried out in 2015 on a convenience sample of 400 respondents. Reliability and internal consistency of the questionnaire were tested using Cronbach's Alpha. The hypotheses were tested using Pearson's correlation and the results showed that there is a significant positive relationship between all the six dimensions of relationship marketing on customer satisfaction. The researcher also found that there is a significant positive relationship between customer satisfaction and customer loyalty.
  • Item
    The Impact of Korean Wave on the Purchase Intention of Korean Cosmetics of Thai People in Bangkok and Chonburi, Thailand
    ( 2017) Son, Sunmi ; Thongdee Kijboonchoo
    Nowadays Korea is well known by its popular culture, such as, TV dramas and pop music, called as "Korean Wave", which the Korean government has considered as soft power for enhancing exports. This study aims to investigate the impact of Korean wave on the purchase intention of Korean cosmetics. Korean wave in this study consists of three variables which are sympathy and empathy induced by Korean dramas, the attractiveness of Korean celebrities. The country image of Korea, brand awareness and brand equity of Korean cosmetics are also examined as mediating variables. 398 data were collected from women in Bangkok and Chonburi, Thailand. They have experienced Korean wave. A survey questionnaire method was employed. Pearson correlation was used to test the hypotheses. The results show that Korean wave has a positive impact on the country image of Korea, and positive country image can increase the purchase intention of Korean cosmetics. Thus, Korean wave can be a soft power of Korea which can promote country image and exports. These findings can be used as guidelines for the Korean government and Korean companies for sustainable growth of industries related to Korean wave.
  • Item
    Is corporate social responsibility a determinant of purchase intention? : a case study of Ncell Nepal
    ( 2015) Sharma, Sumit ; Thongdee Kijboonchoo
    This study investigates the relationship between Corporate Social Responsibility (CSR) activities performed by a company and its behavioral effects on customer behavior indicators namely: brand image, perceived price fairness, awareness of CSR, and purchase intention. This study also takes into account perceived service quality and its influence on customer purchase intention. The researcher surveyed about 401 respondents of generation Y in Nepal. Structural Equation Modeling was applied for the data analysis. The results showed that there exists a relationship between corporate social responsibility, perceived price fairness, brand image and purchase intention. However, the research uncovered that there exists a negative relationship between awareness of CSR and purchase intention, and that perceived service quality affects purchase intention in a positive manner.
  • Item
    A structural analysis of ten economies in ASEAN economic community
    (Assumption University, 2018) Thongdee Kijboonchoo ; Chaveporn Kulchanachutiporn ; Nattaporn Soralam
    This paper focuses on a structural analyses in agriculture, manufacturing, and the service sectors of ten ASEAN economies. Their relative importance is examined by using their output shares in GDP , shares of exports in total exports, labor employment shares in total employment, and labor productivity. The study founds Myanmar, Cambodia, and Laos PDR as highly dependent on agriculture. Manufacturing is very important for all AEC economies, especially for Brunei. The service sector is important for all economies, especially for Singapore and Philippines. Singapore, Brunei, and Malaysia have very low employment in agriculture. Manufacturing and the service sector provide more employment opportunities for all economies. All economies have high employment in agriculture, except Singapore, Brunei, and Malaysia. Productivity is relatively low in agriculture for all economies, but higher in manufacturing, compared to the service sector for all economies. Generally, the export sector is crucial for all economies, especially for Singapore. Manufacturing exports in total exports are higher than agriculture and service exports, for all economies.
  • Item
    A study of factors affecting job's satisfaction of employees in accounting firms in Bangkok
    (Assumption University Press, 2015) Nantika Thamnajit ; Thongdee Kijboonchoo
    The objective of this paper is to examine factors that are related to job satisfaction in accounting firms in Bangkok. The research model includes major factors, such as, job stress, organizational commitment, job autonomy, organizational conflict, quality of work life, remuneration and supervision. They are hypothesized to relate to job satisfaction. The sample size of this study are 250 accountants in 7 selected accounting firms in Bangkok. The data are collected by using convenience sampling technique and Pearson correlation is employed to test the hypotheses. The findings indicate that job stress, organizational commitment, job autonomy, organizational conflict, quality of work life, remuneration and supervision have significant correlation with job satisfaction. They are crucial for improving the level of job satisfaction of these accounting firms.
  • Item
    A study of factors affecting the Gold Price in Thailand during 2005-2015
    ( 2016) Natjaphak Jaraskunlanat ; Thongdee Kijboonchoo
    The objective of this study was to determine the factors that affected the Gold Price in Thailand during 2005-2015. Monthly data from January 2005 to March 2015 were used to analyze the impact of World Gold Price, Oil Price, Dow Jones Industrial Average, USD Index, Consumer Price Index, SET Index, Interest Rate, Exchange Rate, and Time Lag on the Gold Price in Thailand. Multiple regression analysis was employed in this study. The findings of this study had identified World Gold Price, Dow Jones Industrial Average, USD Index, Consumer Price Index, SET Index, and Time Lag as significant predictors of the Gold Price in Thailand. The result of this study would be useful to investors, individual buyers, and sellers for their analysis and decision making on trading gold profitably.
  • Item
    Thai exports in the year 2000 : : Thailand's comparative advantage
    (Assumption University, 2000) Thongdee Kijboonchoo ; Assumption University. Office of the Vice President for Advancement. Public Relations Department

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