AU eJIR : Vol. 2, Issue 1 (January-June 2017)

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    THE STUDY OF FACTORS AFFECTING INTENTIONS TO USE CAR SHARING SERVICES IN THAILAND
    (Digital Production Press, Assumption University, 2017) Direk Tayakee
    This research is conducted to explore the factors affecting intentions to use car- sharing service in Thailand. There are six hypotheses and seven variables which are perceived quality, emotional value, consumer uncertainty, product image, consumer aspiration, attitude towards service, and intention to use. The primary data were gathered from 100 respondents who are living in Thailand and have experienced in carpooling service before at least one time. The questionnaires were distributed online through social networks. The five-point Likert scale was employed to measure the relationship among the determinants. Pearson Correlation Coefficient Analysis was applied as an instrument to estimate all hypotheses according to the research objectives. The finding of this study demonstrated that all hypotheses were supported, which showed the correlation among the variables used in this study.
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    The effect of advertising on BTS Skytran towards purchasing intention
    (Digital Production Press, Assumption University, 2017) Nunthita Prongsirikul
    BTS Skytrain was known as a rapid transit system in Bangkok, the capital city of Thailand. There is an advertising establish in the Skytrain and in the station’s area. With an expansion and development of the BTS Skytrain for the highest used, most of the areas belong to BTS were used for advertisement purpose as there is people using BTS Skytrain more than 500,000 people per day. It can guarantee that the advertising shown in BTS Skytrain area will attract large amount of people. This study investigated that among three types of transit advertising provide in BTS Skytran area; in the station, on the surface of trains, and inside of the trains, which one is the most attractive and affect purchasing intention. In addition, the purpose of the study is to investigate that the transit advertising mentioned above can create customer awareness and increase an interest of the product or service advertised in the BTS Skytrain area. In this study, a questionnaire was used as a tool to collect the primary data. A total of 150 questionnaires were distributed and completed by the target populations who are Thai people that have been used BTS Skytrain even occasionally or daily. The data was analyzed by using descriptive statistics and the hypotheses tested use Multiple Regression and Anova. This research highlighted that transit advertising in the BTS Skytrain is a useful channel to distribute the information for product and service access by large group of customer. Moreover, advertising in BTS Skytrain area was found as an effective supporting tool either for service provider or product manufacturer to promote and create brand awareness to the customer using a benefit of the growth and expansion in BTS users.
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    THE IMPACT OF PERCEIVED SERVICE QUALITY, CUSTOMER SATISFACTION ON CUSTOMER LOYALTY OF MEDINBOX
    (Digital Production Press, Assumption University, 2017) Wang, Lanyifan
    The following study of this paper is to examine the impact of perceived service quality, customer satisfaction on customer loyalty of Medinbox with the 103 numbers of valid respondents. This study discusses the importance customer Perceived Service Quality which influence Customer Overall Satisfaction, Customer Loyalty in a long-term. The results stated that Perceived Service Quality, Customer Overall Satisfaction, and Customer Loyalty are significantly related to each other. Recommendations are for managers of Medinbox to understand a whole picture of how does this variable related to each other, so that they could take action into improving customer Perceived Service Quality to gain higher Customer Overall Satisfaction, in order to get Customer Trust and let customers become loyal by using service quality as a competitive advantage.
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    ADOPTABILITY of IoTs IN THAILAND HEALTH CARE
    (Digital Production Press, Assumption University, 2017) Nophawan Kritsavong
    Since Technology is driving changes in everyone life around the globe, It affects most of the aspects of our daily life. Health is one of the important things that everyone concern and cannot avoid being involved with. The initiative idea of the thesis is to find out the possibility that technology can bring and offer to Thailand health care system in both public and private sectors. The development of technology in Thailand’s Health Care depends on various factors such as ICT (Information and Communication Technologies) infrastructure, Human Resources skills of health specialists, world economy, Investment in IT healthcare businesses which creates new technologies that will drive consumer new behaviours, cost containment in healthcare system and businesses to deliver healthcare core value to consumers in the future. Thailand considers as a developing country, we are facing many challenges to deliver and empower core value of healthcare business to consumers from technology infrastructure, healthcare specialists to the end users or consumers. There are many unknown and uncontrollable factors in health care system that need to be taken into accounts such as personal interest, motivation to drive information and technology in healthcare to deliver core value of health care business and system to consumers that need to be discovered and develop in each individual person, communities and society as a whole in order to improve the adoptability of healthcare technology.
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    THE IMPACT OF REMODELING BRANCH BANKING FOR A CASE STUDY OF THAI MILITARY BANK (TMB) TOWARD CUSTOMER ENGAGEMENT
    (Digital Production Press, Assumption University, 2017) Ponlakorn Supamongkoldee
    As a trend of digital technology have grown rapidly in Thailand and it will be integrate to all industry in future include banking industry with customer centricity concept. Commercial bank’s branch in Thailand was consider as first issue that was impact by this challenge on retail banking environment (sales and service experience), convenience of terminal and efficiency for providing services. Moreover, behavioral of customer to visit the branch was changing toward a digital channel, while the physical channel is require for customers to create customer trust and become a “Lifestyle Touch Point Banking” in the future. Regarding to customer engagement, branch is the key concept to acquire and engage customers. The research investigated the impact of remodeling bank branch in Thailand with three main factors for developing the remodel, branch redesign, customer experience, and new technology development. Therefore this research has examined the impact of remodeling branch for a case study of TMB bank in order to engage with existing customer and acquire new customer to bank due to increase number of sales across among channel and improve customer satisfaction. In this research, a questionnaire was used as a tool for collecting the primary data. The data was analyzed by using descriptive statistics and the hypotheses were tested using Multiple-regression and ANOVA. The findings showed the impact of remodeling
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    CONSUMER INTENTION TO PURCHASE AFTER EXPOSURE TO ADVERTISEMENT- A CASE STUDY OF THAI CONSUMERS IN BANGKOK
    (Digital Production Press, Assumption University, 2017) Natthawut Chartpathomrak
    Advertising is a social form of communication that conveys the cultural values of a given society in such a way that the audience finds similarity between themselves and the cultural norms, values, and attitudes presented in the advertisements. Advertising is used for promoting commercial products and services. This study shows the impact of advertising toward customer purchase intention that is affected by various independent variables.