Browsing by Subject "AU Virtual International Conference Entrepreneurship and Sustainability in the Digital Era -- 2020"
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    Adaptation of work from home or anywhere in the hospitality and tourism industry in Yangon and Mandalay, Myanmar
    (Assumption University Press, 2020) Ei, Nway Nway ; Batra, Adarsh
    Due to the COVID-19 epidemic, every country announced the lockdown, travel restrictions, social distancing, curfew and stop gathering the people to prevent the spreading virus. The national government of Myanmar announced this policy in the month start of April 2020. Because of that policy, all of the business industry has to change its operation method. This study aims to know about the impact and challenges of work from home or anywhere and this method can be adapted in the hospitality industry or not. This research conducted a qualitative method and data was collected by using purposive sampling, in-depth interviews with 9 managers, and 1 employee from both of the destination Yangon and Mandalay hotels. The thematic method was used to analyze the data by coding the key information from the interview transcripts. This study finds that the people who work in work from home or anywhere method they got the opportunity to learn new things and leisure time not only that they also facing the problem of cannot working well like office and unbalancing work and live performance. The most challenging part of them is a technology and cannot bring out the data information from the organization. So, the people who work at hospitality industry is not easy to do work from home or anywhere like other organization and still need to go office also have to serve the customer with the human touch, warming and welcoming. Therefore no one thinks that working ways can be adapt but no one knows about the future.
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    Antecedents and consequences of customer satisfaction and loyalty: an empirical study of popular cafe in Mandalay, Myanmar
    (Assumption University Press, 2020) Kyaw, May Thu ; Sirion Chaipoopirutana
    This research aims to examine the factors influencing customer satisfaction and loyalty towards the popular cafe in Mandalay, Myanmar. The researcher applied the factors, including perceived customer to employee interaction, perceived service quality, and perceived value. The sample size of this study is 400, and questionnaires are distributed at Mingalar Mandalay Complex. In this study, the researcher applied non-probability sampling methods, including purposive and convenience sampling techniques. The researcher also used the five-point Likert scale, designed as research instruments. To test the hypotheses, the researcher used both simple linear regression and multiple linear regression to analyze and calculate the data. Based on the research finding, the researcher found that perceived service quality significantly influenced perceived value and perceived customer to employee interaction, and perceived value significantly influenced customer satisfaction except for perceived service quality. Furthermore, perceived value and customer satisfaction significantly influenced customer loyalty.
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    The challenges of MICE industry after Covid-19 in Myanmar
    (Bangkok : Assumption University, 2020) Phu, May Me ; Batra, Adarsh
    Since the outbreak of the covid-19 has started globally, there are a lot of disruptions in tourism business. Travel, tourism, hotel and MICE (Meetings, Incentives, Conventions and Exhibitions) industry are facing immense challenges at present. Especially Myanmar is the developing country and business growth is still growing. Epidemic causes hundreds of events cancelled all over the world, and wakening to news of cancellations or postponements. MICE industry required to reconsider the options and to balance the priorities of upholding the health and safety of staff, sponsors, and attendees which is necessary to meet financial obligations and minimizing the losses caused by disruption. This research is a qualitative study and the purpose of the study is studyingthe challenges of the MICE business that will need to face during the recovery process. The aim of the study is to point out what is affecting the MICE industry during the crisis and what will be awaiting future for the MICE travel to step forward like other travel. In-depth interview is conducted with 9 managers of the hotels and DMCs from both of the destinations Yangon and Mandalay for investigation and analysis the role of each in the MICE industry. The thematic analysis method is used in this research to analysis the data. The study finds out that it is important to survive the situation with no revenue and the effective recovery plan. After the crisis, the collaborative strategies will be supportive for the future tourism industry in Myanmar. The study points out how the issue of social distancing impacting on the MICE products. This study will be helpful for MICE business crucial need to encourage tourism operators to involve with crisis preparedness and disaster-management strategies and it is important to increase a better understanding of the consumer response to disastrous event by all components of the value chain.
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    The changing face of Thai tourist decision-making and, consumption responses and behavioral changes post-COVID 19
    (Assumption University Press, 2020) Hassan, Saif ; Batra, Adarsh
    The global pandemic “COVID 19” has created a crisis by crippling the whole world, nations in it, and its living beings as well. During this pandemic, many Thai Tourists were affected which brought a change either demographically, through psychographic, or brought upon behavioral changes. People got affected by this problem and it has put fear inside many Thai consumers for them to travel back again. This research aimed to understand the Thai tourist nature of traveling post-COVID, including the understanding of Thai consumers' feelings and expectations to travel back again. The researcher used a mixed-method mostly focusing on the qualitative data through an in-depth interview with 11 participants and a short online survey was distributed among 17 participants to understand on what level in-depth interview provides clarity. In-depth interview results were analyzed with thematic analysis and quantitative data were analyzed with google form graphs. Results showed that Thai tourists believe the tourism sector for inbound and outbound will be booming again but it all depends on the act of tour operators, government, and the local community. This study will be helpful to understand the expectations, needs, and interests of consumers and what precautions should be taken to make Thai again post Covid-19.
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    An empirical investigation of factors affecting passenger’s repurchase intention towards low-cost airline in Thailand
    (Assumption University Press, 2020) Kathabhon Thanalerdsobhon ; Sirion Chaipoopirutana
    With the economic situation at this time, being able to generate some profits for the airlines is difficult. However, to be able to survive in this changing world is harder. As there are many competitions in the aviation industry in Thailand. Airlines are competing with one another either by price promotion, or cost. Many factors are affecting the world’s economy right now. For example, economic war between the united states of America and China, the appreciation of Thai Baht, the political problems, and others to be able to survive in this crisis, creating the factor of repurchase intention would be the solution to all the airlines. The motive of the study is to investigate the influence of affecting factors: service quality in terms of tangible factors, schedule factors, service provided by ground personnel, service provided by flight attendants, trust, brand image, perceived value, and customer satisfaction on repurchase intention towards one particular budget-airline in Thailand. The researchers gathered data from real passengers of the low-cost airline at Don Mueang International Airport and Suvarnabhumi Airport, Thailand. The sample size of this study is 409 respondents. The data is collected by the questionnaire distribution. Descriptive research with quota sampling, judgement sampling, and convenience sampling under non-probability was applied. The five Liker-scale was used to help with the research instrument. The researchers applied descriptive and inferential analysis methods to complete the process. Besides, the Multiple Regression Linear was adopted to help test all the hypotheses. Based on the findings, the researchers found that service quality in terms of tangible factors, service provided by ground personnel, and service provided by flight attendants, trust, brand image, perceived value and customer satisfaction statistically have an influence on repurchase intention.
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    An empirical investigation of Video Game control users: examining the influence of social media advertising, social media promotion, E-WOM, and brand image on purchase intention in China
    (Assumption University Press, 2020) Li, Ningqin ; Sirion Chaipoopirutana
    With the rapid development of technology in gaming, more and more consumers have accepted electronic games,and major manufacturers are continually launching their new game consoles. Playing games has gradually become the leading entertainment activities for people all over the world. This research aims to study the influence of social media advertising content, social media promotion content, E-WOM, and brand image on Chinese consumers' purchase intention towards game console. In this research, the researchers collected the data from 300 Chinses customers who use the game consoles through online platform. Simultaneously, this study uses non-probability sampling including judgement and convenient sampling techniques, to collect the data. The researchers also applied 5-point Likert scale for research instruments. Descriptive and inferential analysis are used to analyze the data of demographics and linear regression is also applied to test the hypotheses. The researchers found that social media advertising content, social media promotion content, E-WOM, and brand image were positively influence purchase intentions. Especially the brand image, it has the most significant influence on purchase intention.
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    An empirical research on factors influencing customer satisfaction and behavioral intention to repurchase towards fast food restaurant in Dhaka, Bangladesh
    (Assumption University Press, 2020) Mumtaz, Syeda Karishma ; Sirion Chaipoopirutana
    The purpose of this research is to investigate the factors influencing customer satisfaction and behavioral intention to repurchase of customers towards KFC restaurant in Dhaka, Bangladesh. Empirical testing is conducted to deduce the result of this research. Data were collected from 450 respondents who have/had dining experience at KFC restaurant Dhaka, Bangladesh by using self-administered questionnaire. Multiple Linear regression (MLR) method was used for analysis and SPSS software was used to interpret the result. The researcher used judgement, quota, and convenience sampling to deduce the target population and location. It was revealed from the study that service quality in terms of tangible, reliability, responsiveness, assurance, and empathy has no significant influence on customer satisfaction. Perceived value in terms of hedonic and utilitarian value, price, food quality, physical environment quality has significant influence on customer satisfaction. Utilitarian value is a better predictor of customer satisfaction because of high beta value. Price, customer satisfaction and perceived value has significant influence on behavioral intention to repurchase. Customer satisfaction is a better predictor of behavioral intention to repurchase because of high beta value.
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    Empirical research on online repurchase intention: an assessment of ease of use, security, private concern, trust, and e-satisfaction towards online shoppers in China
    (Assumption University Press, 2020) Wang, Renyan ; Sirion Chaipoopirutana
    Nowadays, e-commerce is more and more popular, and has become an indispensable part of people's daily life. With the fantastic growth of online shopping quantity of Chinese users, the e-commerce platform is also overgrowing. This study focuses on five factors (security, ease of use, privacy concern, trust and e- satisfaction) that affect repurchase intention. In addition, this study focuses on China's online shopping platform and online shopping users. This study collected 389 questionnaires by online platform and the data from the questionnaires were analyzed and summarized. Descriptive and inferential analyses were applied to analyze the data, and the researchers applied five point Likert scales for the research instrument. In this study, the researchers applied Simple Linear Regression and Multiple Linear Regression to test all the hypotheses. The results of this study show that “security” and “privacy concern” have great influence on trust and e-satisfaction. The website ease of use has an important impact on customers' e-satisfaction. At the same time, the online security, e-satisfaction and trust have an important impact on customer repurchase intention.
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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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    Examining factors influencing brand loyalty towards fast fashion brand in Dhaka, Bangladesh
    (Assumption University Press, 2020) Antara Chowdhury ; Sirion Chaipoopirutana
    Today’s fashion market is highly competitive and the constant need to ‘refresh’ product ranges gives consumers endless options to choose from which is why brand loyalty plays an important role for business’s to retain their consumers. The purpose of this study is to examine factors influencing brand loyalty towards a fast fashion brand in Dhaka, Bangladesh. 400 respondents were applied in order to investigate the statistical treatment of the data. Data were collected by using survey questionnaires and both simple linear and multiple linear regression analysis were used to test the hypotheses. The results indicate that there is a relationship between each variable for brand loyalty. Among them, social media marketing in term of responsiveness has the strongest influence on value consciousness followed by brand consciousness. Also, brand personality has the strongest influence on brand loyalty followed by social media marketing and brand uniqueness. The findings of this research will be beneficial to not only Aarong but also for other fast fashion brands. It can support data which may help the fast fashion industry to modify and improve more effective and proficient marketing tools and business model based on the knowledge of the influences of the factors in this research in order to create brand loyalty and accomplish the ultimate goals of the organization.
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    Experts and customer’s insights on purchasing considerations: a case of fabric curtain products in Thailand
    (Assumption University Press, 2020) Prariprat Sukhumalanon ; Chompu Nuangjamnong ; Kitikorn Dowpiset
    This research aimed to find the influence factor that affecting purchasing intention toward The Fabric Curtain in Bangkok. The Fabric Curtain is the long lifetime product and niche market. Moreover, The Fabric Curtain company does not focus only on product quality but also on service quality. The researcher focuses on making the data more reliable and covers every factor according to the purpose of this research. The researcher has collaborated with three specialists in The Fabric Curtain market who be in the position of owner and sales manager of The Fabric Curtain companies. Moreover, to make it more reliable and follow the trend of The Fabric Curtain for analyzing the data. The researcher has an interview with two groups with eight interviewees, which consists of the experts in the market who has experience more than fifteen years and customers who already installed The Fabric Curtain within one year. The technique is an in-depth interview for finding new information and understanding about purchasing intention of customers. The variables consist of the product description, price, store image perception, sale promotion, service quality, and purchase intention. Finally, the researcher used the data from all of the interviewees and the suggestion from the experts to analyze, a recommendation about The Fabric Curtain company, and further study about the online store of The Fabric Curtain business.
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    Exploring factors influencing training effectiveness toward job performance of Five Stars Hotel in Bangkok: a case of ABC Hotel
    (Assumption University Press, 2020) Sirianong Buddeekham ; Somchai Tantasanee
    The researcher explores factors influencing training effectiveness toward job performance of Five Stars Hotel in Bangkok: A case of ABC Hotel. The methodology of the research integrated both quantitative and qualitative analysis. The research finding from quantitative analysis illustrated the most critical factors influence training effectiveness which are transfer knowledge and organization support. From qualitative analysis, not only these two variables critical influencing training effectiveness, but also develop needs awareness and motivation to learn among these employees. The statistical used of quantitative analysis are Pearson’s Correlation, Simple Linear Regression, Multiple Linear Regression ,One-way Anova and interview as a qualitative analysis.
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    Factors affecting intention to purchase decision energy drink in Thailand
    (Assumption University Press, 2020) Apirati Pichayadecha ; Papitchaya Wisankosol
    The energy drink business is fastest-growing product category in the beverage market. Refer to globalization, energy drink products are market as an alternative to carbonated products, and it is the opportunity switch from carbonated product to energy drink category in over the last few years. In Thailand perspective, the energy drinks industry grew at a CAGR of 5.8% between 2018 and 2019, THB 22.1 billion in terms of sales value (AC Nielsen, 2020), and there are many companies in this market. Therefore, this market is very competitive and there are various factors affect intention to purchase decision energy drinksin Thailand. The main purpose of this study was to identify factors affecting intention to purchase decision energy drinks in Thailand. The questionnaire was distributed to people who are Thai about 400 participants. Moreover, convenience sampling, which is a non-probability sampling method, is used for the sampling procedure with analyzing the level of impact toward independent variables (product, price, place, promotion, and subjective norm) to the dependent variable (purchase decision). The results of this research indicated that three independent variables, which are product, promotion, and subjective norm, had significantly affecting intention to purchase decision energy drink in Thailand. Therefore, the energy drink business should focus more on the product, promotion, and subjective norm, which creates more attracted to purchase the product.
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    Factors affecting the purchasing decision facial skincare products of working women in Bangkok Metropolis during economic recession period
    (Assumption University Press, 2020) Pusanisa Boonmangmee ; Preecha Methavasaraphak
    The facial skincare products were in group of convenience goods that customers would buy from their wanted not needed so can said that facial skincare products were unnecessary for life. However, the competition in the skincare business was very high. Consumer had a lot of choices to select. This research aimed to study about factors related and affecting purchasing decision facial skincare products of working women in Bangkok Metropolis during Economic Recession Period. The quantitative questionnaires were conducted and also distributed 400 sets of questionnaires to working women who worked or lived in Bangkok, Thailand which were ever bought facial skincare product within 10 months ago. The Statistical Package for Social Science (SPSS) were used to analyze the data there is three analyses which are descriptive analysis (frequency, mean and standard deviation), correlation analysis and multiple regression analysis.Literature review shown in six factors might be related and affected on purchasing decision consist of product quality, convenience place, promotion, brand, self-image and social norms. After analysis by descriptive analysis and multiple linear regression the result shown only two factors related and affect purchasing decision facial skincare products of working women in Bangkok Metropolis during Economic Recession Period that were product quality and brand. Which can explain that 36.9% (R2=.369) of the variation affect in purchasing decision facial skincare products of working women in Bangkok Metropolis during economic recession period. Others factors consist of convenience place, promotion, self-image and social norms did not had statistic significantly on purchasing decision of working women in Bangkok.
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    Factors impacting the continued use of social media: a case study of senior citizens in Bangkok
    (Assumption University Press, 2020) Yanisa Deeananlarp ; Chompu Nuangjamnong ; Kitikorn Dowpiset
    This study aimed to identify the factors affecting senior citizen users of social media in Bangkok, Thailand. The proposed of this research is also to determine the impact of user satisfaction on the continued use of social media. This study is quantitative research with several testing such as Cronbach's Alpha, Descriptive and Inferential Statistics to assess the reliability of the questionnaire analyze demographic information and testing the hypotheses. The surveys were distributed 400 sets to sample who are over 60 years old, live in Bangkok, and have used social media. The study results were the factor affecting on user satisfaction are utilitarian benefits and hedonic benefits at a significant level of 0.05, and further impacts continued use.
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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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    Handling Covid-19 pandemic crisis to sustain the hotels business
    (Assumption University Press, 2020) Suanghatai Trongjitraksa ; Batra, Adarsh
    Crisis management is a necessary factor in successful digital tactics. In the crisis period, the hospitality industry needs to think wisely to develop a prevention plan quickly, communicate with employees and guests, and make critical shifts to successful revenue management and digital strategy. The study aims to understand the impact of Covid-19 on the hotel industry and to summarize how hotels handle with this pandemic situation. As well as, this study is focusing on what kind of prevention that hotels use to handle with Covid-19 pandemic, what are the recovery process and plan that hotels use to sustain the business after the crisis, and what strategies hotels applied to manage within the organization. The researcher chose a qualitative method with an in-depth interview to collect information from asking 15 questions. The data was collected from eight hotels based in Bangkok and Chonburi province with nine managers. The collection data doing were done from June 22, 2020 to July 8, 2020. The Thematic Analysis technique was applied to analyze. According to this study, the researcher found that Artificial Intelligence is very helpful for back of the house of hotel for productive, validity and capacity and Keep in touch to customer is very necessary to remind them and not forget them. They will feel impress with every massage, email, and call from hotels.
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    The impact of consumers’ satisfaction and repurchase intention on E-commerce Platform: a case study of the top three E-commerce in Bangkok
    (Assumption University Press, 2020) Chonthicha Khanijoh ; Chompu Nuangjamnong ; Kitikorn Dowpiset
    This study is proposed to determine factors impacting Consumers’ Satisfaction and Repurchase Intention on the E-commerce Platform in Bangkok, Thailand. The objectives of this research also to determine the impact on consumers’ satisfaction on repurchase intention, the impact of different genders and age groups on consumers’ satisfaction and repurchase intention, and to determine the consumer behavior towards E-commerce after the COVID-19 pandemic. The study is a quantitative research with several testing such as Cronbach's Alpha, Descriptive and Inferential Statistic to analyze the reliability of questionnaires and test hypotheses. The questionnaires were distributed to 400 samples who are Thai, live in Bangkok and have purchased online in the past six months. This study used a non-probability purposive sampling technique for data collection. In this research, the results presented that consumer behavior towards E-commerce after the COVID-19 pandemic is like to be changed. The most influencing factor impacting consumers’ satisfaction on the E-commerce platform was platform quality, perceived value, perceived brand popularity and perceived innovativeness respectively at a significant level of 0.05, which further impacts the repurchase intention. Different age groups have different impacts on consumers’ satisfaction and repurchase intention.
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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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    Importance and performance analysis of distance education for radio and television university of China studentsin China
    (Assumption University Press, 2020) Wang, Xinyan ; Apichart Intravisit
    This study aims to measure students’ perception on importance and performance of Radio and Television University of China (RTUC), with intention to help improve the university’s business. Student satisfaction is one of the important indexes of university ranking, and it is also an important reference index when students choose university. As a radio and television university, its students are mainly adults who have entered the social work, students in order to be more competitive in the workplace to promote the continuing education of academic qualifications. Unlike full-time students who are influenced by a variety of factors, adult students will focus on student satisfaction when choosing a school, so improving college satisfaction is important for RTUC enrollment, and studying the impact criteria of different variables on student satisfaction can help RTUC improve student satisfaction and thus better help universities attract students to enroll. Variables effecting RTUC’s students’ satisfaction in the distance education industry of china includes eight attributes: they are, RTUC’s general service, registration guide, tutorial, practice, learning material, examination, media, and, cost/value for money. Survey conducted on RTUC’s 401 students via questionnaire of 44 questions finds no significant difference between their perceptions on importance and performance of all variables. This is a research use quantitative method and use important and performance analysis to evaluate the result.