Browsing by Subject "AU-GSB e-Journal -- 2017"
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    An exploration of the transition of a startup enterprise in the shared accommodation business
    (Assumption University Press, 2017) Fernando, Maria Socorro Cristina L.
    The study is a qualitative research using interview data to determine the characteristics of the startup enterprise in the shared accommodation business. The data was analyzed using inter-coding analysis for qualitative study. The startup reveals characteristics typical of the organizations the creativity phase of Greiner’s organization growth were systems needs to be organized and leadership and management need to set up the strategic direction for the company including better operational management systems. The management and employees aspire to survive this initial phase amidst steep market competition in the sharing accommodation. They need internal process development and set out with a shared future direction. The recommendations in this study is a response to its current situation transitioning to its desired future phase of development.
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    The factors impact attitude toward using and customer satisfaction with elderly health care mobile application services: a case study of people in Bangkok metropolitan, Thailand
    (Assumption University Press, 2017) Hathairat Didyasarin ; Rawin Vongurai ; Sutthhisak Inthawadee
    Nowadays, Thailand is turning to aging society with the older population increasing than past. Mostly, older people have mental and physical health problems. Consequently, elderly health care is more important and necessary in the society. Currently, technology has continuously grown especially mobile applications that allow people to get involved with more activities. Applying elderly health care as mobile application service instead of traditional service is a new type of product and new trend in Thailand. This research analyzes the factors have impact attitude toward using and customer satisfaction with health mobile application service. The target population are people who lives in Bangkok Metropolitan, Thailand. The data were collected by applying non-probability sampling as convenience and snowball sampling methods with 406 respondents both online and paper based questionnaire survey. Multiple Linear Regression methodology was used in the research. As a result, perceived usefulness, perceived ease of use, perceived playfulness, and cognition of compatibility have significant impact on attitude toward using. Moreover, customer satisfaction with health mobile application services were significantly impacted by perceived usefulness, perceived ease of use and attitude toward using.
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    An importance performance-performance analysis of African students' perception on enrolling at Thai Universities
    (Assumption University Press, 2017) Ngwira, Emmanuel Prince
    This study focuses on African students’ perception on enrolling at Thai Universities using the Importance-Performance Analysis (IPA), so the objectives are set to describe the African students’ perception of their university experience upon studying in Thailand and identifying the extent to which these perceptions can lead to what Thai universities services for them. The reason behind the need to study on perception on enrolling at Thai Universities is that these universities are no exception when it comes to marketing on international studies as such there has been an influx of students from all over the world who study at Thai universities, so in order to understand what makes international students leave their home countries to study in Thailand, that alone signifies the importance of Thai universities to international education, thereby bringing more reasons to understand the perceptions of enrolling students to these universities. The researcher distributed the questionnaire to five universities within the greater Bangkok metropolitan, including Salaya sub-district in Nakhon Pathom province and Pathum Thani province. The universities engaged in this study are Assumption university, Mahidol university, Rangsit university, Ramkhamhaeng university and Kasem Bundit university. Out of the 400 enrolling African students respondents from these five universities 207 respondents were male, representing 51.8%, while 193 respondents were females, representing 48.3%. Thus the majority of enrolling African students in Thai universities within Bangkok metropolitan and surrounding provinces are male. The IPA in this study is based on five elements which include: academic aspects, access, administrative support, programs issues, reputation and 30 attributes of the students’ perception of the five elements and 6 attributes on demographics. There in total five hypotheses tested using paired sample t-test and the results indicate that four out of five hypotheses have the significant difference at the level of p>0.05 except academic aspects.
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    An influence of e-Wom and a moderating role of brand attitude on IT product purchase intention in Bangkok, Thailand
    (Assumption University Press, 2017) Nattaphon Pakapatpornpob ; Rawin Vongurai ; Sutthisak Inthawadee
    In the age of digitalization, it could not be ignored that electronic Word of Mouth as a part of electronic commerce may be consistent with competitive circumstances. This research paper aims to examine the behavioral intention of Bangkokian in perceiving and processing the information through online medias before purchasing IT products. It is convinced that the research finding could be a useful guidance in the age when digitalization. 398 Bangkokians, capable in reviewing other’s comments or reviews through online medias for the supportive information in evaluating the IT products, has been surveyed for this research. Convenience and snowball sampling techniques are used as the sampling methodology. The results obtained from this research have revealed that out of three quality dimensions measured (electronic Word of Mouth, brand attitude and purchase intention), electronic Word of Mouth has significant impact on brand attitude. Apart from that, both electronic Word of Mouth and brand attitude also have a significant positive relationship on purchase intention. However, there are no significant differences in willingness to purchase IT products among the two genders. The electronic Word of Mouth may be difficult to be occurred due to the fact that it is generated by real users yet it can be created from true admiration of firm’s product or services and strong determination to share their reviews to potential user. In summary, eWOM is one major driver of sales performance the time when internet became mainstream.
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    The influence of personality on tourist behaviors: the study of motivations, satisfaction, and loyalty
    (Assumption University Press, 2017) Issara Kaewumpai
    This study aims to reveal the influence of tourist personality on key interrelated factors in the visitation process including tourist motivation, destination satisfaction, and destination loyalty, and to investigate the relationships among these factors. The sample population includes first-time American tourists who visited the three locations in Thailand. The study findings indicate that (1) Psychographic personality and Allocentric personality positively influence tourist motivation; (2) only the motivation of Psychographics and the motivation of Allocentrics influenced destination satisfaction; (3) only the destination satisfaction of Mid-Centrics and the destination satisfaction of Allocentrics influenced destination loyalty; and (4) Psychocentric personality negatively influenced and Allocentric personality positively influenced destination satisfaction. The results of this study help to bridge academic gaps in tourism as well as help to provide more insight for the DMOs that work to promote these three destinations to develop superior destination marketing plans.
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    Out with the old-perception and in with the new-five senses research in tourism and hospitality studies
    (Assumption University Press, 2017) Barnes, John
    The word perception commonly appears in the titles of tourism academic journals, master’s theses and doctoral dissertations title when In fact, what is often measured is opinion, attitude, preference or impact. I suggest that this mis-representation should cease. Others may agree, because the term five senses research has begun to replace the word perception in the titles of some academic journal papers. This is especially so in the broader marketing context, but less so among tourism and hospitality titles. This outline study suggests application of five senses, which it is argued, should be considered, measured and applied where appropriate in place of perception.
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    The products' factors affecting purchase intention: a case study of condominium in Bangkok, Thailand
    (Assumption University Press, 2017) Thaninrath Wonggotwarin ; Kim, Seongdok
    The objective of research is to examine the effect of product’s factors which are product quality, service quality, brand image, and product design of condominium toward purchase intention of condominiums in Bangkok. In Thailand, due to the popularity of condominiums, the expansion of investment on this market has continually grown year by year and the condominium market has become highly competitive. This current research is significant in that it would help condominium developers know about what kind of condominiums preferred by potential buyers in greatly competitive market as in Bangkok. A survey questionnaire was utilized and it was distributed via online platforms. Data were collected from sample of 400 people who are considering to purchase condominiums in Bangkok. Findings of this research show that product design, product quality, and brand image are statistically significant predictors for purchase intention. Critical and practical recommendations for condominium developers and marketers are suggested to secure their competitiveness in the condominium market.
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    A study on purchase intention of a Thai automobile repair center
    (Assumption University Press, 2017) Vilawan Piriyasup ; Seongdok Kim
    With the continued growth of automobile sales in Thailand, the automobile repair industry has been intensified. The aim of this research is to study the factors that have impact on customer purchase intention of P automobile repair center in order to maintain more customers and generating better revenues. The variables included in the proposed framework were purchase intention (dependent variable) and brand awareness, convenience, perceived quality, and word of mouth (independent variable). In this current research, a quantitative approach using survey questionnaire was adopted. 180 respondents’ data were collected by convenience sampling method. The multiple linear regression was applied to examine statistical influence of independent variables on dependent variable. The findings indicated that brand awareness and perceived quality had impact on customers’ purchase intention while convenience and word of mouth had no impact. Moreover, a few practical recommendations were discussed for the management team to consider for purchase intention improvement.
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    Succession planning in family firms in Thailand: a gender-based analysis
    (Assumption University Press, 2017) Duangta Duangekanong ; Somsit Duangekanong
    This 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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    Thai hotel classification: a cluster analysis based on entrepreneurial marketing characteristics
    (Assumption University Press, 2017) Charnsid Leelakasemsant ; Pattana Boonchoo
    This paper seeks to explore whether there is any meaningful clusters of Thai hotels based on entrepreneurial marketing variables and the demographic characteristics of hotels and their managers. Exploratory two-step cluster analysis was adopted since it can deal with both categorical and continuous data simultaneously. The analysis resulted in nine clusters, each with its own unique characteristics. The findings indicated that three major characteristics of hotel and hotel managers —hotel size, gender, and types of manager (owner vs. non-owner) — play important roles in the cluster formation process. It is suggested that future research in entrepreneurial marketing investigate the relationships between the characteristics of hotels and their managers and entrepreneurial marketing attributes in more detail in order to advance knowledge in this relatively new area of research.