Browsing by Subject "AU-eJournal of Interdisciplinary Research (AU-eJIR) -- 2017"
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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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    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.
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    Determinants of quality in higher education: faculty perspective
    (Digital Production Press, Assumption University, 2017) Brahmakasikara, Laura ; Naree Achwarin ; Satha Phongsatha
    There has been a debate amongst academicians as to what quality means in higher education. Quality means differently in each country depending on the context, political context, rules and regulations as what constitute quality since quality assurance practices vary from country to country as well as quality assurance requirements. Due to these discrepancies, this paper mainly focuses on key players the authors perceive as determinants of quality in higher education and their roles in pursuing continuous quality in the provision of education. They are the institution leaders which include the deans of each school, program directors and team leaders; faculty members, who are active players in the delivery of quality education, have the necessary academic qualifications and commitment and are constantly developing themselves through professional development initiatives; support staff, who provide the technical assistance and support to students and faculty members and the quality of students undertaking programs of study in an educational institution. These people are pivotal in ensuring that each member of the institution takes part in the provision of quality education. The authors believe that quality in education does not exist in paper only but quality means an interplay between the key players mentioned in this paper. This paper also discusses the roles and responsibilities of these important players to ensure quality in higher education.
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    DIMENSIONS 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 Vikitset
    The 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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    E-business : Growth and Trends in Thailand
    (AU-eJIR, 2017) John, Varughese Kizhakkacharuvil ; Nithiphong Vikitset ; Duangta Duangekanog ; Asawin Wichayachakorn
    The era of e-business has changed the old economic relationship among producers, traders and consumers and the new economic relationship is called extended or integrated relationship. In this context this article has made an enquiry about the growth of e-business in Thailand. The change in technologies has a great impact on the old business models especially in the areas of strategies and customer engagement of business. The platform for changes in e-business is the internet, social media and mobile technology. Majority of the people in Thailand are found to be accustomed in using mobile technology in recent years. Nevertheless, the growth of e-business in the form of B2B, B2C, and G2B/C transactions are not so admirable in Thailand from the analysis and findings of this study during the period of 2012 to 2016.
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    E-BUSINESS: GROWTH AND TRENDS IN THAILAND
    (Digital Production Press, Assumption University, 2017) John, Varughese K. ; Nithiphong Vikitset ; Duangta Duangekanog ; Asawin Wichayachakorn
    The era of e-business has changed the old economic relationship among producers, traders and consumers and the new economic relationship is called extended or integrated relationship. In this context this article has made an enquiry about the growth of e-business in Thailand. The change in technologies has a great impact on the old business models especially in the areas of strategies and customer engagement of business. The platform for changes in e-business is the internet, social media and mobile technology. Majority of the people in Thailand are found to be accustomed in using mobile technology in recent years. Nevertheless, the growth of e-business in the form of B2B, B2C, and G2B/C transactions are not so admirable in Thailand from the analysis and findings of this study during the period of 2012 to 2016.
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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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    ELEARNING TEACHERS’ AND STUDENTS’ PERCEPTION TOWARD LIVE-VIDEO CONFERENCE IN AN ELEARNING ENVIRONMENT
    (Digital Production Press, Assumption University, 2017) Satha Phongsatha ; Athipat Cleesuntorn
    In an online learning environment, the majority of teaching and learning are conducted asynchronous communication methods. The tools such as the learning management system, web forum, social media, e-mail, and others are example of such tools. In order to ensure that students can access to the instructors as well as classmates as in traditional learning method, a synchronous communication means should be included as part of teaching and learning. In modern digital technology, examples of services and softwares that allow people to communicate synchronously are FaceTime, Skype, LINE, Google Hangout, and others. Not only that people can communicate via voice but they can also see each other as well. Thus, the utilization of video conference software can be a part of teaching and learning in online education. In Thailand, the online education degrees is in developing stages and the utilization of the live video conference along with the standard communication mode is getting more well utilized. Thus, it is necessary to investigate the behavior of past usages and the way that the live video conference mode is utilized into the online learning in Thailand. This research aims to investigate the nature of usages of the Live Video conference features in order to provide a bigger picture of how the system is being utilized by the students and the teachers so that the method of usages can be further study to ensure the effectiveness of the usages as well as implementation of the system in an online learning environment.
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    The global competitiveness of Thailand: an analysis of the ASEAN community
    (Digital Production Press, Assumption University, 2017) John, Varughese K. ; Duangta Duangekanog ; Asawin Wichayachakorn ; Nithiphong Vikitset
    The current rate of technological expansion and the globalization of markets have made countries to be more competitive for their economic growth and prosperity. The Global Competitiveness Index (GCI) is a measure computed by the World Economic Forum every year since 1979 on the basis of 12 pillars of economic and human growth indicators. 138 world countries are included in the GCI 2016-17 and these countries accounts for 98% of the world GDP. Thailand is the third major economy among the ASEAN community and it is classified as ‘Efficiency Driven Economy’ according to its score in GCI 2016-17. This study investigates the factors in which Thailand has greater strength and more weakness when compared with the other ASEAN countries based on the GCI indicators. Accordingly Thailand seems to be comparatively weak in Innovation and Institutional factors but strong in Macroeconomic environment factors, Health and Primary Education measures, and in Market Size. The study concludes that if the economic and human development policies are formulated looking into these strengths and weakness, the country can become an ‘Innovation driven economy’ within a short span of time.
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    The Global Competitiveness of Thailand: An Empirical Analysis of the ASEAN Community
    (AU-eJIR, 2017) John, Varughese Kizhakkacharuvil ; Duangta Duangekanog ; Asawin Wichayachakorn ; Nithiphong Vikitset
    The current rate of technological expansion and the globalization of markets have made countries to be more competitive for their economic growth and prosperity. The Global Competitiveness Index (GCI) is a measure computed by the World Economic Forum every year since 1979 on the basis of 12 pillars of economic and human growth indicators. 138 world countries are included in the GCI 2016-17 and these countries accounts for 98% of the world GDP. Thailand is the third major economy among the ASEAN community and it is classified as ‘Efficiency Driven Economy’ according to its score in GCI 2016-17. This study investigates the factors in which Thailand has greater strength and more weakness when compared with the other ASEAN countries based on the GCI indicators. Accordingly Thailand seems to be comparatively weak in Innovation and Institutional factors but strong in Macroeconomic environment factors, Health and Primary Education measures, and in Market Size. The study concludes that if the economic and human development policies are formulated looking into these strengths and weakness, the country can become an ‘Innovation driven economy’ within a short span of time.
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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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    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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    Investigating virtual instructor roles and online teaching experience: a program level case study
    (Digital Production Press, Assumption University, 2017) Naree Achwarin ; Brahmakasikara, Laura M. ; Athipat Cleesuntorn
    Delivery of distance education via internet based technology to make learning interactive and collaborative has become increasingly accepted in education nationwide and worldwide. New technologies provide the opportunity and challenge teachers to perform virtual instructor roles. This research study reflected on the virtual instructor roles and online teaching experiences towards eLearning delivery mode. The objective of the study was to explore the virtual instructor roles and online teaching experiences at program level at Graduate School of eLearning, Assumption University of Thailand. The virtual instructor roles included three dimensions: pedagogical dimension, managerial dimension, and technological dimension. A qualitative case study method was used in this study which included the instructors’ positive impression towards on line teaching experiences. The respondents for the study were 15 faculties members from five online graduate programs at Graduate School of eLearning, Assumption University of Thailand. The structured questionnaire was used to obtain the qualitative data. The content analysis was used to analyze the qualitative data. Findings revealed that there were some similarities and differences on reflections, impressions, and online teaching experiences among the faculty members.
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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.