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ItemA needs assessment of communication and employee performance: a case study of PKK auto Partnership Limited, Thailand(Bangkok : Assumption University, 2022) Thanthicha Phachirananwanich ; Fernando, Maria Socorro C. L.Both company communication and employee performance play an increasingly essential role in many organizations throughout the world. Many companies are struggling to enhance better company communication and employee performance through training and career development because these can lead to the good image of organization and the effectiveness of entire organizational performance. This research intended to discover the priority needs for the improvement in terms of the forms of communication, company communication, and employee performance by using the case study of PKK Auto Partnership Limited in Thailand. There are two major research objectives including 1) To determine the current situation and expected situation of the company’s communication and employee performance based on perceptions of employees and customers and 2) To design a training plan based on the results of the research study. To prioritize the needs for enhancing better company communication and employee performance, the quantitative research method using Priority Needs Assessment Modified (PNIModified) was utilized in this research study. The key results based on the quantitative findings were the company communication (PNIModified = 0.1644) sorted as the 1st rank of priority needs index followed by forms of communication (PNIModified = 0.1588) and employee performance (PNIModified = 0.1468), respectively. A training plan was designed based on the results of the study.
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ItemA proposed service portal platform for appliance maintenance in Bangkok(Bangkok : Assumption University Press, 2022) Hao Hao Suwanpanmanee ; Shinasharkey, Taminee ; Unyapoth, AsisNowadays, handheld device is the tool people carry all along their daily life for both personal and business purpose especially for service and shopping proposes. Currently, there are already existing several famous portals for shopping goods for example Shopee, Lazada, and Central. However, the services such as maintenance service, are still seen either limited to physical barrier in the local area or sitting in the unadvertised domain name unless visited physically. This paper presents a proposed service platform for maintenance daily life appliance usage which scattered across cities by initiate a portal application. Looking at many famous applications to utilize as customer service platform, LINE application was chosen as launching service channel. The application provides the functions that allows customer who bring their appliance to drop at the specific locations and customers to bring in their shoes, choose the service type and make payment, and pick up later when notified as finished. Whilst back office is located locally, the orders coming in and out can be picked up by scheduled transport without the need to consume expensive space. The trial location is established. By integrating maintenance service over IT, local maintenance service like shoes fixing can obtain more traffic and deliver more value. Each pair of shoes are separated by order which can be tracked for individual. Both cobblers and customers can communicate via LINE to eliminate any confusions and mistakes. This brings more transparency, reliability, and trust to the customers.
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ItemA synopsis of the development of a framework of reference for english language education in Thailand (FRELE-TH)The purpose of this article is to address the need for a Framework of Reference for English Language Education in Thailand (FRELE-TH 2017) based on the Common Europe Framework of Reference for Languages (CEFR, 2001 2018) which was first introduced and practiced among the European countries. CEFR framework has been adopted into language education systems of the majority of Asian countries as well as other parts of the world. As English is the working language of the ASEAN Economic Community people can cross borders to fulfil their social, economic and educational needs. However many Thais do not have the proficiency in English to compete in terms of English, thus hindering their mobility within the ASEAN context. By looking at the basic principles that would benefit the English language teaching and learning in Thailand using FRELE-TH and understanding the difficulties when adopting and modifying CEFR ‘CAN Do’ approach might be a more realistic solution to improving the standard of English in the Thai education system.
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ItemAbnormal return on stock split-revisiting the evidence of Thailand during 2009-2018(Assumption University Press, 2020) Sedthaporn Tosiriwatanapong ; Thananporn Sethjinda ; Nopphon TangjitpromAn abnormal return on the stock split is one of the most prominent debates in the finance industry. Positive signaling and optimal trading range hypotheses are underlying principles that are commonly used to describe a positive market reaction to the stocksplit. This research paper focuses specifically on the market’s reactions by the announcement date of the stock split, applying firm size and price range to explore insightful connections. The samples are listed companies in the Stock Exchange of Thailand(MAI excluded) with a stock split from January 1, 2009, to December 31, 2018, aiming to capture data in all economic cycles. To examine positive abnormal returns around announcement date, the event-study-methodology is applied. The study indicates that average abnormal return (AAR) and cumulative average abnormal return (CAAR) are significantly positive during the announcement. Applying firm size in the study, the market tends to react more positively to small-size firms, likewise, low-price. The pieces ofevidence indicated that stocks responded more positively by reason of consciously or subconsciously anticipation to post-splits. The investors are able to apply the rationales and logic behind this corporate action to distinguish between fundamental changes and expectations for their investment decisions in financial markets.
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ItemAction research of goal-setting as ODI to improve employee motivation, engagement in Thai CCTV, ThailandThis study intended to answer the question of how to make Thai Central Chinese Television Group (Thai CCTV) profitable while improving customer satisfaction? The study investigations were through observations, interviews, and analysis of primary data from employees, suppliers, cable TV owners with total of thirty-three participants. In particular, the main research questions encompass as: 1) What is Thai CCTV’s current situation on employee motivation, employee engagement, operational excellence and customer satisfaction? 2) What ODI techniques can be implemented/ applied to increase the level of employee motivation and to increase the level of employee engagement? 3) Are there any differences between pre and post OD intervention on the level of employee motivation and employee engagement? 4) Are there any differences between pre and post OD intervention on the level of operational excellence? 5) Are there any differences between pre and post OD intervention on the level of customer satisfaction? The study used open-ended interview questions and qualitative approaches to conduct interviews during diagnosis, pre- and post-intervention and compare the results before and after the intervention. The findings reveal that the participants were unanimous in belief that goal setting plays a significant role which influenced employee motivation, employee engagement, operational efficiency and customer satisfaction.
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ItemAdaptation of work from home or anywhere in the hospitality and tourism industry in Yangon and Mandalay, MyanmarDue 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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ItemADOPTABILITY of IoTs IN THAILAND HEALTH CARESince 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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ItemAdopting a blended learning approach for teaching Chinese classical danceThe main purpose of this study was to determine the effectiveness of the blended Chinese classical dance course in improving the dance performance of dance students at the College of Art and Design at Guangdong University of Petrochemical Technology, China. Opinions of students regarding their learning experiences in the blended learning environment were also obtained through a face-to-face interview. This research utilized a mixed methodology design. The quantitative part was the quasi-experiment to determine if the Chinese classical dance performance of students would improve after using the China Dance Network Application in a blended learning environment. The sample was selected using purposive sampling. The participants selected had not used China Dance Network Application before. There were four freshmen, two sophomores and five juniors who participated in the quasi-experiment. It was conducted for eight weeks to determine the effectiveness of the blended dance course. Before the quasi-experiment, participants took the pre-test and after eight weeks were completed, the participants took the post-test. Pre-test and post-test scores were compared and analyzed using the paired t-test. The qualitative part involved a face-to-face interview with all 11 participants. Results of the paired t-test showed that there were significant differences in the pre-test and post-test scores of the participants in terms of body rhyme, soft opening, dancing posture, rhythm style, and expressive force. Based on the interviews with 11 participants, they admitted that their dance performance had improved, the use of China Dance Network helped them in learning more about Chinese classical dance and they were more motivated in learning dance online and offline anytime. They used the Chinese Dance Network to learn dancing online, broadening their horizons, watching many dance videos, and learning more contents. The interviewees also added that compared with a single traditional classroom teaching, their interest in learning was stimulated.
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ItemAdoption of online classes during COVID-19: an institution’s investigation on perception & behavioral intentionIn the advent of COVID-19, there is abounding curiosity whether the shift to online classes is effective. Moreover, as to which factors affect effectiveness, would become important for policymakers, stakeholders, and administrators currently mitigating educational disruption. As for Rajamangala University of Technology, Tawan-ok (RMUTTO), factors encouraging positive perception and behavioral intention towards adoption of online classes were explored among its learners and lecturers. These factors were adopted from the Unified Theory of Acceptance and Use of Technology model (UTAUT), sample responses were analyzed through the Exploratory Factor Analysis & Structural Equation Modeling; and results were shown among factor relationships. Performance Expectancy & Facilitating Conditions influenced Attitude, and Effort Expectancy & Social Influence influenced Behavioral Intention – in both groups. Performance Expectancy over Behavioral Intention and Social Influence over Attitude were especially significant among learners; while, Effort Expectancy on Attitude was particularly significant among lecturers. Also, a disconnect among Facilitating Conditions & Behavioral Intention, and surprisingly, Attitude & Behavioral Intention were shown in this study. Furthermore, their current adoption was implored. Both groups felt that the current policy was necessary, beneficial but, to an extent, not practical. Both groups believed challenges were related to paucity and capacity in running online classes. Learners specifically addressed future issues in online learning related to its effectiveness, and lecturers emphasized its equity in online teaching – if classes were to resume online much longer. Practical implications of this study in technology acceptance would contribute significantly towards better adoption of online classes during this outbreak.
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ItemAn intervention to improve students' class engagement of art department in China(Bangkok : Assumption University Press, 2022) Chen, Chi ; Rawin Vongurai ; Somsit Duangekanong ; Papitchaya WisankosolThis paper aims to enhance student class engagement. The four objectives of the action research are as follows: 1)To diagnose the current situation of the focal organization on student class engagement, 2)To design and implement organizational development intervention (ODI), 3)To determine the differences between pre-ODI and post-ODI of students’ autonomy, relatedness, usefulness, interest and student class engagement, and 4)To investigate the relationship of students’ autonomy, relatedness, usefulness, interest and student class engagement. The target group is the 45 students who study “Visual Communication Design” major in Art Department of Heilongjiang International University in China. Mixed research methods are adopted to collect and analyze the data. The Pair sample T-test shows that there is significant difference in students’ autonomy, relatedness, usefulness, interest and student class engagement between pre-ODI and post-ODI. The studies show that there is a positive relationship between students’ autonomy, usefulness, interest, relatedness and student class engagement. The qualitative analysis of students’ reflection reports and classroom observation feedback by three instructors justified how the ODIs employed in this research. Based on the findings, further actions should be carried out to have a greater impact on the long-term development.
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ItemAn analysis of quality assurance in elearning: course management level( 2018) Naree AchwarinThe purpose of the study was to examine concepts and principles of quality assurance in eLearning for course management level. The author reviewed, and analyzed the existing literatures, researches and case studies, particularly emphasized on quality assurance in eLearning process that relevant to the course management system, especially in course production process and delivery of eLearning. This study highlights an important view of the application of quality assurance concepts and principle through eLearning at course management level. Since the quality assurance system in eLearning concerns, involves with many people from different department and management level; administrators, teachers, IT technician, staffs, stakeholders, students and community, the quality assurance through eLearning at course management level required certain aspect of leadership and management for administrators and instructional leadership for instructors. The teaching learning process for course development and management was categorized into 4 phases for course management level; planning and analysis for online course, implement of design and course production, delivery the online course, and assessment and evaluation.
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ItemAnalysis on influencing factors of art application behavior of comprehensive materials among art undergraduates in Chengdu CollegesPurpose: The purpose of this investigation was to explain the affecting factors of the undergraduate students in art major using comprehensive materials for creation in Chengdu. Perceived Usefulness, Perceived Ease of Use, Social Influences, Subjective Norms, Attitude Toward Using, Behavioral Intention, all these six variables have a direct or indirect effect on Behavior, the ultimate goal of the study, so the framework of this study consists of the above 7 variables. Research design, data and methodology: The determinants of the study are adapted from three core theories, namely, theory of planned behavior (TPB), technology acceptance model (TAM) and flow theory. The questionnaire was used as a tool to collect quantitative data. The researcher selected 900 students from five universities in Chengdu to conduct a questionnaire survey. Confirmatory factor analysis (CFA) and the structural equation model (SEM)was used to measure and test the questionnaire data. Results: The results of this paper show that perceived usefulness is the direct factor that affects art majors' attitude toward using comprehensive materials, while perceived ease of use has no significant impact on it. Among other factors, students’ attitude toward using comprehensive materials has been proved to have impact on behavioral intention, and social influence and subjective norms have a significant impact on students' behavioral intention of using comprehensive materials, and behavioral intention directly affects the final behavior. Conclusions: The data shows that the artistic creation of comprehensive materials is widely applied in colleges and universities. Students' use of comprehensive materials is mainly influenced by the perceived usefulness of it, and students’ attitude toward using, behavioral intention are the biggest factors influencing their final behavior.
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ItemAntecedents and consequences of customer satisfaction and loyalty: an empirical study of popular cafe in Mandalay, MyanmarThis 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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ItemApplication of importance - performance analysis model in evaluation service quality of diving tour operator in Nha Trang (Viet Nam)The purpose of this study is to improve service quality for dive tour operators in Nha Trang (Viet Nam), so the objectives were set to understand the divers' opinion on dimensions of service quality of diving experiences in Nha Trang, and their evaluation of the diving tour operators' performance. Analysis employed the Importance - Performance analysis (IPA) paradigm based on five dimensions and twenty five attributes of service quality (Parasuraman, 1988). The results are significant to dive tour operators because it showed clearly the managerial implications in order to provide a quality service during the dive tourism experience. In details, it indicated that Tangibles, Responsiveness and Reliability were in the quadrant "Low Priority", which means low importance and low performance. Moreover, Assurance and Empathy dimensions had high importance and high performance, so they were in the quadrant of "Keep Up The Good Work".
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ItemAn application of video recording technology to enhance the key leader engagement performance at SWCSIn this study, video recording technology was introduced into a classroom of military students to enhance Key Leader Engagement (KLE) performance. The main objective of this study was to determine the effectiveness of using video recording technology in improving the students' level of performance in the Special Forces Warrant Officer Technical and Tactical Certification at the U.S. Army Special Warfare Center and School. All students were required to participate in several practical exercises that were designed to give each student practice at participating in a KLE. For all students, each iteration of the KLE practical exercises was video recorded and scored. A quasi-experimental study using the video recording technology was used to collect data on each student's Key Leader Engagement performance. This research also incorporated a qualitative survey to determine the students' perspectives concerning the use and effectiveness of the video recording technology during KLE training. Data from the quasi- experiment was analyzed using a paired t-test. Results revealed that the use of the video recording technology made a positively significant difference from one performance of the KLE to the next, demonstrating that video recording technology employment in improving students' level of performance between iterations of KLEs was effective. The survey results show that majority of the participants think that the use of the SPOTLITE video recording technology during the After Action Review (AAR)/Counseling session helped them to become aware of their actions during each Key Leader Engagement (KLE), that the use of the SPOTLITE video recording technology during the After Action Review (AAR)/Counseling session helped them to improve their skills during a Key Leader Engagement (KLE), and that the SPOTLITE video recording technology was used correctly/effectively.
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ItemApplications of artificial intelligence for strategic management of organisationArtificial intelligence (AI) is a new tool for organisational and strategic development which has not much been investigated. Therefore, this research investigates perceptions of strategic management experts about the future of Artificial Intelligence and its usage in strategic management. To achieve the research objective, a survey of strategic management specialists, including organisational strategy managers, consultants and academics (n = 231) was conducted. The research used the modified unified theory of acceptance and use of technology (UTAUT) model to investigate the factors that could contribute to an adoption of AI in the strategic management process of organisation. Within this model, situational factors include technological capability and organisational culture. The study showed all relationships of variables within the model were significant. The strongest effect on adoption intention was from technological readiness, while the effect of performance expectancy and effort expectancy was fully mediated. Furthermore, organisational culture had a significant effect on the adoption intention. The implication of these findings is that there is a need to consider utility and ethics of AI implementation for strategic management. There were several limitations of the study, including geographic focus and inclusion of specific adoption factors. In addition, more research is needed to examine AI adoption for strategic management.
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ItemThe approach of teaching ear training for university student: in a case of private international university in Thailand( 2018) Sit KesjamrasThe study presents a brief summary for the approach in teaching ear training for university student. The study reveals methodology and steps in teaching ear training for student who have different level of musical experience, knowledge, and background. The study also mentions other approaches in which ear training are taught outside the university and why other approaches are not taught in the case of private international university in Thailand.
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