Now showing items 1-10 of 10

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    An exploration of the transition of a startup enterprise in the shared accommodation business 

    Fernando, Maria Socorro Cristina L. (Assumption University Press, 2017)

    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 ...
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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 

    Hathairat Didyasarin; Rawin Vongurai; Sutthhisak Inthawadee (Assumption University Press, 2017)

    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 ...
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    An importance performance-performance analysis of African students' perception on enrolling at Thai Universities 

    Ngwira, Emmanuel Prince (Assumption University Press, 2017)

    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 ...
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    An influence of e-Wom and a moderating role of brand attitude on IT product purchase intention in Bangkok, Thailand 

    Nattaphon Pakapatpornpob; Rawin Vongurai; Sutthisak Inthawadee (Assumption University Press, 2017)

    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 ...
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    The influence of personality on tourist behaviors: the study of motivations, satisfaction, and loyalty 

    Issara Kaewumpai (Assumption University Press, 2017)

    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 ...
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    Out with the old-perception and in with the new-five senses research in tourism and hospitality studies 

    Barnes, John (Assumption University Press, 2017)

    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 ...
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    The products' factors affecting purchase intention: a case study of condominium in Bangkok, Thailand 

    Thaninrath Wonggotwarin; Kim, Seongdok (Assumption University Press, 2017)

    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 ...
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    A study on purchase intention of a Thai automobile repair center 

    Vilawan Piriyasup; Seongdok Kim (Assumption University Press, 2017)

    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 ...
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    Succession planning in family firms in Thailand: a gender-based analysis 

    Duangta Duangekanong; Somsit Duangekanong (Assumption University Press, 2017)

    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 ...
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    Thai hotel classification: a cluster analysis based on entrepreneurial marketing characteristics 

    Charnsid Leelakasemsant; Pattana Boonchoo (Assumption University Press, 2017)

    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) ...