AU-HIU International Multidisciplinary Journal Vol. 2, Issue 1 (January-June 2022)

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    The influence of differentiated marketing strategy on the export performance of SMEs
    (Bangkok : Assumption University Press, 2022) Chen, Yuqi ; Chompu Nuangjamnong
    This research aims to determine the impact of differentiated marketing strategies on the export performance of SMEs. Therefore, based on the previous scholars’ research on export performance, this study uses the 4P marketing mix model to further divide the differentiated export marketing strategies into the differentiation of product, differentiation of price, differentiation of place strategy, and differentiation of promotion and puts forward the research hypothesis of the relationship between export marketing strategy and export performance.Research design, data, and methodology; the researcher applied a quantitative method (n=272) at a confidence level of 90%, allowing an error of 5%, distributing questionnaires to foreign trade enterprises in China. The non-probability sampling includes judgmental sampling in selecting foreign trade enterprises in China then convenience sampling in collecting data and distributing it thru the online survey. Descriptive (frequency, percentage, mean, and standard deviation) and inferential statistics (multiple linear regression) were used for data analysis. The results found that differentiation of product strategy negatively affects export performance; then, differentiation of price, place, and promotion strategy has a significant positive effect on export performance for export SMEs.
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    The new normal service quality and behavior food purchase intention during COVID-19
    (Bangkok : Assumption University Press, 2022) Thikumporn Nitchhote ; Chompu Nuangjamnong
    This research aimed to determine the new normal service quality and behavior of food purchase intention during COVID-19. The objectives of this research were to explain that information quality has a significant impact on perceived risk. To determine service quality has a substantial effect on perceived risk, attitude, and satisfaction. To determine convenience has a significant effect on satisfaction. To explain the perceived value, perceived risk and attitude have a significant impact on purchase intention. The online questionnaire was used as a research tool for data collection at 400 sets in Bangkok, Thailand, thru convenience and snowball techniques in non-probability sampling. The data analysis was performed by descriptive statistics with frequency, mean, standard deviation. Then, inferencing statistics were used for hypothesis testing via simple linear regression and multiple linear regression at the significant level of 0.05. The results found that information quality and service quality have a substantial impact on perceived risk. Service quality has a significant effect on attitude. Also, service quality and convenience have a considerable effect on satisfaction. Lastly, the results revealed that perceived value, perceived risk, and attitude significantly impact purchase intention in the behavior of food purchase intention during COVID-19 on the new normal situation.