ABAC ODI: Vol. 9, No. 2 (April-September 2022)
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Item Applications of artificial intelligence for strategic management of organisation(Bangkok : Assumption University, 2022) Somsit DuangekanongArtificial 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.Item A 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.Item The priority needs of parents' satisfaction on an art course for their children: a case of ABC Art Institute(Bangkok : Assumption University, 2022) Geng, Linhan; Sirichai Preudhikulpradab; Barnes, John ArthurThis paper is a survey-based study with two research objectives, namely to identify the most important factors affecting parents' satisfaction, and to present a set of suggestions to improve parents' satisfaction. The research site was ABC Art Institution, Chengdu, China. The sample size in this study comprises the 35 respondents who filled out the questionnaire and eight informants who were interviewed. The tools used were a structured questionnaire and personal interview guide . Chronbach’s alpha and Item – Objective Congruence were used for reliability and validity test. Personal interviews used purposive sampling. Quantitative data was analyzed using descriptive statistics and Pearson correlation. Qualitative data was analyzed using content analysis . Key research results showed that learning contents (P< 0.001, r=0.574), skills development (P=0.028, r=0.371), learning process (P= 0.001, r=0.525), teacher and student interaction (P< .001, r=0.559), and tuition fee (P < .001, r=0.573) were significantly correlated with parents' satisfaction. Seven suggestions include: ABC Art Institution could offer more selection classes; Teachers should increase the guidance on children's imagination and create reasonable expectations for parents. Teachers must give feedback after class, interact with parents and children frequently, visit parents regularly, and externalize teaching effects regularly.Item Designing interventions to enhance employee engagement among administrative employees at Heilongjiang International University(Bangkok : Assumption University, 2022) Yang, Yang; Sming ChungviwatanantWith the rapid development of economy and increasingly fierce market competition, higher education institutions are also facing the increasingly complex environment. Employee engagement, as one of the important concepts of human resources, has emerged as a critical success factor in today's competitive marketplace. The purpose of this research is to determine the influential factors affecting employee engagement in order to design interventions for enhancing employee engagement. The study was conducted at a higher education institution—Heilongjiang International University (HIU), a private university established in 1993. The administrative employees were chosen as the research targets to answer the questionnaire and participate in the interview. Mixed methods of quantitative and qualitative were used in this research. The multiple linear regression was applied as the analytical tool for investigating the influence of independent variables on dependent variables. Content analysis was used as the tool to analyze the qualitative data to validate the statistical analysis. From the results four out of five hypotheses are supported by the data analysis, which indicate that factors including career growth, coworker support, supervisor support and performance feedback have significant influence on employee engagement. Interventions are designed accordingly to improve employee engagement based on the results. The findings can provide both theoretical and practical value in the field of higher education organization management.Item Factors influencing online learning system usage among fourth-year students in higher education in Sichuan, China(Bangkok : Assumption University, 2022) Cao, YingquThis research aims to determine factors influencing online learning usage of students in higher education in Sichuan, China. The conceptual framework presents key constructs, including perceived ease of use, perceived usefulness, information quality, system quality, service quality, attitude toward use, satisfaction, behavioral intention, and actual use. The researcher applied a quantitative approach to collect data by distributing online questionnaires to 500 fourth-year students in three private universities. The sampling method used was nonprobability sampling, including judgmental sampling, quota sampling, and convenience sampling. Before the data collection, an index of item objective congruence (IOC) was used to validate items in the questionnaire, and Cronbach's Alpha Coefficient reliability test was used to measure the reliability of the questionnaire by conducting a pilot test with 40 participants. Afterward, data analysis was carried out employing descriptive analysis, confirmation factor analysis (CFA), and structural equation modeling (SEM). The findings revealed that the strongest significant relationship was the attitude toward use and behavioral intention, followed by behavioral intention and actual use, system quality and behavioral intention, and perceived ease of use and attitude toward use. Conversely, there were no supported relationships of service quality and behavioral intention, followed by information quality and behavioral intention, perceived usefulness and attitude toward use, and satisfaction and behavioral intention. Henceforth, academic practitioners and universities are recommended to provide an effective system, high service support standard, and promote the benefits of the online learning system to students.Item Effectiveness of the Pro Tools software to enhance vocal music students singing performance of a Polytechnic Institution in middle of China(Bangkok : Assumption University, 2022) Hu, Juan; Thanawan Phongsatha; Naree Achwarin; Hu, JuanThe purposes of this research were to 1) determine the effectiveness of the integration of ProTools software as a supplementary tool enhancing vocal music students’ singing performance, and 2) to identify the students’ satisfaction toward using ProTools software. A mixed-method research design of the quasi-experiment and the interview were conducted. The participants were 80 vocal music students aged 18-20 years at a Polytechnic Institution in Middle of China. Forty samples were assigned into the control group, and the other 40 were the experimental group. The 10 students from the experimental group were selected for the interview. The control group was taught traditionally while the experimental group was taught using ProTools software. The independent sample T-test was applied for hypotheses testing, while the content analysis was used for qualitative data analysis. The results revealed that the students from the experimental group had higher scores than the control group in all skills—pitch, rhythm, enunciation, singing ability, performance ability, and emotion controlling. Therefore, ProTools software serves as an effective learning tool to improve student vocal music performance. In addition, the students showed a positive satisfaction towards using ProTools software as the blended learning to enhance singing performance.Item Exploring factors that enhance organizational sustainability: a case study of Ningshawng Social Institute, Myitkyina, Kachin State, Myanmar(Bangkok : Assumption University, 2022) Ja, Nang; Fernando, Maria Socorro C. L.The aim of this research is to explore factors that influence organizational sustainability of Ningshawng Social Institute. The factors that were examined were community engagement, funding, human resources, leadership and organizational strategy in NSI Organization in Myanmar. The study used a mixed-method design. The participants of the study were NSI staff, top management, and volunteers who were requested to participate in an online survey. Sixty-three (63) answered the questionnaire and analyzed answers from open-ended question for qualitative data results. The researcher utilizes the Cronbach’s Alpha Reliability Test, descriptive analysis, and inferential analysis for quantitative data analysis whereas the qualitative data was open-ended questions that ask the staffs’ opinions for the most needed area to explore factors for NGO sustainability. The results indicated that organizations’ sustainability is influenced by community engagement and human resources. The qualitative data highlight that organizational strategy and funding will improve the sustainability of the organization. Based on the overall result some areas need to develop according to employees’ perspectives of the NSI organization. Therefore, recommendations based on the findings were proposed to enhance NGO sustainability.Item Assessment framework for next–level leadership role readiness in retail middle management(Bangkok : Assumption University Press, 2022) Ganyapak Apipunnakul; Sirichai PreudhikulpradabThe objective of this study was to propose a next-level-leadership-role-readiness assessment framework for use in retail management. A qualitative-participatory approach was used for the research, with data collected using appreciative-inquiry-based interviews with middle managers in the retail industry (n = 20) and analyzed using a thematic analysis approach. The findings identified eight core competencies: strategic implementation, time management, people development, professional proficiency, entrepreneurship, commitment, change management, and innovation. These core competencies were drawn from the content analysis inter-coding and reviewed by the experts to develop a drafted framework for next-level leadership role readiness assessment. The draft framework includes competencies, other factors to be measured, a recommended implementation approach, and an approach for integrating the leadership role readiness assessment into the career development path of managers within the organization. The study focused on retail middle manager level based in Thailand. The results provide practical insights into how organizations can assess leadership readiness in a consistent and standardized way, offering a significant benefit. Further opportunities for research include implementing and testing the drafted framework and extending it to other organizational levels.Item Exploring factors for e-learning readiness in the workplace: a case of a Company Head Office in Yangon(Bangkok : Assumption University Press, 2022) Maung, Yoon Thiri Maung; Fernando, Maria Socorro C. L.Some organizations in Myanmar have started using e-learning systems as part of their learning and development plans caused by the pandemic crisis. Most organizations have also begun using online learning systems, which allow their employees to connect and learn virtually, even in an emergency. This research aims to examine the factors that influence employees’ e-learning readiness in the organization. This study examined the influence of eight factors of perception, attitude, motivation, knowledge sharing practices, management support, technology access, technological competencies, and content readiness on e-learning readiness in a Company Head Office in Yangon. In this mixed-method research, only operational employees and managers participated in an online survey. The seventy-five employees responded to the 5-point Likert scale questionnaire with open-ended questions. The quantitative data analysis consisted of Cronbach’s Alpha Reliability Test, descriptive analysis, inferential analysis. Content analysis was used to analyze the qualitative data. The results indicated that perception with p value less than 0.05 (p value) = 0.000<0.05 and technological competencies with p value less than 0.05 (p value) = 0.024<0.05 have significant influence on the e- learning readiness. The qualitative data highlights technology access, technological competencies, perception, attitude, and motivation at the personal level, technology access, technological competencies, knowledge sharing practices and management support at team or departmental level, and content readiness at the organizational level to improve e-learning readiness. According to the overall results, the employees’ current e-learning readiness level is in a good situation although there are some areas to develop for better engagement of employees in the e-learning implementation process. In conclusion, strategies and recommendations are: 1) to provide more technological supports in terms of devices and learning space; 2) to provide more departmental trainings and team collaborations through online; 3) to have strategic plans for e-learning whether it is departmental or for the whole organization; and 4) to utilize interesting and effective contents for employees.Item Diversity, creative style and problem-solving : a discussion of outcome and organizational implications(Bangkok : Assumption University Press, 2022) Vorapot Rucktum; Clapp, RayIf innovative change is followed by more innovation, costs tend to rise, and the organisation moves towards a more chaotic form. The opposite occurs where innovation is avoided, adaptive ideas predominate, and organisations move towards a more predictable form with low differentiation between competitors. By continuing with either style to the point where profitability is affected, the organisation moves towards the lower end of performance ranking for the sector albeit by different routes. To avoid this position, it is necessary to have enough stylistic diversity available to the team or the organisation to both generate ideas and make decisions that offer a situational advantage. Without such diversity, a diminishing organisational performance can be expected.Item Factors influencing university students’ attitude and behavioral intention towards online learning platform in Chengdu, China(Bangkok : Assumption University Press, 2022) Gao, Li; Rawin Vongurai; Kitti Phothikitti; Siriwan KitcharoenThis research aims to determine the factors influencing university students’ attitudes and behavioral intention towards online learning platforms in Chengdu, China. The conceptual framework has been adopted from the theoretical studies and research models of the Technology Acceptance Model (TAM) and Unified Theory of Acceptance and Use of Technology (UTAUT). A sample of 450 respondents was collected from online questionnaires using the multi-stage sampling technique of probability and non-probability sampling method for quantitative research to reach target respondents of experienced university students. The collected data were analyzed using the Structural Equation Model (SEM) and Confirmatory Factor Analysis (CFA) to confirm the model fit and hypothesis testing. The results revealed that social influence was the most influential factor in behavioral intention, followed by attitude. The statistical finding shows no significant influence of facilitating conditions on behavioral intention. In addition, the antecedent of attitude was perceived usefulness. Therefore, the management of universities, lecturers, and marketing partitioners should emphasize building positive direct experience and ensuring benefits from using online learning platforms to formulate favorable attitudes, recommend to other peers, and encourage the usage behavioral intention for university students.Item Determinants affecting willingness of office workers to use coffee houses services in Bangkok during COVID-19 outbreak(Bangkok : Assumption University Press, 2022) Krisana KitcharoenThe purpose of this study is to investigate the determinants influencing the willingness of office workers to use coffee houses services in Silom and Sathorn areas in Bangkok during the COVID-19 outbreak. The conceptual framework presented comprises variety seeking, desire for unique products, cosmopolitanism, personal innovativeness, product evaluation, behavioral intention impact willingness to use coffee house services. The sample (n = 490) was gathered from online questionnaires using convenience and snowball sampling techniques. The study employed the Structural Equation Model (SEM) and Confirmatory Factor Analysis (CFA) for the data analysis to confirm reliability, validity, goodness-of-fit of the model, and hypotheses. The findings revealed that variety seeking and personal innovativeness significantly impacted product evaluation and behavioral intention. In contrast, the desire for unique products and cosmopolitanism had no impact on product evaluation and behavioral intention. In addition, both product evaluation and behavioral intention also had a significant impact on the willingness to use coffee house services. Therefore, for practical implications, business owners and entrepreneurs could enhance product varieties to attract more customers for better sales revenue generation.