ABAC ODI: Vol. 9, No. 2 (April-September 2022)
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ItemApplications of artificial intelligence for strategic management of organisation(Bangkok : Assumption University, 2022)Artificial 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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ItemA needs assessment of communication and employee performance: a case study of PKK auto Partnership Limited, Thailand(Bangkok : Assumption University, 2022)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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ItemThe priority needs of parents' satisfaction on an art course for their children: a case of ABC Art Institute(Bangkok : Assumption University, 2022)This 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.
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ItemDesigning interventions to enhance employee engagement among administrative employees at Heilongjiang International University(Bangkok : Assumption University, 2022)With 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.
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ItemFactors influencing online learning system usage among fourth-year students in higher education in Sichuan, China(Bangkok : Assumption University, 2022)This 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.