Recent Submissions

  • Thumbnail

    Factors affecting customer loyalty towards hearty heart cosmetics: a case study local brand in Yangon, Myanmar 

    Soe, Sint Sint; Chompu Nuangjamnong (Assumption University Press, 2021)

    This research aims to determine the factors affecting customer loyalty towards Hearty Heart Cosmetics, a local brand in Yangon, Myanmar. The objectives of this research are: 1) to determine the impact of perceived value on customer loyalty; 2) to determine the impact of customer satisfaction on customer loyalty; 3) to determine the impact of service quality on customer loyalty; 4) to determine the impact of brand image on customer loyalty; 5) to determine the impact of trust on customer loyalty; 6) to determine the impact of customer intimacy o...
  • Thumbnail

    Factors influencing repurchase intention on e-Commerce platforms: a case of GET application 

    Sophida Chanthasaksathian; Chompu Nuangjamnong (Assumption University Press, 2021)

    Although the global economy has been challenged by the coronavirus pandemic, online delivery service businesses have grown enormously. Hence, a great number of newcomers have jumped into the market aiming to leverage customers' insight to adopt in their other businesses. There is high competition in this industry which is expected to intensify. This study focuses on GET application and aims to determine the influence of independent variables namely; privacy, reliability, trust, perceived ease of use, perceived usefulness towards online repurcha...
  • Thumbnail

    The influence of social media advertising value on consumer behavior in Renting Apartment Rooms in Bangkok, Thailand 

    Teeramedh Dummanonda; Chompu Nuangjamnong (Assumption University Press, 2021)

    This study examines the factors that influence of social media advertising value towards rental intention behavior of apartment rooms in Bangkok Thailand. The study used the variables of credibility, information, entertainment, and social media advertising value. The researcher carried out the analysis based on quantitative approach and applied a non-probability sampling and convenience sampling. A total of 450 respondents who experienced using advertising in searching information about renting apartment rooms in Bangkok participated in this...
  • Thumbnail

    Online shopping continuance intention: a case study of online shopping in Thailand 

    Manandhar, Dibesh; Kittikorn Dowpiset; Taminee Shinasharkey (Assumption University Press, 2021)

    This study determines individual’s online shopping continuance intention in Bangkok, Thailand , how to retain existing consumers and attract new consumers, to find the most influencing key to Thai consumer’s shopping continuance intention, to understand Thai consumers’ online shopping continuance intention . The study included 400 respondents living in Bangkok and have purchased IT products online in the past six months. This study used non-probability purposive sampling technique and questionnaire for data collection. The results of study ...
  • Thumbnail

    A roadmap for future development of leadership competencies of ABC non-profit organization, Thailand and Myanmar 

    Bawk, Nang; Sirichai Preudhikulpradab (2021)

    This mixed-method research has two objectives: 1). identify current and preferred leadership competencies of all employees' levels and rank the priority needs, 2). design a roadmap for the future development of ABC Organization, Thailand, and Myanmar's leadership competencies. The instruments used comprise the structured questionnaire (n=64) and in-depth interview(n=10). The target populations comprise all employees, middle-level management, and top-level management, the purposive sampling method. The data analysis treatments include descrip...
  • Thumbnail

    Key developmental opportunities for long-term organization development of G Commercial Bank, China: a mixed method research 

    Wu, YuJie; Sirichai Preudhikulpradab (2021)

    This research-based article employs needs assessment research. The research site is at G Commercial Bank in China. The study comprises two objectives: 1) to examine the current and expected situations of the five performance-related factors, consisting of training & development, work-life balance, supervision, organizational commitment, and perceived AI utilization, and 2) to propose an OD intervention for improvement of the aforementioned performance-related factors. This study employs a semi-structured questionnaire containing fixed choices a...
  • Thumbnail

    Strategies to improve employees' work efficiency in one branch of ABC Thai Restaurant 

    Zheng, Shu Yue; Fernando, Maria Socorro C. L. (2021)

    This study focuses on determining the factors that influence work efficiency in a Thai Restaurant and aims to design strategies to improve employee work efficiency in the workplace. Mixed-method research using qualitative interviews and a quantitative questionnaire was utilized in this study. There were 12 interview respondents from the top management and middle management and 82 respondents for the questionnaire survey. Based on the qualitative analysis from inter-coding, the restaurant should give employees a clear goal and schedule to fol...
  • Thumbnail

    Designing a framework and strategies to enhance individual innovative work behavior: a case of a non-profit in Phnom Penh, Cambodia 

    Seng, Sonika; Fernando, Maria Socorro C. L. (2021)

    Innovation has become such a big part of our everyday life that everywhere we go, whatever we do, we tend to seek something new, whether these are new ideas, new experiences, new products, new places, or new technologies. For organizations in highly competitive environments, innovation ensures sustainability and competitive advantage. However, innovativeness comes from the organization's people, so innovative work behavior has rapidly become a significant factor for organizations to explore and establish. This research assesses the needs of fiv...
  • Thumbnail

    Designing a prototype coaching model based on emotional intelligence and job performance: a case study of global technology group company, Myanmar 

    Hlaing, Min Swe; Fernando, Maria Socorro C. L. (2021)

    This research investigates the influence of emotional intelligence domains on job performance. The questionnaire is based on Emotional Intelligence's four domains as independent variables, namely: self-awareness, self-management, social awareness, and relationship management, and the dependent variable is job performance. Quantitative data using a questionnaire was gathered from a sample of 70 employees in the management, middle management, and supervisor levels working in Global Technology Group Company (GTG). Qualitative data was gathered fr...
  • Thumbnail

    Strategies exploration for academic achievement improvement through organization development interventions (ODI) :a study of Kwara State University, Malete 

    Fagbolu, Olukemi; Fallon, Julia (2021)

    This paper focuses on exploring possible strategies for academic achievement improvement of tourism management students. The study in ODI perspective utilizes action research and survey feedback approach and employed mixed methodology comprising quantitative and qualitative in Nigeria context. Data were collected using semi structured questionnaire. Quantitative data are presented on tables and pie charts and analyzed through PSPP statistical analysis free software tool entailing simple descriptives, percentages and means (M). It presents, codi...
  • Thumbnail

    The influence of enterprise online information behavior on consumer satisfaction 

    Liang, Liu (2021)

    Based on findings from previous studies a model of the influence of enterprise online information behavior on consumer behaviors was formulated, analyzed, and developed using data collected by questionnaire from a sample of 479 consumers in the context of China. Enterprise behavior is represented by three constructs (information disclosure, interaction, and utilization) which influence consumer behaviors related to perceptions of pleasure, control, and attention and in turn consumer satisfaction. Many of the findings related to direct effects t...
  • Thumbnail

    An organization development intervention to enhance the learning organization: a case study of student affairs, Assumption University of Thailand 

    Tana Kaipunlert (2021)

    Higher education is evolving rapidly in today’s environment of global connectivity, technological advances and student diversity. The education industry must respond to these changes in order to remain viable. As a key division in the university, Student Affairs plays a vital role in helping universities respond to changes by ensuring that students’ needs are addressed effectively. To accomplish this, Student Affairs must continuously be able to improve by becoming skilled at creating, acquiring and transferring knowledge, in short, it must bec...
  • Thumbnail

    Developing student leadership readiness, core leadership skills to enhance student engagement through organization development intervention: action research at Zhejiang Yuexiu University of foreign languages in Zhejiang Province, The people’s republic of China 

    Li, Bing; Kim, Seongdok (2021)

    Student leadership development has captured increasing concern in the field of education. Leadership plays an integral part in the fulfillment of 21st-century skills, namely, career and life skills,toadapt to the changing circumstancesand the need to cultivate talent. The present action research aimed to utilize effective OD interventions to develop students’leadership readiness and core leadership skills to enhance student engagement in campus-basedextracurricular activities in a privateuniversity in China. The acti...
  • Thumbnail

    How’s my English? The English communication needs of wellness spa therapists’ in Thailand 

    Jidapha Kraisri; Deocampo, Marilyn Fernandez (2021)

    This study focuses on the English communication needs of wellness spa therapists in Thailand. This is supported by an objective: to identify the needs of spa therapists in English communication specifically to the target situation. This study is deemed important so that a specific English language course can be recommended. The study employed a qualitative method employing observation and semi-structured interviews as instruments to collect data and used purposive sampling to select the participants. There were 30 spa therapists and one assista...
  • Thumbnail

    Hospitality and tourism industry Post-COVID-19: a silver lining in the dark cloud 

    Batra, Adarsh (2021)

    It is the sad truth that all hospitality and tourism (H&T) related businesses are experiencing setbacksin 2020, some greater than others, and are trying to navigate out of the storm. Coronavirus has changed the face of the global H&T industry which isnot the same as it was in 2019 and before it. Countries reliant on hospitality, and tourismfor their growth are experiencing particularly large disruptions. In the meantime, H&T businesses face tremendous uncertainty around what comes next. However, H&T businesses need to h...
  • Thumbnail

    Power relations, some positive workplace outcomes, and non-managerial hotel employees’ responses: evidence from Nigeria 

    Alausa, Bello Kayode; Batra, Adarsh (2021)

    The paper approaches the management of performance (attitudes and behavior) by exploring power relations among non-managerial employees of selected hotels in Nigeria. The qualitative paradigm is embraced, using in-depth interviews and constructivism to interrogate the perception of lower participants in organizations.Sixty-sevenresearch participants were involved.The study suggests that it is power relations that underlie the employees’ five positive workplace outcomes. The paper calls on management in organizations to concentra...
  • Thumbnail

    The psychological contract and Graduate student advising 

    Poonpilas Asavisanu; Watana Viniwatanakhun (Assumption University Press, 2020)

    Changes in higher education in Thailand have necessitated that higher education institutions compete for funding and students. Thus, it has become imperative that universities find ways to stay viable. Trends are pointing to a need for higher education providers to expand their focus to different groups of students such as graduate students and the reskilling of older students. Although graduate students may make up a smaller portion of the student numbers, research into areas that address graduate studentexpect...
  • Thumbnail

    Factors impacting on online purchasing behaviour toward consumers in Bangkok, Thailand 

    Kitti Photikitti (Assumption University Press, 2020)

    This research aimed to analyzethe factors that affect online purchasing behavior of consumers who live in Bangkok, Thailand. The variables that have been used in this study framework were perceived risks, perceived advantages, hedonic motivations, trust and security, and website content. The questionnaire was conducted and selected from 407 respondents in Bangkok area only by using non-probability sampling method as convenience and snowball sampling. The main method used to apply for this research are multiple linear regressio...
  • Thumbnail

    Factors affecting purchase intention toward almond milk: a case study of Thai experienced and inexperienced consumers 

    Soonthorn Pibulcharoensit; Sutthisak Inthawadee; Wu, Yongqiang; Yang, Xiannong; Peng, Fangzhi; Feng, Engxu (Assumption University Press, 2020)

    The healthy trend has been grownrapidly in Thailandmarketsince a few years ago. There are many kindsof healthy products which provided to the consumers. Also,almond milk is one of a new face to themarket.The objective of study this research is to examinethe factor of affecting Thai people’spurchase intentiontoward almond milk. The researcher used an online and offline survey to develop and distributequestionnaires to the sample of theThai population. The target populations wereboth Thai people who ever purchased ...
  • Thumbnail

    Factors influencing customer attitude and behavioral intention towards consuming dietary supplements 

    Krisana Kitcharoen; Rawin Vongurai (Assumption University Press, 2020)

    The purpose of this study isto determine the key aspects that influence customer attitude towardsdietary supplement andtheirbehavioral intention to consume dietary supplements. The theory of planned behavior (TPB) is studied as thetheoretical framework for this study with small adjustment to derive theconceptual framework.The sample data (n=402) were collected through online questionnaire using google forms. The researcherused convenience sampling method to pick therespondents. The data were analyzed through Str...
  • View more