Suthiparithat (Journal of Business and Innovation: SJBI) https://so05.tci-thaijo.org/index.php/DPUSuthiparithatJournal <p><strong>Suthiparithat (Journal of Business and Innovation: SJBI) : ISSN: 2730-2717 (online) ISSN: 2730-2709 (print)</strong> <span data-sheets-value="{&quot;1&quot;:2,&quot;2&quot;:&quot;Suthiparithat Journal: Print ISSN: 0857-2690 is the academic journal of Dhurakij Pundit University in the humanity and social science and relevant disciplinary which publishes both research-based and academic-based articles for DPU faculty and external academicians/peers. Publication policy is to publish 4 issues per year of a quarterly issue: Issue No.1 January-March, Issue No.2 April-June, Issue No.3 July-September and Issue No.4 October-December including the special issue (if any). The journal objectives are as follows:\n1.\tTo disseminate academic knowledge in related disciplinary.\n2.\tTo provide academic services to society in a form of academic journal.\n3.\tTo promote the dissemination and sharing of articles’ findings to public. \n4.\tTo be a publication venue for disseminating the academic works of faculty, students, academicians and peers.\n5.\tTo disseminate academic honor of Dhurakij Pundit University&quot;}" data-sheets-userformat="{&quot;2&quot;:513,&quot;3&quot;:{&quot;1&quot;:0},&quot;12&quot;:0}">is the academic journal of Dhurakij Pundit University in social science and relevant disciplinary which publishes both research-based and academic-based articles for DPU faculty and external academicians/peers. Publication policy is to publish 4 issues per year of a quarterly issue: Issue No.1 January-March, Issue No.2 April-June, Issue No.3 July-September and Issue No.4 October-December including the special issue (if any).</span></p> <p><strong>Suthiparithat (Journal of Business Innovation: SJBI) ISSN: 2730-2717 (online)</strong></p> <p><strong>Main subject category: Social Sciences</strong></p> <p><strong>Subject Areas:</strong></p> <p>1) Business, Management and Accounting</p> <p>2) Economics, Econometrics and Finance</p> <p><strong>Sub-Subject Areas:</strong></p> <ol> <li> General Business, Management and Accounting</li> <li> Management of Technology and Innovation</li> <li> Strategy and Management</li> <li> Organizational Behavior and Human Resource Management</li> <li> General Economics, Econometrics and Finance and Accounting</li> </ol> en-US <p>Content and information of the article published at Suthiparithat Journal are based on the sole opinions and responsibility of author(s) only. Neither the editorial board involve in......</p> dpujournal@dpu.ac.th (อาจารย์ ดร.ภูมิพัฒณ์ พงศ์พฤฒิกุล) dpujournal@dpu.ac.th (นางปัทมพร โพนไสว และ นางสุดารัตน์ ขำภักตร์) Thu, 30 Jun 2022 12:07:54 +0700 OJS 3.3.0.8 http://blogs.law.harvard.edu/tech/rss 60 TRANSMEDIA STORYTELLING OF MARVEL CINEMATIC UNIVERSE https://so05.tci-thaijo.org/index.php/DPUSuthiparithatJournal/article/view/256661 <p>This article aims to study the elements of success in the Marvel Cinematic Universe (MCU). The method of this study is the analysis of Marvel films and short films, as well as information on various websites. This article focuses on the way transmedia storytelling is used in the MCU.</p> <p> It is found that the MCU includes the superhero movies that are its main story. There are also 4 types of media in its transmedia storytelling. They are post-credits scenes, Marvel one-shots films, Marvel series, and Marvel Prelude comics. These transmedia works play a role in connecting among the films and extending stories of non-main characters. This article suggests that the transmedia strategy helps give their audiences insights. It also leads to the financial success of the films.</p> torsakul thirapatana Copyright (c) 2022 Dhurakij Pundit University https://creativecommons.org/licenses/by-nc-nd/4.0 https://so05.tci-thaijo.org/index.php/DPUSuthiparithatJournal/article/view/256661 Thu, 30 Jun 2022 00:00:00 +0700 รู้ทันการค้า ในตลาดจีน 1,300 ล้านคน https://so05.tci-thaijo.org/index.php/DPUSuthiparithatJournal/article/view/260163 Nimit Soonsan Copyright (c) 2022 Dhurakij Pundit University https://creativecommons.org/licenses/by-nc-nd/4.0 https://so05.tci-thaijo.org/index.php/DPUSuthiparithatJournal/article/view/260163 Thu, 30 Jun 2022 00:00:00 +0700 COMPARISON OF FORECASTING TECHNIQUE FOR IMPROVING THE ACCURACY OF SALE FORECAST: A CASE STUDY OF PLASTIC BOTTLE MANUFACTURING IN THAILAND https://so05.tci-thaijo.org/index.php/DPUSuthiparithatJournal/article/view/257577 <p>Sales forecasting or predicting customer demand is important for the entire business planning in a company, e.g., in production planning, material planning, human resources planning. Because of how essential sales forecasting is, many companies want to improve the its accuracy.</p> <p>Sales forecasting or predicting customer demand is important for the entire business planning in a company, e.g., in production planning, material planning, human resources planning. Because of how essential sales forecasting is, many companies want to improve the its accuracy.</p> <p>This research aims to improve the sales forecasting of the plastic bottle manufacturer in Thailand which emphasizes on using the simple forecasting technique which is practical and easy to apply. This research shows the comparison of different techniques in order to find the best forecasting for the sales of three bestseller plastic bottle models. The experiment uses the historical data from August 2018 - July 2020 by dividing the data in to two parts. The data in the earlier year is used to find the appropriate parameters of the forecasting techniques. The data in the second year is used to test the accuracy of each sale forecasting techniques by using Mean Absolute Percentage Error in measuring the degree of accuracy. The result shows that Holt-Winter technique gives the best accuracy. MAPE is lower than 10% and the lowest is 4.7%. Moreover, Holt-Winter technique is better than the existing sales forecasting technique that the company used for all three plastic bottle models which are 57%, 57%, and 89% more accurate. Besides the result, the company can use the experiment model in this research as a guideline to find the best technique for predicting customer demand in other models or other products.</p> Varis Limlawan, Sirat Jangruxsakul, Kunakorn Wiwattanakornwong Copyright (c) 2022 Dhurakij Pundit University https://creativecommons.org/licenses/by-nc-nd/4.0 https://so05.tci-thaijo.org/index.php/DPUSuthiparithatJournal/article/view/257577 Thu, 30 Jun 2022 00:00:00 +0700 ORGANIC AGRITOURISM DEVELOPMENT IN CHIANG MAI PROVINCE https://so05.tci-thaijo.org/index.php/DPUSuthiparithatJournal/article/view/258980 <p>The objectives of this research were to study and explain the situation of organic agricultural tourism in Chiang Mai Province, Thailand and examine the strategies and guidelines for developing organic agricultural tourism in Chiang Mai Province by applying the analysis process of the internal and external situations, and the tools for creating new strategies from the current environment and situation. The data were collected from October 2018 to September 2019 via an interview, focus groups, observation, and forums from 280 community leaders, managers, business owners, and relevant people to organic agricultural tourism in Chiang Mai Province. The research results indicated that the components of organic agricultural tourism management in Chiang Mai Province included the management dimension that involved the establishment, operations, participation with the community, and strengths of the business, the marketing dimension that investigated the products and place, and management based on the local resources. It was found that organic agricultural tourism gave the agriculturists an opportunity to generate income from the agricultural products, create new activities or products to distribute, and add value to the products. As a result, employment inclined from the tourism activities, which activated the community economy and income generation. The application of the research results could be beneficial for planning and setting up the strategies for the authorities and the people related to organic agricultural tourism in Chiang Mai Province.</p> Winitra Leelapattana, Weerapon Thongma Copyright (c) 2022 Dhurakij Pundit University https://creativecommons.org/licenses/by-nc-nd/4.0 https://so05.tci-thaijo.org/index.php/DPUSuthiparithatJournal/article/view/258980 Thu, 30 Jun 2022 00:00:00 +0700 A COMPARATIVE STUDY OF THE SERVICE QUALITY GAP OF QUARANTINE CENTERS BASED ON PATIENTS’ EXPECTATIONS AND PERCEPTIONS IN YANGON, MYANMAR https://so05.tci-thaijo.org/index.php/DPUSuthiparithatJournal/article/view/257829 <p>This study aimed to examine 1) the service quality gap between patients’ expectations and perceptions of quarantine centers in Yangon, Myanmar and 2) to investigate what dimensions of the service are the most influence on the perceived service quality which mainly focused on five service quality dimensions; Tangibles, Reliability, Responsiveness, Assurance, and Empathy then 3) the service gap comparisons between state and facility quarantine centers was also mentioned. The target population of this study was people who have returned from the foreign countries to Myanmar during COVID-19 first wave in 2020. The quantitative research was administered to collect data from 400 valid samples via both online survey form and paper-based questionnaires from those who have experienced with service quality offered by quarantine centers. </p> <p>The reliability of this study was checked by using the standard Cronbach’s Alpha values 0.7 and above. The paired t-test was used for data analyzing to test a service gap between expectation and perception of service quality. The results revealed that the perceptions of patients on quarantine centers are surpassed over their expectations. As results, the gap between expectation and perception for both types of quarantine were wholly positive. Both quarantine types also can be concluded that they have board perspectives of what patients expect from the center and how to satisfy them. Assurance was the most important component rated by patients since facility quarantine centers while tangible component was found as the most influence dimension for the state quarantine type. It also found that overall perceived service quality of facility quarantine is more excellent than the state quarantine center. Based on these results, future research might consider enlarging the scope to conduct from different quarantine centers and different geographical regions.</p> Hnin Wutt Yee Hlaing, Sunida Piriyapada Copyright (c) 2022 Dhurakij Pundit University https://creativecommons.org/licenses/by-nc-nd/4.0 https://so05.tci-thaijo.org/index.php/DPUSuthiparithatJournal/article/view/257829 Thu, 30 Jun 2022 00:00:00 +0700 THE DIGITAL MARKETING COMMUNICATIONS FOR INCREASING AWARENESS OF OTOP INNO-LIFE (NAWATVIDHI) IN BAN PHU KHAE, CHALOEM PHRAKIAT DISTRICT, SARABURI PROVINCE https://so05.tci-thaijo.org/index.php/DPUSuthiparithatJournal/article/view/258275 <p>The objectives of this research were to study the guidelines of digital marketing communication for creating awareness of OTOP Inno-life (Nawatvidhi) in Banphukhae, Chaloemphrakiat District, Saraburi Province and to study the guidelines for developing digital marketing communications for creating awareness of OTOP Inno-life (Nawatvidhi) in Banphukhae, Chaloemphrakiat District, Saraburi Province. This research is a qualitative research. The main informants of this research study were divided into 4 groups: a group of community leaders, entrepreneurs, community members and government officials. The data were collected through interviews, observation, and a survey. After that, the researcher utilized descriptive analysis to assess the qualitative data by describing the information gleaned from the interview and secondary sources. The study found that there were several forms of the digital marketing communications for creating awareness of OTOP Inno-life (Nawatvidhi). The forms include: 1) creating a key message to communicate with customers; 2) creating identity through information providers and products; 3) creating a market culture; 4) using advertising and public relations with content; 5) marketing communication using online influencers; 6) developing of online distribution channels; 7) Advertising on Facebook; 8) designing digital media with modern graphics and giving useful information. The guidelines for the development of digital marketing communication were: 1) creating the outstanding identity of places and products; 2) creating sales channels though online channels; 3) creating communication channels in foreign languages; 4) being able to adapt in trends of changing and new technology.</p> Sawita Yousukkee, Orakanang Nuancharoen Copyright (c) 2022 Dhurakij Pundit University https://creativecommons.org/licenses/by-nc-nd/4.0 https://so05.tci-thaijo.org/index.php/DPUSuthiparithatJournal/article/view/258275 Thu, 30 Jun 2022 00:00:00 +0700 ENCOURAGING INFORMAL EMPLOYEES TO SEEK INSURANCE UNDER SECTION 40, CHIANG RAI, THAILAND https://so05.tci-thaijo.org/index.php/DPUSuthiparithatJournal/article/view/256932 <p>The purpose of this essay is to investigate the variables that encourage informal employees to apply for insurance under section 40 Chiang Rai, Thailand. This study employed a mixed method. Qualitative data were gathered from four officials in government departments overseen by the Ministry of Labor. For qualitative method, data were gathered from 400 observations who were informal laborers without Section 40 insurance and lived in Chiang Rai Province. The mean was used to examine the concentricity of the data. Besides, t-test, one-way ANOVA, and multiple regression analysis were applied. According to the findings, the primary motivating reasons for applying to be an insured under Section 40 were health considerations and work stability, followed by motivational elements, contribution rate, health factors, personal life, and motivation factors. The hypothesis testing revealed that the boosting factor was the social security office staff variables. Health issues connected to the application for insurance under Section 40 of Chiang Rai Province's informal laborers, including employment position Workplace safety, working conditions, and compensation The element of promotion Influencing elements associated to filing for insurance under Section 40 of Chiang Rai Province's informal laborers, including communication The ease with which services may be obtained significant the level of 0.05, office workers and contribution rate.</p> Muntana Mahabunyanon, Benchawan Benchakorn Copyright (c) 2022 Dhurakij Pundit University https://creativecommons.org/licenses/by-nc-nd/4.0 https://so05.tci-thaijo.org/index.php/DPUSuthiparithatJournal/article/view/256932 Thu, 30 Jun 2022 00:00:00 +0700 SCHOOL ADMINISTRATORS’ ACADEMIC LEADERSHIP AFFECTING THE PROFESSIONAL LEARNING COMMUNITY IN SCHOOLS UNDER PRACHINBURI PRIMARY EDUCATIONAL SERVICE AREA OFFICE 1 https://so05.tci-thaijo.org/index.php/DPUSuthiparithatJournal/article/view/257735 <p>This research aimed to investigate the academic leadership of school administrators and professional learning communities in schools under the Prachinburi Primary Educational Service Area Office 1. The sample consisted of 313 school administrators and teachers. The researcher employed the instruments comprising of questionnaires and interview forms for data collection based on standard academic concepts. Data were analyzed with descriptive statistics.</p> <p>The result revealed that the academic leadership of school administrators and professional learning communities had a high level of practice with a statistically significant correlation at the .01 level. The academic leadership of school administrators predicted 88.90 percent (R<sup>2</sup> = 0.889) of the professional learning community. The practical approach of the academic leadership of school administrators suggested that the original affiliation should formulate a policy requiring administrators to be developed into a visionary every 3-5 years to create unity in work, improve the quality of education, and promote the teacher's learning management.</p> Tharathip Sornhad, Kla Tongkow Copyright (c) 2022 Dhurakij Pundit University https://creativecommons.org/licenses/by-nc-nd/4.0 https://so05.tci-thaijo.org/index.php/DPUSuthiparithatJournal/article/view/257735 Thu, 30 Jun 2022 00:00:00 +0700 WORKING CONDITIONS AND JOB CHARACTERISTICS AFFECTING HAPPINESS AT WORK FOR GENERATION Y EMPLOYEES IN BANGKOK https://so05.tci-thaijo.org/index.php/DPUSuthiparithatJournal/article/view/256965 <p>The objective of this research is to study factors influencing happiness at work for generation Y employees in Bangkok. An online questionnaire was employed to collect data from 387 randomly selected generation Y employees aged 26-41 years in Bangkok. Statistics employed for data analysis were frequency, percentage, mean, standard deviation, t-test, One-way ANOVA, and Multiple Linear Regression.The results of this study showed that in overall, working conditions, job characteristics, and happiness at work of generation Y employees are at high level. Generation Y employees who differ in personal factors in gender, education level, and income of happiness at work have no statistical difference between groups; while generation Y employees who differ in occupation and employment type of happiness at work have statistical difference between groups. The results of Multiple Linear Regression analysis found that four modes of working conditions can explain the variation of happiness at work by 59.7. When considering the independent variables that have a prediction power on happiness at work include opportunity for advancement, organization and management, social aspects of the job, and compensation. The results of Multiple Linear Regression analysis found that four modes of job characteristics can explain the variation of happiness at work by 52.1. When considering the independent variables that have a prediction power on happiness at work include task identity, task significance, autonomy, and feedback.</p> Anyamanee Sriplad, Suravee Suravee Copyright (c) 2022 Dhurakij Pundit University https://creativecommons.org/licenses/by-nc-nd/4.0 https://so05.tci-thaijo.org/index.php/DPUSuthiparithatJournal/article/view/256965 Thu, 30 Jun 2022 00:00:00 +0700 HAPPY WORKPLACE FROM THE PERSPECTIVE OF UNIVERSITY LECTURERS https://so05.tci-thaijo.org/index.php/DPUSuthiparithatJournal/article/view/257899 <p>The present aims to define and examine the elements of happy workplace according to the perspective of university lecturers and to propose measures to establish a happy workplace according to the perspective of university lecturers. This qualitative study has been equipped with literature, in-depth interviews together with observation and semi-structured interview as the instruments. Purposive sampling method was conducted to derive the key informants; consisted of 3 faculty executives, and 10 university lecturers in their 30s who have at least 2 years of teaching experience. The data obtained were analyzed through coding and categorical approach was employed in order to complete content analysis and interpretative techniques to define happy workplace according to the perspective of university lecturers. The result indicates that both groups of informants appeared to share the same perspective concerning the concept of happy workplace. The definition of happy workplace from the perspective of university lecturers has been defined as an organization where personnel in every level are happy and this is due to the following 4 factors: working environment, administrative (executive and administration policy), workplace relations, and compensation and welfare. According to the result, the measures to establish a happy workplace have been suggested to be in accordance with corporate culture as well as the 4 factors. The establishment can be conducted through planning activities to strengthen good workplace relations which relevant to needs of the staff. Opinion hearing and evaluation on working progress have also been suggested in order to review the implementation of those measures.</p> Pongsakorn Srirongthong Copyright (c) 2022 Dhurakij Pundit University https://creativecommons.org/licenses/by-nc-nd/4.0 https://so05.tci-thaijo.org/index.php/DPUSuthiparithatJournal/article/view/257899 Thu, 30 Jun 2022 00:00:00 +0700