Vol. 40 No. 1 (2026): January-March

View Vol. 40 No. 1 (2026): January-March

Published: 2026-03-12

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Research Articles

Quality of work life factors influencing employee retention: A case study of operational-level employees at Mae Fah Luang University, Chiang Rai

Jintana Tharaporn, Piyatida Pianluprasidh, Tarittawan Chareanporn

1-18
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Profitability and capital structure influence on stock prices of companies listed on the Stock Exchange of Thailand: Services industry of tourism and leisure sector

Viewrawan Pradit, Premarat Vilalai, Arisara Thaneerananon, Pentida Pongtanee, Nattapat Nuanmaneethiti

19-33
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The relationship between financial influencers’ credibility and the financial product purchase decisions of Generation Y in Bangkok

Napasin Chalue, Pornprom Pornprom

34-49
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Evaluating incentive mechanisms of cultural and creative SMEs in Yunnan Province based on the CIPP Model

Chen Junru, Siridech Kumsuprom

50-62
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The Impact of McKinsey 7S Model and customer relationship management to the sustainability of educational training institutions in Kunming

Pang Lei, Adilla Pongyeela, Pornthip Tuntiwisedsak

63-80
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The effects of irritation, informativeness, awareness, and bank credibility in out-of-Home advertising affecting intention to use Krungsri Bank services: A study of people in Bangkok

Tanakit Benjapalanont, Weerapong Pounglek

81-98
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Factors affecting the transportation performance of frozen seafood products in Bangkok

Charinthip Chotirungseeyakul, Nattapong Taemkaew

99-117
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Attitudes and satisfaction of generation Y consumers towards the decision to use Dog Café services: A case study of Dog’s Paw

Patsaranan Thanakitthaweewit, Kanyarat Hongworranun

118-132
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Electronic service quality and social media marketing activities affecting customers’ purchase intention to use cleaning service applications in Thailand

Supawat Phongwatcharawat, Rattanakarn Khomson

133-150
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Developing marketing strategies of Koh Lae Nang community-based tourism, Thepha District, Songkhla Province

Ornanong Ampha, Saree Boonrat

151-172
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Book Review

Our dollar, your problem: An insider's view of seven turbulent decades of global finance, and the road ahead

Warawut Ruankham

173-174
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