SOCIAL SCIENCES RESEARCH AND ACADEMIC JOURNAL

Teble of Contents Vol.21 No.1

Table of Contents Vol.21 No.1 — Fri, 30 Jan 2026 00:00:00 +0700

The Influence of Omni-channel Marketing and Customer Experience Management on Purchase Intentions through Integrated Distribution Channels of Modern Retail Businesses among Generation Z Consumers in Nakhon Phanom Province

Sujittra Sangchanda, Kansapat Nupteotrong — Fri, 30 Jan 2026 00:00:00 +0700

This research aims 1) to examine the level of omni-channel marketing and customer experience management practices of modern retail businesses, and 2) to investigate the influence of omni-channel marketing and customer experience management on purchase intention through integrated marketing channels among Generation Z consumers in Nakhon Phanom Province. This study employs a quantitative research approach, collecting data from 400 Generation Z consumers in Nakhon Phanom Province, selected using purposive sampling. A questionnaire was utilized, with an overall reliability coefficient of 0.970. Statistical methods applied for data analysis included frequency, percentage, mean, standard deviation, and multiple regression analysis.

The results revealed that: 1) overall Omni-channel Marketing was rated at the highest level (= 4.32), with the highest mean score for connecting channels to consumers (= 4.40), followed by Understanding consumer behavior and expectations (= 4.32), Continuous experience delivery (= 4.32), and Building consumer engagement (= 4.25). Customer experience management was also rated at the highest level (= 4.26), with the highest score for analyzing the customer experience world (= 4.30), followed by structuring the customer experience (= 4.27), designing brand-related experiences (= 4.25), designing customer touchpoints (= 4.25), and continuous innovation (= 4.23), and 2) Hypothesis testing revealed that Omni-channel Marketing comprising; 1) Understanding consumer behavior and expectations, 2) Continuously delivering experiences that meet consumer needs, and 3) Building consumer engagement along with customer experience management, which involves; 1) Analyzing the customer experience world, 2) Designing customer touchpoints, and 3) Continuously creating innovation, significantly influences purchase intention through integrated distribution channels of modern retail businesses at the 0.05 level.

Quality Improvement of Red Tea Products by the Koh Kret Tea Community Enterprise to Enhance Market Competitiveness

Sirat Jangruxsakul, Jakkadul Wangkangvansot, Kultiwa So-Ngern, Pongsai Petcharuk — Fri, 30 Jan 2026 00:00:00 +0700

The Rang Daeng leaf tea product of the Ko Kret Leaf Tea Community Enterprise was characterized by off-flavors, specifically a burnt and intensely leafy odor, somewhat astringent taste, which limited market acceptance. This study aimed to diagnose the sensory characteristics of the original product, develop and improve the production process, and assess group members’ satisfaction with the improved product. Participatory action research (PAR) was employed with 10 members of the enterprise, utilizing an iterative, three-cycle process that tested several process conditions, including control of roasting temperature, the addition of a kneading step, and adjustments to the drying method. Data collection instruments comprised an experimental log, participatory group meetings, and a five-point Likert-type questionnaire (7 items) to evaluate sensory attributes and overall satisfaction. Compared to the original product, the revised process successfully minimized the burnt odor and enhanced taste smoothness. Overall satisfaction among group members was rated high (= 4.50, S.D. = 0.78). The strongest domains were taste smoothness (= 4.68, S.D. = 0.99), taste during consumption (= 4.65, S.D. = 0.83), and aroma of the tea infusion (= 4.62, S.D. = 0.97). These findings indicate successful product improvement aligned with the needs of the target segment, thereby enhancing the market competitiveness of the community enterprise.

An Evaluation of the Doctor Education Program in Curriculum and Instruction Revised Curriculum Academic Year 2021, Faculty of Education, Burapha University

Watanyou Nawises, Sirawan Jaradrawiwat , Panpetch Romsye, Wirote Chompoo — Fri, 30 Jan 2026 00:00:00 +0700

The objectives of this research were to evaluate the Doctor Education Program in Curriculum and Instruction Revised Curriculum Academic Year 2021, Faculty of Education, Burapha University, based on the CIPP Evaluation Model. The research instruments used questionnaires and interviews, categorized according to the groups of informants. The collected data were analyzed using quantitative and content analysis methods. The participants included current students, alumni, graduate Employers, program administrators, and instructors. The findings revealed that their overall opinions toward the curriculum were at the highest level in all aspects: context ( = 4.64, S.D. = 0.41), input (= 4.64, S.D. = 0.42), process (= 4.68, S.D. = 0.44), and product (= 4.70, S.D. = 0.39). Interviews with experts indicated that the curriculum philosophy was consistent with professional principles, responsive to social changes, and could be effectively implemented in practice. Continuous curriculum revision was considered essential. The curriculum structure corresponded with its objectives; the proportion of course categories and course content met professional needs and could be practically applied. Moreover, the curriculum was found to be well-aligned with current educational, economic, and social transformations. The instructors possessed appropriate qualifications, academic competence, and relevant experience for their teaching responsibilities, as well as a sound understanding of the curriculum. It was recommended that instructional methods be diversified incorporating on-campus learning, online learning, and field-based experiences such as participation in academic seminars, curriculum development for educational institutions, knowledge transfer to organizations, community service, academic services, and research assistantships. These experiences would support students living far from the university and enhance their professional learning throughout the program. In terms of assessment and evaluation, it was suggested that the curriculum adopt various assessment approaches such as behavioral assessment, reflective writing, self-assessment, knowledge assessment, and performance evaluation. Additionally, assessment verification. The curriculum should provide verification in various forms and methods in every semester.

Integration of Artificial Intelligence Technology in Designing Handwoven Textile Patterns Incorporating Local Identity: A Case Study of the Ban Sao Luang Community Weaving Enterprise

Fri, 30 Jan 2026 00:00:00 +0700

This research aimed to 1) study the unique patterns of community handwoven fabrics, to design handwoven fabric patterns that integrate local identity through artificial intelligence (AI) technology and 2) to assess consumer satisfaction levels. A mixed-methods approach was employed. Qualitative data were collected through observation, interviews, and brainstorming sessions with 12 weaving experts from the Ban Sao Luang Weaving Community Enterprise in Mueang Nan District, Nan Province, to analyze indigenous knowledge and develop Prompt commands for pattern generation using the Stable Diffusion model. Quantitative data were obtained from 385 consumers using a structured questionnaire. Descriptive statistics, including mean, percentage, and standard deviation, were used for data analysis.

The results revealed that the group's unique signature pattern is the Bo Suak pattern, inspired by ancient pottery paste decorations on jar mouths. An analysis of pattern elements combined with community context enabled the development of 9 contemporary prototype patterns reflecting local identity. Weaving experts evaluated the feasibility of all prototypes through a consensus-based process, selecting patterns No. 3, 7, and 8 as the most suitable for actual weaving in terms of craftsmanship, production compatibility, and practical feasibility. Pattern No. 8 was ultimately chosen for product prototype development. The overall consumer satisfaction with the AI-designed textile patterns was found to be at the highest level (mean = 4.47).

Research and Development of Media Technologies to Raise Awareness and Prevent Cybercrime Among Students

Kanchana Yolsiritham — Fri, 30 Jan 2026 00:00:00 +0700

This research and development study aimed to: 1) research and develop media technologies designed to raise awareness of cyber threats and preventing cybercrime among students; 2) compare students' learning achievement before and after utilizing the developed media technologies; and 3) evaluate students' satisfaction with the developed media technologies. The sample comprised 40 first-year undergraduate students enrolled in the regular program during the first semester of the 2025 academic year in the Computer and Information Technology program at Nakhon Sawan Rajabhat University. Participants were selected through simple random sampling using a computerized random sampling procedure. The research instruments consisted of: 1) a cyber threat awareness and cybercrime prevention application developed on the Glide App platform, a no-code application development platform; 2) a learning achievement test; and 3) a satisfaction evaluation questionnaire.

The research findings revealed that the developed cyber threat awareness and cybercrime prevention application demonstrated the highest level of appropriateness (= 4.52, S.D. = 0.21). Students' post-intervention learning achievement scores were significantly higher than their pre-intervention scores at the statistical significance level of p < .01. Furthermore, students expressed the highest level of overall satisfaction with the application (= 4.53, S.D. = 0.59). These findings indicate that the developed media technologies are effective and well-aligned with the learning characteristics of digital-era learners.

The Development of Essential Competencies in Technology Use and Life Skills for Disseminating the Way of Life of the Khek Noi Community Among Hmong Ethnic Students

Nuntawan Phuaphan — Fri, 30 Jan 2026 00:00:00 +0700

The objectives of this research were 1) to develop digital media innovations created by Hmong ethnic students for disseminating the way of life of the Khek Noi community, and 2) to study the essential competencies in technology use and life skills of Hmong ethnic students, employing a research and development (R&D) methodology. The study population consisted of 34 Grade 12 students selected through purposive sampling, along with 2 student teachers undergoing professional teaching practicum who were observed throughout the process. The research instruments were: a semi-structured interview form, a rubric for evaluating digital media innovation products, and an assessment form for essential competencies in technology use and life skills. Quantitative data were analyzed using descriptive statistics, while qualitative data were analyzed through content analysis.

The research findings revealed that the development process for transforming Hmong ethnic students into community YouTubers consists of four stages: Exploration, Creation, Communication, and Preservation. The students' digital media innovations were evaluated as follows: Content aspect: the content was relevant, on-topic, and aligned with the objectives; overall mean rating = very good (μ = 4.86, S.D. = 0.46), Language aspect: the language used for explanation and communication was clear and easy to understand; overall mean rating = good (μ = 4.48, S.D. = 0.56), Benefits aspect: the work effectively and engagingly disseminated the way of life of the Khek Noi community; overall mean rating = very good (μ = 4.87, S.D. = 0.57), In addition, the students' essential competencies in technology use and life skills for disseminating the Khek Noi community way of life were assessed as follows: Technology use competency: Students demonstrated correct knowledge of the media technologies employed; overall mean rating = very good (μ = 4.59, S.D. = 0.57). Life skills: building good interpersonal relationships: overall mean rating = good (μ = 4.57, S.D. = 0.57), Adapting to social changes and environmental conditions: overall mean rating = very good (μ = 4.57, S.D. = 0.49).

Developing Innovations to Promote Morality and Ethics to Create Awareness of Corruption Prevention Among Police Officers

Worathep Piyawajjanaporn, Dusitanon Thamdee, Jakkrich Wiengsamut — Fri, 30 Jan 2026 00:00:00 +0700

The objectives of this research were to study success factors for enhancing the performance of police officers in accordance with moral and ethical principles, and to develop measurement tools and innovations to promote morality. This study employed a mixed-methods research design. The qualitative research involved in-depth interviews and focus group discussions with 55 key informants. The quantitative research involved collecting data via an achievement assessment form regarding an application designed to promote morality, ethics, and anti-corruption awareness among 226 Thai police officers.

The results revealed that problems influencing performance based on good governance principles included the patronage system, structural issues, corruption and misconduct, personnel management, social and political pressures, and a lack of ethical training. Conversely, promoting factors included adjusting compensation to align with workload, fostering an organizational culture focused on morality, establishing policies for ethical evaluation, and utilizing digital technology to strengthen ethics. The measurement tool developed was a 5-point rating scale questionnaire consisting of three parts: general information, ethical level assessment, and additional suggestions, where higher scores reflected higher levels of morality. Furthermore, the “COPDee” platform was developed to promote morality and ethics within the police organization. Its functions include news dissemination, whistleblowing, honoring moral individuals, a discussion forum, and an automated advisory Chatbot. Key policy recommendations suggest that the Royal Thai Police should establish anti-corruption policies as an urgent agenda and integrate the COPDee platform into the official performance evaluation system to create a sustainable moral police organization.

Preserving Multicultural Society: A Comparative Analysis of Sociology-Humanities School Textbooks in Indonesia and Thailand

Fri, 30 Jan 2026 00:00:00 +0700

This study investigates how multiculturalism is represented in senior high school social science textbooks in Indonesia and Thailand. Using qualitative content analysis, the researchers examined officially published textbooks to identify how themes of diversity, equality, and social cohesion are integrated into educational materials. To enhance contextual clarity, the study also examines curriculum development and textbook publication timelines in both countries, linking the analyzed textbooks to specific periods of educational reform and multicultural policy frameworks. The analysis revealed three key themes: 1) recognition of societal differences, 3) promotion of equality and inclusion, and 3) the cultivation of harmony through shared values.

Indonesian textbooks framed multiculturalism as a foundational principle rooted in Pancasila and highlighted ethnic, religious, and class differences as sources of national strength. Thai textbooks also acknowledged diversity but emphasized civic duty, national unity, and moral values over critical engagement with structural inequalities. A comparative analysis showed that Indonesia leaned toward a transformative multicultural approach, while Thailand favored a conservative model aligned with nation-building objectives. This research contributed to the discourse on multicultural education in Southeast Asia and suggested that curriculum developers should prioritize inclusive and critically engaged pedagogies.

From Suffering to the Cessation of Suffering: Applying the Four Noble Truths in the Context of the VUCA and BANI World

Fri, 30 Jan 2026 00:00:00 +0700

This academic article analyzes and synthesizes contemporary global challenges through the frameworks of VUCA (Volatility, Uncertainty, Complexity, Ambiguity) and BANI (Brittle, Anxious, Nonlinear, Incomprehensible), which describe the characteristics of volatile, uncertain, complex, and fragile environments. The Buddhist principle of the Four Noble Truths-particularly the understanding of Dukkha (suffering) and Nirodha (cessation)-is applied as a guiding framework for addressing and overcoming suffering in such contexts. By integrating Buddhist philosophy with modern psychological concepts such as mindfulness, emotional agility, and meaning in life, this study proposes the “VUCA–BANI–Ariyasacca Model” as an innovative framework linking modern sources of suffering to Buddhist-based solutions. The model emphasizes both adaptation to external conditions and the cultivation of inner resilience, enabling individuals and organizations to respond more effectively to uncertainty. Its aims include fostering spiritual immunity, enhancing emotional stability, and promoting sustainable well-being. Applicable at both personal and organizational levels, the model offers a practical and adaptable approach to achieving long-term resilience and happiness in an ever-changing world.

A new paradigm in school administration

Wansupa Chalermcheep; Sombat Dejbamrung, Somchai Dejbamrung — Fri, 30 Jan 2026 00:00:00 +0700

The article “A new paradigm in school administration” aims to propose an alternative approach to school administration that aligns with the dynamics of the 21st century, utilizing Systems Theory as the key conceptual framework. It highlights the limitations of the conventional paradigm, which emphasizes centralized authority, top–down management, and quantitative assessment, all of which are insufficient in addressing the rapid changes in society, technology, and the economy.

Under this new paradigm, school administration is perceived as an “open system” that continuously interacts with its environment. It emphasizes flexibility, integration, data-driven decision-making, collaborative networking, and the development of schools as learning organizations. Such an approach aspires to ensure sustainable educational quality, foster learners’ competencies, promote lifelong learning, and prepare them to thrive in an increasingly complex world.

The conclusion underscores the necessity of paradigm shifts in school administration to enhance the quality and efficiency of the Thai education system, making it more adaptive to change. It also aims to nurture new generations of citizens with the capacity to meet future challenges.

Ethics in the Educational System of Private Higher Education Institutions

Attaphol Arayakemmakul; Somchai Dejbamrung, Sombat Dejbamrung — Fri, 30 Jan 2026 00:00:00 +0700

Ethics in the educational system serves as a crucial foundation that determines the direction and approaches for controlling, supervising, and enhancing the quality of education within institutions. This is particularly significant for private higher education institutions, given their essential role in producing graduates for society. The systemic approach mentioned in this study refers to the structured processes and mechanisms that promote, monitor, and assess ethical conduct among administrators, faculty members, staff, and students, ensuring that all sectors within the institution perform their duties with transparency, accountability, and integrity. Consequently, promoting and regulating ethics among academic and administrative personnel, as well as students, is essential to cultivating graduates endowed with moral values, ethical awareness, and social responsibility. The article “Ethics in the Educational System of Private Higher Education Institutions” focuses on examining and analyzing the roles of ethics within private higher education, considering the dimensions of administration, faculty, students, and institutional governance. It also proposes a systemic development approach aimed at strengthening transparency, credibility, and sustainability within higher education institutions.

The analysis reveals that maintaining ethics in private higher education institutions not only enhances academic quality but also reinforces social trust and increases the long-term institutional image of universities.

Factors Affecting the Transformational Leadership of School Administrators of Small Schools under the Kamphaeng Phet Primary Educational Service Area Office 1

Suratana Madod; Satorn Subruangthong, Supattana Hombubpha — Fri, 30 Jan 2026 00:00:00 +0700

The objectives of this research were to 1) study the level of factors affecting transformational leadership of school administrators 2) study the level of transformational leadership of school administrators 3) study the relationship between affecting factors and transformational leadership of school administrators. The sample consisted of 268 school administrators and teachers from small-sized schools under the Office of Kamphaeng Phet Primary Educational Service Area 1 in the 2024 academic year, the size was determined using the Krejcie and Morgan table and selected via multi-stage random sampling. The research instrument was a three-part questionnaire assessing factors affecting transformational leadership, with reliability coefficients of 0.96 and 0.94. Data were analyzed using mean, standard deviation, Pearson’s correlation coefficient, and Stepwise Multiple Regression Analysis.

The research findings were as follows:

1. The overall level of factors influencing transformational leadership of small school administrators was rated high (= 4.30, S.D. = 0.36). When considering each aspect, the highest mean score was Role Modeling (= 4.36, S.D. = 0.39), followed by Instructional Leadership (= 4.34, S.D. = 0.45), while Vision Formulation had the lowest mean (= 4.23, S.D. = 0.45).

2. The overall level of Transformational Leadership among school administrators was rated high (= 4.33, S.D. = 0.42). By aspect, the highest mean was Intellectual Stimulation (= 4.35, S.D. = 0.41), followed by Inspirational Motivation (= 4.34, S.D. = 0.40), whereas Individualized Consideration had the lowest mean (= 4.30, S.D. = 0.45).

3. The relationship between affecting factors and transformational leadership of school administrators was found to be high and positive overall (r_xy = .789) with statistical significance at the .01 level.

Improving transport management efficiency to reduce costs in logistics systems ABC company case study

Seksan Thepkhan; Watcharaphon Wongjun — Fri, 30 Jan 2026 00:00:00 +0700

This research aimed to study the problems and propose guidelines for improving transportation management efficiency to reduce logistics costs at ABC Company. This is a qualitative research study using the fishbone diagram and the PDCA quality process to analyze the factors contributing to delays and high costs, including personnel, methods, materials, tools, environment, and management, as well as the need for continuous improvement and development.

The findings revealed that: before transportation, the highest cost was packaging, followed by storage and internal handling at the origin. After transportation, the main cost was the freight charge, followed by storage and handling at the destination. Major problems causing high costs included the lack of standard operating procedures, underutilized truck capacity, poor maintenance management, and inefficient route planning. The improvement guidelines consist of establishing standard operating procedures (SOPs), adopting digital transportation technologies such as GPS and TMS systems, providing staff training, and implementing preventive vehicle maintenance. These measures are expected to reduce transportation costs, delivery time, and product damage while enhancing customer satisfaction and strengthening the company’s competitiveness in the long term.

The Study of English Pronunciation of English Final Consonants /t/, /d/, and /ɪd/ with Using Sociolinguistics and Peer-Assisted learning for Grade 6 Students at Banwangchumphon School in Nakhon Sawan Province

Kavita Boonmak; Thanaphat Sonthirak — Fri, 30 Jan 2026 00:00:00 +0700

The purposes of this research were to 1) study the pronunciation of English final consonant /t/, /d/, and /ɪd/ using sociolinguistics and peer-assisted learning, 2) compare the pronunciation of English final consonant /t/, /d/, and /ɪd/ using sociolinguistics and peer-assisted learning in the pre-test and post-test results, and 3) investigate the students' satisfaction with the use of sociolinguistics and peer-assisted learning in pronouncing English final consonant /t/, /d/, and /ɪd/. The sample group in this research was 24 students of grade 6 and selected by using purposive sampling method. The instruments in this research were 1. the instructional plans, 2. a pronunciation test using sociolinguistics, and 3. the satisfaction questionnaire concerning the implementation of sociolinguistics in peer-assisted learning. The statistics used for data analysis were mean, standard deviation, and dependent sample t-test.

The research findings were as follows:

1. The overall post-instruction pronunciation results of English final consonants /t/, /d/, and /ɪd/ using sociolinguistics and peer-assisted learning among grade 6 students met the passing criterion. The students' mean pre-test score was 35.56%, and their mean post-test score increased to 85.28%.

2. The pronunciation final consonant sounds /t/, /d/, and /ɪd/ using sociolinguistics and peer-assisted learning in overall was found that the post-test score was higher than the pre-test score with statistical significance at the .05 level.

3. The satisfaction with using of sociolinguistics and peer-assisted learning in pronouncing English final consonant sounds /t/, /d/, and /ɪd/ was at a high level overall. When considering each aspect, it was found that the students and teaching methods and learning activities were at a high level.

Guidelines for Reducing Storage Losses in a Warehouse: A Case Study of a Glass Packaging Company in Pathum Thani Province

Khanittha Saikaew; Kittinun Makprang — Fri, 30 Jan 2026 00:00:00 +0700

This research investigated the causes of product damage in a glass packaging warehouse in Pathum Thani Province, Thailand, using an applied case study approach to develop targeted improvements for minimizing losses. Quality management tools, including Pareto Analysis, Why–Why Analysis, and the Plan–Do–Check–Act (PDCA) cycle, were systematically applied. Data were sourced from damage reports, internal documents, on-site observations, and semi-structured interviews with three forklift supervisors. Pareto Analysis identified bottle collapse as the primary cause, accounting for 52% of total monetary loss. Why–Why Analysis revealed root causes: improper product placement, uneven and subsided flooring, and inadequate lighting. Interventions via PDCA included redesigning storage layouts with zoning and marking, upgrading lighting with bi-weekly inspections, and implementing standardized procedures through staff training and reinforcement. Post-implementation, damage losses dropped from 98,281.60 Baht in 2024 (January–December) to 0 Baht in 2025 (January–September), achieving a 100% reduction. These results demonstrate the efficacy of quality tools in attaining zero-defect operations. The framework offers a replicable model for similar warehouses handling fragile goods, emphasizing root-cause analysis and continuous improvement for enhanced efficiency and sustainability.

The Study of English Vocabulary Pronunciation Words to Initial Consonant Words by Using Minimal Pairs Vocabulary Sets for the First Year Vocational Education at Nakhon Sawan Vocational College

Piyaporn Ratsamichai; Thanaphat Sonthirak — Fri, 30 Jan 2026 00:00:00 +0700

The objectives of this research were to: 1) study and determine the effectiveness of minimal-pair pronunciation practice sets for the first year vocational certificate students, 2) compare the pronunciation ability of English vocabulary with initial consonants before and after learning through minimal-pair reading practice sets, and 3) examine students’ satisfaction with pronunciation learning using minimal-pair reading practice sets. The sample group in this research consisted of 18 students and was selected by using purposive sampling. The instruments in this research included 1. the lesson plans, 2. the assessment test of English pronunciation, and 3. the satisfaction questionnaire. The statistics used for data analysis included percentage, mean, standard deviation, t-test for dependent samples, and the efficiency index.

The research findings were as follows:

1. The minimal pairs practice set had an efficiency of E1/E2= 93.80/89.50.

2. The pronunciation ability of English vocabulary with initial consonants for the first year vocational certificate students through minimal-pair reading practice sets was found that the post-test scores were higher than the pre-test scores statistically significant at the .05 level.

3. The students’ overall satisfaction with learning pronunciation through minimal-pair practice sets was at a high level (= 4.22, S.D. = 0.76). When considering each aspect, the highest average score was for the teacher (= 4.30, S.D. = 0.77), followed by the measurement and evaluation was at a high level (= 4.27, S.D. = 0.87), and the lowest level was the practice set with a high level (= 4.10, S.D. = 0.88), respectively.