Rattanakosin Journal of Social Sciences and Humanities

Creating a Corporate Culture that Supports Sustainability to Enhance Competitiveness in the Digital Age

2025-04-24T11:49:24+07:00

The research study aims to explore the key factors contributing to the development of a sustainable organizational culture in the digital era, to enhance competitiveness and sustainability, and to analyze the benefits and challenges of implementing a sustainable organizational culture in a rapidly changing digital environment. The study employed the Documentary Research Method (DRM) to collect and analyze data from primary and secondary sources including interviews with SMEs executives and research articles from online databases. The findings revealed that the key factors influencing the development of a sustainable organizational culture in the digital age include acceptance of digital culture, strong committed leadership, employee engagement, and transformational challenges management. Additionally, organizations can enhance competitiveness and sustainability by integrating digital tools, utilizing big data, blockchain technologies, and supporting small and medium-sized enterprises in adopting digital technologies. However, implementing a sustainable organizational culture in digital environment presents both benefits and challenges. The recommendations derived from this research encompass policy, academic, and future research dimensions. They emphasized the integration of digital technology, the development of a sustainable organizational culture, and the bridging of existing research gaps. These recommendations are practically applicable in the digital era.

Generative AI and Customer Experience Management for Small and Medium-sized Enterprises (SMEs)

2025-05-04T10:11:21+07:00

Deep understanding of customer behavior and needs is crucial for businesses to respond and deliver a good experience, which is important for their competitive capability. This research aims to study the benefits, challenges, and methods of assessing the impact of using Generative AI in small and medium-sized enterprises (SMEs). The study employs documentary research and in-depth interviews with three individuals experienced in using Generative AI in customer service, selected through purposive sampling. Content analysis was used to evaluate and synthesize the data. The research findings indicate that Generative AI helps improve customer experience by personalizing interactions, enhancing work efficiency, and predicting customer behavior to design appropriate marketing strategies. However, the implementation of Generative AI in SMEs faces challenges in data security, privacy, AI model accuracy, and the readiness of organizational resources and personnel. The impact of Generative AI on customer experience and loyalty can be assessed through its use in real-time customer data analysis, the ability to respond to customer needs, and the development and improvement of service quality based on the analysis of customer feedback or complaints. This research demonstrates how SMEs can use generative AI to manage and provide customer experiences in order to build loyalty and maintain a competitive edge.

An Evaluation of Credit Card Promotion Strategies in B2C Trade Shows A Case Study of Power Buy Expo

2025-05-17T19:54:04+07:00

This study aims to evaluate credit card promotion strategies in the context of business-to-consumer (B2C) trade shows, using Power Buy Expo—a major electronics fair in Thailand—as a case study. A qualitative research approach was employed, using in-depth interviews with 25 consumers who had experience using credit cards at the event. The findings reveal that 0% installment plans were the most influential strategy, enabling consumers to reduce financial burdens and access high-value products. Cashback and reward programs enhanced perceived value and long-term loyalty, while on-the-spot discounts appealed to quick decision-makers. The study also identifies enabling and inhibiting factors for credit card use, including clarity of conditions, financial literacy, and credit line limitations. The research offers strategic insights for event organizers and financial institutions in designing consumer-centric credit card promotions that encourage responsible spending. Moreover, the findings present policy-level recommendations for public agencies such as the Ministry of Commerce and consumer protection organizations to promote financial literacy and regulate marketing practices at large-scale trade shows.

Developing Psychological Resilience and Uncertainty Management in Life among Bachelor of Education Students through PRIDE-Based Guidance Activities

2025-07-16T10:52:45+07:00

The objectives of this research were: 1) to compare psychological resilience and uncertainty management in life before and after the implementation of a guidance activity program based on the PRIDE process, and 2) to compare psychological resilience and uncertainty management in life between the experimental and control groups. The participants were 24 undergraduate students in the Bachelor of Education program at Nakhon Pathom Rajabhat University, divided into an experimental group (n=12) and a control group (n=12). The participants were selected based on having psychological resilience scores below the 50th percentile and voluntarily participated in the study. They were then randomly assigned to either the experimental or control group using simple random sampling. The research instruments included: 1) the PRIDE-based guidance activity program, 2) a psychological resilience scale, and 3) an uncertainty management in life scale. The statistical methods employed were mean, standard deviation, and t-tests. The results indicated that: 1) after participating in the PRIDE-based guidance activities, students in the experimental group showed significantly higher levels of psychological resilience and uncertainty management in life compared to before the intervention (p < 0.05), and 2) post-intervention, the experimental group exhibited significantly higher psychological resilience and uncertainty management in life than the control group (p < 0.05).

Analysis of the Transport Problem with the Logistic Regression Model

2025-05-16T22:10:05+07:00

The objective of this research is to study and analyze transportation problems, which are critical issues occurring within the business sector providing logistics system services. The findings can be applied by related organizations to forecast business activities in the transportation service industry. The analysis employs mathematical and statistical techniques, specifically applying the logistic regression model. The study uses secondary data obtained from the Thai Logistics Association. The identified independent variables related to the economic viability of transportation service providers include transportation costs, the distance trips, and the average service rate. The dependent variable is the economic viability of accepting transportation jobs among logistics service providers. The study found that the developed logistic regression model could predict the dependent variable with an accuracy of 46.90%, which is considered acceptable and applicable in business contexts. Additionally, the researchers employed the Hosmer and Lemeshow test to assess the model’s goodness-of-fit, and the result showed a p-value of 0.581. This indicates that the model is appropriate and statistically significant for forecasting transportation problems at the 0.05 significance level.

Leadership in Digital Era of the School Administrators Kanthararom Cluster Under Secondary Educational Service Area Office Sisaket -Yasothon

2025-06-11T12:36:50+07:00

This study aimed to investigate the level of digital leadership among school administrators and to compare the differences in digital leadership based on gender, educational background, age, and work experience. The sample consisted of 162 government teachers from the Kanthararom school cluster under the Secondary Educational Service Area Office Sisaket-Yasothon. A questionnaire was used as the research instrument, with a reliability coefficient of 0.98. Data were analyzed using descriptive statistics (frequency, percentage, mean) and inferential statistics, including t-tests, one-way analysis of variance (ANOVA), and Scheffé's post hoc comparison. The findings revealed that: 1) Overall, school administrators exhibited a high level of digital leadership in all dimensions. The highest average score was found in the area of promoting the use of technology in teaching and learning, followed by ethical use of information technology and digital citizenship, data-driven administration, and digital vision, respectively. 2) Gender was found to significantly affect digital leadership at the .05 level. There were no statistically significant differences in digital leadership based on educational background and age overall, although some aspects showed variation. Work experience did not show any statistically significant differences.