Sripatum Chonburi Academic Journal

SERVICE QUALITY THAT AFFECTING TO CUSTOMER SATISFACTION OF BTS SKYTRAIN IN PATHUM WAN DISTRICT, BANGKOK

Suganjana Thongprasert — 2025-10-14

This research aimed 1) to investigate the behavioral patterns of BTS Skytrain users in the Pathum Wan District, Bangkok, and 2) to analyze the dimensions of service quality that influence customer satisfaction among BTS Skytrain users in the same area. The research sample, selected using purposive and quota sampling methods, consisted of 400 regular BTS Skytrain users in the Pathum Wan District. Data were collected through an online questionnaire (via Google Forms) and analyzed using a statistical software platform. The statistical methods employed included frequency, percentage, mean, standard deviation, independent samples t test, F test, and one-way ANOVA.
The findings indicated that users continued to utilize the BTS Skytrain service in the Pathum Wan District primarily due to its convenience. The majority of respondents reported traveling for leisure or tourism purposes, most frequently using the service Monday through Friday between 15:01 and 18:00, with usage exceeding 10 times per week and an average weekly expenditure of 301–400 baht. The analysis of service quality dimensions—tangibility, reliability, responsiveness, assurance, and empathy—revealed that satisfaction after using the service exceeded expectations in all areas. Based on these findings, it was concluded that BTS Skytrain users were generally satisfied with the service quality in the Pathum Wan District. The results of hypothesis testing indicated that differences in gender and average monthly income significantly affected user satisfaction with BTS Skytrain service quality at the .05 level of significance.

IMPROVING THE ORDER STATUS TRACKING PROCESS IN THE PURCHASING DEPARTMENT: A CASE STUDY OF AN ENGINE MANUFACTURING COMPANY

Kanokwan Sakunsongdej — 2025-10-14

This research aims to: 1) study and analyze the problems of the product order status checking process in the purchasing department of an engine manufacturing company, and 2) improve the product order status checking process in the purchasing department of an engine manufacturing company. The study focuses on reducing data search time and enhancing service efficiency for internal customers. The research employed a case study methodology through work observation, employee interviews, and time measurement of 10 sample purchase orders over a 3-month period. The study identified key problems: internal customers cannot independently check order status and must always inquire with purchasing staff. Each staff member has different data recording methods, resulting in time-consuming data searches and complex work processes. The main causes stem from lack of standardized data storage and inefficient tracking systems. The researcher applied ECRS principles (Eliminate, Combine, Rearrange, Simplify) to analyze and improve work processes by eliminating unnecessary steps, combining related procedures, and rearranging sequences appropriately, along with developing process flow charts to visualize the improvements. Research results showed that before process improvement, checking order status took an average of 160.77 minutes per item (total 1,607.7 minutes for 10 items). After improvement, it took an average of 131.37 minutes per item (total 1,313.7 minutes for 10 items), reducing operation time by 29.4 minutes per item, representing an 18.29% improvement with statistical significance. This improvement not only reduced working time for purchasing staff but also enhanced satisfaction of internal customers who can now receive order status information more quickly and accurately. The research findings can be applied to other organizations with similar operational characteristics.

DEVELOPMENT OF BOARD GAMES FOR LEARNING ENGLISH VOCABULARY “PLANTS IN THAILAND”

Tassanai Nitiprateep — 2025-10-14

This research aimed to 1) study the English vocabulary related to plants found at "Piboonbumpen" Demonstration School, Burapha University, and 2) develop a board game to facilitate learning this vocabulary. The study employed a Research and Development (R&D) methodology and was conducted in four distinct phases: 1) An initial investigation into foundational information about board games was carried out, using academic documents and consultations with board game experts. 2) The conceptual model for the board game was developed and designed. 3) A prototype of the Thai botanical vocabulary board game was created. 4) The effectiveness of the prototype was evaluated. Three content validity assessment forms were used to gather expert feedback: one for vocabulary, another for the game’s rules, and a third for the game board layout. The overall suitability of the board game was then evaluated by a panel of experts using a 5-point Likert scale. The statistical analyses used in the research included the percentage, mean, and standard deviation.
The findings indicated that: 1) The study on English vocabulary related to Thai plants showed that the overall appropriateness was at satisfactory level. The Item-Objective Congruence (IOC) index had an average score of .75, with a standard deviation 0.44, and 2) The development of a board game for learning English vocabulary on the topic “Plants in Thailand” was rated at the highest level of effectiveness. The average score was 4.71, with a standard deviation of 0.40

SATISFACTION IN SERVICE QUALITY OF SERVICE USERS OF PRIVATE TRANSPORT COMPANIES FOR DELIVERING BAKERY AND PASTRY IN THAILAND

Anurak Tongkaw — 2025-10-14

This research aims to study the level of satisfaction and compare the satisfaction in the service quality of service users of private transport companies for delivering bakery and pastry in Thailand. This research was survey research by collecting data from 400 service users of private transport companies for delivering bakery and pastry in Thailand using stratified random sampling. The research instrument was a questionnaire that was reviewed by three experts and tested for reliability with a Cronbach's alpha coefficient of .98. The data analysis, according to the objectives of this research, included mean, standard deviation, F test, one-way ANOVA of variance, and multiple comparisons test.
The research results found that: 1) The service users of private transport companies for delivering bakery and pastry in Thailand have a satisfaction level of satisfied with the service quality in every dimension. and 2) The service users were satisfied with the service quality of bakery and pastry delivery services provided by private transport companies in Thailand, in terms of the responsiveness, which was the least satisfying. Therefore, private transport companies in Thailand should develop their personnel to be ready and willing to provide various information and develop processes and technologies for the needs of users in urgent cases for delivering bakery and pastry in Thailand.

INFLUENCER MARKETING AND COMMUNICATION STRATEGIES THAT AFFECT CUSTOMER LOYALTY IN PURCHASING PRODUCTS VIA LIVE STREAMING

Chanin Phumbandit — 2025-10-14

The objectives of this research were to study influencer marketing and communication strategies that affect customer loyalty in purchasing products via live streaming through para-social interactions. The study was conducted using food influencers. The sample consisted of 200 food macro-influencers and 200 mega-influencers who had purchased products through Facebook Live, totaling 400 people. This study employed a quantitative research approach using a survey research design. The participants were selected through simple random sampling using computer-generated selection, and data were collected entirely online using a questionnaire as the research instrument. Preliminary screening questions were included at the beginning of the questionnaire. The statistical methods used to analyze the data included descriptive statistics, such as mean and standard deviation, and inferential statistics, specifically multiple regression analysis using the enter method.
The results of the research revealed that in influencer marketing, the aspect that has the most influence on para-social interactions is entertainment and humor. The communication strategy that has the greatest influence on para-social interactions is the content presented. Additionally, different types of influencers have varying effects on the relationship between influencer marketing, communication strategies, and para-social interactions. Furthermore, among the factors of para-social interaction, continuous social media following has the most significant influence on customer loyalty.

THE OPERATIONS OF VOCATIONAL EDUCATION INSTITUTIONS UNDER THE OFFICE OF TRANG VOCATIONAL EDUCATION

Kanjana Wattanaplaeng — 2025-10-16

This study aimed to investigate the operations of vocational education institutions as perceived by teachers, to compare the operations of vocational education institutions as perceived by teachers in relevance to their gender, educational level, job position, work experience, institution size, administrators’ gender and work experience, and to identify problems and suggestions related to the operations of vocational education institutions. The sample consisted of 187 teachers under Office of Trang Vocational Education. The sample size was determined using Krejcie and Morgan’s table at a 95% confidence interval. Stratified random sampling was conducted based on the proportion of schools, followed by simple random sampling using a lottery method to select teachers from each school. The data collection instrument was a five-point rating scale questionnaire with a consistency index ranging from .60-1 and the overall coefficient alpha of .96. The data analysis statistics included percentage, mean, standard deviation, independent samples t test, F test, one-way ANOVA, multiple comparisons using the LSD method and content analysis.
The findings revealed that: 1) the overall operations of vocational education institutions as perceived by teachers were found at very good levels. When considering each department, it was found that the Academic Affairs departments, Student Affairs and Development, and Planning and Cooperation were at very good levels, while the Resource Management department was at a good level; 2) the overall comparison of vocational education institution operations as perceived by teachers in relevance to their gender, educational level, job position, work experience, institution size, administrators’ gender and work experience, showed no significant differences. However, in terms of work experience, it was found that, overall, teachers with less than 10 years of work experience had a higher perception of the vocational education institution operations compared to those with 21 years or more of work experience. Regarding administrators’ gender, it was found that, overall, female administrators had a significantly higher perception than male administrators, at a significance level of .05. 3) Problems and suggestions indicated that, according to some teachers’ perceptions, small-sized colleges were allocated insufficient budgets for managing the institution, lacked modern media, materials, equipment, and teaching tools, which were inadequate for the number of students. In addition, teachers had duties beyond their teaching that were unnecessary, which affected the quality of teaching and learning.

ENGLISH LANGUAGE TEACHING IN THAILAND: EXPLORING THAI UNIVERSITY STUDENTS’ VOICES TOWARDS THE USE OF NON-STANDARD ENGLISH IN AN ENGLISH CLASSROOM

Bair Pittpunt — 2025-10-31

Given the diversity of the English language nowadays, the issues regarding the use of non-standard English in English language teaching have been argued whether it is acceptable or not. Therefore, it is interesting to conduct a study on voices towards the use of non-standard English. This study, then, sought to investigate Thai university students’ voices towards the use of non-standard English and understand how it had impacts on them. This study employed a qualitative approach to explore the voices and its impacts. Thirty Thai university students who enrolled in English for Airline Business course were selected as participants. To collect in-depth data, the semi-structured individual interview was employed as a main research instrument. Thematic analysis was utilised to organise data while interpretive analysis was employed to interpret data.
The findings showed that the participants had three main different levels of acceptability of the use of non-standard English including highly acceptable, moderately acceptable, and poorly acceptable. Moreover, the findings revealed that there were five main impacts of the use of non-standard English including boosting confidence, enhancing fluency in speaking English, creating confusion among Thai students, causing embarrassment, and raising awareness on diversity of English which was a new category emerging from this study. The findings also contribute to the understanding of the voices towards the use of non-standard English in the context studied. This study is hoped to provide those in higher education with useful ideas in designing appropriate courses which might benefit students and English language teaching in Thailand.

THE RELATIONSHIP BETWEEN THAI TOURISTS’ BEHAVIOR AND THE SERVICE QUALITY OF LANNA SPA BUSINESSES IN CHIANG MAI PROVINCE

Chayanisa Wongphan — 2025-11-15

The objectives of this research were: 1) to study the behavior of Thai tourists and the service quality of Lanna spa businesses in Chiang Mai Province, and 2) to analyze the relationship between tourist behavior factors and the service quality of Lanna spa businesses. The sample consisted of 400 Thai tourists who had previously used Lanna spa services in Chiang Mai, selected through convenience sampling. The research instrument was a questionnaire. Data were analyzed using frequency, percentage, mean, standard deviation, and the Chi-square statistic.
The results revealed that tourists primarily used Lanna spa services for relaxation and stress relief. Most respondents preferred body massage services and showed a tendency to revisit. The findings also indicated that tourists’ perceptions of service quality were at a high level, particularly in the dimensions of tangibles, responsiveness, and reliability. According to the research hypotheses, the main purpose of service use, usage frequency, service expenditure, type of spa service, and repeat visits were positively related to service quality at a low to moderate level, especially in reliability and responsiveness. Overall, the findings suggest that tourists place greater importance on convenience and personal satisfaction than on overall service quality.