Rajamangala University of Technology Tawan-ok Social Science Journal

An Analysis of Strategies and Problems in English E-mail Writing of Employees Working on a Thai Commercial Bank in Bangkok, Thailand

Thammawat Chamnan-asawakul — 2025-06-30

This study utilized a mixed research design, integrating both quantitative and qualitative methods to investigate the challenges of English email writing among bank employees and to explore the strategies they employ to manage these difficulties. For data collection, the study analyzed 172 English emails sent and received by 63 bank employees between May 1, 2023, and July 31, 2023. The purpose was to classify email types and examine writing issues along with strategies for improvement. The data were analyzed using descriptive statistics including frequency, percentage, mean, and standard deviation, along with comparative analysis through t-tests and F-tests. The findings showed that the most frequently received email types were Informational emails (33 items, 19.19%), followed by Request emails (25 items, 14.53%), Updating emails (18 items, 10.47%), Invitation emails (17 items, 9.88%), and Attachment emails (16 items, 9.30%). An analysis of grammar, spelling, and punctuation errors revealed that the most common mistakes occurred in the use of adjectives, verbs, and spelling. No statistically significant difference (α = .05) was found in English email writing styles between male and female employees. However, at the sub-variable level, a significant difference was identified in how employees addressed the challenges of writing emails, especially regarding the clarity of using online resources to enhance writing and make a favorable impression on recipients. This was supported by post hoc analysis using the Least Significant Difference (LSD) method. Both male and female employees, from various experience levels, often used translation tools such as Google Translate, DeepL, Wordvice AI, Alexa Translations, and Bing Microsoft Translator to reduce errors. Employees with less than five years of experience generally reported higher accessibility to these tools than those with over fifteen years of experience.

Analysis of Cost Problem and Planning Transportation Route the Drinking Water: Case study of A Water Rice Co., Ltd

Supaporn Boonjarern — 2025-06-30

This applied research had objectives 1) to study the current transportation process and analyze the causes of high transportation costs using a fishbone diagram 2) to analyze and plan more efficient delivery routes based on the Milk Run theory and 3) to compare the performance between the existing delivery model and the new one on a weekly basis. Data was collected between November 2020 and March 2021. The sample group included 3 people from the company (the owner and delivery staff) and 23 regular customers. Selected through purposive sampling. The tools used for data collection were in-depth interviews to understand delivery behaviors and cost issues, and Google Maps for analyzing customer locations and delivery routes. The study found that the company did not have an effective delivery plan, which led to repeated trips—often one truck was used to serve just one or two customers at a time even if they were located on the same route. The fishbone diagram helped identify major problems related to people vehicles methods and planning. Then the Milk Run concept was applied to design better delivery routes. Customers were divided into four zones with four corresponding delivery routes. As a result, the number of weekly trips was reduced from 42 to 20, and the weekly transportation cost decreased from 59,716.26 baht to 21,978.12 and equivalent to 63.20%.

Guidelines for New Normal Restaurant Design to Establish Standards for Enhancing Hygiene in Restaurants Amid the COVID-19 Pandemic (2021–2022): A Case Study of Restaurants in Bangkok and Nonthaburi Provinces

Saranyoo Sawangmake — 2025-06-30

This research had two main objectives (1) to examine the impact of the COVID-19 pandemic on lifestyle behaviors under the New Normal, particularly in relation to urban and community-based restaurants, and (2) to develop restaurant design guidelines that align with public health and safety measures during a pandemic. The study focused particularly on “khao gaeng” (curry over rice) restaurants in Bangkok and Nonthaburi, which remained popular even during the pandemic. Data collection involved both qualitative and quantitative methods from 120 restaurants, 300 general consumers, and 340 specific users of khao gaeng restaurants, along with 15 key informants. The findings revealed that consumers preferred open-air restaurants, spent less time dining in, prioritized hygiene, and still mostly used cash for transactions. The analysis led to the development of six key recommendations for improving restaurant spaces. (1) Designating open, well-ventilated zones (2) Laying out restaurant floor plans with physical distancing, clear circulation paths, and minimized shared touchpoints (3) Enhancing ventilation systems with options like HEPA filters and open windows (4) Reducing contact through QR code menus and online payments (5) Creating one-way circulation and less comfortable seating to shorten dining duration and (6) Using lighting that reduces privacy and subtly encourages shorter stays. These strategies can be practically implemented in small- and medium-sized restaurants with minimal investment and are considered concrete solutions that can boost consumer confidence and promote long-term public health.

Access to and Perception Patterns of Agricultural Extension Processes and Technology Transfer Production Innovation the value of Rice in Songkhla

Pawana Poomsawai — 2025-06-30

This research aimed to 1) study the forms, access, and awareness of agricultural extension and technology transfer, 2) study the outcomes of agricultural extension and technology transfer, 3) explore problems and obstacles in agricultural extension and technology transfer, and 4) propose new models and methods for supporting rice farmers and rice product processing groups in Songkhla Province. The research used both quantitative and qualitative methods, including surveys, questionnaires, interviews, and group discussions. The sample group included rice farmers from four districts in Songkhla: Ranot, Sathing Phra, Singhanakhon, and Rattaphum. The statistics used to interpret data was percentage, mean, and standard deviation. The results showed that most farmers who accessed agricultural support were elderly, from medium-sized families, and had an average annual income between 70,000–100,000 baht. They mostly received agricultural knowledge from government officers through training and demonstrations. Farmers were highly satisfied with the support and could apply the methods in real life. The problems related to agricultural extension in all factors were at a low level. A new model of agricultural extension and technology transfer that meets the needs of farmers and be possible to do is training through workshops where farmers can try and practice by themselves. It should be something farmers want and ask for, done at a convenient time, and useful activity for their work.

The Administration for Community Financial Institution through Participation of Community Member in Udon Thani Province

Theerawat Hinkaew — 2025-06-30

The objectives of this research were to study the management and recommendations and guidelines for the management of community financial institutions with participation of community members at Nonghan District, Udon Thani Province, Thailand. This research was a combination of methods such as qualitative research using interview form. Data were analyzed from in depth interviews from 31 key informants and quantitative questionnaires using a questionnaire. Data were collected from a sample 375 subjects, who were sampled using the ready-made tables of Crazy and Morgan. The statistics used for data analysis were mean, frequency and percentage values. The results of the research were as following: 1) Community financial institution management with participation of Nonghan District, Udon Thani Province Overall, it was at a high level (x ̅ = 4.37, S.D. = 0.68) and sorted from highest to lowest as follows: community deposit aspect (x ̅ = 4.82, S.D. = 0.42), financial counseling aspect (x ̅ = 4.77, S.D. = 0.49), promotion of community savings aspect (x ̅ = 4.68, S.D. = 0.58), community welfare aspect (x ̅ = 4.03, S.D. = 0.52) and credit to member aspect (x ̅ = 3.56, S.D. = 0.49). 2) Recommendations and guidelines for community financial institution management by participation of member of Nonghan District Udon Thani Province found that financial institution should be a variety of deposit services. The reward should be given to members who open a savings account for the first time as a morale booster and depository clerks must be honest. Community financial institutions should have consultants to help solve problems and should develop deposits through smartphone applications. The interest in applying for a loan should be cheaper more than another banks; moreover, institution should recommend financial planning for members and further sustainable career development to provide income-generating opportunities for members such as a children’s lunch fund, Children’s education fund, funeral provident fund and provident fund for the member’s Children from birth to six years.

The Study Opinions of Thai Tourists Regarding Development of Green Tourism in Natural Tourist Attractions Bangkok

Monsira Jaroonsit — 2025-06-30

This research aims to: 1) study Thai tourists' opinions on natural tourist attractions in Bangkok regarding green tourism, and 2) examine their suggestions for developing these natural attractions into green areas. This qualitative research employed semi-structured interviews as the data collection tool. The key informants consisted of 15 Thai tourists selected through convenience sampling. The interview data were categorized, analyzed by themes, and verified for completeness based on the two research objectives before being summarized as research findings. The results revealed that: 1) Green tourism campaigns remain insufficiently comprehensive across many natural attractions in Bangkok, with some tourists still perceiving limited natural elements. Some respondents believed Bangkok cannot yet be considered a green tourism destination due to the predominance of fuel-powered vehicles and minimal presence of electric or energy-efficient vehicles in the city's transportation system. 2) All natural tourist attractions in Bangkok should be developed into clean, shady green spaces with environmental conservation measures to establish a positive image as authentic green tourism destinations. This should be coupled with reduced private vehicle use in favor of increased electric train services and expanded green spaces, thereby promoting sustainable tourism industry development.

Design of Chili Paste Logo to Promote Image Products in the Community of Nayom Subdistrict Phetchabun Province

Kankulnat Peerachaakkarachai — 2025-06-30

The purposes of this research were to 1) design and develop a chili paste logo to promote the image of products in the community of Nayom Subdistrict Phetchabun Province and 2) study consumers satisfaction toward the chili paste logo designed to promote the image of products in the community of Nayom Subdistrict Phetchabun Province. Through interviewed with key informants including community leaders and community representatives from 15 villages of 45 persons selected through quota sampling and a sample group used in the study was a questionnaire with consumers of 100 persons selected through convenience sampling. Data were collected using interview forms and questionnaires. The statistics used in the data analysis included percentage, mean and standard deviation. The research results were found as follows: 1) design and development of the chili paste logo to promote the image of products in the community of Nayom Subdistrict Phetchabun Province. By studying the problems and needs, it was found that there was no chili paste logo that could indicate the community's identity, and there was also a lack of knowledge in product logo design. Consequently, the community's products lacked recognition among consumers. During the design and development process of the logo, the community was engaged to express their opinions, provide advice, and utilize colors, symbols, fonts, and images that conveyed the meaning of the product. Experts assessed the quality of the logo at a higher level (𝑥̅ = 4.34, S.D. = 0.48), indicating that the logo design can create recognition among consumers and onlookers. And 2) study on consumer satisfaction towards the chili paste logo designed to promote the image of products in the community of Nayom Subdistrict Phetchabun Province. The results found that overall satisfaction was at a high level (𝑥̅ = 4.32, S.D. = 0.59).

Packaging Development Using Local Cultural Capital as a Base for Processed Agricultural Products of the Elderly Community at Ban Nong Khao, Kanchanaburi Province

Surapa Wongsuwan — 2025-06-30

This research aimed to 1) explore local identity, heritage wisdom, and cultural capital for designing packaging of processed agricultural products by elderly groups; 2) synthesize identity into the packaging design process; and 3) develop prototype packaging. It employed participatory action research to reflect real practices aligned with the community’s conceptual framework. The sample consisted of 1) 150 participants in the pre-design data collection phase and 2) 340 participants in the post-design evaluation phase, including local residents of Nong Khao, tourists, experts, and designers. Data were analyzed using percentage, mean, and standard deviation, with results presented descriptively. The project also included design presentations and knowledge transfer activities to the community.

The findings revealed that local identity was reflected through processed products made from natural resources such as sugar palm, rice, and chili. Local fabrics, particularly the colorful “Pha Khao Ma” and geometric patterns, symbolized the traditional-modern blended attire of the community. Red or orange was identified as the local signature color. These elements were incorporated into the design of five product types: fresh palm sugar, toddy palm cake, rice products, chili paste, and “Kanom Kong” (traditional sweets), developed into 17 draft designs. The graphics combined photographs with line illustrations and modern Thai typography for readability, while colors represented each product type. Packaging structures utilized paper, plastic, and glass, prioritizing product protection and cost-efficiency. The satisfaction evaluation showed a high level of approval (mean = 3.91, S.D. = 0.84). The final prototypes were feasible for actual production, and the knowledge transfer activities for the elderly group received the highest overall satisfaction rate at 90%, with strong potential for commercial application.

The Principles of SERVQUAL to Influences with Providing Public Services Quality of the Metropolitan Police 4

Pitsarn Phanwattana — 2025-06-30

The purposes of this research were to study 1) Generality of tangible, reliability, assurance, responsiveness, empathy and public services quality and 2) The influence of generality of tangible, reliability, assurance, responsiveness, empathy to influences with public services quality. This study was conducted by applying 2 research methodologies. Quantitative approach, questionnaire was used to collect data from 240 of. The data was analyzed using path analysis. Qualitative approach, in-depth interview, focus group, field notes was conducted with 12 people. The results indicated to answer research objective that 1) Most of people feel good about the quality of service provided by the Metropolitan Police 4(30.8%), considering the details that the responsiveness was the most satisfied with the quality of the Metropolitan Police Service 4 (3.71 from full score 5.00) Followed by empathy (3.56), reliability (3.47), tangible (3.31) and the last order assurance (3.09) and 2) empathy had the most direct influences with providing public services quality (.887), Tangible had the most indirect influences with providing public services quality (1.592) and Reliability had the most total influences with providing public services quality (2.227).

Consumer Buying Behavior during the New Normal through Online Application from 7-Eleven Convenience Stores in Mueang District, Chonburi Province

Phawinee Matman — 2025-06-30

The objective of the research were to study personal demographic factors and marketing mix factors that influence consumer behavior under the new normal towards purchasing products through online application from 7-Eleven (7-11) in Mueang District Chonburi Province. The data were collected from a sample of 400 people using various statistical tools, including frequency, percentage, mean, standard deviation, Independent-Samples t-test, One-Way ANOVA, and multiple regression analysis. The results showed that there were 64% female, 36% male, aged between 25 - 35 years, with bachelor's degree level, being an employee of a private company, average monthly income is 15,001- 25,000 baht, composed of 3 family members, and home is the location where most products are delivered. The results of the demographic analysis found that only an income factor influences consumers’ behavior under the new normal of purchasing products through online application from 7-Eleven convenience stores (7-11) and from the results of the analysis of marketing mix factors which influence consumer behavior under the new normal towards purchasing products through online applications from 7-Eleven convenience stores (7-11) in Mueang District Chonburi Province using the multiple regression method. Statistical significance was set at 0.05. The results of the study found that there are value factors that customers receive, followed by convenience, comfort, and satisfaction in responding to customer needs statically significant.

A Contrastive Study of Thai "Wai" and "Te-oku" Usage

kitpakorn Srikittiwanna — 2025-06-30

The objective of this qualitative research was to study the similarities and differences of using the word 'wai' in the grammar 'te-oku' in terms of meaning and use of grammatical functions. The researcher presented through the analytical reading accompanying the analysis table to thoroughly analyze and compare in terms of meaning and grammatical functions by doing descriptive writing accompanying the examples from the study of the differences in meaning and grammatical functions of the words and 'te-oku' that comes after the verb. The researcher selected only 18 Thai songs for the scope of the study arranged in chronological order from 1992 to 2021, which were translated into Japanese based on the meaning and thematic of the lyrics.
The results showed the words 'keep', 'patient', 'dig', and 'bind' are the words corresponding to the use of 'te-oku' in Japanese which can only be used by the speaker. Also, it has the meaning of preparatory. Therefore, it was consistent with the meaning of 'te-oku' in terms of preparation. In addition, the researcher found that Thai students who studies Japanese are still confused about the use of verbs co-occurring with the use of the grammar 'te-oku'. Because there were many verbs can be used with 'wai' in Thai language such as 'mee wai', 'dai wai', 'luem wai', 'khaw chai wai' etc. In Japanese, these verbs are conditional. Moreover, it does not appear in the description in any textbooks causing the problem in the translation of the verbs co-occurring with 'te-oku'. Therefore, the researcher presents through this contrastive research to present the use of 'te-oku' in the sentences correctly. Also, can be used to develop and improve the use of both Thai and Japanese language.

Development Academic Achievement in Science for Matthayom 3 Students through STEM Education Learning Management

Teerapat Khotbuntao — 2025-06-30

The objectives of this research were: 1) to develop academic achievement in science for Matthayom 3 students (Grade 9) through STEM education learning management. and 2) to study the satisfaction of Matthayom 3 students with STEM education learning management in science. The target group for this research consisted of 23 Matthayom 3, Group 2 students from the Khon Kaen Primary Educational Service Area Office 1. The research instruments included: 1) STEM education learning management plans, 2) a science academic achievement test with a reliability of 0.896, and 3) a 5-level Likert scale questionnaire to measure student satisfaction with STEM learning activities. Data analysis involved percentage, mean, and standard deviation. The research findings revealed that: 1) 100.00% of Matthayom 3 students achieved the 70% passing criterion in science academic achievement after participating in STEM education learning activities. 2) The overall satisfaction of students with STEM education learning activities was at the highest level ( x ̅ = 4.80, S.D. = 0.56) When considering each aspect, ordered from highest to lowest mean, they were: perceived benefits (x ̅ = 4.84, S.D.= 0.45), learning activity management (x ̅ = 4.79, S.D.= 0.62) and learning atmosphere (x ̅ = 4.76, S.D.= 0.53).

The Guidelines for Eco-Friendly Hotel Experience Design to Support Modern Tourist Behaviors

Monsirada Thongkerd — 2025-06-30

This research aims to study the behaviors and preferences of modern tourists in choosing environmentally friendly hotels, and to propose approaches for designing eco-friendly hotel experiences that align with those behaviors. It is a mixed-methods study, combining both quantitative and qualitative data. For the quantitative part, the sample consists of 400 Thai tourists aged 20 and above. For the qualitative data, key informants include four experts, executives, or operators of environmentally friendly hotels. Research tools include interviews and questionnaires. Descriptive statistics such as frequency distribution, percentage, meaning, and standard deviation are used, along with analytical statistics including t-tests and F-tests. Findings indicate that: 1) The behavior of modern tourists in choosing eco-friendly accommodation varies significantly by personal factors such as education level, occupation, and monthly income (statistically significant at the 0.05 level). However, differences in gender, age, and marital status do not significantly affect accommodation preferences. 2) Preferences for eco-friendly accommodation also vary significantly (at the 0.05 level) depending on travel purposes, length of stay, and booking channels. In contrast, decision-making involvement does not lead to statistically significant differences in preferences. 3) The proposed approach for designing eco-friendly hotel experiences to align with modern tourist behavior emphasizes access to nature, creates new perspectives for guests, and fosters environmental awareness. The concept is summarized under the name “SPA Concept.”

Promoting the Potential of Youth in Tha Kham Subdistrict Municipality Community, Hod District, Chiang mai Province with Line Bot Technology

Praisun Suwannasri — 2025-06-30

This research aimed 1) to enhance the promoting the potential of youth in the community of Tha Kham, Hod District, Chiang Mai Province, by Line bot digital technology, and 2) to assess satisfaction in using Line bot technology. The sample group comprises 90 specifically selected youth from the Tha Kam community. The research instruments consisted of 1) Line bot Nong Hod 2) quality assessment form, and 3) satisfaction assessment form. The research findings are as follows: 1) The innovation aimed at promoting the potential of youth in the Tha Kham community, to present the digital technology media Tha kham youth conserve water and community forests, digital technology media about Tha kham youth preserves community culture and digital technology media about Wat Tha Kham (Wat Chaichana), a community learning resource. On the website and Line Application, received an overall quality score of 4.93 (S.D.=0.10), indicating excellent quality. 3) User satisfaction with the innovation was high, with an overall satisfaction score of 4.51 (S.D. = 0.74) from youth in the community of Tha Kham 90 users, representing the highest level of satisfaction.

Comparative Analysis of Tonal Systems in Chinese and Thai and Teaching Strategies for Chinese Tonal Patterns

Supaporn Aroonawongsa — 2025-06-30

Thai and Chinese are both tonal languages. Compared with Chinese learners in non-tonal language areas, Thai students can learn Chinese tones relatively easily. However, in my teaching practice, I found that a large number of Thai Chinese learners exhibit the phenomenon of "foreign tones." This study conducts a comparative analysis of Chinese and Thai tonal systems through classroom observation and phonetic comparison, identifying the causes of tonal errors among Thai learners. Based on the analysis, specific teaching strategies, such as gesture-assisted learning and modified tonal teaching sequences, are proposed. The effectiveness of these strategies is supported by pre and post-test results from classroom implementation. The findings highlight the importance of addressing tonal differences in teaching Chinese to Thai learners.