Rajamangala University of Technology Tawan-ok Social Science Journal

Management for Excellence in the New Normal Era of the Office of Academic Promotion and Registration Rajamangala University of Technology Tawan-ok

Tue, 30 Jun 2026 00:00:00 +0700

The study of service excellence in the new normal era of the office of academic promotion and registration, rajamangala university of technology tawan-ok. The objective of this study were to 1) study the general information of service recipients from the office of academic promotion and registration, rajamangala university of technology tawan-ok. 2) To study opinions regarding the service efficiency of the office of academic promotion and registration, rajamangala university of technology tawan-ok in the new normal era. And 3) To propose recommendations and establish guidelines for the development of services provided by the office of academic promotion and registration, rajamangala university of technology tawan-ok. The research consisted of three phases. The first phase aimed to study the work process, including problems and obstacles in operations. The second phase aimed to study opinions toward the service excellence model in the new normal era. The third phase aimed to study suggestions and development guidelines for improving the service performance of the office of academic promotion and registration. The sample consisted of 1,053 service recipients. The research instrument was a questionnaire consisting of open-ended and closed-ended questions regarding service efficiency. The statistics used for data analysis included frequency, percentage, mean, and standard deviation. The results revealed that most respondents were students. The most frequently requested service was registration and student statistics services. Opinions about efficiency of service from academic promotion and registration. The findings revealed that staff service received the highest mean score. And the equipment and facilities are good. In addition, service recipients suggested improving information technology systems, service procedures, and the online application system, as well as enhancing public relations and communication to provide clearer and more accessible information

The Impact of Digital Transformation on Business Performance in Thailand

Sasithon Imwut, Thanapin Attarit — Tue, 30 Jun 2026 00:00:00 +0700

This study aimed to assess the impact of digital transformation on business performance in Thailand, focusing specifically on small and medium-sized enterprises (SMEs). The research involved a population of 400 SMEs selected using a stratified random sampling method, organized by region. A questionnaire was employed as the research instrument, which demonstrated an overall reliability of 0.84. Data analysis utilized descriptive statistics, including frequency, percentage, mean, and standard deviation, along with multiple regression analysis using the Enter method. The findings revealed that Big Data, Cyber-Physical Systems (CPS), and Interoperability significantly and positively influenced business performance. Conversely, the Internet of Things (IoT) did not show a significant impact. This lack of significance may be attributed to factors such as inadequate infrastructure, fragmented data, security challenges, complex integration with existing systems, and unclear returns on investment. As a result, IoT is unable to create added value to the same extent as Big Data, CPS, and Interoperability, which play crucial roles in data analysis and improving work efficiency. The study indicates that entrepreneurs should appropriately allocate resources to enhance the technological infrastructure within their organizations. This adjustment will enable them to develop effective policies and strategies aimed at advancing human resources and improving their ability to adopt new technologies.

The Participatory Local Curriculum Development on Crab Bank in the Southern Border Provinces

Direak Manmanah, Muhummudrapee Makeng — Tue, 30 Jun 2026 00:00:00 +0700

This study prioritized the development of the local curriculum on the Crab Bank under the research project on participatory management of the crab bank to restore blue swimming crab resources, add more crabs' value, and develop a local curriculum for schools in the southern border provinces of Thailand that recognized the importance of local curriculum and the cost of knowledge about the crab bank to the communities and schools, leading to the development of local curriculum for primary schools in the 3 southern border provinces. This study employed document analysis with participatory action research among higher education institutions, schools, and communities. The findings suggested that the basic knowledge of the crab bank that corresponded to primary school students consisted of 6 key contents: 1) gathering of groups and volunteers for the crab bank, 2) necessary crab bank models and necessary public utility systems, 3) the origin of mother berried crab or crab eggs, 4) crab hatching and nursery, 5) releasing baby crabs into natural water sources, and 6) performance evaluation. The content of the crab bank was consistent with the Social Studies Course's indicators in the Department of Economics and Geography, including the Occupation and Technology Course. Moreover, the local curriculum produced value and space use as well as sustainability in education, community economy, and society.

Comparison of People's Happiness Index (quality of life) Before and After Tourism Management in Koh Yai area, Krasae Sin District, Songkhla Province to Support Sustainable Tourism on the Sathing Phra Peninsula

Kuldara Peanjaroen, Salinee Tippeng — Tue, 30 Jun 2026 00:00:00 +0700

This research aimed to 1) study the happiness index of people (quality of life) in community-based tourism management areas and 2) compare the happiness index of people (quality of life) before and after tourism management areas. This is quantitative research to study the happiness index of people (quality of life) in the community tourism management area through 7 indicators. A questionnaire was used as the research tool with a sample of 90 people. The analysis employed various statistical tools, including percentages, means, and standard deviations. At the same time, inferential statistics, such as paired-sample T-tests, were used to identify any differences in the happiness index. The research results found that the average happiness index of the people (quality of life) before the tourism management was equal to (Mean = 4.5694, SD. = .38579), which was lower than the average of the current tourism management (Mean = 4.5973, SD. = .38538), respectively. In terms of family life, they were satisfied with the opportunity to be together. In terms of work life, they were satisfied with their work. In terms of knowledge, they had equal educational opportunities. In terms of income distribution, they were satisfied with their living conditions and had sufficient income to cover necessary expenses. In terms of health, they had appropriate health insurance. In terms of the environment, they felt safe in life and property. In terms of government agency management, they were satisfied with the use of resources provided by the agency. However, they still needed assistance from government agencies, the private sector, and educational institutions to participate in the development, such as public utilities and facilities. In addition, the comparison of the happiness index of the people (quality of life) before and after the tourism management found that the t-statistic value was equal to -1.881, indicating that the happiness index of the people (quality of life) was significantly higher after the current tourism management at the 0.05 level (Sig = 0.000 < 0.05).

Satisfaction of Large-scale Rice farmers with Services provided by Agricultural office District in Lam Luk Ka, Pathum Thani province, Thailand

Ekkaphon Thongkaew, Supatcha Lereknawee, Rongkrit Dispreecha — Tue, 30 Jun 2026 00:00:00 +0700

This research aimed to study the satisfaction of large-scale rice farmers with the services of the Lam Luk Ka District Agricultural Office, Pathum Thani Province. Data were collected from 96 farmers using a questionnaire. Descriptive statistics were analyzed, including frequency, percentage, mean, and standard deviation. Hypotheses were tested using the t-Test and F-Test. The results of the study found that the sample group was mostly male, married, 51-60 years old, completed primary education, and had 5-6 household members. Other occupations were business owners or private traders. Income from rice farming is 200,001-300,000 baht per year. They have rice farming experience of 26-30 years. Farmers prefer to grow Khao Khao 41 rice at 33.33 percent. The results of the study of farmers' satisfaction with the services of the Lam Luk Ka District Agricultural Office found that farmers were most satisfied in all aspects, including 1) personnel (average 4.49), 2) service procedures (average 4.48), 3) physical characteristics of the Lam Luk Ka District Agricultural Office (average 4.27), and 5) technology and information (average 4.43). The results of the hypothesis testing found that large-scale rice farmers who engaged in other occupations alongside rice farming had significantly different satisfaction with the services of the Lam Luk Ka District Agricultural Office at a statistical level of 0.05.

Development and Validation of the Conditional Reasoning Ability Test

Rath Burirat, Poonpong Suksawang , Kanok Pantong — Tue, 30 Jun 2026 00:00:00 +0700

This research aimed to create a test and examine the quality of the conditional reasoning ability test (CRAT). The test consisted of realistic content and abstract content. Each content consisted of four types of reasoning forms : 1) Modus ponen (MP), 2) Modus tolen, (MT), 3) Affirming of Consequent(AC), and 4) Denying of Antecedent(DA).The test items were examined for content validity by five experts.The item consistency index was calculated using the I-CVI, and the overall consistency index was calculated using the S-CVI equal to 0.9. The test items were entered into the learning management system (Moodle LMS) for students to take the test via the Internet on their mobile phones. The sample used in this study was first-year undergraduate students selected by stratified random sampling. A total of 172 students from 10 disciplines took the test. The results of the analysis of the quality of each item of the test showed that most of the tests passed the quality criteria with the difficulty index and the discrimination index. The internal consistency coefficient of the test was 43.79 percent.

The Influence of Sustainability Factors and Upcycled Products on Purchase Intention toward Eco-Conscious Luxury Fashion Brands: The Mediating Role of Storytelling and the Moderating Role of Perceived Quality

Tue, 30 Jun 2026 00:00:00 +0700

This study aims to examine the factors of sustainability and upcycled products that influence environmental concern and purchase intention toward environmentally conscious luxury fashion brands. Additionally, it investigates the role of storytelling as a mediating variable and perceived quality as a moderating variable. This research is a quantitative study utilizing a questionnaire as a data collection tool, with a sample size of 400 respondents selected through simple random sampling. Data analysis was conducted using descriptive statistics and inferential statistics, including simple regression analysis, multiple regression analysis, mediation analysis, and moderation analysis, employing Process Macro Version 4.2 The findings reveal that sustainability and upcycled product factors significantly influence environmental concern, which in turn significantly affects purchase intention toward environmentally conscious luxury fashion brands at a 0.05 significance level. Furthermore, mediation analysis results indicate that storytelling serves as a partial mediator in the relationship between sustainability and purchase intention, as well as between upcycled products and purchase intention, with statistical significance at the 0.05 level. Finally, moderation analysis results show that the effect of upcycled products on purchase intention toward environmentally conscious luxury fashion brands is moderated by perceived quality in a Quasi-Moderator condition at the 0.05 significance level.This research provides valuable insights into the factors influencing purchase intention for sustainable luxury fashion brands, emphasizing the role of storytelling and perceived quality. The findings offer strategic guidance for brands to enhance sustainability initiatives, enable marketers to refine communication strategies, and support policymakers in promoting environmentally friendly businesses. Additionally, this study raises consumer awareness regarding the importance of sustainable purchasing decisions.

The Rights to Movement of Thai Citizens During The Emergency Situation of The Epidemic COVID-19 Disease Case Study: Songkhla Province

varunada vongrot, Chaiwat Yotee — Tue, 30 Jun 2026 00:00:00 +0700

The objectives of this research article are 1) to study the use of state power during the emergency situation of the COVID-19 outbreak. 2) to study the characteristics of the use of the rights to movement by the people of Songkhla Province during the emergency situation of the COVID-19 epidemic. Within the framework addressing state power in emergency situations and the concept of restricting the rights to freedom of movement. Using qualitative research methods. The sample group is people in the area of Songkhla Province, totaling 50 people, used the purposive selection method according to occupational groups. The research tool is an interview with a target group and data were analyzed using inductive methods. To lead to a discussion of the results and create conclusions of the study and then to write a descriptive narrative.

The research results found that. Use of state power during the emergency situation of the COVID-19 outbreak constitutes the Prime Minister's special exercise of authority in a centralized manner to safeguard national security within under two legal frameworks. It specifies the establishment of a COVID-19 pandemic response center as a specialized operational unit with commanding authority at various levels nationwide. In addition, the nature of exercising the rights and freedoms of the people of Songkhla province during the emergency situation of the COVID-19 pandemic. The nature of the exercise of freedom is under the framework of 4 main directives from the central authorities. This has led to distinct variations in how movement rights are exercised among the residents of Songkhla province across different professions or sectors. This study points out the centralized administration during emergencies can lead to unequal access to movement rights among the public. To address potential issues in emergency situations, central government mechanisms should support and empower regional and local administrations. By delegating authority, local governments can make decisions that align with local realities, thereby minimizing the impact on the civil liberties of the population.

Keywords: Rights to Movement, Outbreak of COVID-19 disease, State power

The perceptions, attitudes, and satisfaction of Time of Use Tariff (TOU) electricity users in Mueang Nakhon Pathom, Nakhon Pathom Province

Preeyaporn Muenratch, Wasurat Kaewjaranai — Tue, 30 Jun 2026 00:00:00 +0700

This research compares the perception, attitude, and satisfaction of the Time of Use Tariff (TOU) electricity users with different demographic and economic characteristics. The questionnaire was distributed to 200 TOU electricity users and used descriptive statistics, the Mann-Whitney U Test, and the Kruskal-Wallis H Test to compare the mean rank of the perception, attitude, and satisfaction of TOU electricity users. The results reveal that the perception, attitude, and satisfaction of TOU electricity users differed significantly by gender, education level, income, and purpose of electricity usage. Females were less perceived in public relations than males. Meanwhile, the group with high school education had the lowest attitude towards TOU electricity usage. In addition, the group with high income had a positive attitude towards TOU electricity usage, which can help reduce carbon dioxide emissions from the energy sector. The group with general residential electricity usage purposes had the least perception of information from public relations from the Provincial Electricity Authority. Therefore, relevant agencies should support information about TOU electricity usage through online media, especially female electricity users, high school graduates, low-income groups, and those who use electricity in their homes to increase perception and attitudes towards alternative electricity usage to increase decision-making and satisfaction levels in using TOU electricity to support fair and sustainable energy access in the future.

Model of Development Service Quality to Create Added Value for Dusit Serve Coffee Shop, Suan Dusit University Trang Campus

Tussanawalai Tuntiekaratana, Yardpirun Nachaisin — Tue, 30 Jun 2026 00:00:00 +0700

This research aimed to 1) Study the service quality to create added value for Dusit Serve coffee shop, 2) Create a service quality development model to create added value for Dusit Serve coffee shop, and 3) Evaluate the service quality development model to add value for Dusit Serve coffee shop. The population and sample consisted of 7 peoples involved in providing services and 400 peoples. The research instruments were questionnaires and semi-structured interviews. The data analysis and statistics used in the research were qualitative data by content analysis, presented in essay form, and quantitative data by finding percentage, mean, standard deviation, and exploratory factor. The research results that 1) Expectations and perceptions of the service quality for Dusit Serve coffee shop were at the highest level, including confidence in using the service, knowing and understanding, trustworthiness, and responsiveness to customers and the concrete aspect of the service, respectively. However, the service recipients have a perception of the quality of service in terms of customer response that is lower than expected. 2) The service quality development model to create added value for Dusit Serve Coffee Shop, “CARE Model,” has 4 components: competency, environment and atmosphere, readiness and speed in solving problems, and service excellence. 3) The evaluation of the service quality development model is at the highest level, including feasibility, appropriateness, correctness and usefulness. The satisfaction results from the trial of the service quality development model for Dusit Serve Coffee Shop are at the highest level, which can be put into practice and is beneficial to those involved in the coffee shop. And it is feedback data for determining guidelines to planning service work to create quality added value for Dusit Serve Coffee Shop.

The Strategic Recommendations For Developing The Exhibition Value Chain In The Mice Industry In Udon Thani

wootipong kongthong, Thanawit Butrudom — Tue, 30 Jun 2026 00:00:00 +0700

This study examines the current state of the value chain in exhibition and trade show management within Udon Thani’s MICE industry and provides strategic recommendations for its development. Using in-depth interviews with key stakeholders, the research finds that while Udon Thani has strong infrastructure, it faces challenges in hosting large international events due to limited transportation, venue capacity, and accommodation standards. Public-private collaboration is strong, but community involvement and workforce skill development remain limited. The study recommends expanding transportation networks, establishing a central MICE agency, creating a training center, launching proactive marketing campaigns, and strengthening industry collaboration.

Development of the Strategy for Efficiency Academic Journals for Publish Administration Towards International Standards

Ameenah Jaihan, Arunrat Arrayapan — Tue, 30 Jun 2026 00:00:00 +0700

The objectives of this study were to 1) Study the general conditions of academic journal management according to the international standards of Rajamangala University of Technology Suvarnabhumi, 2) Create international standards management plans for academic publications and 3) Assess the suitability of the strategy plan for managing academic journals to achieve international standards effectively. A mixed-methods between qualitative and quantitative research were employed in this study, and the study was divided into two phases; Phase 1study the general conditions of academic journal management towards international standards at Rajamangala University of Technology Suvarnabhumi. The sample used in the research was academic and support personnel of Rajamangala University of Technology Suvarnabhumi employing the Taro Yamane sample program with a discrepancy of 0.05, obtaining the size of a sample of 296 people, Phase 2 strategic plan development and evaluation. The interview group consisted of 7 people and the strategic plan evaluators consisted of 15 people.

Findings were as follows: 1) The general condition of academic journal management towards international standards regarding resource readiness and effectiveness of academic journal management was at a good level, 2) Synthesize the development of a plan for using the strategy for managing academic journals to reach international standards effectively, consisting of Strategy 1 structuring academic journal work; Strategy 2 academic journal management process; Strategy 3 supporting factors or resources related to academic journal work; and Strategy 4 groups of people involved in operations related to journal work. 3) Evaluate the suitability of the strategy plan for managing academic journals to reach international standards effectively, with the highest overall level.

The Influence of Service Marketing Mix and Perceived Service Quality on the Decision to Use Parcel Delivery Services by Online Entrepreneurs: A Case Study of the Thai–Cambodian Border Trade Zone in Sa Kaeo Province

pathompong kookkaew, Tawanchai Sinet, Supichaya Phupha — Tue, 30 Jun 2026 00:00:00 +0700

This research examines the impact of the service marketing mix and perceived service quality on online traders' decision-making to use parcel delivery services for the trading zone along the Thai-Cambodian border in Sa Kaeo Province. This quantitative study involves 400 online traders from the Rongkluea Market in Sa Kaeo Province, chosen using non-probability purposive sampling. We used a questionnaire as the research instrument. The statistical techniques employed for data analysis were frequency, percentage, mean, standard deviation, and multiple regression analysis. The findings revealed that the service marketing mix significantly impacted the decision to use parcel delivery services, including the place (β = 0.124, p = 0.019), promotion
(β = 0.314, p = 0.000), people (β = 0.108, p = 0.023), physical evidence (β = 0.238, p = 0.000), and processes (β = 0.248, p = 0.000). Additionally, perceived service quality impacts decision-making, encompassing criteria such as tangibility (β = 0.243, p = 0.010). reliability (β = 0.188, p = 0.021), assurance (β = 00.319, p = .000), and empathy (β = 0.346, p = 0.000).

Privatization of Community Enterprises AND GREEN Improves People's Quality of Life in Ubonrat District Khon Kaen Province

Boonpeng Sittivongsa; Kanok-orn Boonmee — Tue, 30 Jun 2026 00:00:00 +0700

This research aimed to (1) study the transformation of AND GREEN community state enterprise to improve people’s quality of life, (2) study the factors affecting the transformation of AND GREEN community state enterprise, and (3) study the development approach of AND GREEN community state enterprise to improve people’s quality of life in Ubonrat District, Khon Kaen Province. This research was conducted using both quantitative and qualitative research. The sample group used in the research was 398 eligible voters in Ubonrat District, Khon Kaen Province. The target groups used in the research were 15 government representatives, people’s representatives, and local representatives for interviews. The research instruments were questionnaires and interview forms. The statistics used for data analysis were frequency, percentage, mean, standard deviation, and multiple regression analysis using the hierarchical variable selection method to discuss the results

The research findings revealed that:

1) The transformation of community state enterprises AND GREEN improved the quality of life of people in Ubonrat District, Khon Kaen Province (overall) at a moderate level ( =3.09 S.D.=.18), ranked from most to least as follows: community participation ( =3.09 S.D.=.17), social values ( =3.08 S.D.=.27), and social relationships (=3.05 S.D.=.28), respectively.

2) Factors affecting the transformation of AND GREEN community state enterprises to develop the quality of life of people in Ubonrat District, Khon Kaen Province (overall) significantly at the .05 level include economic factors X7, workload factors X2, human resource factors X1, and structural factors X3, with coefficients of predictors in the raw scores (b) equal to .483, .334, .254, and .109, respectively.

3) It is necessary to play a role in community enterprises and help promote people's quality of life, create benefits for the community, trust, confidence, strictly uphold the rules and regulations of the group, by adhering to the working methods based on the group, being very concerned and concerned about society, having social networks, having allies to solve problems together in the transformation of community state enterprises, with social values by adhering to the rules and regulations in working together, seeing that the problems that occur are always important to the community and have solutions for community state enterprises, being very concerned and concerned about society and having public relations about community enterprises, and being aware of cooperation in being a part of developing community state enterprises AND GREEN appropriately.

Buddhist Philosophy and Education for Building Online Social Immunity for Elementary School Children in the Digital Age: A Blended Learning Approach

Bunyat Anonjarn, Nantawat Namwongsai — Tue, 30 Jun 2026 00:00:00 +0700

This academic article has three objectives: firstly, to analyze and synthesize Buddhist philosophical principles that can be applied as instruments for building online social immunity among elementary school children; secondly, to propose a blended learning model that integrates Buddhist philosophy with contemporary educational technology; and thirdly, to suggest learning activity designs that cultivate critical thinking skills, media literacy, and ethical social interactions grounded in moral values. The study analyzes three key Buddhist philosophical principles, namely the Threefold Training (Trisikkha), Spiritual Friendship (Kalyanamitta), and Systematic Reflection (Yonisomanasikara), for application in designing blended online and offline learning. The analysis reveals that these three Buddhist principles can be systematically integrated into instructional models in the digital age. Specifically, the Threefold Training develops ethical behavior, concentration, and wisdom in technology use; Spiritual Friendship builds quality relationships among teachers, students, and parents; and Systematic Reflection strengthens critical thinking skills and media literacy. Accordingly, this article proposes the Buddhist-Integrated Blended Learning Model, which comprises four components: balanced learning spaces, Trisikkha-integrated learning processes, Kalyanamitta learning communities, and holistic developmental assessment. Furthermore, the proposed framework requires consideration of four key factors: children’s age-appropriate development, active participation from teachers and parents, integration of virtual and real-world experiences, and the creation of a learning environment that promotes intellectual growth