RMUTL Journal of Business Administration and Liberal Arts

An Analysis of Value Chain Management Affecting the Success of Rongrien Nasan Rambutan Farmers in Permpoontrap Sub-District, Ban Na San District, Surat Thani Province.

2024-09-02T11:11:22+07:00

The purposes of this research were to study 1) the value chain management level of the Rongrien Nasan Rambutan farmers, 2) the success level of the Rongrien Nasan Rambutan Farmers and 3) the value chain management success on the Rongrien Nasan Rambutan farmers success. This research was quantitative research with a Questionnaire employed for Rongrien Nasan Rambutan farmers surveying in Permpoontrap Sub-District, Ban Na San District, Surat Thani Province. Sample size was 175 which determined Krejcie & Morgan's formula convenience sampling method. The data is analyzed with Mean, Standard Deviation and Regression Analysis.

The results found that: 1) the value chain management level of the Rongrien Nasan Rambutan farmers in Permpoontrap Sub-District, Ban Na San District, Surat Thani Province reveals the overall of main activities importance level in value chain management is at a high level ( = 4.04). Considering in each aspect, it is founded that the activity with the highest average level is outbound logistics. the overall of supporting activities importance level in value chain management is at a high level ( = 3.71). Considering each area, it is founded that the activities with the highest average are infrastructure. 2) the success level of the Rongrien Nasan Rambutan farmers reveals the overall success level is at a high level ( = 3.84). considering each aspect, it is showed that financial perspective has the highest average level. 3) the value chain management affecting on the rongrien nasan rambutan farmers success with statistical significance at the .05 level. it can be predicted with 4 activities: infrastructure, procurement/purchasing, outbound logistics and marketing and sales. the forecast equation can be written as follows: Y = 0.172 + 0.145 + 0.141 + 0.212 + 0.145 with 67.60 predictive percent (Adjusted R2 = 0.676).

Business Management with Innovation of Smart Entrepreneurs: A Case Study of Community Enterprises in Food Processing and Food Product in Muang District, Lampang Province.

2024-06-24T10:26:38+07:00

Creating new things, new services to create value, create innovation for the business is another strategy that will help increase channels to respond to new things according to customer needs and help the organization turn a crisis into an opportunity. This research on the study of business management with innovation of smart entrepreneurs in Lampang Province aims to study business management with innovation and create a business management model with innovations from smart entrepreneurs in Lampang Province. The sample group consists of community enterprises in the food processing and product group in Mueang District, Lampang Province, which are 48 peoples in 7 groups. The tools for the research include interview forms, data collection using in-depth interviews. Using content analysis methods.

The research findings indicate that entrepreneurs possess management capabilities within their groups; however, a major issue remains—the group's operations have not effectively adopted innovations for data management in key areas such as administration, finance, production, and marketing. This lack of integration hinders the overall effectiveness of their management practices. To address this gap and enhance innovation-driven management, the researcher has developed a new management model in the form of a curriculum titled (Modern Entrepreneur) for community enterprise groups. The curriculum consists of modules on modern management, creativity and innovation, and marketing technology. This model serves as a prototype for entrepreneurial business management, aimed at enhancing operational efficiency and strengthening the competitive potential of community enterprise entrepreneurs in Lampang Province.

Competencies of Accounting Practitioners That Affect the Quality of Government Accounting Operations of Government Agencies, and Disbursement Unit Level in the Upper Northern Region.

2024-08-30T11:27:40+07:00

This research aimed to study the competency of accounting practitioners that affected the quality of government accounting operations of government agencies, and the disbursement unit level in the upper northern region; The research tool was a questionnaire. There was a sample of 372 people, namely accounting practitioners of government agencies, the disbursement unit level in the upper northern region, all available, using the Taro Yamane formula (1973) at an error level of 0.05, and then using the data collected from the questionnaire to analyze using Descriptive statistics including Percentage, Mean, Standard Deviation; Multiple regression analysis to test hypotheses with statistical significance at the 0.05 level.

The research results found that the competencies of accounting personnel consist of knowledge, ability, accounting professional skills, work ethics, accounting professional attitudes, and information technology; which positively affect the quality of government accounting performance evaluation. Therefore, government agency executives should promote and support government accounting personnel to receive training and develop accounting professional knowledge regularly, so that government accounting personnel gain knowledge, understanding, and develop their potential in government accounting operations, and should focus on making government accounting personnel aware of work ethics, have a good attitude in work, and use information technology appropriately and up-to-date, to increase the quality of government accounting to meet the evaluation criteria and have better efficiency.

Perceived Service Quality of Coffee Shops in Petrol Station on Customer Satisfaction and Revisit Intention.

2024-12-20T11:27:04+07:00

This study aimed to examine the relationship between five dimensions of service quality, namely tangibles, reliability, responsiveness, assurance, and empathy; and customer satisfaction, and to study the impact of customer satisfaction on the revisit intention at coffee shops, which located in petrol stations that serve as the brand’s primary outlet in these stations, including Café Amazon, Inthanin, Punthai Coffee, Coffee Journey, and Deli Café – Shell Café. The population was customers who had previously used the service of these coffee shops. A sample size was 385 respondents. This study used questionnaire as a research tool, and collected data via online. Descriptive statistics, including frequency, percentage, mean, and standard deviation, were used for general data analysis. The inferential statistics employed the multiple regression analysis and simple regression analysis to test hypotheses.

The results indicated that four out of the five dimensions of service quality, which were tangibles, responsiveness, assurance, and empathy, were significantly related to customer satisfaction, with the exception of reliability. Customer satisfaction had a significantly positive effect on revisit intention.

Customer Decision-Making Behavior in Choosing Services in the Homestay Business Chiang Mai Province.

2025-03-25T11:34:40+07:00

The objectives of this research were to study 1) customer behavior in deciding to use homestay business services, 2) the level of opinion of the marketing mix, and 3) the level of opinion of the marketing mix. Factors affecting customers' decision to choose services in the homestay business in Chiang Mai. The sample used in the research was consumers 404 people. The data were collected using questionnaire and analyzed by descriptive statistics and multiple regression analysis using the Enter method.

The study results revealed that 1) most of the respondents were female, aged between 21-30 years old, had a bachelor's degree, had an income of less than 10,000 baht, and were single. 2) It was found that the purpose of the trip was to relax. The number of stays for 2-3 days was accompanied by a friend who booked a homestay through an application such as (Agoda) for a single room type and the frequency of stay was 2-3 times. 3) The informant gave his opinion on the overall marketing mix was at a high level ( = 4.370). and 4) Factors that affect the decision of customers to choose services in the homestay business. The statistically significant positive factors at the level of 0.01 were 5 variables: gender, education level, number of days of stay, accompanying guests and room type of the homestay staying There are 4 statistically significant positive factors at the level of 0.05, namely product, distribution promotion, physical characteristics, and process. At the same time, the factors that have a statistically significant negative effect at the level of 0.05 are the price side.

Political Discourse on Facebook Fan Page “Thai Politics in a Shell”

2025-04-10T15:25:44+07:00

Research on political discourse on Facebook fan pages “Thai Politics in a Shell”, aims to study political discourse on Facebook fan pages “Thai politics in a shell”. Using the study method through principles from studying documents and messages from communications or posts on fan pages, responses or comments by choosing to study only statuses that directly relate to the presentation of information for motivation. The results of the analysis reflect political movements in different forms both positive and negative, as follows: 1) presenting the people's thoughts about political parties, emphasizing positive thoughts about the Move Forward Party and the Pheu Thai Party. This arises from the expectations of the people who want to see Thailand progress toward prosperity, and representatives selected by the people who run the country in a democratic manner are truly beneficial to the public. And negative ideas about the current government, which was dictatorial in deciding various matters, affecting the overall picture of the country that was incorrect and not beneficial to the general public by taking advantage of the number of government members of parliament who there were a lot of them, making it impossible to check and balance power according to the parliamentary mechanism. 2) Presenting ideas about resisting dictatorship with positive thoughts about the government party that was truly elected by the people and had a political stance towards democracy so that the country can move forward with democracy truly collective, and negative ideas about the current government, which was a coup d'état that brought a military leader into power as prime minister, as well as political mechanisms that facilitate the military junta to seize power and use power in an illegal way. And 3) presenting opinions on political ethics, most of which express opinions in the form of opposition to the government group that found disadvantages from ministerial corruption and advantages from being a government with too many majorities.

The Current State and Future Development of Tourism and Hospitality Higher Education in Taiwan

2025-03-07T16:27:07+07:00

Taiwan's transition to a knowledge-based economy has necessitated the development of high-quality human resources, particularly in service sectors like tourism and hospitality. This study investigates the effectiveness of flipped learning in enhancing students' learning outcomes and attitudes within hospitality and tourism higher education. A quasi-experimental design involving 60 undergraduate students from a Taiwanese university was employed. Participants were divided into control (traditional learning) and experimental (flipped learning) groups. Data collection tools included pre/post-tests and a 15-item attitude questionnaire assessing cognitive, affective, and behavioral dimensions. Results revealed that the flipped learning group significantly outperformed the control group in learning outcomes and attitudes. These findings support integrating flipped learning into hospitality education to enhance academic performance, student engagement, and workforce readiness.

Analysis Studies Complacency of Wellness Tourism Policies from Stakeholders for Creating Economic Value

2025-03-10T16:55:26+07:00

This research purposes to survey to complacency of stakeholders in wellness tourism industry in Thailand, consisting of 4 groups: policy makers, policy users, entrepreneurs, and academics from both domestic and international sectors, regarding 1) past government policies, 2) master plans for wellness tourism, and 3) policies that the government should support as urgent/highest priority, and policies that the government should support as three priorities, by conducting in-depth interviews and presenting descriptive statistics, showing statistical tables in the form of frequency and percentage, along with Likert scale analysis to show the satisfaction level of relevant stakeholders, which can be used as a guideline for determining wellness tourism policies in Thailand in the future for policy makers. From the study, it was found that past policies had high and highest satisfaction levels. Therefore, policy makers can apply them to be consistent with the current context and situation without canceling any policies. If the government has a sufficient budget to support wellness tourism policies, the government choose to support them. The policy of increasing/developing the potential of the workforce in health services and social services is because it is the policy that stakeholders in the health tourism industry of Thailand agree with the most, both in expressing opinions for the policy that the government should support as urgent/highest priority and the policy that the government should support as 3 main policies. The opinions of stakeholders in the health tourism industry of Thailand are of great importance in the decision-making of policymakers that will help increase income and value of tourism in Thailand.

The Effect of Experiential Marketing, Satisfaction and Word of Mouth Toward Purchase Decision of Medical Equipment for Hospitals in the Northern Region of Thailand

2025-06-09T14:47:07+07:00

The purpose of this research were 1) to study the importance of experiential marketing, satisfaction, word of mouth, and purchase decisions of medical equipment and 2) to study the effect of experiential marketing, satisfaction, and word of mouth toward purchase decisions to medical equipment for hospitals in the northern region of thailand. It is quantitative research. The sample consisted of 454 participants. The research instrument was a questionnaire, and descriptive statistics were used to calculate percentages, means, and standard deviations, while inferential statistics were applied to analyze structural equation modeling using the ADANCO.

The results showed that all factors were very important. Sorted from most to least, including satisfaction, experiential marketing, purchasing decisions and word of mouth. The result of a structural equations model of experiential marketing had a direct effect on satisfaction, with a path coefficient equal to 0.803, followed by experiential marketing had a direct effect on word of mouth, with a path coefficient equal to 0.728, Word-of-mouth had a direct effect on word of mouth, with a path coefficient equal to 0.508. The experiential marketing had a direct effect on purchasing decisions, with a path coefficient equal to 0.291. The satisfaction had a direct effect on purchasing decisions, with a path coefficient equal to 0.120. Lastly, satisfaction had a direct influence on word of mouth with a path coefficient of 0.030. Therefore, business operators should develop strategies to create satisfaction both before and after service use, in order to impress customers, encourage repeat purchases, and ultimately foster long-term customer loyalty.

Preparing for the Application of A.I. in Business Operations

2024-10-30T15:49:14+07:00

The shift in technology trends has undeniably become a significant factor in the global and Thai digital economies. Artificial intelligence (A.I.) is an innovation that has taken a prominent role in the business world. The use of innovation in business is a key to developing the country's economic system and the survival of businesses. A.I. has become an essential tool for enhancing the ability and efficiency of doing business. The application of A.I. can help organizations work more efficiently, reduce costs, increase the speed of decision-making, and create a better experience for customers. However, the adoption of A.I. in the business sector still presents several challenges. Therefore, this article aims to present the importance of A.I., its applications in business, trends in Thailand, preparing businesses to use A.I. effectively, the benefits of using A.I. technology in business, and the risks and limitations of A.I., such as technological constraints, development costs, and ethical and data privacy issues. In the context of Thailand, the trend of adopting A.I. is still in its early stages, requiring the development of infrastructure, laws, and highly skilled workers. Careful study and planning before implementation will ensure that the application of A.I. is smooth and achieves sustainable success.