Strategic Perspectives on Business and Marketing Management

Book Review

Sumet Phimsaran — 2025-06-29

ชื่อหนังสือ: Marketing Research 101 คู่มือรู้ใจลูกค้าฉบับสมบูรณ์

ชื่อผู้เขียน: ณกมล อัศวยนต์ชัย

สํานักพิมพ์: Way Maker

ภาษา: ภาษาไทย

ความยาว: 216 หน้า

HUMAN RESOURCE MANAGEMENT PRACTICES AFFECTING PERFORMANCE EFFICIENCY OF AGENT OF THAI LIFE INSURANCE PUBLIC COMPANY LIMITED, LAMPANG BRANCH

Natthineeporn Chaichompu — 2025-06-25

Purpose - The purposes of this study were 1) to study the performance efficiency of agent of Thai Life Insurance Public Company Limited, Lampang Branch, classified by demographic characteristics, and 2) to examine the influence of human resource management practices on the performance efficiency of agent of Thai Life Insurance Public Company Limited, Lampang Branch.

Design/Methodology/Approach - The sample was 86 agents of Thai Life Insurance Public Company Limited, Lampang Branch. The research instrument used in collecting data was questionnaire. The statistical methods used to analyze the data were independent sample
t-test, one-way ANOVA and multiple regression analysis.

Findings - The results indicated that: 1) agents with different demographic characteristics-including gender, age, marital status, educational level, average monthly income, and work experience-showed no significant differences in performance efficiency, and 2) human resource management practices, specifically employee training and development, compensation and benefits, and performance evaluation, had a positive influence on the performance efficiency of agents at Thai Life Insurance Public Company Limited, Lampang Branch. However, employee recruitment and selection processes had a statistically significant negative influence on agent performance efficiency at the .05 significance level.

Research Limitations - This study is limited by its narrow sample of 86 agents from a single Thai Life Insurance Public Company Limited branch in Lampang, restricting generalizability to other branches or companies with different management practices. Additionally, the reliance on self-administered questionnaires may introduce social desirability bias, potentially reducing the objectivity and reliability of the findings as participants might not have provided entirely truthful responses.

Managerial Implications - The management recommendations include: 1) implementing continuous training on products and sales skills to enhance policy explanation and customer persuasion abilities, 2) establishing appropriate compensation and benefits based on knowledge and experience, including insurance, medical coverage, and education allowances, and 3) developing fair performance evaluation systems with seminars and performance-based bonuses to increase agent satisfaction.

Originality/Value - This study helps confirm and expand understanding of the relationship between human resource management and work performance efficiency in the specific context of life insurance agents in Thailand.

SERVICE MARKETING MIX FATORS INFLUENCING DECISION TO USE CHIANG MAI NIGHT SAFARI SERVICE HANG DONG DISTRICT CHIANG MAI PROVINCE

Preeda Prommayon — 2025-06-25

Purpose - This study aims to (1) examine the relationship between service marketing mix factors and the decision to use Chiang Mai Night Safari, (2) to extract sub-factors associated, with service marketing mix elements in the Chiang Mai Night Safari context, and (3) to study predictive power of these factors on service usage decisions.

Design/Methodology/Approach - This quantitative research employed online questionnaire to collect data from 400 samples who were tourists visiting Chiang Mai Night Safari. Statistics employed to test hypotheses includes Pearson correlation, exploratory factor analysis and multiple regression analysis.

Findings - The findings revealed found that most respondents were female, aged 21 - 30, single and without children, holding a bachelor's degree. The majority worked in private companies and had a monthly income of 15,001 - 30,000 baht. The factors influencing their decision to use Chiang Mai Night Safari services were process ( = .332), people ( = .332), and promotion
( = .332), all statistically significant at the .05 level.

Research Limitation - This study employed purposive sampling by selecting tourists who visited Chiang Mai Night Safari, which may limit the generalizability of the findings to a broader population. Additionally, the study focused solely on Chiang Mai Night Safari, making it difficult to directly apply the results to other night zoos or different types of tourist attractions

Managerial Implication - Nevertheless, the management of Chiang Mai Night Safari can utilize the findings to improve service delivery in the following ways: (1) Process: Enhance service processes through technology such as online ticketing and payment systems, (2) People: Provide staff training in English and Mandarin to accommodate the increasing number of foreign tourists and emphasize friendly, non-discriminatory customer service, (3) Promotion: Expand promotional activities through both domestic and international travel applications, such as Eventpop, Zoogether, Klook, and Trip, to reach a broader customer base.

Originality/Value - This study conducted an exploratory factor analysis (EFA) to refine relevant variables related to the service marketing mix in the context of Chiang Mai Night Safari. From the initial 28 questionnaire items, 19 significant items were extracted. The study confirms a moderate correlation between service marketing mix factors and visitors’ decision-making, particularly highlighting that process, physical evidence, and people are moderately related to service usage decisions.

FACTORS OF SALES PERSONNEL SERVICE QUALITY THAT AFFECT BRAND TRUST AND THE PURCHASE INTENTION OF IT PRODUCTS AMONG GENERATION Z CONSUMERS

Warapon Dansiri — 2025-06-25

Purpose - This research aimed to investigate the influence of sales personnel service quality on brand trust and the purchase intention of IT products among Generation Z consumers. Service quality was examined through five dimensions: responsiveness, assurance, reliability, empathy, and tangibility. Brand trust was proposed as a mediating factor between service quality and purchase intention.

Design/Methodology/Approach - The sample consisted of 400 Generation Z consumers who had previously purchased IT products, using purposive sampling. Data were collected via online questionnaire and analyzed using simple regression, Pearson's correlation coefficient, and a bootstrap method for testing mediation effects.

Findings - The findings revealed that service quality had a statistically significant effect on purchase intentions for IT products with a standardized coefficient of = 0.802. Also, brand trust was found to positively influence purchase intention with a standardized coefficient of = 0.748. Moreover, brand trust served as a partial mediator in the relationship between sales personnel’s service quality and Generation Z consumers’ purchase intention.

Research Limitations - This study is limited to Generation Z consumers who purchase IT products, which are relatively complex and require high involvement in the decision-making process.

Managerial Implications - Business operators of IT products should prioritize the service quality of sales staff, which includes training in customer problem-solving, empathetic communication, and regularly updating product knowledge. These factors play a crucial role in building brand trust, which ultimately leads to increased purchase intention

Originality / Value - This research contributes to filling a gap in the academic literature by examining the relationship between service quality factors of sales staff and brand trust, as well as their influence on purchase intention-particularly in the context of IT products, where brand trust plays a critical role in consumer decision-making.

LEADERSHIP TOWARDS BEING A LEARNING ORGANIZATION OF GOVERNMENT AGENCIES

Jutha Muknopparat — 2025-06-25

Objectives - This study aims to (1) examine leadership styles that affect government agencies' development into learning organizations and (2) determine leadership guidelines that influence government agencies' transformation into learning organizations, focusing on six dimensions of leadership components: directive leadership, supportive leadership, participative leadership, achievement-oriented leadership, inspirational motivation, and intellectual stimulation.

Design/Methodology/Approach - Using survey research methodology, the sample consisted of 400 military civil servants from the Ministry of Defense across 5 main agencies, selected through quota sampling from each agency. Data were collected using questionnaires that passed reliability testing (Cronbach's Alpha = 0.957) and analyzed through Multiple Regression Analysis using the Enter method.

Findings - The results showed that the model could significantly predict learning organization development (F = 56.707, p < 0.001, R² = 0.464). Intellectual stimulation had the highest positive influence on learning organization development ( = 0.309), followed by inspirational motivation (β = 0.207), directive leadership ( = 0.153), and achievement-oriented leadership ( = 0.145). Meanwhile, supportive leadership and participative leadership showed no significant influence on government agencies' learning organization development.

Research Limitations - This study was limited to military civil servants under the Ministry of Defense. Future studies may compare with other government agencies or state enterprises with different work characteristics.

Managerial Implications - these research findings can be applied to develop leadership in government agencies by emphasizing intellectual stimulation, inspirational motivation, clear guidance provision, and challenging goal setting to enhance organizational effectiveness in developing into learning organizations.

Originality / Value - This research contributes to expanding knowledge in public administration across multiple dimensions by proposing a multiple regression model that demonstrates the influence of four significant leadership components on learning organization development within the context of Thai government agencies. Additionally, it establishes four main practical leadership development guidelines that can be implemented concretely, finding that intellectual stimulation and inspirational motivation have the highest influence on learning organization development in the VUCA and BANI World era.

THE INFLUENCE OF SUSTAINABILITY (TRIPLE BOTTOM LINE) AND FACTORS AFFECTING BRAND TRUST AND BRAND EVANGELISM: A CASE STUDY OF PLANT-BASED FOOD BY OHKAJU IN BANGKOK

Rungthiwa Onjan — 2025-06-25

Purpose - This study aims to examine the influence of the three pillars of sustainability-economic sustainability, environmental sustainability, and social sustainability-along with brand credibility and brand experience on brand trust and brand evangelism. The case focuses on consumers of the plant-based food brand “Ohkajhu” in the Bangkok Metropolitan Region.

Design/Methodology/Approach - A quantitative research methodology was employed. Data were collected from 400 respondents using purposive sampling through an online questionnaire (Google Forms). Multiple regression analysis was used to test the hypotheses, with a significance level set at 0.05.

Findings - Most respondents were female, aged 21–30, university students, with a monthly income of less than or equal to 15,000 THB. The results revealed that the most influential factor affecting brand trust was brand credibility ( = .452), followed by environmental sustainability ( = .241), economic sustainability ( = .158), brand experience ( = .132), and lastly, social sustainability ( = .106). Additionally, brand trust had a statistically significant influence on brand evangelism ( = .861).

Research limitations - This study is limited to consumers of plant-based foods, future research should compare findings with other product categories, especially high-involvement products.

Managerial implications - For plant-based food entrepreneurs, it is recommended to integrate the three dimensions of sustainability-particularly environmental aspects-into their business strategies. Enhancing brand credibility through transparent communication and creating positive customer experiences can significantly build brand trust and encourage brand evangelism.

Originality/value - This study contributes to the body of knowledge in sustainability marketing by providing empirical evidence from a non-Western context. It also integrates sustainability dimensions with brand trust and brand evangelism, offering new insights into consumer behavior in the plant-based food sector.

FACTORS AFFECTING THE SELF-DEVELOPMENT OF SENIOR EMPLOYEES IN AN ELECTRICAL APPLIANCE COMPANY

Natthaphat Bangkeadphol — 2025-06-28

Purpose - This study aims to (1) examine the levels of need for achievement, need for power, and need for affiliation, (2) investigate self-development in terms of knowledge, skills, and attitudes, and (3) identify the factors influencing self-development among senior employees.

Design/Methodology/Approach - A quantitative research method was employed. The sample consisted of 250 senior employees aged 40-55 from an electrical appliance manufacturing company, drawn from a population of 714 employees. The data were collected using questionnaires. This study was conducted in the context of an organization experiencing a significant demographic shift, with the proportion of aging employees projected to increase to 59% of the total workforce.

Findings - The results revealed that demographic differences had no significant effect on self-development. Senior employees exhibited high levels of need for achievement, power, and affiliation, as well as high levels of self-development. The most influential factor in knowledge development was the need for achievement; for skill development, it was the need for power; and for attitudinal development, it was the need for affiliation.

Research Limitations - This study focused solely on senior employees; findings may differ across other age groups such as Generation Z or Generation Y.

Managerial Implications - However, the insights can serve as a strategic guideline for HR development, especially in promoting motivation for self-development among older employees. This has long-term implications for organizational performance, talent retention, and readiness to manage an increasingly aging workforce.

Originality/value - This study enhances understanding of the motivational factors driving self-development among senior employees-an often-under-researched segment of the workforce. Given their critical role in knowledge transfer, experience sharing, and organizational stability, the findings provide a valuable foundation for future research and workforce strategy in aging societies.

INFLUENCER CHARACTERISTICS, PURCHASE INTENTION, AND BRAND LOYALTY: EVIDENCE FROM ONLINE SHOPPERS IN THAILAND

Nattawut Panya — 2025-06-28

Purpose - Influencer marketing has become a prevalent strategy in digital marketing, particularly on social media platforms. This study investigated the impact of five influencer characteristics (credibility, perceived authenticity, content quality, engagement, and disclosure of sponsorship) on purchase intention and brand loyalty among Thai online shoppers.

Design/Methodology/Approach - Using a quantitative research approach, data were collected via an online survey distributed through email, Facebook, Line, and TikTok from 387 consumers who had made purchases from online shops. Multiple regression analyses were employed to examine the relationships between five influencer characteristics and consumer behavioral outcomes (brand loyalty and purchase intention). Mediation test using Baron and Kenny (1986) was also performed.

Findings - All five influencer characteristics-credibility, perceived authenticity, content quality, engagement, and sponsorship disclosure-positively and significantly affect purchase intention. Among them, disclosure of sponsorship had the strongest impact (β = .267), followed by engagement (β = .231) and content quality (β = .174). The model explained 42.7% of the variance in purchase intention (R² = .427), demonstrating substantial predictive power. Additionally, the study reveals that influencer characteristics influence consumer behavior both directly (on purchase intention) and indirectly (via brand loyalty).

Research Limitation - While this study offers valuable insights into influencer marketing, it has limitations. The model’s R² of .427 indicates that additional variables-such as consumer involvement, product category, social identity, or parasocial relationships-remain unexplored and should be considered in future models. Moreover, the findings are based solely on Thai consumers, whose behaviors reflect cultural traits like collectivism and trust in sponsored content. These factors may not generalize to more individualistic cultures, suggesting the need for cross-cultural studies to improve external validity.

Managerial Implication - The findings suggest that clearly disclosing brand partnerships is crucial, as transparency in sponsorship was the most influential factor driving purchase intention. Marketers should also emphasize selecting influencers with strong audience interaction, as engagement significantly boosts consumer responsiveness. Furthermore, investing in the creation of visually compelling and relevant content can enhance both the perceived value of the product and the credibility of the influencer.

Originality/Value - The key theoretical contribution of this study lies in its comparison of two competing causal models concerning the relationship between purchase intention and brand loyalty. While the traditional model assumes that purchase intention leads to brand loyalty, the alternative model suggests the reverse- brand loyalty drives purchase intention. The study provides empirical support for the latter, with the alternative model showing significantly stronger explanatory power (R² = .463 vs. .039), reinforcing emerging perspectives in the literature (e.g., Chaudhuri & Holbrook, 2001).

APPLICATION DEVELOPMENT FOR IMPROVING EFFICIENCY AND REDUCING COST OF WAREHOUSE MANAGEMENT: CASE STUDY OF ABC COMPANY LIMITED, KHON KAEN BRANCH

Supanat Jonphutthanon — 2025-06-29

Purpose - This study aims to develop an application that enhances efficiency and reduces costs in the warehouse management of ABC Transportation Co., Ltd. At present, the company is facing delays and redundant work processes due to its reliance on manual inventory counting. This outdated method has resulted in frequent errors and operational delays, leading to employee overload and negatively impacting the company’s delivery efficiency. To address these issues, the study proposes the development of an application designed to analyze and store warehouse data systematically.

Design/Methodology/Approach - Design/methodology/approach A Participatory Action Research (PAR) design was adopted, integrating the ECRS method and Flow Process Chart. The research proceeded through four stages: (1) tool design, (2) baseline data collection, (3) application development and installation, and (4) post-installation data collection.

Findings - Prior to implementation, total process time averaged 565 minutes and travel distance 5,026 metres, generating overtime costs that exceeded legal limits (≈ THB 609 per work cycle). After implementation, total process time fell to 230.5 minutes (-59.2 %) and travel distance to 2,470 metres (-50.68 %).

Research Limitations - Because the study was confined to a single, self-operated warehouse, the efficiency gains may not generalise to third-party logistics hubs, e-commerce fulfilment centres, or facilities subject to different labour regulations. Efficiency was also operationalised with only three quantitative indicators total process time, in-warehouse travel distance, and overtime cost. Future research should include additional metrics such as inventory-accuracy rates, order-picking errors, and stock-out frequency to provide a more holistic assessment.

Managerial Implications - Managers should adopt warehouse applications to reduce time, distance, and labor costs while improving operational accuracy. The application should also be designed to align with the specific workflows of each activity and consider the skills and expertise of the personnel involved.

Originality/Value - The study demonstrates how a PAR framework combined with ECRS (Eliminate, Combine, Rearrange and Simplify) and Flow Process Chart can serve as a systematic, design-oriented protocol for developing a warehouse-management application, covering process mapping, prototyping, pilot testing, and empirical validation. Whereas previous literature is dominated by engineering case studies, this work directly integrates app-development methodology into a logistics context, thereby filling a notable gap in the field