Journal of Management and Marketing, Rajamangala University of Technology Thanyaburi

Current Issue

Vol. 11 No. 2 (2024): July-December

cover-vol11no2

Published: 2024-10-09

Editorial

EDITORIAL

Panisa Mechinda
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Research Articles

FACTORS AFFECTING CONSUMERS’S DECISIONS TO USE FITNESS CENTERS IN NONTHABURI

Watana Ampanrat, Wasana Sinrungtam

1-23
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MARKETING STRATEGIES FOR DEVELOPING AND MANAGING TOURIST ATTRACTIONS POST-COVID 19 PANDEMIC: A MARKET RESEARCH REVIEW THROUGH SENTIMENT ANALYSIS OF ONLINE MEDIA VIA CHAT GPT MECHANISM CASE STUDY: CHIANG RAI NIGHT BAZAAR TOURISM MARKET

Sirinat Chantanapelin, Sumathee Keatchalermkun, Mongkonkorn Srivichai, Pongsook Srichai

24-39
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FACTORS AFFECTING PURCHASE DECISION OF PLANT-BASED FOOD IN BANGKOK

Waraporn Nintiem, Laddawan Lekmat

40-57
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THE IMPACT OF WECHAT USAGE ON INFORMATION SHARING AMONG CHINESE SECONDARY STUDENTS

Yang Zixuan

58-74
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FACTORS AFFECTING THE INTENTION TO WATCH TIE-IN IN SHORT-FORM VIDEOS ON THE TIKTOK APPLICATION OF GENERATION Y IN BANGKOK

Chonnakan Budsa, Pattaracharin Khaiobutphiphat, Punyavee Lektanalert, Puttimet Waenluang, Jaruporn Tangpattanakit

75-97
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SERVICE QUALITY AFFECTING REPURCHASE INTENTION OF ACCOUNTING FIRM OF SMALL AND MEDIUM ENTERPRISES: THE MEDIATING ROLE OF CUSTOMER SATISFACTION

Sukmongkol Lertpiromsuk, Somchai Lertpiromsuk, Orasa Aramrat, Suna Sudhikiat, Preyanuch Kijrungrojjarean

98-117
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MARKETING MIX SATISFACTION AND BRAND EQUITY AFFECTING CUSTOMER LOYALTY TOWARD COFFEE SHOPS A CASE STUDY OF MAHASAN CAFE

Thanakrit Thodpanich, Sawaros Srisutto

118-131
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QUALITY OF WORK LIFE FACTORS AFFECTING ORGANIZATIONAL CITYZENCHIP BEHAVIOR OF KELANG NAKORN MUNICIPALITY PERSONNEL, MUEANG LAMPANG DISTRICT, LAMPANG PROVINCE

Jiraporn Kaewbainang, Maneerat Kudmano, Kanyarat Amphang, Jiratha Chaiyasan, Kanokwan Wechgama, Phachongchit Tibprasorn

132-154
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Book Review

MODERN RETAIL BUSINESS MANAGEMENT

Sumet Phimsaran

155-157
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ISSN: 2351-0579 (Online)

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