The Journal of Pacific Institute of Management Science (Humanities and Social Science)

Morale in Working Performance of Teachers in Chat Trakan District Phitsanulok Province Under Office of The Basic Education Commission

Suchat Jaipukdee — 2024-11-09

The purpose of this research were to study 1) the morale levels of teachers in Chat Trakan District, Phitsanulok Province under Office of the Basic Education Commission and 2) to compare the performance morale of teachers in Chat Trakan District, Phitsanulok Province under Office of the Basic Education Commission. The sample group were 196 teachers classified by gender, age, job position and age teachers in Chat Trakan District, Phitsanulok Province under Office of the Basic Education Commission. The instrument used for data collection was a 5-level rating scale questionnaires was a questionnaire created by the researcher, which was divided into three parts. The content validity was calculated by a method of Index of Consistency (IOC) between questions and objectives. Then, the results obtained were the values of 0.67-1.00. The confidence value were calculated and analyzed using Cronbach's alpha coefficient. The result obtained was the value of 0.965. The statistical data analysis were percentage, arithmetic mean, standard deviation, t-test (independent t-test) and F-test (one -way ANOVA). Test the difference of the average was lay a pair by the way of scheffe’s method.

The results of the research were as follows : 1) the level of morale of teachers in Chat Trakan District, Phitsanulok Province under Office of the Basic Education Commission, was at a high level. While considering on each aspect, there was a high level of opinions on all aspects as well. 2) To make comparison the level of morale in work classified by gender and job position could be found no difference but classified by age and age teachers, the results showed that there was a significant difference at .05 level.

The Behavior To Purchase Fresh Coffee Of Consumers In Mae Chan District, Chiang Rai Province

Anon Sansai — 2024-11-05

The objectives of this independent study were 1) to examine the relationship between the demographic factors and consumer behavior on fresh coffee consumption in Mae Chan district, Chiang Rai province, and 2) to examine the relationship between the service marketing mix factors and consumer behavior on fresh coffee consumption in the study area. The sample group was composed of 400 respondents who lived in 3 sub districts, including Pa Tueng, Mae Chan and Mae Kham sub districts. The questionnaire was used as the instrument to collect the data. The data were statistically analyzed for percentage, mean, and standard deviation. The hypothesis testing was conducted through Chi-Square at the statistical significance level of 0.05.
Regarding the study findings, the majority of the participants were females aged between 21 and 40 years, whose educational background was at the undergraduate level.
Their occupations were students/college students with an average income between 5,001 and 15,000 baht. They consumed fresh coffee 2 - 3 times a week in the morning between 9.00 – 12.00 a.m. The most commonly consumed coffee was Cappuccino. The reason for choosing fresh coffee was the taste of the coffee (product). The cost of the service was 26 and 50 baht and decision making by themselves. As for the service marketing mix factors affecting consumer behavior on fresh coffee consumption, it was found that the product factor was the most important factor, followed by physical evidence factor, people factor, price factor, place factor, process factor, and promotion factor respectively.
The results of hypothesis testing indicated that gender factor was related to consumer behavior in terms of cost on fresh coffee, while other aspects of consumer behavior were not related. Age factor was not related to consumer behavior in terms of cost on fresh coffee, whereas other aspects of consumer behavior were related. Educational factor was not related to consumer behavior in terms of spending time on fresh coffee consumption, while other aspects of consumer behavior were related. Occupational factor and income factor were related to consumer behavior in all aspects. The seven service marketing mix factors were related to consumers’ behavior on fresh coffee consumption as follows: Product factor was related to consumer behavior in terms of spending time on fresh coffee consumption, the cost of buying fresh coffee for a time, people and reason were involved to decision making on fresh coffee consumption. Price factor and place factor were related to consumer behavior in terms of cost of buying fresh coffee for a time. Promotion factor was related to consumer behavior in terms of the frequency on fresh coffee consumption at an average time per week, duration of fresh coffee consumption and cost of buying fresh coffee for a time. People factor was related to consumer behavior in terms of the frequency on fresh coffee consumption at an average time per week and duration of fresh coffee consumption. Process factor was correlated to consumer behavior in terms of the frequency on fresh coffee consumption at an average time per week and duration of fresh coffee consumption. Physical evidence factor was related to consumer behavior in terms of duration on fresh coffee consumption, type of fresh coffee, and cost of buying fresh coffee for a time.

Marketing mix factors affecting the decision to study at the Pacific Institute of Management Science

Salika Kayod — 2024-11-08

This research aimed to: 1) study the level of marketing mix factors affecting students’ decisions to study at the Pacific Institute of Management; 2) compare personal factors affecting students’ decisions to study at the Pacific Institute of Management; and 3) examine the marketing mix factors affecting students’ decisions to study at the Pacific Institute of Management. The sample group consisted of 327 students from the Pacific Institute of Management. The statistical methods used in the research included percentages, means, standard deviations, T-tests, F-tests, and linear regression analysis to determine the relationships between the factors.

The research results indicated that the level of marketing mix factors, measured by image, was moderate, with an average value of 3.40. The factors were ranked as follows: 1. Personnel (x̄ = 3.68), 2. Promotion (x̄ = 3.55), 3. Location (x̄ = 3.50), 4. Process (x̄ = 3.49), 5. Price (x̄ = 3.41), 6. Physical characteristics (x̄ = 3.22), and 7. Product (x̄ = 2.97). Additionally, students with different genders, ages, and average family incomes showed significantly different decisions regarding studying at the Pacific Institute of Management, with statistical significance at the 0.05 level. Lastly, a linear regression equation was used to predict the decision-making process of students from Pacific management institutions: Y = 0.154 (Product) + 0.142 (Personnel) + 0.145 (Price) + 0.149 (Location) + 0.146 (Physical characteristics) + 0.152 (Marketing promotion) + 0.109 (Process).

Marketing mix affecting the purchasing decision of souvenirs of consumers in Mae Thongkham Market, Mueang District, Phayao Province

Supasara Boonruang — 2023-08-31

The objectives of this study were: 1) to examine the level of marketing mix factors affecting the decision to buy souvenirs among consumers in Mae Thongkham Market; 2) to compare the marketing mix factors affecting the decision to buy souvenirs in Mae Thongkham Market; and 3) to investigate the relationship between marketing mix factors and the decision to buy souvenirs in Mae Thongkham Market. The sample consisted of 385 people who had purchased souvenirs at Mae Thongkham Market. The statistics used were percentages, means, standard deviations, T-tests, F-tests, and multiple regression.

Most souvenir buyers were female, aged 41-50 years, held a bachelor's degree, were employed, and had an average income of 20,001-30,000 baht. Demographic factors, including gender, age, education, occupation, and income, affected the decision to buy souvenirs. The marketing mix had an overall high level of influence on the decision to buy souvenirs. The highest mean score for the personal aspect was at a high level ( x̄ = 3.95), followed by the location aspect at a high level ( x̄ = 4.29), the product aspect at a high level ( x̄ = 4.16), the price aspect at a high level ( x̄ = 4.14), the service process at a high level ( x̄ = 4.08), marketing promotion at a moderate level ( x̄ = 3.48), and the physical aspect at a moderate level ( x̄ = 3.47).

The multiple regression analysis of marketing mix factors that entered the regression equation with statistical significance at the 0.05 level included product factors, price factors, distribution channel factors, and marketing promotion factors. The equation was: Y purchase decision = 0.48+ 0.11 (Product)+0.29(Price)+0.45 (Place) + 1.21 (Promotion)+ 1.84 (Personnel)+ 1.83 (Physical)+3.25 (Service Process); R² = 0.84.

The Causal Factors Influencing The Efficiency Of Social Media Customer Relationship Management: Toward Hotel Business In Thailand

Phornpimon Aodton — 2024-11-15

This research aimed to study 1) Hotel service usage behavior in Thailand, 2) The influence of factors affecting the efficiency of social media customer relationship activities and hotel service usage intention behavior in Thailand, and 3) The development of a structural equation model of these factors. The data were collected by purposive sampling from 400 hotel users through online bookings.

The results of the research found that the majority of the respondents were female, aged 25-35, had a bachelor’s degree, had an average monthly income of 30,001-50,000 baht, and were mostly self-employed or entrepreneurs. Most of them used hotels for travel and relaxation, traveled with their families, and had a frequency of stay of 2-3 times a year. They used Facebook as a channel for receiving news and information. The results of the test of the influence of the structural equation model were consistent with the empirical data. The relative chi-squared ratio index (CMIN/df) was 2.065, p-value was 0.000, CFI was 0.959, GFI was 0.949, RMSEA was 0.056, and RMR was 0.032. The results of the hypothesis testing found that: Customer engagement and e-service quality influence the effectiveness of social media CRM activities of hotel businesses in Thailand. The hypothesis testing results show that customer engagement and e-service quality affect the effectiveness of social media CRM activities, while customer knowledge management does not affect this effectiveness. Social media CRM activities are significant mediators between service intention and customer engagement and e-service quality, by encouraging customers to follow activities and information from the business.

Accounting Information Systems and the quality of management accounting information affecting performance of companies listed on the Stock Exchange of Thailand

Anocha Rojanapanich — 2024-12-11

This paper aims to 1) to explore accounting information systems, the quality of management accounting information and performance of companies listed on the Stock Exchange of Thailand and 2) to investigate accounting information systems and the quality of

management accounting information influencing the performance of companies listed on the

Stock Exchange of Thailand. Questionnaires were used as a tool for data collection. Accounting executives from assistant accounting managers and above from 250 companies located in Bangkok areas and listed on the Stock Exchange of Thailand were utilized as a sample. Percentage, mean and standard deviation (S.D.) were used in data analysis. Structural equation modeling analysis was utilized in hypothesis testing.

It was revealed that 1) overall, the accounting information systems and the quality of management accounting information were at the highest level while the performance of companies listed on the Stock Exchange of Thailand, overall, was at the high level and 2) the accounting information systems yielded a statistically significant positive direct effect on the performance and the quality of accounting information at 0.01 level while the quality of management accounting information did not yield a positive direct effect on the performance. Moreover, the quality of accounting information did not indirectly mediate the effect of the accounting information systems on organizational performance with statistical significance at 0.05.