Research and Development Journal, Loei Rajabhat University

Online Marketing Promotion of Products Processed from Luffa, Khon Khok Phrom Community Enterprise, Non Thai Subdistrict, Non Thai District, Nakhon Ratchasima

2025-08-19T16:09:29+07:00

This research aimed to: 1) study the demand for online marketing promotion of products processed from luffa, Khon Khok Phrom community enterprise, Non Thai subdistrict, Non Thai district, Nakhon Ratchasima; 2) to design and develop a process for online marketing promotion of Khon Khok Phrom community enterprise, Non Thai Subdistrict, Non Thai District, Nakhon Ratchasima; and 3) to study the satisfaction with the output within the online marketing promotion research process of products processed from luffa among consumers in Non Thai subdistrict, Non Thai district, Nakhon Ratchasima. A mixed-methods approach was employed. The Data were collected through interviews, including in-depth interviews with the with the Khon Khok Phrom Community Enterprise, and a questionnaire administered to a sample of customers who had purchased products from Khon Khok Phrom community enterprise, totaling 100 samples. The results indicate that: 1) The demand for online marketing promotion of products processed from luffa, Khon Khok Phrom Community Enterprise, had only offline distribution. Therefore, there was a need to expand into the online market and utilize online marketing promotion to reach target customers and boost sales. In addition, the community enterprise group wanted to gain knowledge about online marketing; 2) the design and development of the online marketing promotion process for Khon Khok Phrom Community Enterprise's processed luffa products included assessing the enterprise's potential and readiness, providing training on online marketing, implementing online marketing promotion strategies, and establishing online marketing channels via Facebook; and 3) Regarding consumer satisfaction with the outputs under the online marketing promotion research process for processed luffa products among consumers in Non Thai District, Nakhon Ratchasima Province, the majority of respondents were female, aged 46-59 years, married, held a bachelor's degree, had a monthly income of 10,000-20,000 Baht, and were farmers. The highest satisfaction was found in online sales promotion, followed by online personal selling, online public relations, online direct marketing, and online advertising, respectively.

The Effects of Service Quality and Service Marketing Mix on Consumers’ Repeat Patronage of Northern Thai Restaurants in Chiang Rai Province

2025-09-30T09:26:49+07:00

This study aimed to: 1) examine consumers’ perceptions of service quality in Northern Thai restaurants in Chiang Rai Province; 2) investigate the perceived importance of service marketing mix elements, and (3) analyze the influence of service quality and service marketing mix on consumers’ revisit intention. The research employed a quantitative approach. The sample comprised 400 consumers who had previously visited Northern Thai restaurants in Chiang Rai, selected through quota and convenience sampling from eight restaurants with 50 respondents each. Data were collected using a structured questionnaire and analyzed through descriptive statistics, including frequency, percentage, mean, and standard deviation. Hypothesis testing was conducted using multiple linear regression analysis. The findings revealed that: 1) overall service quality was rated at a high level, with responsiveness identified as the highest-rated dimension; 2) the overall service marketing mix was also at a high level, with process receiving the highest rating; 3) service quality has a statistically significant influence on consumers’ repeat patronage at the .05 level, explaining 56.20% of the variance; and 4) service marketing mix has a statistically significant influence on consumers’ repeat patronage at the .05 level, collectively accounting for 69.60% of the variance. The study was limited to Chiang Rai Province. Practically, restaurant operators should emphasize prompt and reliable service and create a pleasant atmosphere to enhance positive consumer experiences and encourage revisit intention.

The Influence of Market Orientation on Product Innovation Capability of Small and Medium Enterprises (SMEs) in Songkhla Province

2025-11-27T14:38:07+07:00

This article aims: 1) to examine the level of market orientation among small and medium-sized enterprise (SME) entrepreneurs in Songkhla Province; 2) to investigate the level of product innovation capability of SME entrepreneurs in Songkhla Province; and 3) to analyze the influence of market orientation on the product innovation capability of SME entrepreneurs in Songkhla Province. The conceptual framework is grounded in contingency management theory, which expands that organizational success depends on adjusting management strategies to align with contextual and environmental conditions. This study is quantitative research, using a questionnaire as the research instrument. Data were collected from 398 SME entrepreneurs in Songkhla Province, with the sample size determined using Yamane’s formula. The statistical techniques used for data analysis include frequency, percentage, mean, standard deviation, correlation analysis, and multiple regression analysis. Preliminary assumption tests were conducted to ensure the reliability and academic validity of the data. The results indicate that market orientation specifically customer orientation, competitor orientation, and inter-functional coordination have a significant positive relationship and influence overall product innovation capability at the .05 significance level. The multiple regression analysis demonstrates that the research model has strong explanatory and predictive power, with and an adjusted R² value of 0.514. The findings provide both academic and practical contributions, offering guidelines for improving and developing market orientation to enhance product innovation capability. This helps SMEs respond better to customer needs and achieve long-term success.

Key Success Factors Influencing the Competitive Advantage of Small and Medium Enterprises in Bangkok

2025-12-08T15:02:41+07:00

This study aimed to examine and analyze the key success factors influencing the competitive advantage of Small and Medium Enterprises (SMEs) in Bangkok. Employing a quantitative research approach, data were collected via questionnaires from a sample of 400 entrepreneurs and operational employees of SMEs in Bangkok, selected through multi-stage sampling. Data were analyzed using descriptive statistics (percentage, mean, and standard deviation) and inferential statistics, specifically Multiple Regression Analysis. The findings revealed that all four success factors innovation and creativity, entrepreneurial characteristics, management effectiveness, and strategic timing collectively explained 60.50% (R²= .605) of the variance in competitive advantage with statistical significance at the .05 level. Strategic timing demonstrated the strongest influence (β= .371), followed by management effectiveness (β= .205), entrepreneurial characteristics (β= .184), and innovation and creativity (β= .145), respectively.

Factors Influencing the Purchase Decision Process for Herbal Products under the Jiva Herb Brand

2025-11-27T14:39:30+07:00

The primary objectives of this research were: 1) to examine consumer purchasing behavior and perceived product efficacy regarding herbal products marketed under the Jiva Herb brand; and 2) to analyze key determinants influencing consumer’s decision-making processes in purchasing these products. A structured questionnaire was employed as the main data collection instrument, targeting 200 respondents using Multi-Stage Sampling method residing in Bangkok who had previously purchased and used Jiva Herb products. Data analysis utilized descriptive statistics, including frequency, percentage, mean, and standard deviation, were utilized alongside multiple regression analysis at a .05 level of significance. The findings revealed that the overall influence of marketing mix factors on consumer decision-making was at a high level. The regression results identified pricing, product attributes, physical presentation, and service process as significant predictors of purchasing decisions. In contrast, distribution channels, promotional strategies, and personnel-related factors did not exhibit a statistically significant effect. The model accounted for 40.90% of the variance in consumer purchasing decisions. These findings provide actionable insights for business practitioners and herbal product entrepreneurs, highlighting the importance of product quality, safety, and consumer experience in shaping purchase intent. The results can further inform strategic development in related sectors, such as herbal supplements, traditional medicines, and cosmeceuticals, where consumer trust in product efficacy and brand reliability plays a pivotal role in market success.

Serial Mediation Effects of Organizational Creativity and Organizational Innovation in Organizational Learning to Business Survival of Food Businesses in Thailand

2025-04-04T15:56:18+07:00

The purpose of this research was to study the relationship between organizational learning, organizational creativity, organizational innovation and business survival. This is quantitative research, the model was analyzed using structural equation modeling (SEM), using data from 220 firms of food businesses in Thailand. The results indicate that the data explained the model very well where is business survival was driven by organizational learning, organizational creativity and organizational innovation. The findings could help entrepreneurs of food businesses in Thailand to understand the importance of organizational creativity and organizational innovation which directly influences business survival, and it enables organization to create new products and new services that become unique innovation for the business, enabling the business to achieve long-term success, leading to continued business survival.

Job Insecurity on Organizational Citizen Behavior: The Mediator Role of Organizational Identification of Bank Employees in Central Region

2025-11-27T14:06:34+07:00

This research aims to analyze: 1) the influence of job insecurity and organizational identity toward organizational citizenship behavior; and 2) the mediation role of organizational identity in the relationship between job insecurity and organizational citizenship behavior. The current study is a quantitative method. Data are collected from 365 bank employees in central region by using questionnaires. Structural equation modeling is employed to analyze the data. The results indicated that the majority of the respondents are female, age ranges between 21-30 years old, single status, undergraduate and 4-6 years’ experience. The Structural Equation Modeling (SEM) results indicated a good fit between the model and the empirical data. The goodness-of-fit indices were as follows: = 618.87, df = 262, /df = 2.36, GFI = 0.879, RMR = 0.055, CFI = 0.931, IFI = 0932, TLI = 0.922, RMSEA = 0.061. Hypothesis testing revealed that: 1) Job insecurity has no significant negative influence on the altruism dimension of organizational citizenship behavior (OCB), but it does have a negative influence on the civic virtue dimension; 2) Job insecurity has a significant negative influence on organizational identification; 3) Organizational identification has a significant positive influence on of OCB, specifically in the dimensions of altruism and civic virtue; and 4) Mediation analysis showed that organizational identification mediates the relationship between job insecurity and OCB. The executive and HR manager can utilize these research findings to foster employee engagement and strengthen organizational identification, thereby enhancing employee retention.

Program Learning Outcomes in Bachelor of Business Administration, Faculty of Management Sciences, Prince of Songkla University

2025-12-04T16:41:46+07:00

In the digital era, characterized by rapid advancements in technology and artificial intelligence, the knowledge and skills demanded by the labor market are experiencing continuous transformation. Higher education institutions are therefore required to develop curricula that align with the principles of Outcome-Based Education (OBE). This study aims to develop the Program Learning Outcomes (PLO_S) of the Bachelor of Business Administration program, Faculty of Management Sciences, Prince of Songkla University, in alignment with the AUN-QA quality assurance framework and contemporary labor market demands. This research employed a qualitative approach, collecting data from 45 internal and external program stakeholders, including employers, alumni, and academic staff. Data collection methods included in-depth interviews, focus group discussions, and open-ended questionnaires. The collected data were analyzed using content analysis through systematic categorization, coding, and theme synthesis. The findings revealed 13 stakeholder-need themes encompassing business administration knowledge and essential skills, which were subsequently synthesized into nine Program Learning Outcomes. Examples of these PLO_S include the ability to develop oneself through learning from feedback and constructive criticism, and the ability to analyze and present information to executives for informed decision-making. Formulating PLO_S based on OBE principles aligns the

Success Factors in Community Management: The Case of Ban Khlong Fan Pla, Prachinburi Province

2025-11-27T14:24:09+07:00

The objectives of this research were to study the influence of success factors in community management affecting the success of Ban Khlong Fan Pla, and to propose community management guidelines for other communities. The sample consisted of residents of Ban Khlong Fan Pla village aged 15 years and over. The sample size was determined at 148 individuals, with 120 respondents successfully providing data, representing a response rate of 81.08%. Questionnaires were employed as the research instrument. Data analysis was conducted using frequency, percentage, mean, standard deviation and multiple regression analysis. Multiple Regression Analysis with the Enter method. The research findings revealed that three success factors of Ban Khlong Fan Pla were statistically significant: Structure and Process (β= 0.287). Capital and Resource Management (β= 0.224), and Benefits for Members and the Community (β= 0.227). Suggestions for success in other communities include prioritizing the clear definition of steps or processes for all activities, implementing systematic control over financial and resource management, and providing opportunities for members to participate in policy-making and the selection of executive committees, with a focus on maximizing benefits for members.

Pattern Creation from Local Plants Using Eco-printing Techniques and Product Development for the Indigenous Woven Textiles of Ban Nong Bua Community, Phu Ho Subdistrict, Phu Luang District, Loei Province

2026-01-12T11:40:21+07:00

This academic article aimed to study pattern creation from local plants using Eco-printing techniques and the development of products from the indigenous woven textiles of Ban Nong Bua community, Phu Ho Subdistrict, Phu Luang District, Loei Province, employing document analysis and participatory action research through field-based activities, with data analyzed using content analysis. The findings revealed that pattern creation via the Eco-printing technique utilized local plants such as teak leaves, Peka leaves, Kasalong leaves, Sa-Boo Daeng leaves, and eucalyptus leaves. The pattern creation was processed through the following steps: 1) fabric preparation by soaking in a mordant; 2) laying the fabric flat on a surface, stretching it evenly, then arranging the prepared leaves in a dispersed pattern across the fabric, with small, medium, and large leaves positioned appropriately and coherently; 3) covering the leaves with a suitably sized plastic sheet, rolling the bundle tightly, and securing it with plastic wrap; 4) steaming the rolled fabric in a steamer at 90 degrees Celsius for two hours; 5) removing the bundle from the steamer, unrolling it, removing all leaves, and air-drying the fabric in shade; and 6) soaking the dried fabric in a color-fixing solution for approximately 20 minutes before shade-drying it again. Regarding the design and development of products from Eco-printed fabric, it was divided into a six-step process: 1) defining the design and development objectives; 2) studying target group needs; 3) researching relevant information; 4) drafting and developing design prototypes; 5) experimenting with prototype product processing; and 6) critiquing and evaluating the community product prototypes.