RMUTSB ACADEMIC JOURNAL (HUMANITIES AND SOCIAL SCIENCES)

Marketing mix in consumer's perspective affecting Sushi Hana's brand equity

Chirawan Kitivanarat — 2024-06-14

The objectives of this research were to 1) study the importance level of the marketing mix from the consumer's perspective of "Sushi Hana", 2) study Sushi Hana’s brand equity from the consumer's perspective, and 3) study the marketing mix in the consumer's perspective that affected Sushi Hana's brand equity. The sample group used in this study, obtained through systematic random sampling technique, included 400 consumers who had used Sushi Hana's services. Data was collected through a questionnaire as a research instrument. The reliability of marketing mix from the consumer's perspective was 0.956 and Sushi Hana’s brand equity was 0.936. The statistics used for data analysis were frequency, mean, percentage, and standard deviation, as well as multiple regression analysis using the stepwise method.

The research findings showed that 1) the marketing mix from the consumer's perspective of "Sushi Hana" had an overall significance at a high level, 2) the Sushi Hana’s brand equity from the consumer's perspective had an overall significance at a high level, and 3) marketing mix in consumer's perspective from 7 aspects found that only 5 aspects had a statistically significant positive effect on the "Sushi Hana" brand equity at 0.01 level. The most effective aspect was completion cost to the customer, communication, customer value, and comfort, respectively. The marketing mix in these 5 aspects could explain the variation in the value of the “Sushi Hana” brand equity at 67.80%. Therefore, if entrepreneurs paid attention to these 5 marketing mixes, the brand equity of the “Sushi Hana” could be enhanced significantly.

The elderly employment form of modern trade in Nakhon Pathom Province

Chonticha Suphanalai — 2024-06-14

This research aims to study the components of the elderly employment form of modern trade in Nakhon Pathom province, by using qualitative research methodology, and grounded theory. The data was collected by semi-structured interviews and observation forms from 30 key informants which were divided into 4 groups including demand group, supply group, academic group, and other groups of agencies related to the employment of the elderly. The findings found the elderly employment form of modern trade in Nakhon Pathom province included: 1) a company’s employment readiness featured a safety and hygiene system, suitable regulations, and a tangible employment plan, 2) an appropriate hiring plan included job scopes appropriate to age range, a job position consistent with knowledge and physical abilities, and an employment condition that benefit both parties, 3) efficiency reward system consists of appropriated extrinsic cash incentives figure, intrinsic reward system resulting to work happiness, and core values that encourage elder felt self-esteem, and 4) employment success factors included policy, rules, and regulations, and supporting from the government sector and family members to promote elder employment to the private sector.

Economic factor and social capital affecting the quality of life of people in a sub-district municipality in Suphanburi province

Sutathip Leadwiwatchaiyaporn — 2024-06-14

This research aimed to compare the level of opinions on people's quality of life classified by economic factors and to study social capital that affects the quality of life of people in a sub-district municipality in Suphanburi province. It was a quantitative research with a sample of 352 people in a sub-district municipality in Suphanburi province using a multi-stage random sampling method. The data collection tool was a questionnaire. The statistics used in the analysis were frequency, percentage, mean, standard deviation, independent t-test, one-way analysis of variance, and multiple regression analysis. The results of the hypothesis testing found that people in a sub-district municipality in Suphanburi province with different occupational characteristics and household incomes had different overall quality of life. Social capital, which includes grouping, having a culture, and efficiency in work, has a positive effect on the quality of life of people in a sub-district municipality in Suphanburi province. Honesty and having good administration and bureaucracy negatively affect the quality of life of people in a sub-district municipality in Suphanburi province. In addition, it was found that social capital had a predictive power of about 26 percent with a statistical significance of 0.05. According to the study, they should promote or find jobs to support unemployed people or people who need income to raise a family. They should also organize a campaign for people to do more activities together within the community for a better quality of life.

The effect of high-scope educational gaming activities on basic mathematical skill development in early childhood children

Nattha Hotrakit — 2024-06-14

The purposes of this study were to 1) develop high-scope educational gaming activities for early childhood children, and 2) compare the result of basic mathematical skills development in early childhood children before and after the implementation of high-scope educational gaming activities. The research sample was 30 early childhood children aged 5-6 years old studying in the second semester of the academic year 2021 at Taladbangbo (Sakpridaprachasan) School under the Chachoengsao Primary Educational Service Area Office 2. The sample was obtained using simple random sampling. The instruments used for collecting data were 1) high-scope educational gaming activities to improve the foundation of early childhood children’s mathematical skills, 2) educational game lesson plans, and 3) evaluation forms on early childhood children’s mathematical foundation. The statistics used for data analysis were mean, standard deviation, and t-test dependent hypotheses testing.

The results of the study revealed that 1) the implementation of high-scope educational gaming activities to improve the mathematical foundation skills of early childhood children was very suitable and 2) the high-scope educational gaming activities increased students' mathematical skills after implementation, with a statistical significance of 0.05 verifying the hypotheses.

The effect of 5 STEPS collaborative learning process together with online teaching of primary grade 6 students

Kajonyod Pantaluk — 2024-06-14

The objectives of this study were to 1) compare the achievement of primary grade 6 students in Science and Technology subject after using the 5 STEPS Collaborative Learning Process (CO-5STEPs) and online teaching. 2) investigate students’ science process skills of primary grade 6 students after using the CO-5STEPs and online teaching; and 3) study primary grade 6 students' satisfaction with the CO-5STEPs and online teaching approaches. The research sample consisted of 16 students from Wat Luang Pang (Intaraprachanukoon) School in the first semester of the academic year 2022, who were chosen using the cluster random sampling method. The instruments used for collecting data were an achievement test under the topic of ‘Our Body’ for primary grade 6 students, an assessment form of six science process skills, a satisfaction survey form on learning process in the topic of ‘Our Body’ through the CO-5STEPs and six aspects of online teaching. The statistics used for data analysis were mean (), standard deviation (S.D.), and t- test dependent. The results of this research were as follows:

1) The achievement of primary grade 6 students in Science and Technology subject after using the CO-5STEPs and online teaching was higher than before, with a statistical significance of .05

2) The students’ science process skills of primary grade 6 students after using the CO-5STEPs and online teaching on the topic of ‘Our Body’ was at a high level.

3) The primary grade 6 students satisfaction level with the CO-5STEPs and online teaching on the topic of ‘Our Body’ was at the highest level

Development of computer - assisted learning lessons on computational sciences subject using ADDIE process to enhance learning achievement and analytical skills of secondary grade 2 students of Protpittayapayat School

panyada morawan — 2024-06-14

The research aims to create and improve the effectiveness of computer-assisted learning lessons in computational science for secondary grade 2 Students of Protpittayapay School, with the ADDIE process. The goal is to achieve an 80/80 efficiency standard, to compare the learning and analytical performance of students before and after using the computer-assisted learning lessons, and to assess student satisfaction with the computer-assisted learning lessons. The study group was selected by simple random sampling and included students from the 2/8 and 2/12 classes. The research used tools such as the learning management plan, computer-assisted learning lessons, performance assessment tests, analytical tests, and satisfaction surveys. The statistical analysis used included means, standard deviations, efficiency ratios (E₁/E₂), and t-tests. The research found that the computer-assisted learning lessons in computational science using the ADDIE process for secondary grade 2 students were effective, with a score of 82.08/83.58, and the post-learning scores were higher than pre-learning scores with a statistical significance of .05. Student satisfaction was at a high level, with an average score of 4.45.

The ability to solve mathematical problems of eighth-grade students by SSCS learning management combined with mathematics learning activity packages

Phennapa Wajaphet — 2024-06-14

The purpose of this research was to study the mathematical problem-solving ability of eighth-grade students after learning by using the SSCS learning management combined with the mathematics learning activity package. The sample group in this research was 15 students selected from a class of eighth-grade students from Wat Pho Sadet School, studied in semester 2 of the academic year 2021, using a group random sampling, in which the classroom was a randomization unit. Research tools used composed of 1) SSCS learning management plan combined with a mathematics learning activity package on prism and cylinder for eighth-grade, and 2) a mathematical problem-solving ability test and problem-solving ability scoring. Statistics used in data analysis were mean, percentage, and Wilcoxon signed rank test statistics.

The results showed that the mathematics problem-solving ability of eighth-grade students after learning by using SSCS learning management combined with the mathematics learning activity package about prisms and cylinders for eighth-grade was at a good level. When considering each step, the results were as follows: 1) Problem understanding step, the students received a score of 89.44 percent; their abilities were at an excellent level, 2) Problem solving planning, the students received a score of 60.00 percent; their abilities were at a fair level, 3) Problem solving step, the students received a score of 83.33 percent; their abilities were at an excellent level, and 4) Checking results step, the students received a score of 78.33 percent; their abilities were at a good level.

The structural equation modeling of teaching quality as a mediator variable between learning environment and learning outcomes of higher education students

Apinya Ingard — 2024-06-14

This research article aimed to (1) studied the teaching quality of instructors, learning outcomes, and learning environment, (2) studied the influence of the teaching quality of instructors on the intermediate role between learning environment and learning outcomes, and (3) presented procedures and solutions of structural equation model analysis. The secondary data were from 443 higher education students in the academic year 2021 who completed the assessment through the University's Educational Services (REG) system. The reliability of the assessment form was between 0.91-0.98. Data were analyzed by statistical techniques including mean, standard deviation, skewness, kurtosis and structural equation model analysis. The research results found that (1) Teaching quality of instructors and learning environment were at the most appropriate level, and the students learning outcomes were greatly improved. (2) The teaching quality of instructors was the full mediate variable between the learning environment and student learning outcomes, and the learning environment and teaching quality of the instructors explained the variance in learning outcomes at 80.00%. (3) Appropriate approaches and procedures for analyzing a specific structural equation model consisted of 6 steps: data outlier assessment, normal distribution assessment of each variable, construction of validity assessment of latent variables, discriminant validity assessment between latent variables, structural model analysis, and classification of influences. Moreover, the solution to the problem of discriminant validity between structured latent variables was to combine the structure of latent variables into a second-order construct.

The study of conditions and guidelines for the development of quality management system according to Thailand quality award criteria: A case study of a faculty at a university in southern Thailand

Bannagorn Saelim — 2024-06-14

The objectives of this research were to study conditions and guidelines for the development of quality management system according to Thailand Quality Award (TQA) criteria of a faculty at a university in southern Thailand. The study employed documentary research and selected a case study in accordance with Scott (1990). The related literature were a feedback report and 7 volumes of “Thailand Quality Class (TQC)”. This research investigated quality management system of a faculty at a university in southern Thailand in 2021, and best practices of organizations received TQA between 2016 and 2021. The research instrument was a case record form. Data were analyzed by using descriptive statistics in Microsoft excel to identify the gap between performance and scoring criteria to study the status of the quality management system. The best practices of organizations winning TQA were analyzed to study guidelines for developing quality management system. The study revealed the following status of organizational management system: for categories 1-6, process; and category 7, result; the score was in the range of 10-25 and it was anticipated that the obtained total score range would be 110-260 When studying the feedback report, the following three categories were unclear issues: category 3, customers; category 4, measurement, analysis, and knowledge management; and category 6, operations. When analyzing best practices, it was found that: 1) for category 3, the winning organizations paid high attention and utilized voices of different customer groups; 2) for category 4, the organizations placed significant emphasis on connected-strategy indicators by setting assigned individuals and scheduling monitoring period using IT system; and 3) for category 6, the organizations developed product specifications based on concept design of result-oriented and customer-focused approaches which included arranging assessments and supervising the operations using indicators. This research provided the organization with guidelines for quality management system to elevate the organization’s performance to excellence.

Guidelines for developing communication efficiency in the Faculty of Industrial Education, Rajamangala University of Technology Suvarnabhumi

Kanokvan Nasompong — 2024-06-14

The purposes of this study were to investigate and develop guidelines to improve communication efficiency in the faculty of industrial education, Rajamangala University of Technology Suvarnabhumi. The sample group of key performance consisted of 72 participants from faculty administrators, lecturers, and support staffs. The sample size was taken from Krejcie, & Morgan concept at 95% confidence level by simple random sampling. Research instruments included questionnaires and in-depth interviews. Statistics implemented in data analysis were frequency, percentage, mean, and standard deviation.

The results showed that: 1) The overall score of the organization’s communication efficiency was at a high level and, 2) the guidelines to develop the organization’s communication efficiency included the following aspects; (1) The communications within the faculty should be focused on communicating policies in which relevant information will be informed and considered as operational guidelines, (2) the communication process within the faculty should be informative, interesting, quick, up-to-date, and complete.

Editorial statement

Sirilak Prasertkulsak — 2024-06-14

วารสารวิชาการ มทร. สุวรรณภูมิ (มนุษยศาสตร์และสังคมศาสตร์) ปีที่ 9 ฉบับที่ 1 (มกราคม-มิถุนายน 2567) ประกอบด้วยบทความวิจัย (research article) จำนวน 10 บทความ โดยมีเนื้อหาที่เกี่ยวกับการบริหารจัดการธุรกิจเรื่องส่วนประสมทางการตลาดต่อคุณค่าของแบรนด์ร้านอาหารและรูปแบบการจ้างงานของผู้สูงอายุในธุรกิจค้าปลีก ด้านสังคมศาสตร์จะเป็นเรื่องปัจจัยทางเศรษฐกิจและทุนทางสังคมที่ส่งผลต่อคุณภาพชีวิตของประชาชน ด้านการศึกษาจะเกี่ยวข้องกับการจัดกิจกรรมการเรียนรู้ให้สอดคล้องกับผู้เรียนตั้งแต่ระดับปฐมวัยจนถึงระดับมัธยมศึกษา และการพัฒนาระบบบริหารคุณภาพและการสื่อสารองค์กรในระดับอุดมศึกษา ซึ่งตรงกับเป้าหมายและขอบเขตของวารสาร (Aim and Scope)

กองบรรณาธิการวารสาร มทร. สุวรรณภูมิ (มนุษยศาสตร์และสังคมศาสตร์) หวังเป็นอย่างยิ่งว่าองค์ความรู้จากวารสารฉบับนี้จะเป็นประโยชน์ต่อผู้อ่าน สามารถนำองค์ความรู้เหล่านี้ไปต่อยอดจนทำให้เกิดความก้าวหน้าต่อวงการวิชาการและวิชาชีพต่อไป และขอขอบคุณท่านผู้ส่งบทความ ผู้อ่านที่ได้ให้ความสนใจติดตามวารสารวิชาการ มทร. สุวรรณภูมิ (มนุษยศาสตร์และสังคมศาสตร์) มาอย่างต่อเนื่อง หากท่านมีข้อเสนอแนะประการใดที่จะก่อให้เกิดประโยชน์ในการพัฒนาคุณภาพของวารสารให้ดีขึ้นไป กองบรรณาธิการขอน้อมรับด้วยความยินดีและขอบคุณเป็นอย่างยิ่ง