SSRU Graduate Studies Journal

2025-12-29T19:11:49+07:00

STRATEGIES FOR ENHANCING THE COMPETITIVE ADVANTAGE OF PRIVATE PARCEL DELIVERY SERVICE PROVIDERS IN THAILAND

2025-09-23T09:14:33+07:00

The objectives of this study are threefold: 1) to examine the degree of competitive advantage among parcel delivery service providers and its implications for enhancing service provider potential; 2) to investigate the interrelationships among logistics service competency (LSC), innovation (INV), and service provider potential (SPP) as determinants of competitive advantage (CPA); and 3) to propose strategic directions for strengthening the competitive advantage of parcel delivery service providers in Thailand. A mixed-methods approach was employed. The quantitative component utilized structural equation modeling (SEM), while the qualitative component complemented the findings through in-depth insights. The study population consisted of 6,772 parcel delivery service providers in Thailand, from which 435 participants were selected using random sampling. The sample size was determined based on the criteria proposed by Chamnaeksan (2020). The research instruments comprised: 1) quantitative data collection and analysis through exploratory factor analysis and SEM, conducted between July 2024 and February 2025; and 2) qualitative inquiry using content analysis and in-depth interviews with 17 experts whose knowledge and experience aligned with the research framework (Creswell, 2013; Napatsanan et al., 2019).

The findings indicated that:

1. Private parcel delivery service providers in Thailand demonstrated a high level of competitive advantage, as evidenced by the model’s goodness-of-fit indices ( = 768, df = 42, p-value = .090 , /df = 1.304, RMSEA = .026, RMR = .015, GFI = .985, AGFI = .947, CFI = .999). The capability of predicting competitive advantage was at 94.60 percent.

2. The results of the structural equation modeling (SEM) analysis indicated that innovation (INV) exerted a direct influence on competitive advantage (CPA), with a path coefficient of .876, which was statistically significant at the .05 level.

3. Strategic insights derived from expert analyses underscored that the enhancement of competitive advantage should be principally anchored in innovation development, accompanied by the continuous advancement of logistics service competency and the systematic cultivation of human resource capabilities in order to augment organizational agility, operational speed, and service efficiency. Collectively, these findings advanced scholarly understanding of the multidimensional determinants of competitive advantage among parcel delivery service providers, contributed to the enrichment of organizational capacity within the sector, and yielded practical implications for policymakers and practitioners aiming to effectively reinforce the competitiveness and sustainability of the logistics industry in Thailand.

ENVIRONMENTAL FACTORS IN THE WORKPLACE AFFECTING THE WORK EFFICIENCY OF CHIANG MAI NIGHT SAFARI OFFICE STAFF IN HANG DONG DISTRICT, CHIANG MAI PROVINCE

2025-09-08T11:03:50+07:00

This research aimed 1) to study concepts of work environment and work efficiency of employees at the Chiang Mai Night Safari Office and 2) to test the influence of work environment factors on work efficiency of employees at the Chiang Mai Night Safari Office. This quantitative research used a survey questionnaire to collect data from 147 samples who were employees of Chiang Mai Night Safari Office. Data were then analyzed in terms of descriptive statistics to describe the characteristics of the sample group such as frequency, percentage, mean, and standard deviation. Inferential statistics were used to test the research hypothesis, employing Multiple Regression Analysis (MRA). The research results indicated that the majority of the sample were female, aged between 31 and 40 years old, holding a bachelor’s degree. Their average monthly income was between 20,001 and 30,000 Baht, with 7-9 years of working experience and they were employed at the entry level or general operational level. The hypothesis testing revealed that the work environment factors- physical environment and mental environment - collectively accounted for the work efficiency of the employees of the Chiang Mai Night Safari Office (R² = 0.18) at the 0.05 level of statistical significance.

STRATEGIES FOR DIGITAL MARKETING SUCCESS AMONG COMMUNITY PRODUCT ENTREPRENEURS IN CHIANG MAI PROVINCE

2025-11-05T09:50:31+07:00

This research aimed to (1) examine the level of digital marketing success among certified community product entrepreneurs; (2) analyze the factors influencing digital marketing success—focusing on entrepreneurial potential, marketing mix factors, digital marketing forms, and government support; and (3) propose strategic approaches to enhance competitiveness in the digital economy era. A mixed-methods design was employed. Quantitative data were collected from 210 certified community product entrepreneurs determined using Taro Yamane’s formula, with samples selected through multi-stage probability sampling and data gathered using structured questionnaires. Qualitative data were obtained through in-depth interviews with key informants selected using a purposive sampling method. Quantitative data were analyzed using descriptive statistics and multiple regression analysis, while qualitative data were analyzed through content analysis.

The findings revealed that the overall digital marketing success was at a high level ( = 4.09, S.D. = 0.873), with sales and profit growth showing the highest mean score. The factors significantly influencing digital marketing success at the 0.01 level included government support, entrepreneurial potential, marketing mix factors, and digital marketing forms, with the model explaining 76.10% of the variance (R² = 0.761). The qualitative results from the interviews suggested key strategic approaches such as enhancing product quality and standards, developing technological and digital marketing skills, creating market and logistics connectivity platforms, strengthening government–private collaboration, and promoting local cultural identity branding to expand community products into global markets.

THE EFFECTS OF USING GRAPHIC ORGANIZERS ON ENGLISH READING COMPREHENSION OF GRADE 10 STUDENTS IN BANNASAN SCHOOL UNDER THE SECONDARY EDUCATIONAL SERVICE AREA OFFICE SURAT THANI CHUMPHON

2025-11-07T10:18:38+07:00

The purposes of this research were to (1) compare the English reading comprehension of Grade 10 students before and after learning through the graphic organizers and traditional learning management and (2) study the satisfaction of Grade 10 students towards the graphic organizers learning management.

This research was an experimental design. The population consisted of 315 Grade 10 students in the first semester of the 2025 academic year at Bannasan School in Surat Thani Province, under the Secondary Educational Service Area Office Surat Thani Chumphon. The research sample consisted of 60 students selected through cluster random sampling, divided into an experimental group (n=30) and a control group (n=30). The research instruments were (1) six graphic organizers learning management plans, (2) six traditional learning management plans, (3) a 20-item English reading comprehension test, and (4) a 10-item satisfaction questionnaire of Grade 10 students towards the graphic organizers learning management. The statistics used for data analysis were percentage, mean, standard deviation, and t-test.

The research findings showed that (1) the English reading comprehension of Grade 10 students taught by using the graphic organizers was significantly higher than the traditional learning management at the .05 level of statistical significance; (2) the English reading comprehension of Grade 10 students after learning through the graphic organizers was significantly higher than their pre-learning counterpart score at the .05 level of statistical significance; and (3) the overall satisfaction of Grade 10 students towards the graphic organizers learning management was at a high level.

CREATIVE LEADERSHIP OF PRIVATE SCHOOL ADMINISTRATORS IN PHATTALUNG PROVINCE

2025-11-25T09:39:34+07:00

The purpose of this research were to: 1) analyze the causal relationship between Building Leadership (BULE), Result-Oriented Leadership (RELE), Risk Management Leadership (RILE), Team Learning Leadership (LELE) and Creative Leadership (CRLE) and 2) test the consistency of the Building Leadership (BULE), Result-Oriented Leadership (RELE), Risk Management Leadership (RILE), Team Learning Leadership (LELE) and Creative Leadership (CRLE) models with empirical data and sample acquisition. The population for this research consisted of teachers in private schools in Phatthalung Province in the 2025 academic year. The sample size was determined based on the criteria of Hair et al. (2010). The sample was obtained using a purposive sampling method. A total of 36 private schools, 12 students per school, totaling 432 students. offering education from pre-primary to high school, with sufficient teachers to collect questionnaire data, were selected. This ensured that the data were comprehensive and appropriately reflected the population characteristics.

The results of the initial model's structural equation model fit test revealed that the model did not align with the empirical data. Considering the = 980.870, df = 124, p-value = < .001, / df = 7.910, GFI = 0.732, NFI = 0.924, NNFI = 0.919, CFI = 0.842, RMR = 0.058, SRMR = 0.067, and RMSEA = 0.134, the above statistics show that the p-value < .05 rejects the hypothesis, and all indices did not pass the criteria for consideration. Therefore, it could be concluded that the structural equation model of creative leadership development (CRLE) did not align with the empirical data.

The researchers adjusted the model according to the recommendations of the (MI) program to better align with the empirical data. The results of the adjusted model examination revealed a good fit with the empirical data. The results of the fit test between the structural equation models and the development of creative leadership (CRLE) with empirical data found that the structural equation model of creative leadership (CRLE) was consistent with the empirical data, considering the value of = 2769, df = 1454, p value = 0.061, / df = 1.904, GFI index = 0.947, NFI = 0.973, NNFI = 0.978, CFI = 0.969, RMR = 0.049, SRMR = 0.029, RMSEA = 0.003, and = 0.719. From the above statistics, it could be seen that the p value was high enough to accept the hypothesis (p > .05). The various indices passed the criteria for consideration. Therefore, it could be concluded that the structural equation model of creative leadership (CRLE) was consistent with the empirical data. All variables could explain the variance of Creative Leadership Development (CRLE) with achieved 71.90 percent.

THE NEXT STEP FOR THE FUTURE OF THAI HIGHER EDUCATION: DEVELOPING FACULTY COMPETENCIES IN TEACHING AND LEARNING TOWARDS INTERNATIONAL STANDARDS, 2026

2025-11-25T09:29:08+07:00

This study aimed: (1) to examine the meaning and components of teaching competencies that promote internationalization in the context of Thai higher education; (2) to analyze the factors and mechanisms that influence the development of lecturers’ competencies in higher education; (3) to construct a competency development model for lecturers toward internationalization based on data from in-depth interviews, focus group discussions, and observations; (4) to reflect lecturers’ perspectives, experiences, and expectations regarding teaching and learning development in the global era; and (5) to propose policy and practical guidelines for enhancing lecturers’ competencies in Thai higher education institutions. This research employed a qualitative approach using semi-structured in-depth interviews with 15 key informants, including academic administrators, lecturers, and experts in higher education development. Data were analyzed using content analysis focusing on international teaching competencies, the integration of technology and innovation, professional development, and lifelong learning culture.

The research findings revealed that: 1.Regarding the meaning and components of teaching competency that promote internationalization in the Thai higher education context, lecturers’ competencies consisted of knowledge, skills, and professional attributes that support learning in an international context; 2.The factors and mechanisms influencing the development of lecturers’ competencies in higher education were found to stem from internal institutional mechanisms, external mechanisms, and policy-related drivers'; 3.The systems-based model identified four key dimensions: digital competence, intercultural communication, active learning management, and professional development; 4.Informants reflected a need for digital skills, English proficiency, and lifelong learning; and 5.The policy and practical guidelines for enhancing lecturers’ competencies in Thai higher education institutions suggested the following: policy guidelines proposing the integration of national-level plans, strengthening institutional support systems, and implementing individual development plans for lecturers

EDUCATIONAL ADMINISTRATION KNOWLEDGE MANAGEMENT MODEL FOR SCHOOL ADMINISTRATORS IN BANGKOK PRIMARY EDUCATIONAL SERVICE AREA OFFICE

2025-11-28T09:23:48+07:00

The objectives of this study were to 1) study the level of the educational administration knowledge management for school administrators in Bangkok Primary Educational Service Area Office, 2) analyze the components of the educational administration knowledge management for school administrators in Bangkok Primary Educational Service Area Office, and 3) propose the educational administration knowledge management model for school administrators in Bangkok Primary Educational Service Area Office. The sample consisted of 500 school administrators and teachers in educational institutions in Bangkok Primary Educational Service Area Office. The research instruments included questionnaires and semi-structured questionnaire. The statistics used for data analysis comprised frequency, percentage, mean, standard deviation, exploratory factor analysis, and content analysis, supported by secondary data obtained from in-depth interviews with 15 school administrators. The findings revealed that the level of the educational administration knowledge management for school administrators was high. The study also identified a new body of knowledge regarding the Educational Administration Knowledge Management, consisting of 6components: 1) Knowledge Creation, 2) Knowledge Storage, 3) Knowledge Sharing, 4) Knowledge Application, 5) Learning Organization Culture, and 6) Information Technology Management.

GUIDELINES FOR PROMOTING DIGITAL MARKETING OF COMMUNITY ENTERPRISES IN UDON THANI PROVINCE

2025-12-09T13:32:35+07:00

This research aimed to (1) analyze digital marketing factors influencing the competitiveness of community enterprise groups and (2) propose guidelines for the development and promotion of digital marketing for community enterprises in Udon Thani Province. A quantitative research approach was employed. The sample consisted of 341 respondents selected through purposive sampling. Data were collected using a questionnaire and analyzed using descriptive statistics, including mean and standard deviation, as well as inferential statistics through multiple regression analysis.

The results revealed that the overall level of digital marketing factors among community enterprises in Udon Thani Province was moderate. The highest-rated factors were online public relations marketing, social media marketing, and content marketing. All five digital marketing factors were found to explain the competitiveness of community enterprises to varying degrees. In particular, online public relations marketing had the strongest influence across all dimensions of competitiveness. Content marketing showed significant influence in certain dimensions, while social media marketing also had a significant effect on the dimension of return on investment. In contrast, website marketing and email marketing did not demonstrate significant effects in several dimensions, which may be attributed to underutilization of technology or a lack of alignment with local consumer behavior.

Based on the findings, the study proposes guidelines for enhancing digital marketing, including the development of community-level online public relations and marketplace platforms, training programs on content creation and strategic use of social media, promotion of standardized online ordering systems, and improvement of digital infrastructure such as high-speed internet and community internet service points. These measures aim to expand market opportunities and to strengthen the competitiveness of community enterprises in the digital era.

CORPORATE SOCIAL RESPONSIBILITY FOR THE SUSTAINABLE DEVELOPMENT OF COMMUNITY ENTERPRISES IN UDON THANI PROVINCE

2025-12-06T11:46:56+07:00

This study aimed to (1) examine the level of sustainable development among community enterprises in Udon Thani Province, (2) investigate the level of corporate social responsibility (CSR) of community enterprise entrepreneurs, and (3) identify the factors influencing their social responsibility. The sample consisted of 331 community enterprise entrepreneurs in Udon Thani Province, determined using Krejcie and Morgan’s (1970) level. A purposive sampling technique was employed, and a questionnaire was used as the research instrument. Data were analyzed using descriptive statistics and inferential statistics, including multiple regression analysis.

The results indicated that the level of sustainable development was high, consistent with a high level of corporate social responsibility (CSR), with the ethical dimension receiving the highest score. The results of multiple regression analysis revealed that the duration of (community?) enterprise operation had a statistically significant effect on corporate social responsibility. Enterprises operating for 1–5 years and those operating for more than 10 years exhibited significantly lower levels of corporate social responsibility compared with enterprises operating for less than one year, while no statistically significant difference was found for enterprises operating for 6–10 years. Regarding sources of funding, the regression model was statistically significant. Funding from members, financial institutions, government support, and other sources had significant positive effects on the level of corporate social responsibility, with government funding exerting the strongest influence.

In conclusion, the findings demonstrated that both operational experience and sources of funding played important roles in shaping the level of corporate social responsibility among community enterprise entrepreneurs. These empirical results could be utilized to inform policy formulation and support strategies aimed at promoting the sustainable development of community enterprises in Udon Thani Province.

Cover

2025-12-29T19:04:06+07:00

Editorial Note

2025-12-29T19:15:59+07:00