SSRU Journal of Public Administration

Digital Marketing Strategy and Marketing Innovations Affecting Consumer Online Product Loyalty in Bangkok

Nonthaporn Punsap, Wilaelak Rakbumrung — Sun, 31 Aug 2025 00:00:00 +0700

Research on this subject is objective 1) To study the level of opinion on the elements of a digital marketing strategy. and consumer marketing innovations in the Bangkok metropolitan area and its vicinity. and 2) to study influences of Marketing Innovation Components affects to loyalty of consumers' online purchases in Bangkok Metropolitan Region. By developing a conceptual framework based on concepts and theories. Digital marketing strategies and marketing innovations, which affect loyalty in online shopping. Samples for this research is People between the ages of 20 – 40 Year old live in Bangkok Metropolitan Region 400 people, With the sample size calculation formula of taro Yamane (1973) at the percentage confidence level. 95, Stratified sampling and Research tools is questionnaire and Determine tool quality by finding the value IOC and Coefficient value Cronbach’s Alpha, Analyze data with the marketing innovation elements that affect loyalty to online purchases with a multiple regression equation.

The results showed that:

Level of Opinion on Digital Marketing Strategy Elements and consumer marketing innovations in the Bangkok metropolitan area and its vicinity very high level
Digital Marketing Strategy and Marketing Innovation can jointly forecast to the loyalty of consumers in online shopping in the Bangkok area Overall, 62.90 percent statistically significant at the level of .05. Digital Marketing Strategy and Marketing Innovation it has a positive influence on the online shopping loyalty of consumers in the Bangkok metropolitan area In the overall. Marketing Innovation (β = .561) It is the factor with the most forecast weight. And next is the factor of Digital Marketing Strategy. (β = .278)

Reading Comprehension Development Using Extending Concepts Through Language Activities for Secondary Students

Natthanan Sarigo, Santiwat Chandai — Sun, 31 Aug 2025 00:00:00 +0700

This research aimed to investigate the effects of organizing learning activities using the Extending Concepts through Language Activities (ECOLA) process on the reading comprehension abilities of lower secondary school students. The study employed a one-group pretest-posttest experimental design. The sample consisted of 30 Grade 8 students from a demonstration secondary school under the Ministry of Higher Education, Science, Research and Innovation, selected through multi-stage sampling. The research instruments included three instructional units based on the ECOLA process: narrative literary poetry, documentary poetry, and realism poetry. Each unit was structured around five learning steps: identifying the communication purpose, silent reading to achieve the set objective, crystallizing comprehension through writing, discussing the reading outcomes, and writing and comparing the outcomes before and after discussion. A reading comprehension test was used to assess students’ understanding across four levels factual, analytical, evaluative, and applied comprehension. The data were analyzed using a dependent sample t-test.

The findings revealed that the students’ posttest mean score (M = 27.43, SD = 2.30) was significantly higher than their pretest mean score (M = 21.27, SD = 5.28), with statistical significance at the .05 level. Moreover, when analyzing the results by each comprehension level, the scores at all four levels factual, analytical, evaluative, and applied showed statistically significant improvements. These results indicate that the ECOLA based learning activities were effective in significantly enhancing the reading comprehension abilities of lower secondary school students.

Happiness at Work in Relation to Organizational Commitment and Organizational Citizenship Behavior of Employees at Phuket Andaman Concrete Co., Ltd.

Phuwanai Bua-on, Anusara Sawangchai, Sirawit Sirirak — Sun, 31 Aug 2025 00:00:00 +0700

This research aims to study 1) the levels of happiness at work, organizational commitment, and organizational citizenship behavior, and 2) the relationships between happiness at work, organizational commitment, and organizational citizenship behavior among employees of Phuket Andaman Concrete Co., Ltd. This study is a quantitative research. The population consisted of 215 employees of Phuket Andaman Concrete Co., Ltd., with data collected from the entire population using questionnaires. Data analysis was performed using descriptive statistics, correlation coefficient analysis, and multiple regression analysis.

The results showed that the overall level of happiness at work, organizational commitment, and organizational citizenship behavior as perceived by the respondents was very high. Hypothesis testing revealed that happiness at work had a statistically significant positive relationship with organizational commitment, particularly in the areas of knowledge seeking, morality, financial literacy, relaxation, and family well-being. Additionally, happiness at work demonstrated a statistically significant positive relationship with organizational citizenship behavior, especially in the areas of morality, family well-being, knowledge seeking, good health, and relaxation.

Service Quality and Knowledge Competency of Employee on Satisfaction of Users of Saving and Credit Cooperative, Limited, in Phuket

Warisa Samathi, Anusara Sawangchai, Sirawit Sirirak — Sun, 31 Aug 2025 00:00:00 +0700

The objectives of this research were: 1) to study the level of service quality factors, employee knowledge competency factors, and satisfaction factors, and 2) to examine the relationship between service quality and knowledge competency on the satisfaction of members using a savings cooperative in Phuket Province. This study was quantitative in nature. The sample consisted of 289 members who used the services of the cooperative. A questionnaire was employed as the research instrument, and data were analyzed using percentages, mean, standard deviation, correlation analysis, and multiple regression analysis.

The results showed that the respondents’ opinions on service quality factors and employee knowledge competency factors were at a high level overall, while satisfaction factors were at the highest level overall. Hypothesis testing indicated that service quality was positively and significantly related to the satisfaction of members using the savings cooperative in Phuket Province. Considering each component, effectiveness and customer assurance, accessibility, pricing, tangibility of service, product and service offerings, and reliability were all positively and significantly related to satisfaction. Moreover, employee knowledge competency was positively and significantly related to satisfaction. When examining each component, knowledge regarding loans and knowledge regarding public relations were positively and significantly related to satisfaction.

The Relationship Between Liquidity Ratios and Profitability Affecting the Wealth of Real Estate and Construction Companies Listed on the Stock Exchange of Thailand

Tavalrat Srijaiya, Jirapong Channgam — Sun, 31 Aug 2025 00:00:00 +0700

This research aims to study to study the relationship between liquidity ratios and profitability of real estate companies and the wealth of construction companies. To study the relationship between liquidity ratios, profitability, and the wealth of real estate and construction companies. The study focuses on analyzing operational factors such as asset management, cost control, and asset turnover in relation to financial performance, specifically net profit, and their effects on corporate wealth, which is measured by market value and shareholders’ return.

This research uses a quantitative research method by collecting data from the financialreports of 30 sample companies during 2020-2024 and analyzing the data using descriptive statistics, correlation analysis, and multiple regression analysis.

Design and Development of a Prototype Customer Relationship Management Application for Tourism Business

Suwanan Kunthikul, Tisiruk Potavanich — Sun, 31 Aug 2025 00:00:00 +0700

This research aims to 1) analyze and design the UX/UI of a prototype customer relationship management (CRM) application for tour businesses by applying Design Thinking, and 2) develop
a prototype CRM application for tour businesses. The sample group in this study includes six high-potential tourists who use tour company services at least twice a year, aged between 31 and 50 years, and six personnel who have worked in tour companies for at least three years, aged between 25 and 35 years, totaling 12 participants. Data were collected using in-depth interviews conducted with both the sample group and a group of experts.

The research results found that the Design Thinking process was applied in the development of the prototype application. The needs analysis of the 12 participants, comprising tourists and tour company personnel, showed that the target users required real-time communication, travel safety, detailed itinerary information, and real-time trip status tracking to enhance their service experience effectively. Based on this needs analysis, the researcher designed and developed the prototype application "tpath," focusing on real-time communication, comprehensive itinerary presentation, and a seamless user experience. The app’s structure was tailored to suit each user group, with core functions designed to meet the needs for safety, convenient communication, and efficient travel management.

Design and Development of a Prototype Application for Dogs and Cats Sitting Services in Bangkok

Jutharat Meesuk, Saowaluck Phanthabutr — Sun, 31 Aug 2025 00:00:00 +0700

This research aimed 1) to investigate the needs of pet owners and pet boarding service providers regarding the use of a pet care application, and 2) to design and develop a prototype application for pet boarding services. A mixed-methods research approach was employed. The sample group consisted of 10 pet owners and 10 pet boarding providers aged between 20–50 years, each with at least one year of experience in pet care. Data were collected through in-depth interviews and questionnaires. The application prototype was developed based on user requirements using Figma, and was tested with three user groups: pet owners, service providers, and UX/UI experts.

The research found that users needed features such as nearby service provider search, comprehensive pet profile display and a clear and intuitive menu structure. The developed prototype effectively met these needs. Overall user satisfaction in terms of content, design, and user experience was high. The system’s performance was rated as “very good” across categories such as information relevance, usability, and overall functionality, indicating the prototype’s strong potential for real-world application.

Design and development of web applications for Local Resource Database System and Local Resource Map, Nakhon Sawan Province

Kanyaphak Amcharoen, Ira Chimpanich, Bhuripas Muanthong — Sun, 31 Aug 2025 00:00:00 +0700

The development of this project is to provide a local resource database and mapping system for Nakhon Sawan province over website. The objective is to analyze and design a local resource database system and a local resource map system via website to develop a local resource database system and a local resource map system and to evaluate the satisfaction of using the local resource database system and a local resource map system. The process included searching and gathering of information as well as knowledge concerning the creation of websites. PHP and MySQL were used in the creation of the database. The sample group used in this research study was 2 officers of the Plant Genetic Conservation Project under the Royal Initiative of Her Royal Highness Princess Maha Chakri Sirindhorn, Nakhon Sawan Rajabhat University and 200 people in Nakhon Sawan Province. The analysis results found that the respondents were satisfied with the use of the local resource database system and a local resource map system. The overall mean was 4.19 with a standard deviation of 0.01. When classified by each aspect, the satisfaction in terms of content was 4.16, followed by satisfaction in terms of design and format with an average of 4.16, and finally satisfaction in terms of convenience and usability with an average of 4.25.

Designing a Prototype Website for Generation Z Chinese Series Fans in Thailand

Nichakan Rungchewa, Noppadol Inchan — Sun, 31 Aug 2025 00:00:00 +0700

This research aimed to 1) analyze the target group’s requirements for website usability features, and 2) design a prototype website for Chinese drama enthusiasts among Generation Z in Thailand. The sample consisted of 400 individuals, born between 1997 and 2004, who actively use social media, reside in Thailand, and are interested in following information and updates related to Chinese dramas. Purposive sampling was employed to select the participants. The research instruments included a questionnaire on the needs and opinions regarding website usability features for Generation Z Chinese drama enthusiasts. Data analysis was conducted using quantitative research through questionnaires, and qualitative research through in-depth interviews with experts to gather suggestions for improving the prototype website.

The research found that, in analyzing the requirements for website usability features, most respondents were female, aged 20–22, preferred watching Chinese dramas on WeTV, and followed updates on TikTok and Twitter (X). They required a website that is easy to use, fast, secure, and equipped with features such as a search system, drama recommendations, and interactive user participation. Furthermore, the design should emphasize modernity, reflect Chinese identity, ensure user privacy, and be user-friendly. Regarding the design of the prototype website, the study provided guidelines highlighting clear navigation, ease of use, compatibility across devices, quality content, and interactive functions. The design should also strongly represent the identity of Chinese dramas in both appearance and user experience. Finally, the prototype was tested and refined based on feedback from experts in UX/UI design, social media marketing, Chinese drama specialists, and actual users, resulting in a comprehensive website prototype that effectively meets the needs of Generation Z.

Design and Development of a Prototype Application for Thai Fans of K-POP Artists: A Case Study of BTS

Siriyaporn Chanphoo, Attasit Patanasiri — Sun, 31 Aug 2025 00:00:00 +0700

This research article aimed to 1) investigate the needs and requirements for application features from the target group, and 2) design and develop a prototype application for Thai fans of K-POP artists, with BTS as a case study. The research employed a qualitative approach, using the concepts of User Experience Design (UX) and Design Thinking as the framework. The study was conducted among Thai fans of the K-POP group BTS. The sample consisted of 20 fans from Generation Y and Generation Z, aged between 20–42 years, and 5 experts in UX/UI, K-POP, and business, totaling 25 participants, selected through purposive sampling. The research instrument was in-depth interviews, with four sets of interview questions covering both fans and experts. Data were analyzed using content analysis and descriptive narration.

The results revealed that: 1) the sample group identified four main requirements for application features, namely user-friendly UX/UI design that reflects the artist’s identity, integration with social media, access to accurate and timely content, and spaces for self-expression and fan community engagement; 2) the prototype application “BeyondTheStars” was developed with clear design components; and 3) prototype testing with actual users showed that the application demonstrated outstanding UX/UI design, meeting user expectations and effectively supporting fandom practices. The findings highlight design approaches that meet the behaviors and needs of Thai K-POP fans, particularly through the integration of UX/UI design with online community features. This approach can be further developed into sustainable fan platforms that align with digital culture in the future.

Reporting Audit Results and Qualifications of Internal Auditors Affecting the Efficiency of Internal Audit Operations in National Health Agencies

Sireepa Jantarakaseam, Titaporn Sincharoonsak — Sun, 31 Aug 2025 00:00:00 +0700

This research focuses on examining audit reporting and the qualifications of internal auditors that influence the effectiveness of internal audit performance in national health agencies. Specifically, it investigates whether audit reporting factors and internal auditor qualifications significantly affect the effectiveness of internal audit operations. The objectives of the study are as follows. A quantitative research method was employed using questionnaires distributed to 300 respondents from national health agencies. Data collection was conducted between April and May 2024. Descriptive statistics were used for preliminary analysis, and multiple regression analysis was applied to test the hypotheses. The findings reveal that the qualifications of internal auditors require organizational support, while internal audit functions must maintain independence to ensure adherence to the professional code of ethics. Furthermore, continuous professional development for internal auditors is essential, and timely reporting is a key factor in gaining credibility and acceptance from stakeholders. The research objectives were to: 1. Examine the effect of audit reporting factors on the effectiveness of internal audit performance. 2. Examine the effect of internal auditor qualifications on the effectiveness of internal audit performance. A quantitative methodology was employed, collecting data through questionnaires administered to 300 respondents working in national health agencies between April and May 2024. Data were analyzed using descriptive statistics and multiple regression analysis to test the hypotheses.

The research findings indicate that:

Audit reports should be formal, written, complete, accurate, and aligned with the objectives of the audited entity. Moreover, internal auditors must submit audit reports in accordance with the scheduled audit plan, as timely reporting is critical to gaining stakeholders’ trust and acceptance.
Internal auditor qualifications, supported by the organization, coupled with continuous professional development and independence, are vital to ensuring that auditors can perform their duties in compliance with the professional code of ethics.