KASEM BUNDIT JOURNAL

White, Robin R., (2025). Generative artificial intelligence tools in journal article preparation : A preliminary catalog of ethical considerations, opportunities, and pitfalls. Jds Cummunications, 6: 452-457.

natthaphon khanthachai — 2025-12-03

PURPOSES: To present a guideline for application of generative artificial intelligence tools in journal article preparation, including ethical considerations, opportunities, and pitfalls. METHODS: Review and critical interpretation approaches on application of generative artificial intelligences tools in journal article preparation. RESULTS: Generative artificial intelligence tools such as ChatGPT is very helpful in quality journal article preparative. And yet, they should be applied with careful practices and should not be a substitute of human in peer review. THEORETICAL/POLICY IMPLICATIONS: Authors and editors or academic journals could carefully apply generative artificial intelligence tools in quality journal article preparation.

Customer satisfaction and loyalty in Thai e-commerce

Pongpipat Pongton — 2025-12-03

PURPOSES: To investigate the influence of brand trust, AI service, self-convenience, personalized customization, and omnichannel marketing on customer satisfaction in online purchasing in Thai e-commerce and the relationship between customer satisfaction and e-loyalty in Thai e-commerce among customers in Bangkok. METHODS: Sample survey research of 400 customers in Thai e-commerce. Questionnaires were sent directly to respondents in Bangkok by google link, and all of them were returned. RESULTS: Omnichannel marketing, brand trust, and AI service were significantly related (p<0.05) with customer satisfaction. The customer satisfaction significantly influenced on e-loyalty (p<0.01). THEORETICAL/POLICY IMPLICATIONS: The retailers involved in e-commerce could use the research results as guidelines for management. The omnichannel marketing, brand trust, and AI service play a significant role in customer satisfaction that retailers could be concerned with.

Logistics management for enhancing competitive advantage in modern wholesale and retail businesses

Phachara Phanichkul — 2025-12-03

PURPOSSES : To explore the challenges and barriers in logistics management that impact the competitiveness of modern wholesale and retail businesses, and to identify strategic logistics practices that create business advantages under current market conditions in Thailand. METHODS : Qualitative research approach. Data were collected through in-depth interviews with 25 key informants and a focus group involving 20 participants, including executives from department stores and supermarkets, as well as academics and logistics experts. RESULTS : Modern wholesale an retail businesses were facing difficulties in warehouse management, transportation systems that did not meet with customer needs, a lack of decision-supporting information technology, and operational disruptions due to the COVID-19 pandemic. THEORETICAL/POLICY IMPLICATIONS : Strategic directions for wholesale and retail sectors include investment in logistics technologies—such as real-time tracking systems, the use of Big Data and artificial intelligence (AI), and enhancing supply chain collaboration to improve agility and cost efficiency. These approaches are essential for increasing resilience and maintaining a competitive edge in a dynamic market environment.

Kasem Bundit University : Pursuing transparency and collective anti-corruption efforts

Senee Suwandee — 2025-12-03

PURPOSES: To promote and instill integrity, enhance knowledge and skills, and establish collaborative networks for preventing and combating corruption based on the STRONG Model among students, faculty, and staff to foster transparency and sustainability. METHODS: A quantitative approach to evaluate the project “Kasem Bundit University: Pursuing trans parency and collective anti-corruption efforts. The project consisted of five components, namely Digital Anti-Corruption Challenge, STRONG Innovation Workshop, STRONG: Sufficient Mind Against Corruption course, STRONG Student Leaders Network, and Future University Anti-Corruption Forum. The target group totaled 510 participants. Questionnaires were used for data collection. Data from pre- and post-tests and satisfaction surveys were analyzed using descriptive statistics and paired-samples t-test. RESULTS: A total of 519 participants were involved in the project. Knowledge of anti-corruption significantly increased, with 80–100% passing the criteria. Overall satisfaction was high to very high. Tangible outcomes included 29 infographic media, 12 prototype innovations, one anti-corruption course, and one student leader network. THEORETICAL/POLICY IMPLICATIONS: The STRONG Model was effective in promoting anti-corruption awareness, supporting governance and behavioral learning theories. Participatory learning, digital innovation, and leadership networks are recommended for strengthening the national anti-corruption strategy.

The decision to study in the Master of Business Administration Program

Ing-on Tanpan — 2025-12-03

PURPOSES: To study the factors affecting the decision to study in the Master of Business Administration program, Graduate School, Kasem Bundit University. METHODS: A quota of 100 simple random survey samples of students enrolled in the Master of Business Administration program in the academic year 2024. Data collection was conducted using an online questionnaire. RESULTS: It was revealed that the most influential factor affecting the decision to study in the Master of Business Administration Program at the Graduate School, Kasem Bundit University was the curriculum (β = 0.438). Educational expenses (β = 0.319), lecturers and staff (β = 0.219), and university image (β = 0.125), were also related with the decision statistically significant respectively. THEORETICAL/POLICY IMPLICATIONS: Develop the curriculum to include subjects and content that meet students’ expectation and can be applied to work employment by surveying the needs of both prospective students and employers. Moreover, require tuition fees at affordable cost, develop and recruit lecturers with high teaching competence. Faculty and staff pay close attention and advices on academic and daily life for students.

Quality of communication and organization climate for enhancing team work efficiency

Krisada Chienwattanasook — 2025-12-03

PURPOSES: This study aimed to examine internal communication patterns that influenced team performance in an energy drink manufacturing and distribution company. METHODS: A purposive sample survey of a quota of 415 employees in various departments of the company whereby the data was collected using a structured questionnaire developed from related research. The instrument was validated for content validity and reliability before data collection. Descriptive statistics, including frequency, percentage, mean, and standard deviation, were used, along with inferential statistics through partial least squares structural equation modeling (PLS-SEM). RESULTS: Internal communication patterns that influenced team performance included quality of communication, communication atmosphere, information about the organization, feedback, horizontal communication and direct communication with supervisors respectively. Among these, communication quality had the strongest influence, followed by communication climate and organizational information, while direct communication with supervisors had the weakest influence but remained statistically significant for teamwork efficiency. THEORETICAL/POLICY IMPLICATIONS: The findings confirm that the quality and climate of internal communication are crucial for developing effective teams. This expands the body of knowledge in organizational behavior and internal communication and offers policy implications for business organizations in highly competitive industries to develop comprehensive communication systems that enhance operational capacity and long-term sustainability.

Perception of and attitude toward revenue collection of local administrative organizations

Rungarun Khasasin — 2025-12-03

PURPOSES: This study aimed to examine perception of and attitude toward revenue collection by local administrative organizations in Rayong Province. It also sought to investigate the relationship between people’s awareness of the roles and responsibilities of local administrative organizations in local development and their attitudes toward local revenue collection. METHODS: A stratified sample survey by questionnaires of 400 individuals who came to pay taxes and license fees at local administrative organizations in Rayong province. RESULTS: Personal factors that significantly affected attitudes toward revenue collection were age, education, and average monthly income. Gender and marital status showed no statistically significant differences. Moreover, public awareness of the roles and duties of local administrative organizations in local development was significantly related to public attitudes toward revenue collection at the 0.05 level. THEORY/POLICY IMPLICATIONS: Enhancing public understanding and ensuring transparency are therefore crucial for strengthening cooperation between citizens and local administrative organizations to support sustainable local development.

Marketing mix factors affecting consumers’ decision on the choice of food delivery application services

Ananchai Kongchan — 2025-12-03

PURPOSES: To study the influence of marketing mix factors on the choice of food delivery application service of consumers in Bangkok Metropolitan Region, and compare the use of the services of consumers in Bangkok Metropolitan Region by demographics factors. METHODS: Sample survey research of 400 samples by means of accidental sampling and questionnaire as a tool for data collection. The statistics used for data analysis were frequency, percentage, mean, standard deviation, t-test, one-way variance analysis and multiple regression analysis. RESULTS: Food delivery applications were very important in consumers’ decision on purchase of delivery food. The marketing mix of price, channel, people, and physical composition positively and significantly effected the choice of a food delivery application and could predict the decision behavior by 74.20%. Moreover, demographic factors i.e. sex, age, occupation, education, and income also affected the decision in choosing food application services. THEORETICAL/ POLICY IMPLICATIONS: Entrepreneurs could develop food delivery applications and apply appropriate marketing strategies to adjust their pricing, channel, personnel, and physical composition to attract consumers’ decision on purchase of delivery food. Marketers should communicate directly to their target consumers based on their individual characteristics to optimize their reach to them.