KKBS Journal of Business Administration and Accountancy

Gaining Consumer Insight through the Multidimensional-Scaling Technique: Connecting Traditional Marketing with Modern Data Analytics

Kawpong Polyorat — Wed, 24 Apr 2024 00:00:00 +0700

Data analytics and consumer insights are important topics for business administration in general and for marketing in particular. This paper endeavors to propose how multidimensional scaling, or MDS, a technique used in marketing research, can be applicable as a data analytical tool to gain consumer insights. The paper discusses a number of studies that use MDS as their primary tool and how their results provide an in-depth understanding of interesting and useful consumer insights, leading to several managerial implications in marketing and branding.

The Impact of Disclosing COVID-19 Pandemic Situation in Auditor Reports with Auditor Conservatism on Market Reaction

Kwanruethai Temsawat, Ausanee Ratsamewongjan, Weerapong Kitiwong — Wed, 24 Apr 2024 00:00:00 +0700

This study examines the relationship between auditor characteristics and the disclosure of COVID-19 pandemic in the auditor’s report, along with auditor conservatism. It also investigates the correlation of disclosing the COVID-19 pandemic in the auditor’s report that affects market reactions. Data were collected from 716 companies from the financial statements of listed companies on the Stock Exchange of Thailand and companies listed on the MAI from 2018 to 2020. The data were analyzed using two-stage least squares. The results indicate that Big4 firms are positively associated with COVID-19 situation, which is key audit matters (KAMs). There is an increasing tendency of female auditors to disclose the COVID-19 situation with auditor conservatism, which is the emphasis of the matters section in an auditor’s report. Auditor conservatism - both in terms of Key Audit Matters and emphasis on matters - is not correlated with market reaction in terms of cumulative abnormal return and abnormal trading volume. The results also indicate that investors have a high awareness of a crisis situation and may utilize alternative sources of information, along with the auditor’s report, to evaluate and make their investment decision choices.

The Influence of E-Service Quality on the Brand Loyalty Toward 4-5 Star Hotel and Resort in Phuket

Sirinthra Sungthong, Kanyapat Pattanapokinsakul, Nimit Soonsan — Wed, 24 Apr 2024 00:00:00 +0700

This research aims to study the quality of electronic services that influence brand loyalty in 4-5-star hotels and resorts. The sample group consisted of customers in 4-5 star hotels and resorts in Phuket, using convenient sampling techniques. The questionnaire was used to collect data. The results found that e-service quality had no influence on brand loyalty; in contrast, e-service quality significantly impacted satisfaction and engagement. Furthermore, satisfaction and engagement had a significant influence on brand loyalty. The results also showed that satisfaction and engagement mediate between e-service quality and brand loyalty. The research results are a great benefit to the private sector, especially 4-5 star hotels or resorts in Phuket, to guide for developing and expanding e-service quality to encounter customers' needs in order to create satisfaction and engagement in a positive way that leads to brand loyalty in the future.

The Ownership Structure and the Capital Structure on Profit Stability of Businesses in the COVID-19 Situation: Evidence from 135 Companies of SETHD Group in the Stock Exchange of Thailand

Sasitorn Kuntiya, Phaithun Intakhan , Pornchanok Tonglad — Wed, 24 Apr 2024 00:00:00 +0700

This research aims to explore the ownership structure and the capital structure on profit stability of businesses in the COVID-19 situation, as evidenced by 135 companies of SETHD group in the Thailand Stock Exchange. Statistics used in the research include maximum value, minimum value, means, standard deviation, and multiple regression analysis.

The results found that a concentrated ownership structure positively correlates with profit stability. Meanwhile, a dispersed ownership structure has a negative relationship with profit stability. In addition, capital structure does not have a relationship with profit stability. Then, managers of listed firms in the SETHD group should plan and set the shareholder structure to enable the organization to continue to drive better.

Integrated Marketing Communication, Brand Equity, and Content Marketing Strategy Affecting Consumer Decision-Making Process on Housing Loan Services among First Jobber Consumers in Bangkok: A Case Study of a Certain Government Financial Institution

Piyachart Chantananukul, Pranee Eamlaorpakdee — Wed, 24 Apr 2024 00:00:00 +0700

This study aims to study the factors of brand equity, integrated marketing communication, and content marketing that affect the consumer decision-making process for Housing Loans among First Jobber consumers in Bangkok. Then, the knowledge will be used to develop and implement an integrated marketing communication strategy to increase First Jobber customers for a certain Government financial institution. The research involves both qualitative and quantitative methods. For qualitative research, in-depth interviews are conducted with purposively sampled individuals, including bank personnel involved in media production, marketing officers, and loan officers. Quantitative data is collected through online questionnaires from a convenience sample of individuals currently employed, aged 23-29 (First Jobbers), residing in Bangkok. The study findings reveal that brand equity, integrated marketing communication, and content marketing significantly impact the decision-making process for Housing Loans among First Jobber consumers in Bangkok. The researcher analyzes the qualitative data to identify the causes of the problems and utilizes the quantitative data to develop integrated marketing communication strategies to broadcast Sustainability Banking information to enhance the brand equity of a certain Government financial institution’s loan services among First Jobber consumers.

Application of Spatial Augmented Reality for Sustainable Tourism Management: A Case Study of Nature-based Tourism in Japan

Meiko Okamura, Sakchai Setarnawat, Tinikan Sungsuwan — Wed, 24 Apr 2024 00:00:00 +0700

The purposes of this research are 1) to identify the factors that influence the adoption of Spatial Augmented Reality (SAR) in Nature-based Tourism (NBT) and 2) to investigate the relationship between SAR and sustainable tourism management (STM) in Japan. The study involved 402 participants, selected using convenience and purposeful sampling methods, who completed an online questionnaire distributed via email and social media with a coefficient of 0.92. The conceptual model used in this study included independent variables such as Technological Context (TC), Organizational Context (OC), Environmental Context (EC), SAR adopted in NBT products (ARNBT), and STM. Data was analyzed using Structural Equation Modeling (SEM) analysis, including Confirmatory Factors Analysis (CFA).

The results showed that EC had a significant effect (ß=0.737, p<0.001) on ARNBT, while TC (ß=0.206) and OC (ß=0.003) were insignificant factors affecting the adoption of SAR in NBT products in Japan. ARNBT, on the other hand, had a significant effect on STM (ß=0.936, p<0.001), particularly in the social (ß=0.96), economic (ß=0.99), and environmental (ß=0.86) aspects. Finally, the research developed the new model (2= 853.074, 2/df= 1.737, GFI=.899, CFI=.962, TLI=.949, AGFI=.855, RMSEA=.043) with EC, ARNBT, and STM.

Finally, the research suggests that environmental factors can be competitive and government pressure, which can positively influence the adoption of SAR in NBT products in the case of Japan. Moreover, from a management perspective, the economic aspect is the most important consideration for STM.