MBA-KKU Journal

Corporate Governance Influence on Corporate Value of Companies Listed in the Stock Exchange of Thailand (SET100)

2023-07-24T09:24:12+07:00

This study aims to investigate the relationship and impact of corporate governance on the business value of companies listed on the Stock Exchange of Thailand (SET 100). The sample comprises 80 companies listed on the SET 100. The results of the study revealed that factors that were positively and significantly related to business value at .05 included company growth and the proportion of the first five shareholders. Conversely, the age of the executive chairman and the proportion of the audit committee were found to be negatively and statistically related to business value. These findings underscore the relevance of corporate governance concepts and agency theory in elucidating governance mechanisms that reflect management behavior and impact business value. The insights derived from this study offer valuable tools in evaluating management team efficiency and facilitating more informed investment decisions.

Factors Affecting Outdoor Products Purchasing Decision of Generation X Customers through Online Channel

2023-08-29T10:48:52+07:00

This quantitative study aims to investigate the personal characteristics and marketing mix factors influencing Generation X customers' decisions to purchase outdoor products through online channels. Data were collected via questionnaires from 400 Generation X customers who had previously made online purchases of outdoor products. Descriptive statistics, including frequency, percentage, mean, and standard deviation, were employed for data analysis, along with hypothesis testing using t-tests, One-Way Analysis of Variance (ANOVA), and multiple regression analysis. The findings revealed that various personal characteristics such as gender, age, occupation, and average monthly income significantly impacted purchasing decisions at the .05 level. Additionally, the marketing mix elements, including products, distribution channels, and personal service, were found to statistically and significantly influence the customer’s purchasing decisions, also at the .05 level.

Marketing Strategies to Expand Phu Num Fha Hotel's Customer in Chumphae District, Khon Kaen Province

2023-08-14T16:07:06+07:00

The purpose of this study is two folds: 1) to explore and evaluate customer behaviors and perceptions concerning the marketing mix, particularly focusing on repeated service usage and word-of-mouth recommendations at Phu Nam Fah Hotel in Chum Phae District, Khon Kaen Province, and 2) to identify effective strategies for expanding the customer base of Phu Nam Fah Hotel within the same district and province. The methodology employed involves the administration of a questionnaire to a sample of 400 individuals, with subsequent data analysis utilizing descriptive statistics to uncover insights into both personal factors influencing room service usage and the marketing mix elements impacting the decision to utilize rooms at Phu Nam Fah Hotel. The results showed that the sample group attributed high importance to 18 factors, with 19 factors rated at the highest level. Additionally, findings suggest that word-of-mouth recommendations significantly influence customer behavior. The marketing mix factors impacting customers’ decisions to stay at this hotel were employed to create strategic marketing planning aimed at bolstering Phu Nam Fah Hotel's customer base. Three key projects were proposed, including the Secret Room Upgrade Project, the Advance Room Reservation Service Project through automated systems, and the Pun Pro Room Project.

Business Model Design of Kaset Chang Lim Store on Online Platforms

2023-07-23T12:11:17+07:00

The purpose of this study is to develop a comprehensive business model for the Kaset Chang Lim store on online platforms. It delves into consumer behavior while watching the store’s video clips on Kaset Chang Lim's online platforms and explores market factors influencing the decision to purchase agricultural products online. Employing qualitative methods, the study gathers in-depth insights by surveying users' video viewing habits on YouTube and Facebook platforms, complemented by individual interviews and observations of five key agricultural product sellers and ten key buyers on online platforms. The reliability of the data was checked using the triangulation principle. The findings revealed that on YouTube, consistent video distribution led to increased subscribers, with content focused on knowledge transfer and experiential sharing garnering the most engagement. Meanwhile, Facebook saw a rise in followers due to increased demand for ordering agricultural products. Market factors affecting product selection online included product features, pricing, distribution channels, and marketing promotions, as indicated by key informants. The developed business model canvas for Kaset Chang Lerm store targets small entrepreneurs, farmers, working-age individuals, and gardening enthusiasts, emphasizing educational value, purchasing convenience, and chemical-free high-quality products. Various online ordering methods are facilitated, bolstered by the creation of high-quality knowledge media. Primary partners are online platforms, to foster strong partnerships with online platforms, shipping companies, and product advertising sponsors.

Business Model Design: A Case Study of My Boo Bark, a Dog and Cat Snacks Business in Muang District, Khon Kaen Province

2023-07-08T16:37:09+07:00

The purposes of this study are to examine the purchasing decision-making process and needs of pet owners in Muang district, Khon Kaen province, specifically regarding dog and cat snacks and to propose a business model of My BooBark, a brand specializing in these snacks. Data were collected using a questionnaire distributed to 400 respondents and analyzed using descriptive statistics. The findings revealed that the majority of respondents were female, aged between 20 and 30 years, with a monthly income ranging from 10,001 to 20,000 Baht. Their buying behavior predominantly involved purchasing cat snack products from E-Marketplaces such as Shopee and Lazada, with average spending of 101 to 200 Baht and a frequency of two purchases per month. Regarding the business model, my BooBark's customers were dog and cat owners and mainly bought meat-based snacks. For value proposition, the snacks should emphasize the use of high-quality, human-grade ingredients, affordability, portability, and the provision of informative content about pets. These products should be available for sale through both online and offline channels. The brand should engage with customers through promotions with existing customers, and also emphasize responsiveness to inquiries and feedback to tailor products accordingly. Key resources encompass intellectual property, human capital, financial resources, and inventory management. Core activities include production, product development, marketing, and expanding distribution channels, with key partners including online platforms, consignment stores, transportation companies, and raw material suppliers. Revenue is generated through product sales, with an estimated monthly total of 62,816 Baht, while costs primarily include raw materials, packaging, and operational expenses, totaling 23,537 Baht.

A Strategic Policy Formulation for Air Transport by Backcasting Approach

2023-08-08T11:22:24+07:00

The purpose of this research is to analyze the current state of the air transport market in Thailand and formulate a strategic policy for air transport in Thailand (AirTrans’30: 2021-2030). Data were collected through semi-structured in-depth interviews and focused groups, engaging 29 informants. The collected data were analyzed by content analysis and backcasting approach. The research results revealed nine key change drivers that have shaped the air transport market in Thailand from the past to the present. Major were uncovered regarding the liberalization of air transport in Thailand. Moreover, several future key drivers emerged as crucial for reshaping the air transport market landscape and guiding strategic policy formulation for air transport in Thailand. Seven key elements were defined for strategic policy development, including policy maker and regulator capacity building, competition and consumer rights, and public participation. The policy path was constructed by dividing the period of strategic policy implementation into two main phases, namely (1) Phase 1 (2021-2025), divided into Phase 1.1 (2021-2022) covering 80 measures and Phase 1.2 (2023-2025) covering 74 measures (2) Phase 2 (2026-2030) covering 73 measures.

The One-Stop Service Guidelines for Suksasart Primary School at the Demonstration School of Khon Kaen University, Khon Kaen Province

2023-08-03T12:58:44+07:00

The purpose of this study was to examine the environmental management factors within an organization, the process of identifying component definitions and meanings, and the creation of the One-Stop Service guidelines for Suksasart Primary School at the Demonstration School of Khon Kaen University, Khon Kaen Province. Variables were determined through document research and semi-structured interviews with experts who had at least 5 years of experience in turnkey services, totaling 11 individuals. Variables with a frequency exceeding half of all observed variables were included in the study, resulting in 35 variables extracted from a sample of 500 using quota sampling and analyzed for related elements within the same group. The research findings indicatedd that the majority of participants were parents engaged in private businesses or sales, female, aged between 6-9 years, and held a bachelor's degree. Components include (1) Service on demand, (2) Ability to respond, (3) Talent acquisition, (4) Interaction process, and (5) Technology application. The complete components describe the One-Stop Service Guidelines for Suksasart Primary School at the Demonstration School of Khon Kaen University, Khon Kaen Province, with a percentage of 62.099%. The definition of the One-Stop service, utilizing the specified components as a guideline, is defined as "SATIT," standing for Satit One-Stop Service.

Waste Reduction in Lahu Handicraft Production of Community Enterprise in Chiang Rai Province

2023-08-14T16:38:11+07:00

This study aims to investigate waste in the Lahu shirt production process and proposes strategies for waste reduction. Data were collected from community enterprise members producing Lahu clothing in Mae Fah Luang District, Chiang Rai Province, using participatory observation. Small group interviews with experts and group discussions with community enterprise members were conducted to gather suggestions for waste reduction. Waste analysis tools, including Value Stream Map (VSM) and the 5 Whys method, were employed to identify root causes of waste. Additionally, ECRS principles were utilized to formulate waste reduction guidelines. Findings revealed five types of waste, with transportation waste being predominant, attributed to non-value-added activities and lack of sewing skills among operators. Solutions included enhancing sewing skills, pre-specifying Lahu patterns and sewing, organizing workspace, and implementing FIFO workpiece flow, resulting in a reduction of two production steps, contributing to a 49.71% decrease in overall production time.

Front Cover

2024-03-14T08:59:29+07:00

Editorial

2024-03-14T08:29:13+07:00

รายชื่อผู้ทรงคุณวุฒิ

2024-03-14T08:31:12+07:00

2024-03-14T08:33:23+07:00