MBA-KKU Journal

Marketing Capability and Innovation Capability Affecting Competitive Advantage on the Automotive Parts Manufacturing Industry in Amata City Industrial Estate Chon Buri Province

Chidkamon Kruatim — 2024-10-16

The objective of this research is fourfold: (1) to investigate the marketing capability elements that bear significance upon competitive advantage encompassing overall performance, cost leadership, differentiation leadership, and market focus, (2) to delve into the innovation capability factors that have a bearing on competitive advantage encompassing overall performance, cost leadership, differentiation leadership, and market focus, and (3) to scrutinize the combined impact of marketing and innovation capabilities on competitive advantage The study sample consists of managers actively engaged in marketing, innovation, and strategic decision-making within companies specializing in automotive component production located in the Amata City Industrial Estate, Chonburi Province, totaling 188 entities. Analytical techniques employed encompass frequency distribution, percentage analysis, mean calculation, standard deviation, and multiple regression analysis. The research findings reveal that (1) marketing capabilities related to product and distribution channels exert a statistically significant influence on the competitive advantage at a significance level of .05, (2) innovation capabilities concerning products and processes significantly impact the competitive advantage of these manufacturers at a significance level of .05, and (3) marketing and innovation capabilities jointly exert a statistically significant influence on the competitive advantage of these manufacturers at a significance level of .05.

The Consumer Buying Behavior of Platforms Online of Chinese Students Who Came to Study in Thailand

Angkan Kachawangsie — 2024-10-16

This research studied opinions of business operators on distributing products through online platforms to Chinese students enrolled in educational programs in Thailand to discern how online platform purchasing behavior is affected by personal factors, 6P's marketing mix factors, and online reviews, as well as use and satisfaction. Mixed methods research was done with data gathered by interviews with sample groups of business entrepreneurs and Chinese students enrolled in academic institutions in Thailand. Results were that all marketing mix factors affected online platform consumer purchasing behavior. Product, place, policy, and politics were secondary factors. Chinese students indicated that promotions and price most impacted online platform product purchasing decisions. In addition, online reviews, use, and satisfaction affected online platform purchasing behavior by Chinese students enrolled in educational programs in Thailand.

Guideline for Creating Muslim Friendly Budget Hotels Based on Customer Needs Using Design Thinking

Muhamad Lukman Ardiansyah — 2024-10-16

Increasing number of Muslim tourists, including Indonesians, traveling to Thailand especially Bangkok, along with Thailand national policy to become Muslim friendly tourism destination, presented opportunities for hotels and services to target the specific needs of the Muslim tourists. Understanding customer needs in order to create a satisfied customer experience is crucial for success, especially for budget hotels, where cost-efficiency and value for money is most concerned. This study aims to 1) study insight on the needs of Indonesian Muslim tourists based on experience staying in budget hotels in Bangkok, Thailand, using Design Thinking process, and 2) propose guideline for developing value proposition of budget hotels based on the needs of Muslim tourists. The study is qualitative action research, employing the Design Thinking process by using semi-structured interviews to collect data from samples of 10 participants, who are Indonesian Muslim having experience staying in budget hotel in Bangkok, selected using purposive sampling technique. It was found that factors include affordable price, comfortable rooms and common areas, Muslim-friendly accommodation with inclusive facilities, culturally/religiously sensitive staff, a variety of halal food options and Thai halal snacks included in the room rate, dedicated prayer rooms and prayer equipment/facilities, the availability of room utilities, Muslim-friendly travel information, and clean rooms with gender-separated floors. The guideline for budget hotels to develop value propositions based on the needs of customers were then proposed into Value Proposition Canvas. Based on this study, budget hotels can gain more understanding of Indonesian Muslim customer needs and be able to improve customer experience and satisfaction by meeting specific needs of these customer segment, thereby becoming Muslim friendly budget hotels.

The Influence of Personal Factors and the Service Marketing Mix on the Decision to Purchase a Single-Detached House in Bangkok and the Metropolitan Region

Supaporn Veeravutthiphol — 2024-10-16

This research investigates the factors and service marketing mix influencing consumers' decisions to purchase single-detached housing developments. A questionnaire was administered to 400 individuals aged 25 to 60 in Bangkok and surrounding areas. Data analysis, including frequency distribution, percentage, mean, and standard deviation, along with one-way analysis of variance and multiple regression analysis, revealed that consumers with different educational levels make distinct purchasing decisions (p-value = .006). Those with a bachelor's degree or higher exhibit preferences different from those with less education. In terms of the service marketing mix, price, personnel, products, and processes significantly influence home purchases at the 0.05 level. The coefficients of the predictive variables (β) rank as follows: 0.369, 0.197, 0.147, and 0.115, accounting for 42.4 percent of the variance in home buying decisions (R2=0.424). To gain a competitive advantage, entrepreneurs should customize marketing strategies in all four areas, considering consumers at each education level, and ensuring a systematic pursuit of business objectives for success.

Marketing Guidelines to over Size Clothing Business for Woman in Thailand

Rattiporn Srisawatnukul — 2024-10-16

The objectives of this research are twofold 1)To study the components of the market for plus-size women's clothing in Thailand and 2) To propose marketing strategies for the plus-size women's clothing business in Thailand. The research utilizes a combination of document analysis and semi-structured interviews with experts and experienced individuals in the plus-size women's clothing business, with a minimum of 5 years of experience. A total of 8 experts were interviewed. Data was analyzed by examining components and using variables with a frequency of more than half of the observed variables, resulting in a total of 35 variables out of a sample group of 500 individuals. The study identified 35 components for the marketing strategies of the plus-size women's clothing business in Thailand. These components were then condensed to 10 key components, which are as follows: : Beyond the expectation clothes, Incredible beauty clothes, Good Image clothes, Cool design clothes, Lifestyle clothes, Optimum design clothes, Tangibility clothes, Hit the target clothes, Eligibility form of clothes and Specify price of clothes. These 10 components, they collectively explain 70.535% of the marketing landscape for the plus-size women's clothing business in Thailand. These components have been developed into a marketing strategy called "BIG CLOTHES," aligning with the preferences and needs of the target consumer group.

Examining Work-Life Balance among Women Entrepreneurs in the Private Sector: A Comparative Analysis of Single and Married Individuals.

Preeyanan Kitsirapakin — 2024-10-16

Although we understand that in most leadership positions, males outnumber females significantly, the minority of women who have advanced to the highest echelons of leadership in organizations or businesses often possess characteristics distinct from most women. Additionally, being a woman necessitates roles as a wife and mother, involving household responsibilities. What is intriguing is whether single female leaders manage their lives differently from married ones. This study utilized a qualitative research approach wherein semi-structured interviews were conducted with ten female entrepreneurs from the Northeast region of Thailand, including five single and five married individuals. The interviews explored their understanding of work-life balance, the hurdles they encountered, the significance of family support, stress management strategies, and their perspectives on achieving work-life balance. The findings reveal that both single and married female entrepreneurs have a similar comprehension of work-life balance, recognizing the need to allocate time to their work and personal lives. Nonetheless, both groups face challenges arising from external factors and time constraints. Intriguingly, the study unveils contrasting family support expectations, with single entrepreneurs seeking financial assistance from their families and married entrepreneurs valuing emotional encouragement. Regarding stress management, singles tend to seek solace in activities with friends, whilst married individuals prefer to prioritize quality time with their families.

Factors Affecting Customers’ Decision to Revisit Men's Barbershops in Bangkok.

Khwanjit Jaiyen — 2024-10-16

The objectives of this study were to study the influence of personal characteristics and service quality on customers’ decision to revisit men's barbershops in Bangkok. This study was a quantitative study. Data were collected by a questionnaire from a sample of customers in men's barbershops, Bangkok. The sample size 400 individuals. Data were analyzed by descriptive statistics to determine frequency, percentage, mean, standard deviation and t-test for testing hypotheses and One-way ANOVA (F-test) and multiple regression analysis. The results of this study indicated that the respondents’ opinion on overall service quality factor, including reliability, empathy, assurance, responsiveness were at the highest level and physical evidence was at a high level. The hypotheses testing analytic results indicated that the respondents with different gender, educational level, occupation, average monthly income had different decision to revisit men's barbershops in Bangkok with a statistical significance of .05. 4) The influence of service quality on customers’ decision to revisit men's barbershops in Bangkok fund that assurance and responsiveness influenced their revisit decision with a statistical significance of .05, respectively.

The Feasibility Study of Investment in Renovating Second-Hand Homes for Trade in Muang Khon Kaen District, Khon Kaen Province

Siriporn Sriapai — 2024-10-16

The study on the feasibility of renovating second-hand homes for trade aims to analyze the feasibility of four aspects, namely, marketing, technical, management, and financial, in the context of secondhand home renovation as a commercial venture. The majority of the population seeks to own a home for their livelihood, and secondhand homes are considered an alternative. This study analyzed the marketing components by distributing surveys to 400 consumers and conducting a general environmental analysis, competitive analysis, and SWOT analysis. The findings revealed a 70.75% interest among consumers in purchasing secondhand homes, with location, proximity to urban areas, convenience, and lower prices compared to new homes being the most critical factors. The study also assessed the technical aspect, identifying three lowest-cost sources for secondhand homes: direct purchase from homeowners, acquisition of Non-Performing Assets (ทรัพย์สินรอการขาย (NON-PERFORMING ASSET หรือ NPA)) from banks, and auctions through government enforcement agencies. These sources enable obtaining secondhand homes at prices below market value, aligning with the set objectives. Regarding management, the study emphasized the importance of clear goal-setting and effective planning, including organizational structure analysis for staffing and workflow procedures to control the organization. Finally, the financial evaluation estimated an initial investment of 10 million baht with a 4-year payback period and a net present value of 1,756,864 baht, signifying a positive return on investment of 15.18%. These results indicate the feasibility of investing in the secondhand home renovation business for commercial purposes.

Front Cover

MBA — 2024-10-16

รายชื่อผู้ทรงคุณวุฒิ

MBA — 2024-10-16

Editorial

MBA — 2024-10-16

MBA-KKU Journal

Marketing Capability and Innovation Capability Affecting Competitive Advantage on the Automotive Parts Manufacturing Industry in Amata City Industrial Estate Chon Buri Province

The Consumer Buying Behavior of Platforms Online of Chinese Students Who Came to Study in Thailand

Guideline for Creating Muslim Friendly Budget Hotels Based on Customer Needs Using Design Thinking

The Influence of Personal Factors and the Service Marketing Mix on the Decision to Purchase a Single-Detached House in Bangkok and the Metropolitan Region

Marketing Guidelines to over Size Clothing Business for Woman in Thailand

Examining Work-Life Balance among Women Entrepreneurs in the Private Sector: A Comparative Analysis of Single and Married Individuals.

Factors Affecting Customers’ Decision to Revisit Men's Barbershops in Bangkok.

The Feasibility Study of Investment in Renovating Second-Hand Homes for Trade in Muang Khon Kaen District, Khon Kaen Province

Front Cover

รายชื่อผู้ทรงคุณวุฒิ

Editorial

Table of Contents