NEU ACADEMIC AND RESEARCH JOURNAL

Learning Pronunciation through Technology: A Study of the Use of CAKE Application in the EBC11367 English Pronunciation for Communication Class

2025-07-25T14:03:07+07:00

This article aims to study the use of the CAKE application in the EBC11367 English Pronunciation for Communication course, involving 90 students from the English for Business Communication, School of Liberal Arts, Sripatum University, Khon Kaen Campus. The application was used as a pronunciation practice tool with real-time AI-based assessment. Students engaged with four lessons under the topic “Common English Phrases for Daily Conversations” over the period of one month. A total of 73 students completed all four lessons. Feedback from the students indicated that the lessons were engaging and diverse and had clear visuals and context. They enjoyed practicing speaking and felt that the application helped improve their pronunciation. Many expressed willingness to continue using the app if more free lessons were available but would likely not continue if a fee were required, as there are other app alternatives. From the instructor’s perspective, using the CAKE application in this course encouraged students to practice independently outside the classroom with a variety of content, improve their listening skills with native speakers’ accents, engage in repeated pronunciation practice, and receive real-time feedback with standardized assessment. Therefore, the CAKE application can serve as a supplementary tool for beginner-level students to practice pronunciation outside the classroom. By using the application systematically, it can effectively enhance accurate and efficient pronunciation learning.

Motivation for Learning Chinese via Mobile Applications among University Students in Northeastern

2025-08-06T15:07:56+07:00

This study aimed (1) to examine the application usage behavior for Chinese language learning among university students in the Northeastern region of Thailand, and (2) to investigate intrinsic and extrinsic motivation in learning Chinese via applications. The sample comprised 163 students in 2025, determined using Taro Yamane’s (1973) formula with an acceptable margin of error (e) of 0.05 from a population of 281. The study explored application usage behavior and motivation based on Deci and Ryan’s (1985) Self-Determination Theory. Data were collected using a structured questionnaire, with reliability measured by Cronbach’s alpha = 0.876, and analyzed using descriptive statistics. Results revealed that most students (35.0%) used applications everyday, with an average session duration of 10–30 minutes. The most popular applications were HelloChinese (80.4%), Duolingo (66.3%), and SuperChinese (35.0%). Vocabulary and listening were the most frequently studied contents, while writing skills received the least attention. Intrinsic motivation scored higher than extrinsic motivation, with students prioritizing enjoyment, pride, and self-development over externally driven goals. Findings suggest that intrinsic motivation plays a crucial role in sustaining Chinese language learning through applications.

Marketing Mix Factors in Decision-Making to Printing Services: A Case Study of a Printing House in Khon Kaen Province

2025-07-15T16:48:55+07:00

This quantitative research aimed to: 1) study consumer behavior in using printing services by a printing business in Khon Kaen Province, 2) examine the relationship between satisfaction and the service marketing mix factors of this business, and 3) determine business development guidelines for the printing company. Data were collected through questionnaires from 400 respondents. Statistical analyses included percentages, means, standard deviations, and Pearson's correlation coefficient for examining variable relationships.

These research findings revealed that most service users made purchasing decisions independently, primarily used printing services for advertising materials, used the services 1-2 times per year, and had expenditures ranging between 10,001-30,000 baht. Marketing mix analysis (7Ps) showed that consumers had the highest satisfaction with Product due to high-quality printing work, followed by the People who, demonstrated expertise and professionalism. However, weaknesses included a lack of variety in printing options, inconvenient location for transportation, and the absence of an online portfolio display. Correlation analysis by Pearson's correlation coefficient revealed that Product factor had the highest correlation (r = .675), followed by the Process (r = .547) and the Physical Evidence (r = .542). All seven marketing mix factors showed positive correlations at the .01 statistical significance level, indicating strong relationships between marketing mix elements and customer satisfaction in the printing service industry. The development of a printing business should begin with a comprehensive analysis of its strengths and weaknesses. Strengths should be leveraged as key selling points. At the same time, weaknesses must be promptly addressed with appropriate strategies. Furthermore, the marketing mix concept (7Ps) should be applied as a strategic framework for business development planning

Developing Physical Fitness of Grade 5 Students by Organizing Learning through Game-type Recreational Activities

2025-03-22T16:51:05+07:00

Developing the physical fitness of Grade 5 students by organizing learning through game-type recreational activities, this research is aimed to; 1) to develop the physical fitness of Grade 5 student by organizing learning through game-type recreational activities to a good level. 2) to study the satisfaction toward physical fitness training through game-type recreational activities. The target group includes 17 students from Ban Nong Mak Saeo School, under the Sakon Nakhon Primary Educational Service Area Office 2, selected by purposive sampling. The research instruments were 1) 12 physical education lesson plans incorporating game-type recreational activities aimed at improving physical fitness, 2) A standard physical fitness test for students, created by the Department of Physical Education, Ministry of Tourism and Sports, in order to obtain the basic physical fitness of primary school children aged 7-12 years, 3) A 5-level satisfaction questionnaire consisting of 15. The research found: 1) Muscle strength, measured by 30-second applied push-ups, showed an overall low level ( = 16.59, S.D.=6.63). There were 3 students who passed the criteria and were at a good level. 2) Muscle endurance, measured by the sit-up task, showed an overall moderate level ( = 32.18, S.D.=7.81). There were 15 students who passed the 60-second sit-up task and were at a good level. 3) Flexibility, measured by the sit-and-reach test, showed a very low level ( = 3.94, S.D.=8.10). 4) Cardiovascular endurance showed a very good level ( = 205.00, S.D.=29.95). There were 17 students who passed the criteria and were at a good level. 5) Body composition was at a proportionate level ( = 19.39, S.D.=4.66). The satisfaction was at a good level ( = 4.44, S.D. = 0.09)

The Influence of Live Streaming Technology Acceptance on Online Purchase Decisions of Generation Y Consumers in Thailand

2025-04-22T09:42:40+07:00

This research article aimed to: 1) examine the online purchasing behavior of Generation Y consumers in Thailand, and 2) examine the influence of live streaming technology acceptance affecting online purchasing decisions among Generation Y consumers in Thailand. A quantitative research design was employed, with a sample of 385 Generation Y consumers selected through convenience sampling. The research instrument used was a structured questionnaire. Data were analyzed using descriptive statistics, including mean and standard deviation, Pearson's correlation coefficient, and multiple regression analysis. The findings revealed as follows: 1) the majority of the respondents frequently purchased fashion and apparel products via online and TikTok was the most popular live-streaming platform for shopping. Most live-stream viewing occurred between 6:01 PM and 9:00 PM, with an average viewing duration of 15–30 minutes. 2) Live streaming technology acceptance, specifically in terms of performance expectancy (LPE), social influence (LSI), and facilitating conditions (LFC), had a positive and statistically significant impact on online purchasing decisions (ONPD) at 0.05 level of significance. The results highlighted the critical role of live streaming technology acceptance in shaping online purchasing behavior among Generation Y consumers. These findings offered valuable insights for businesses to refine their digital marketing strategies and leverage live streaming technology to enhance consumer engagement and drive sales.

The Study of Marketing Mix Factors Affecting Decision-Making on Choosing Made-to-Order Food Restaurants of Undergraduate Students at Khon Kaen University

2025-04-22T09:42:02+07:00

This research aimed to study the marketing mix factors (7Ps) affecting decision-making on choosing made-to-order food restaurants of undergraduate students at Khon Kaen University. Data were collected from a sample group of 395 undergraduate students at Khon Kaen University. The statistics used to analyze data included the Multiple Regression Analysis method by using the Enter Regression method to test the relationship between independent variables and dependent variables. The research results were found that: There were four factors affecting the decision-making to choose made-to-order food restaurants of undergraduate students at Khon Kaen University. These factors were statistically significant at the 0.05 level. They consisted of price, process, place, and product in order of influence. On the other hand, the marketing mix factors that can’t affect the decision-making to choose made-to-order food restaurants of undergraduate students at Khon Kaen University included three factors: people, promotion, and physical evidence. This research results can be a guideline for business development and to set strategies for operating a restaurant business efficiently in line with the needs of undergraduate students at Khon Kaen University.

E-Marketing Mix Factors Affecting Purchase Decision of Ceramic Products in Lampang Province via E-Commerce Platforms

2025-06-06T16:20:24+07:00

This research aimed to study online marketing mix factors that affected purchasing decision of ceramic products used in decorations and garden ornaments in Lampang province through e-commerce websites. This product group had a cultural identity and played an important role in local economy; however, research on this product group remained limited. A sample group of 385 consumers living in Lampang had been identified, all of whom had experience in purchasing ceramic products through e-commerce websites. The sampling technique was accidental sampling. The research tool was a questionnaire. Data were analyzed by descriptive statistics, including frequency, percentage, mean, and standard deviation. The inferential statistic used was multiple regression analysis. The research findings were found that online marketing mix factors affecting purchasing decision significantly at 0.05 level included reserving privacy, products, personal services, marketing promotion, and distribution channels. These factors collectively influenced on purchasing decision at 39.60 percent.

Development of Personal Growth Group Program by Applying Tarot Card on Improving Resilience Quotient of Students at Faculty of Education, Kanchanaburi Rajabhat University

2025-04-29T09:41:41+07:00

This research aimed to 1) develop a self-development group program applying Tarot cards to enhance mental resilience for students in the Faculty of Education at Kanchanaburi Rajabhat University, and 2) assess the efficiency and effectiveness of this program. The participants in this study were ten students from the Faculty of Education at Kanchanaburi Rajabhat University. The selection criteria required that participants be at least 18 years old, reside in dormitories or homes near the university, and have normal mental health status. Individuals with a history of psychiatric treatment or those currently undergoing psychiatric care were excluded from the study. The study employed a research and development (R&D) methodology. The instruments used included the mental health strength assessment developed by the Department of Mental Health, Thailand, the evaluation form for the effectiveness of the self-development group program and a self-development group program utilizing Tarot cards, designed by the researchers based on three key components of mental resilience: stress tolerance, openness to assistance, and problem-solving skills. The data were analyzed using arithmetic mean, standard deviation, and the Wilcoxon signed-rank test. The findings revealed that a self-development group program was developed, consisting of five structured activities. Based on expert validation, the Index of Item-Objective Congruence (IOC) for each activity ranged from 0.80 to 1.00, indicating a high level of content validity and the program achieved an efficiency score of 3.61 out of 4.00. Additionally, the program effectively enhanced the mental resilience of students in the Faculty of Education at Kanchanaburi Rajabhat University, with post-experimental mental resilience scores significantly higher than pre-experimental scores at the 0.01 level.

The Effects of Perceived Organizational Support, Digital Competence, and Proactive Work Behavior on Job Performance: A Case Study of Employees at the Government Housing Bank

2025-08-28T11:15:05+07:00

This Independent Study aimed to examine the effects of perceived organizational support, digital competence, and proactive work behavior on the job performance of employees at the Government Housing Bank. A quantitative research method was employed, with a sample group consisting of 400 employees, including permanent staff, contract employees, and temporary workers. Data were collected using a questionnaire and analyzed using descriptive statistics and multiple regression analysis. The research findings revealed that all three factors had a statistically significant influence on job performance at 0.05 level. In particular, proactive work behavior and digital competence had a strong impact. Employees with digital skills such as digital literacy and the ability to adapt to technology were found to perform their duties more effectively and in alignment with the organization's goals.

Enhancing Literature Review and Citation Competencies through Participatory Action Research in Higher Education Classroom

2025-07-02T10:05:15+07:00

The objectives of the study were1) to investigate the problems and needs related to the development of students’ literature review and citation competencies, 2) to develop and evaluate the effectiveness of learning activities aimed at enhancing these competencies, and 3) to compare students’ competencies before and after participating in the learning activities. The participants were 42 third-year students enrolled in the Bachelor of Education program in the academic year 2024. The research instruments comprised a problem and needs assessment, a learning activity plan, behavioral observation forms, literature review and citation competency assessment forms, and student reflection forms. The quantitative data were analyzed using mean scores, standard deviations, and t-tests, while qualitative data were analyzed through content analysis.

The results revealed that: (1) regarding problem conditions, the most critical issues, ranked from the highest to the lowest were (a) conducting systematic data searches, (b) synthesizing relevant research, and (c) writing citations in accordance with academic conventions. For specific needs, the top three were (a) learning to use artificial intelligence technology for searching and bibliography management software, (b) learning systematic search methods for databases, and (c) learning research synthesis techniques; (2) the developed learning activities demonstrated high effectiveness (81.45/83.27); and (3) students’ literature review and citation competencies after the intervention were significantly higher than before the intervention (p < .05), with the greatest improvement observed in data retrieval performance.

Quality Of Life at Work Corporate Culture and Happiness at Work that Affects the Performance of Employees of the Housing Bank, Head Office

2025-08-28T11:20:29+07:00

This independent study aimed to examine the influence of quality of work life, organizational culture, and workplace happiness on job performance among employees at the Government Housing Bank (GHB) Head Office. A quantitative research method was employed, using a structured questionnaire to collect data from 339 purposively selected employees. The independent variables included eight dimensions of quality of work life based on Walton's model, three types of organizational culture from Cooke and Lafferty, and four aspects of workplace happiness adapted from Manion’s framework. Job performance was assessed based on Peterson and Plowman's indicators.

The data were analyzed using descriptive statistics and multiple regression analysis. The findings revealed that all three factors had statistically significant effects on job performance at the 0.05 level. Specifically, workplace happiness had the highest predictive power (R² = 0.583), followed by quality of work life (R² = 0.278) and organizational culture (R² = 0.134). Within these factors, interpersonal relationships, work-life balance, and social contribution were the most influential elements of quality of work life, while the constructive organizational culture was the only culture type with a significant impact. In terms of workplace happiness, interpersonal connections, love for the job, recognition, and achievement were all positively correlated with performance.

The study highlights the importance of fostering a supportive work environment, promoting a constructive organizational culture, and enhancing employees' emotional well-being to improve organizational effectiveness and sustainability.

Academic Operation Factors Affecting Student Quality in Schools under Udon Thani Primary Educational Service Area

2025-07-02T09:07:15+07:00

The objectives of the research were to study: 1) academic operation factors, 2) the student quality, 3) the relationship between academic operation factors and student quality, and 4) the impact of these factors on student quality. The method used was a survey of the opinions of 364 directors and teachers. The data were analyzed using basic statistics and hypothesis testing, including percentages, means, standard deviations, Pearson's product-moment correlation coefficient, and stepwise multiple regression analysis. The results of the study found that: 1) overall academic operation factors were used to a high level, 2) overall student quality were at a high level, 3) the academic operation factors had a high positive relationship with student quality, statistically significant at the .01 level, and 4) the academic operation factors in 5 aspects, including academic leadership, administrators, teachers, budget, and educational media and technology, and learning management, together explain 72.40% of the variance in student quality with statistical significance at the .01 level.

Factors of Attitudes, Risk Perception, and Technology Acceptance Influencing the Use of Electronic Contracts (E-Contract) of the Government Housing Bank Head office

2025-08-27T14:40:42+07:00

The objective of the study was to examine factors of attitudes, risk perception, and technology acceptance influencing the use of electronic contracts (E-Contract) of the Government Housing Bank, Head Office. The study investigated demographic factors including gender, age, educational level, income, and marital status, as well as factors of attitude, risk perception, and technology acceptance that affect the decision to use electronic contracts (E-Contract) at the Government Housing Bank, Head Office. The data were collected through an online questionnaire from 400 employees of the bank and analyzed using frequency, percentage, mean, and standard deviation. The hypotheses were tested by applying correlation analysis and multiple regression analysis. The findings revealed that attitude, risk perception, and technology acceptance had a positive influence on the use of electronic contracts (E-Contract). All variables influencing the decision were statistically significant at the 0.05 level. The study suggests that the bank should further develop and improve its electronic contract (E-Contract) system to enhance security and reliability, as well as to build understanding and confidence among users. This would help increase the acceptance and effective utilization of electronic contracts (E-Contract).

Strategies for Basic Education Institute Administration to Promote Skills in Using Technology in the 21st Century of Schools under the Office of the Basic Education Commission: Case Study Northeastern Region

2025-06-10T13:44:33+07:00

The objectives of the article were 1) to analyze the current situation and desirable situation for the basic education institute administration under the Office of the Basic Education Commission to promote skills in using technology in the 21^st Century: case study northeastern region, 2) to create strategies for basic education institute administration under the Office of the Basic Education Commission to promote skills in using technology in the 21^st Century: case study northeastern region. The research and development methodology was employed to construct draft strategies, which were checked and evaluated by experts. The sampling group for constructing draft strategies consisted of 388 schools from basic education primary schools and secondary schools, a case study of the northeastern region under the Office of the Basic Education Commission . The participants were the school administrator, the academic supervisor, and the teacher; those were selected through the simple random sampling in proportion to the size and level of the school to construct draft strategies for basic education institute administration to promote skills in using technology in the 21^st Century and the questionnaire. After that, efficiency, suitability, content validity, and coverage strategies’ examining were used for the basic education institute administration to promote skills in using technology in the 21^st Century via focus group discussion with sample group of 11 experts consisted of educators, educational administrators, and school administrators which selected by purposive sampling. The data were analyzed by frequency, percentage, mean, standard deviation, the modified priority needs index, and content analysis. The results of strategies for basic education institute administration to promote skills in using technology in the 21^st Century case study of northeastern region under the Office of the Basic Education Commission consisted of 6 main strategies from academic administration, 13 secondary strategies, 5 main strategies from financial administration, 11 secondary strategies, 3 main strategies personnel administration, 6 secondary strategies; and 5 main strategies from general administration, and 13 secondary strategies.

The Development of Professional Learning Communities to Enhance Innovative Leadership for Teachers of Trueplookpunya Model School Under Udon Thani Primary Educational Service Area Office 1

2025-08-05T13:30:57+07:00

The research focused on the topic of “The Development of Professional Learning Communities to Enhance Innovative Leadership in Teachers of Trueplookpunya Model School under Udon Thani Primary Educational Service Area Office 1”. The purpose of the research was to develop the activities of Professional Learning Communities (PLC) to enhance teachers’ innovative leadership. The qualitative research was used to be the methodology by using In-depth Interview with the semi-structured interview for collecting PLC activities which reinforce teachers’ innovative leadership information. The in-depth interview was used in school’s PLC activities period. The school’s PLC activities period was scheduled from Mondays to Fridays between 3.00 P.M. to 4.00 P.M. The data collection was held for 10 days. Every single interviewer was provided with the research detail, and Q&A was arranged before the interview started. The target in this research was 10 Bannongwanongpai School teachers under Udon Thani Primary Educational Service Area Office 1. The result was found that PLC activities which strengthened teachers’ innovative leadership consisting of 5 activities as follows; (1) Innovation Inquiry (2) Prototype & Reflection (3) Collaborative Learning (4) Vision & Inspiration and (5) Track & Showcase.

Service Quality Affecting Intention to Use Thai-Vientiane (Khamsavath) Railway Service through Customer Satisfaction

2025-07-25T16:31:40+07:00

The objectives of this research were to 1) to examine the levels of service quality, customer satisfaction, and intention to use the Thai-Vientiane (Khamsavath) railway service. 2) to study the influence of service quality on the intention to use, with customer satisfaction as a mediating variable and 3) to propose strategic guidelines for service development of the Thai-Vientiane (KHAMSAVATH) railway service. The research employed a mixed-methods design, integrating both quantitative and qualitative approaches. Quantitative data were collected from 400 passengers through structured questionnaires and analyzed using descriptive statistics and Partial Least Squares Structural Equation Modeling (PLS-SEM). The qualitative component consisted of in-depth interviews with six key informants, with data analyzed through content analysis. The quantitative findings revealed that service quality, customer satisfaction, and intention to use the service were all rated at high level. Service quality had a statistically significant positive influence on both customer satisfaction and intention to use. Furthermore, the analysis confirmed the role of customer satisfaction as a mediator, demonstrating that service quality significantly influences the intention to use through customer satisfaction. The qualitative findings indicated that both passengers and railway personnel generally perceived service quality to be moderate to good. However, areas in need of improvement were identified, particularly the modernity of physical facilities, consistency of service, staff responsiveness, and accessibility of information and online systems.

Developing Knowledge and Understanding of Law of Succession for People in the Area of Kham Pom Subdistrict Administrative Organization, Phra Yuen District, Khon Kaen Province

2025-08-07T15:22:06+07:00

The research on the development of knowledge and understanding of Succession Law for people in the area of Kham Pom Subdistrict Administrative Organization, Phra Yuen District, Khon Kaen Province, aimed to: 1) study the level of people’s awareness of Succession Law needs and 2) study the guidelines for developing knowledge and understanding of Succession Law. This is a mixed method research between quantitative research and qualitative research. The research instrument consisted of questionnaires and in-depth interviews. Data were collected from a sample of 325 respondents, using Taro Yamane's formula, and a target group of 12 participants. Quantitative data were analyzed using basic statistical methods to determine frequencies, percentages, means, and standard deviations, while qualitative data were analyzed using content analysis.

The results of the research study found that the overall level of knowledge and understanding of Succession Law among respondents was moderate (= 3.277). When considering each aspect, it was found that the need to develop knowledge of Succession Law was at a high level (= 3.659), followed by access to information on Succession Law at a moderate level (= 3.635), and the impact of Succession Law was also at a moderate level (= 3.228), respectively.

The results of the study on guidelines for developing knowledge and understanding of Succession Law for the public found five approaches: 1) establishing cooperation between the Laws Program and local administrative organizations to systematically implement activities and development guidelines, 2) providing accessible and diverse knowledge about Succession Law to the public, 3) organizing activities to develop legal capacity for the public and community leaders, 4) publicizing and disseminating knowledge about Succession Law and significant laws that are easily accessible, and 5) establishing a community-based assistance centre for Succession Law or general law in the community.

Guidelines for Promoting Knowledge for Non-Smoking E-Cigarette and Tobacco Product of Students and Personnel at College of Asian Scholars

2025-07-17T14:54:52+07:00

This research aimed to 1) study guidelines for promoting knowledge about the dangers of e-cigarettes and tobacco products at Collage of Asian Scholars, 2) survey students' opinions on the use of such products, and 3) disseminate an information to raise awareness. The study utilized a quasi-experimental research design with a one-group pre-test and post-test format. The methodology included quantitative data collection from 124 students, and seven focus groups with 47 participants (35 students and 12 staff) to gather in-depth insights from various perspectives. Additionally, online knowledge promotion activities were developed. The research instrument was a questionnaire with a Cronbach's alpha reliability coefficient of 0.812. Data were analyzed using descriptive statistics and a paired t-test to compare scores before and after the project. The results showed a statistically significant increase in post-test scores across all measured aspects: knowledge (t=12.67), attitudes (t=11.32), behaviors (t=6.89), communication channels (t=5.02), and sustainability strategies (t=4.87). Qualitative research findings revealed that social media platforms like TikTok, Facebook, and Line were effective in reaching the youth demographic. Training, the use of role models, and the promotion of alternative activities such as sports were found to reduce e-cigarette use. The research highlights the critical role of digital media and inter-agency collaboration, and recommends the serious enforcement of national laws regulating e-cigarettes.

Situation, Needs and Guidelines for the Development of Information Technology Utilization and Communication of Administrators in Schools under KhonKaen Secondary Educational Service Area Office

2025-07-09T16:07:18+07:00

The purposes of the research were; 1) to study the current situation, the desirable conditions and needs, 2) to study the guidelines for the development of information technology utilization and communication of administrators in schools under Khon Kaen Secondary Educational Service Area Office. The population in the research included 184 school administrators and 3,336 teachers in 84 schools, with the total number of 3,520 people. The sample group consisted of 84 administrators and 270 teachers, with the total number of 354 people. The sample size was determined using Taro Yamane formula using stratified random sampling method. The instruments used in the research were; (1) a 5-level rating scale questionnaire on the current situation, the desirable conditions with a value of IOC between 0.67-1.00 and reliability of the whole questionnaire at 0.98, (2) the semi-structured interview form on guidelines for the development of information technology utilization and communication of administrators in schools. The statistics used in data analysis comprised percentage, mean, standard deviation, and PNI modified index.

The research results were found that;

The current situation, the desirable condition and needs of the development of information technology and communication of administrators in schools under Khon Kaen Secondary Educational Service Area Office were found that the current situation of administrators on the aspect of information technology and communication, in overall, was at a moderate level, the desirable conditions, in overall, were at the highest level and mean of the needs the development of information technology and communication of administrators in schools was 0.87.

2. Guidelines for the development of information technology and communication of administrators in schools under Khon Kaen Secondary Educational Service Area Office consisted of 3 aspects as follow; 1) 4 guidelines on the aspect of information technology and communication management, 2) 3 guidelines on the aspect of information technology utilization and communication for teaching and learning, 3) 3 guidelines on collaboration with public, private sector and community. The results of appropriateness, possibility and usefulness assessment of each guideline was at the highest level.

The Customer Experience Affecting Customer Satisfaction, Word-of-Mouth, and Repurchase Intention of Franchise Coffee Shop: Udon Thani Municipality

2025-08-26T14:08:11+07:00

The objectives of this research were: 1) to study the levels of customer experience, customer satisfaction, word-of-mouth, and repurchase intention in franchise coffee shops located in Udon Thani Municipality, 2) to examine the influence of customer experience on repurchase intention, with customer satisfaction and word-of-mouth as mediating variables; and 3) to explore possible strategies for improving customer experience in franchise coffee shops in order to enhance satisfaction, word-of-mouth and repurchase intention. This research used mixed methods approach, consisting of two phases. The first phase, quantitative phase, collected data from customers who had recently purchased from the franchise coffee shops in Udon Thani Municipality, including Café Amazon, Inthanin, and Punthai, from 400 consumers via questionnaires. The data were analyzed using descriptive statistics and Partial Least Squares Structural Equation Modeling (PLS-SEM). The second phase, qualitative phase, consisted of in-depth interviews with six consumers and were analyzed using content analysis. The quantitative findings revealed that respondents reported high levels of customer experience, satisfaction, word-of-mouth and repurchase intention. Customer experience statistically influenced customer satisfaction at the 0.05 significant level. Moreover, customer satisfaction acted as a key mediating factor in the relationship between customer experience and both word-of-mouth and repurchase intention, reflecting a high level of overall satisfaction. The qualitative results indicated that franchise coffee shops possess strengths in service accessibility, efficient service procedures, and a well-managed physical environment. However, customers expressed concerns about inconsistency in taste and the quality of service provided by the staff. The coffee shop should maintain the consistency of product quality and ensuring friendly service to enhance customer satisfaction, foster positive word-of-mouth, and encourage repurchases intention.

Guidelines for Future Skills Development of School Administrators under Maha Sarakham Secondary Educational Service Area Office

2025-05-11T09:22:39+07:00

The objectives of this research were: 1) to study the current conditions and desirable conditions of guidelines for future skill development of school administrators under Maha Sarakham Secondary Educational Service Area Office; 2) to study the needs for future skill development of school administrators under Maha Sarakham Secondary Educational Service Area Office; and 3) to study guidelines for future skill development of school administrators under Maha Sarakham Secondary Educational Service Area Office. The sample group consisted of 201 participants, including 50 school administrators and 151 department head teachers under Maha Sarakham Secondary Educational Service Area Office. The research instrument was a 5-level dual-response format questionnaire. Additional instruments included structured interviews and an assessment of appropriateness and feasibility.

The results of this research showed that: 1) The current level of future skills among school administrators was at a high level, while the desirable level was at the highest level. The needs for future skill development of school administrators under Maha Sarakham Secondary Educational Service Area Office, based on the PNI_Modified index, in overall, were = 0.198. When considering each aspects, the aspects arranged from the most to the least were as follows: the use of information technology, or artificial intelligence (AI), followed by the ability to create innovation, communication skills, and analytical thinking and problem-solving skills, respectively. 2) Guidelines for future skills development of school administrators under Maha Sarakham Secondary Educational Service Area Office consisted of four key aspects and twelve guidelines. The evaluation results indicated that all proposed guidelines for future skills development of school administrators under Maha Sarakham Secondary Educational Service Area Office were appropriate and highly feasible at the highest level.

Inclusive Teaching for Children with Disabilities in Early Childhood Education Settings

2025-01-16T13:13:50+07:00

Inclusive education is essential for all children, including those with disabilities, providing equal opportunities for learning in age-appropriate, mainstream settings. Despite legal frameworks and pedagogical advancements promoting inclusivity, challenges persist in early childhood education settings regarding the effective integration of children with disabilities. This article reviews current literature and recent surveys to evaluate the effectiveness of inclusive teaching practices. It critically analyzes the barriers to implementing these practices within early childhood educational environments and examines the role of various stakeholders, including educators, families, and policymakers, in fostering inclusivity. Research highlights the importance of early intervention and tailored educational strategies to support the cognitive and social development of children with disabilities. However, issues such as learning segregation, insufficient educator support, and systemic barriers continue to hinder the full integration of these children into mainstream classrooms. Surveys conducted by the Children and Young People with Disability Australia (CYDA, 2023) reveal significant gaps in inclusive educational settings. To overcome these challenges, the article suggests enhancing educator training, improving curriculum designs to accommodate diverse learning needs, and increasing collaboration with families to create personalized learning plans. Moreover, it emphasizes the need for more vigorous legal enforcement of existing standards and more robust advocacy to ensure that all children receive equitable educational opportunities regardless of their abilities. This paper calls for a multidimensional approach that includes policy reform, community engagement, and pedagogical innovation to create more inclusive early childhood education settings that accommodate and celebrate diversity in learning abilities and styles.

The The Impact of Social Media Influencers’ Attributes on Generation Z’s Online Fast-Fashion Purchase Decisions in Ho Chi Minh City, Vietnam: The Mediating Roles of Brand Awareness and Electronic Word-of-Mouth

2025-08-26T14:16:44+07:00

In the era of digital commerce, social media influencers (SMIs) play a pivotal role in shaping consumer behavior, particularly among Generation Z—an audience known for their digital fluency and affinity for fast-fashion consumption. The main objective of this study was to examine the impact of social media influencers’ attributes on Gen Z’s online fast-fashion purchase decisions, with brand awareness and electronic word-of-mouth serving as mediating variables. Although prior research has underscored the direct impact of SMIs on online fast-fashion purchase decisions, there remained a paucity of studies that systematically examined the underlying mechanisms that drove this influence. Specifically, little was known about the mediating roles played by brand awareness (BAW) and electronic word-of-mouth (eWOM) in this relationship. This study adopted a quantitative research approach, collecting primary data from 522 Gen Z consumers residing in Ho Chi Minh City, Vietnam, all of whom had made at least one online fast-fashion purchase within the past three months. The data were collected using an online questionnaire designed on Google Forms. The research framework integrated structural equation modeling (PLS-SEM) to assess the causal relationships among the key constructs: SMIs' attributes (trustworthiness, expertise, attractiveness), brand awareness, eWOM, and Online Fast-Fashion Purchase Decisions (OPD). Confirmatory factor analysis (CFA) was used to validate the measurement model, followed by path analysis to test direct and indirect effects. The empirical findings demonstrated that SMIs exert a statistically significant influence on Online Fast-Fashion Purchase Decisions both directly and indirectly. Notably, the total effect of SMIA on OPD (β = 0.762, p < 0.001) was predominantly driven by two indirect paths via brand awareness (SMIA → BAW → OPD: β = 0.204) and electronic word-of-mouth (SMIA → eWOM → OPD: β = 0.278). Among the influencer attributes, trustworthiness and expertise emerged as the most influential dimensions. Furthermore, both BAW and eWOM were validated as significant mediating variables, enhancing the explanatory power of the overall model (R² for OPD = 0.682). This study provided robust evidence that the impact of SMIs on Gen Z's online purchase behavior was multifaceted and significantly mediated by brand-related perceptions and peer-driven digital communication.