Journal of Suvarnabhumi Institute of Technology (Humanities and Social Sciences)

THE CRUCIAL ROLE OF DICTIONARY APPLICATIONS IN ENHANCING VOCABULARY AND PRONUNCIATION SKILLS FOR ESL LEARNERS: A COMPREHENSIVE STUDY REVIEW

Suwicha Saengroongpetch — Sat, 23 Aug 2025 00:00:00 +0700

This study explores the role of dictionary applications in enhancing vocabulary acquisition and pronunciation accuracy for ESL learners, focusing on their impact on communicative competence and learner confidence. Dictionary apps provide immediate access to word meanings, pronunciation models, and real-time feedback through speech recognition technology, which allows learners to practice vocabulary and pronunciation in a low-pressure environment. The use of such applications contributes to improved language proficiency and boosts learners' confidence in communication. Additionally, the interactive features and gamification elements embedded in many dictionary apps promote engagement, motivation, and consistent practice. Despite these advantages, limitations include the potential over-reliance on technology, the inability of some apps to address nuances such as intonation, and technical issues like inaccurate speech recognition. While these tools support autonomous learning, challenges like over-dependence may hinder the development of spontaneous communication skills. This study underscores the effectiveness of dictionary applications in ESL education while recognizing the need for balance in their use.

DIGITAL MARKETING INNOVATIONS FOR AUTOMOBILE DEALERSHIPS IN THE AGE OF THE DIGITAL ECONOMY

Virsinee Janjamyai, Uthairat Muangsan, Krisada Chienwattanasook — Sat, 27 Dec 2025 00:00:00 +0700

In the era of the digital economy, which is acting as a major catalyst in reshaping consumer behavior, businesses across all industries are being forced to adapt to effectively meet the needs of their customers. The car dealership industry is no exception, as it faces changing customer expectations and must offer services that prioritize convenience and deliver personalized experiences. This article aims to analyze the application of digital technologies — such as artificial intelligence (AI), big data analytics and online platforms — to improve marketing strategies and examine the impact of these innovations on the operational efficiency of car dealerships.

This article compares the strategic approaches of leading companies in the industry. For example, Tesla adopts a digital-first direct sales model; Toyota leverages the LINE application and social media platforms to engage with customers; and BMW utilizes virtual showrooms and AI systems to elevate consumer experience. These cases illustrate the transformative potential of technology in enhancing competitive advantage, particularly through the creation of omnichannel experiences and personalized communication.

This article also suggests strategic directions for Thai car dealerships, including investing in digital technology, upskilling staff, seamlessly integrating online and offline sales channels, and strengthening data security. These recommendations are intended to help dealerships adapt to market changes and achieve sustainable growth in the context of the digital economy.

GUIDELINES FOR COST AND ACCOUNTING RETURN MANAGEMENT FOR FARMERS PRODUCING SEA GRAPES OF LAEM PHAK BIA SUBDISTRICT BAN LAEM DISTRICT, PHETCHABURI PROVINCE

Supawadee Somsri, Thanakorn Pongphoo — Sat, 23 Aug 2025 00:00:00 +0700

This research is a study of the management of cost and return accounts of sea grape farmers in Laem Phak Bia Subdistrict, Ban Laem District, Phetchaburi Province. The objectives are 1) to apply the cost and return accounts from sea grape production, and 2) to study the methods to increase the efficiency of cost and return from sea grape production for farmers. This is qualitative research using in-depth interviews. The research participants are 6 sea grape farmers in Laem Phak Bia Subdistrict, Laem Phak Bia District, Phetchaburi Province. The research method is purposive selection and content analysis.

The research results show that the cost of sea grape production consists of raw material cost of 8 baht per kilogram, accounting for 11.27 percent, labor cost of 33.75 baht per kilogram, accounting for 47.55 percent, production expenses of 29.23 baht per kilogram, accounting for 41.18 percent, total production cost of 70.98 baht per kilogram, and profitability ratio of 61.50 percent and break-even point. The production cycle of sea grapes is equal to 397,060.56 baht or selling sea grapes for 130 baht per kilogram, approximately 3,054 kilograms. Guidelines for increasing efficiency in costs and returns in sea grape production for farmers include preparing cost and return accounts to enable consideration of calculating the purchase rate or being able to expand on the stock of raw materials, including developing production equipment, as well as gathering sea grape farmers to negotiate buying and selling prices and from the cost of shipping products.

EFFECTS OF RIDDLE ACTIVITIES USING AUGMENTED REALITY (AR) TECHNOLOGY TO DEVELOP PRESCHOOL CHILDREN’S LISTENING AND SPEAKING ABILITIES, UBONRATCHATHANI PROVINCE

Piriya Supakosol, Piyalak Akraratana, Jomsurang Limprasertkul — Tue, 23 Sep 2025 00:00:00 +0700

The purpose of this study was to compare preschool children’s listening and speaking abilities before and after the implementation of riddle activities using augmented reality (AR) technology. The population consisted of 30 preschool children, boys and girls, aged between 4-5 years, studied in Kindergarten Year 2 during the first semester of the academic year 2024 at Bankhamphokhokkong School, Ubonratchathani Province. The research instruments were 24 riddles activities using augmented reality (AR) technology lesson plans and 16 items of preschool children’s listening and speaking abilities tests which were divided into 8 items for the listening ability test, and 8 items for the speaking ability test. The experiment was implemented in 6 weeks, 4 days a week, with 30 minutes each. The statistics used for data analysis were mean standard deviation and The Wilcoxon signed - rank test.

The results of this research found that preschool children had higher listening and speaking abilities after implementation of riddle activities using augmented reality (AR) technology than before the experiment with a statistically significant level of .05.

MARKETING STRATEGIES TO BRAND LOYALTY IN HEALTHCARE SERVICE BUSINESSES

Sirijantra Thongjeen, Aussadawut Yothasupap — Sat, 27 Dec 2025 00:00:00 +0700

The purpose of this article is to review the marketing strategy of brand loyalty in the healthcare services business. Marketing factors related to service industry brand loyalty. It is composed of many important factors, which make the service business perform well and be successful. Because businesses can retain customers' support, make customers satisfied and return to use the service again. Moreover, the customers recommend it to others, which will create a new group of customers for that service business. This academic article aims to present the ideas of scholars and the findings from the research about service marketing strategy related to brand loyalty in the service business.

The elements of the service marketing mix strategy are derived from the general product marketing mix. Most of them rely on the marketing mix to apply, which is a product for general consumption, such as bags, health products brand with a price, if the price is quite high. If the quality is good, the customers will return to buy again. However, while service products, in addition to relying on components, the 4Ps marketing mix and depend on other factors. From the study and review of the contents, it was found that customer relationship management factors, service quality perception, customer experience management to creates an impression of the property, environment and impressions from customers.

Beauty clinics and private hospitals are improving service quality through educational news. This enables customers to understand and feel safe when receiving services. Therefore, the above supplementary strategy. This is a strategy to develop and maintain the long-term relationship between the organization and customers, resulting in repeated purchase or continuous use of services, which can reduce the marketing cost of finding new customers. The service business will gain loyal old customers and generate long-term sales and profits.

SERVICE QUALITY AND SATISFACTION OF THE PERSONNEL DEVELOPMENT AND WELFARE TRAINING CENTER’S CLIENTS, ROYAL THAI POLICE BANG LAMUNG DISTRICT, CHONBURI PROVINCE

Pariya Duangmorakot, Teetima Piyasirisilp — Sat, 27 Dec 2025 00:00:00 +0700

The purpose of this research was to study the service quality and satisfaction of The Personnel Development and Welfare Training Center’s clients, Royal Thai Police, Bang Lamung District, Chonburi Province. A qualitative survey research format was used. The sample group were users of The Personnel Development and Welfare Training Center since 2020, at least 1 time. A total of 30 people were obtained from purposive sampling. Data were collected using an interview form. The data were analysed in accordance with the research objectives derived from the interviews.

The results of this research found that most interviewees reviewed 5 dimensions of service quality: concreteness, reliability, trustworthiness, meeting needs, assurance and empathy. As for the ability to create satisfaction in all 5 factors, most interviewees commented that the Personnel Development and Welfare Training Center can be created through 3 factors: to provide services on time, continuous service; and progressive service. In terms of satisfaction, there were two other factors that some interviewees were dissatisfied with: service provision, equally and providing adequate services in a reasonable manner

RESULTS OF MINOR GAMES ACTIVITIES AFFECTING IN PRESCHOOL CHILDREN GROSS MOTOR ABILITIES AT CHILD CARE CENTER

Piyaporn Chanakum, Piyalak Akraratana, Adithep Na Pattalung — Sat, 27 Dec 2025 00:00:00 +0700

This research aimed to compare the gross motor abilities of preschool children before and after participating in Minor Game Activities.The population comprised 32 preschool children, both boys and girls, aged 3 to 4 years, from two classrooms. These children were enrolled in the first semester of preschool year 1 during the academic year 2024 at the mentioned school. The sample group consisted of 16 students obtained through cluster random sampling from one of the similar classrooms. The experimental period lasted 8 weeks, with sessions conducted three days a week. The research tools of minor game activities with a content validity index of 1.00. The practical test instrument measured gross motor abilities with a content validity index of 1.00. Statistical analysis utilized mean and standard deviation

The research findings revealed that preschool children, after participating in Minor Game Activities, demonstrated an increase in gross motor abilities at the statistical significance level of .05. The overall mean before the experiment was 6.81, and after the experiment, increasing to 12.50.

EFFECTS OF LEARNING MANAGEMENT BASED ON STEM EDUCATION CONCEPT USING THE ENGINEERING DESIGN PROCESS AFFECTING PRESCHOOL CHILDREN’S PROBLEM SOLVING ABILITIES, WATPRATAENDONGRUNG SCHOOL, KANCHANABURI PROVINCE

Montra Sunyachit, Piyalak Akraratana, Sathaporn Pokpong — Sat, 27 Dec 2025 00:00:00 +0700

The purpose of this research was to compare preschool children’s problem solving abilities before and after implementing learning management based on STEM education concept using the engineering design process. The samples consisted of 28 preschool children, boys and girls, aged between 5-6 years, studied in Kindergarten Year 3 room 2 during the first semester of the academic year 2024 at Watprataendongrung School, Kanchanaburi Province. The samples were selected by using cluster random sampling. The research instruments included 24 learning management plans based on STEM education concept using the engineering design process and a test of preschool children’s problem solving abilities with 4 situations, each with 4 items, totaling 16 items. The IOC ranged between 0.67 to 1.00. The research duration was 8 weeks, conducted 3 days a week, with 40 minutes each during the experience enhancement activities with the IOC of 1.00. The statistics used for data analysis were mean, standard deviation and t-test dependent.

The research findings revealed that preschool children, after implementing learning management based on STEM education concept using the engineering design process demonstrated higher problem solving abilities than before the experiment. This suggested that preschool children had higher problem solving abilities after the experiment with the statistical significance level of .05.

THE SELF-DEVELOPMENT NEEDS OF SUPPORT PERSONNEL AT THE CHULABHORN ROYAL ACADEMY OFFICE.

Yaowalak Jitrak, Oranan Gluntapura — Sat, 27 Dec 2025 00:00:00 +0700

The objectives of this research were (1) to study the level of self-development needs of support personnel at the Chulabhorn Royal Academy Office, and (2) to compare the self-development needs of support personnel at the Chulabhorn Royal Academy Office by demographic factors. The sample for this study comprised 217 of the support personnel. Data were collected using a questionnaire, and the analysis included statistical methods such as frequency, percentage, mean, standard deviation, t-test, One-Way ANOVA, and pairwise mean comparisons using the LSD method.

These results revealed that the level of self-development needs of support personnel at the Chulabhorn Royal Academy Office was high. Hypothesis testing revealed that different demographic factors, particularly the length of service, are associated with varying levels
of self-development needs. However, no statistically significant differences were found at the .05 level in self-development needs based on gender, age, education level, job position and workgroup

ELECTRONIC DEVICES ADMINISTRATION GUIDELINE OF THE STUDENTS OF HUAYKRAJAO PITTAYAKHOM SCHOOL UNDER THE SECONDARY EDUCATIONAL SERVICE AREA OFFICE KANCHANABURI

Nikanda Sukhontamanee, Thitikamonsiri Lapho, Sumit Suwan — Sat, 27 Dec 2025 00:00:00 +0700

This research aimed to study 1) the use of electronic devices by students of Huay Krajao Pittayakhom School under the Office of the Secondary Education Area, Kanchanaburi and 2) the management of electronic devices by students of Huay Krajao Pittayakhom School. The sample group used in the research was 169 students of Huay Krajao Pittayakhom School, using stratified random sampling and proportional sampling by grade level. The informants were 6 school administrators and teachers who were selected by purposive sampling. The research instruments were questionnaires and structured interviews. Data were collected by using questionnaires and interviews with school administrators and teachers. Data were analyzed by finding frequency, percentage, mean, standard deviation, and content analysis. The results of the research found that:

The condition of students' use of electronic devices 1) Teaching and learning, students used electronic devices with an average value at a high level. The top 3 reasons were: to contact friends about studying (= 4.19, S.D.= 0.83), to search for information about studying ( = 4.19, S.D.= 0.83), and to use when teachers allowed to use during class ( = 4.08, S.D.= 0.85). 2) Recreation, students used electronic devices with an average value at a high level. The top 3 reasons were: to communicate with friends and other people about general matters ( = 4.28, S.D.= 0.80), to listen to music from YouTube or music applications every day ( = 4.21, S.D.= 0.97), and to watch movies, series, dramas, and animations ( = 3.89, S.D.= 0.95).
Guidelines for managing the use of electronic devices by students 1) Teaching and learning, schools must facilitate computer classrooms that are ready for use, provide sufficient modern electronic devices, and provide computer services outside the classroom. 2) Recreation, provide training in computer law and provide space for students to express themselves creatively.

THE ROLE OF SCHOOL ADMINISTRATORS IN THE USE OF INFORMATION TECHNOLOGY FOR ACADEMIC ADMINISTRATION IN LARGE SPECIAL SECONDARY SCHOOLS UNDER THE PHETCHABURI SECONDARY EDUCATIONAL SERVICE AREA OFFICE

Teeraphol Saenklom, Thitikamolsiri Lapho, Sumit Suwan — Sat, 27 Dec 2025 00:00:00 +0700

The objectives of this research were to study 1) the utilization of information technology in academic administration 2) the role of school administrators in promoting the use of information technology in academic administration and 3) explore the impact of school administrators' roles on the utilization of information technology in academic administration of large special secondary schools. The research sample consisted of 193 administrators and teachers from extra-large secondary schools in the Phetchaburi Secondary Educational Service Area Office, selected via stratified random sampling. The research instrument was a questionnaire with a reliability coefficient of 0.97. Data were analyzed using frequency, mean, percentage, standard deviation, and multiple regression. The research results revealed that

The overall and specific use of information technology in the academic administration of large special secondary schools is at the highest level. When ranked from highest to lowest, the following were assessment and evaluation of student learning, instructional management, educational supervision, academic planning, and research for educational quality improvement.
The roles of school administrators in promoting the use of information technology in the academic administration of large special secondary schools. The overall and specific were rated at the highest level. Ranked from highest to lowest, these aspects are policymaking, monitoring and evaluation, promotion of technology use, budget allocation, and personnel development.
The roles of school administrators in large special secondary schools, particularly in policymaking, budget allocation, and personnel development, significantly influence the use of information technology in academic administration. A multiple regression analysis revealed that these three roles collectively accounted for 53.60% of the variance in information technology usage, which was statistically significant at the .05 level.

COMPETENCIES OF PROCUREMENT OFFICERS THAT AFFECT THE EFFICIENCY OF ELECTRONIC GOVERNMENT PROCUREMENT (E-GP) OF THE SCHOOLS UNDER THE OFFICES OF LAMPANG PROVINCIAL EDUCATIONAL SERVICE AREA

Kornchawan Himmawan, Aussanee Na nan, Sasicha Wongchai — Sat, 27 Dec 2025 00:00:00 +0700

This research aims to 1) study the problems of material management in educational institutions in Lampang Province, 2) study the competencies of material officers that affect the efficiency of e-government procurement in educational institutions in Lampang Province. This research is a quantitative study using a questionnaire as a tool with a sample group of material officers of educational institutions under the Office of the Provincial Education Service Area, Lampang Province, totaling 169 people. The statistics used are frequency, percentage, mean, standard deviation, and multiple regression analysis.

The research findings are as follows: 1) The overall problems of material management of educational institutions under the Office of the Basic Education Commission, Lampang Province, were at a low level, ranked as follows: material sales, maintenance, inspection, and storage, recording, and disbursement, respectively. 2) The overall competence of material officers of educational institutions under the Office of the Basic Education Commission, Lampang Province, was at a high level, ranked as follows: personality, motivation, and attitude. 3) The overall efficiency of e-government procurement was at the highest level, ranked as follows: transparency, auditability, efficiency and effectiveness, and value for money. 4) The results of the hypothesis testing found that the competence of material officers in terms of skills, personality, and Work motivation significantly affected the efficiency of e-government procurement at the statistical significance level of .05. These factors could explain 61.80% of work efficiency.

PERCEPTION OF THE ROLES OF INTERNAL AUDITORS OF PERSONNEL TOWARD INTERNAL AUDITING EFFICIENCY OF LOCAL ADMINISTRATIVE ORGANIZATIONS IN LAMPANG PROVINCE

Juthamas Inthasueb, Aussanee Na nan, Anantaporn Wongkham — Sat, 27 Dec 2025 00:00:00 +0700

This research aims to examine the perceptions of the internal auditor's role among personnel, which affect the effectiveness of internal audit operations in local government organizations in Lampang Province. It is a quantitative research project that uses a questionnaire to collect data from a sample of 350 civil servants from local government organizations in Lampang Province. The statistics used include frequency, percentage, mean, standard deviation, and simple regression analysis.

The research results revealed that the overall level of perception of the internal auditor's role was high, with the following priorities: independence and fairness, ethical standards of internal auditors, and assurance services. The overall effectiveness of internal audit operations was also at a high level, ranked as follows: cost, time, and quality of work. The hypothesis testing indicated that perceptions of the internal auditor's role across all aspects significantly affected the effectiveness of internal audit operations at the 0.01 statistical level. It was found that 77.70% of the variance in operational effectiveness could be explained. The research leads to the recommendation that the knowledge, skills, and competencies of internal auditors be developed, and that clear guidelines and policies on their roles and responsibilities in local government organizations be established, to enhance understanding and acceptance of the role of internal auditors.

OPERATING A GAS STATION BUSINESS IN THE WESTERN REGION OF THAILAND

Surasit Chaleamnai, Chatchawal Sangthongluan, Kanjana Punoiam — Sat, 27 Dec 2025 00:00:00 +0700

This article aims to 1) describe the current situation of petrol station business in the western region of Thailand, 2) identify the characteristics of problems and solutions related
to petrol station business in the western region of Thailand, and 3) create a petrol station business model in the western region of Thailand. The research was conducted in the western region of Thailand. The research was qualitative and purposive, using structured indepth
interviews and inductive data analysis.
The research results found that 1) The current situation of petrol stations in Thailand consists of an overview of petrol traders, management styles, pricing structures, and types of
fuel. 2) Problems and solutions include: 1) Higher competition requires the development and improvement of service quality. 2) Market share requires an increase by increasing distribution
channels. 3) Competitive strategy requires integration of non-oil businesses. 4) Modern management requires increasing measurement and evaluation of the organization.
5) Marketing mix requires the development of marketing mix strategies to be consistent with
the changing environment. 6) Service quality requires indicators of product and service quality. 7) Organizational culture emphasizes participation and the importance of customers. 8) Leadership requires importance on developing personnel for both career advancement
and rewards. 9) Consensual control requires creating organizational commitment and promoting participation in various activities of the organization. 10) Organizational
communication problems create an open organizational culture with a variety of communication channels and the introduction of new technologies for communication. 3) The successful business models of petrol stations in the western region of Thailand ha ve
the following factors: 1) Analysis of the competitive situation 2) Modern organization 3) 8 P'S marketing mix 4) Quality management 5) Organizational culture with shared goals 6) Visionary
leadership 7) Consensual control with teamwork 8) Fast communication in the organization and focus on work efficiency.

TESTING CONSTRUCT VALIDITY OF GRIT SCALE AND NORM DEVELOPMENT OF GOVERNMENT TEACHERS AND EDUCATION PERSONNEL

Pinkanok Wongpinpech Pibooltaew — Sat, 27 Dec 2025 00:00:00 +0700

The objectives of this research are: 1) to test the construct validity of grit scale for government teachers and education personnel, and 2) to develop the normative criteria for grit scale for teachers. The sample consisted of 421 secondary school teachers and educational personnel under Secondary Educational Service Area Office 1 and Office 2 in Bangkok. The research instrument used was grit scale. The statistics used included frequency, percentage, mean, standard deviation, skewness, kurtosis, confirmatory factor analysis, and percentile. The research findings were as follows: 1) the construct validity of grit scale was consistent with empirical data (Chi-square = .907, df = 7, CFI = 1.00, SRMR = 0.000). 2) The normative criteria for overall grit revealed that scores of 35 and above indicate a high level of grit. Scores between 32 and 34 reflect a fairly high level of grit, scores ranging from 29 to 31 indicate a somewhat low level of grit, and scores below 29 represent a low level of grit.

STRATEGIES TO ENHANCE MOTIVATION FOR LECTURER DEVELOPMENT TOWARDS DOCTORAL DEGREE AT RAJAMANGALA UNIVERSITY OF TECHNOLOGY

Suwimol Jairtalawanich, Thamma Jairtalawanich, Taneenart Na soontorn — Sat, 27 Dec 2025 00:00:00 +0700

The purpose of this study is to develop strategies to enhance motivation for staff to pursue a doctoral degree at Rajamangala University of Technology. The research methodology defines the sample as faculty members holding a doctoral degree, those currently pursuing a doctoral degree, and qualified executives from Rajamangala University of Technology in Bangkok and the surrounding areas. The factors and strategies identified to enhance motivation for staff to pursue a doctoral degree at Rajamangala University of Technology include: 1) Financial support: Providing scholarships for personnel within the organization who wish to pursue doctoral studies. 2) Creating a conducive learning environment: Academic support will help staff feel confident in their studies and increase their motivation to pursue further education. 3) Prioritizing educational programs that allow for flexible learning schedules and locations: Work-Based Learning will enable staff to learn while working. 4) Promoting the understanding of the importance of obtaining a doctoral degree: Recognizing the significance of self-development through higher education. 5) The link between doctoral studies and opportunities for career advancement within the organization: This encourages staff to see the value of pursuing a doctoral degree.

THE SOCIAL IMPACT OF HEALTH APPLICATIONS: TRANSFORMING SELF-CARE AND PATIENT SUPPORT

Prapasri Siri, Tanpat Kraiwanit, Tasnee Keawngam, Rerkchai Ponsri — Sat, 27 Dec 2025 00:00:00 +0700

Mobile health applications (mHealth) have revolutionized healthcare by empowering individuals to manage their health and providing essential support for caregivers. These applications play a pivotal role in chronic disease management, self-care promotion, and bridging healthcare access gaps, especially among underserved populations. This study examines the social impact of mHealth applications on self-care practices and patient-caregiver dynamics, focusing on the experiences of users in Thailand. Employing a quantitative approach, the findings demonstrate that mHealth tools enhance patient engagement, streamline caregiving processes, and improve health outcomes by offering features such as symptom tracking, medication reminders, and health education resources. Despite their potential, challenges such as digital literacy, trust, and usability remain barriers to widespread adoption. Addressing these challenges through culturally sensitive, user-centric designs can maximize the impact of mHealth applications. This research underscores the need for integrating mHealth technologies into healthcare systems to ensure equitable and sustainable healthcare access

SUSTAINABLE DEVELOPMENT GOALS AND REGIONAL REVITALIZATION: A CASE STUDY OF TOWNS IN HOKKAIDO PREFECTURE, JAPAN

Chanintorn Pensute — Sat, 27 Dec 2025 00:00:00 +0700

This study examines the pursuit of the Sustainable Development Goals (SDGs) and regional revitalization initiatives in Hokkaido Prefecture, Japan. It aims to investigate the SDGs Future City projects, the strategies for regional revitalization that collectively affect the role of local governments.

The analysis results are based on participatory observation and document research. The findings show that local governments, Japanese organizations operating at the international level, and scholars focus on regional revitalization issues rather than becoming an SDGs Future City, and that driving regional revitalization has been prioritized alongside the SDGs.

In driving regional revitalization, the local government of Shimokawa has placed primary importance on the forestry industry, while the city of Sapporo has emphasized the tourism industry

FORMATIVELY ASSESSING EXPECTED LEARNING OUTCOMES OF STUDENTS IN THE BACHELOR OF BUSINESS ADMINISTRATION PROGRAM. MODERN RETAIL BUSINESS INNOVATION MAJOR FACULTY OF BUSINESS ADMINISTRATION MAEJO UNIVERSITY DEVELOPED USING ASIAN UNIVERSITY NETWORK-QUALITY ASSURANCE (AUN-QA) CRITERIA

Sat, 27 Dec 2025 00:00:00 +0700

This research aimed to: (1) evaluate the expected learning outcomes of students in the Bachelor of Business Administration Program in Modern Retail Business Innovation, (2) investigate supporting factors and obstacles affecting the achievement of expected learning outcomes specified in the curriculum, and (3) develop the expected learning outcomes of students in the Bachelor of Business Administration Program in Modern Retail Business Innovation, Faculty of Business Administration, Maejo University, which was developed using the ASEAN University Network Quality Assurance (AUN-QA) framework. This research utilized the entire population, comprising 163 students enrolled in the Bachelor of Business Administration Program in Modern Retail Business Innovation across all four academic years (enrollment codes 63-66). The research instrument was a questionnaire, and the data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation.

The findings revealed that the expected learning outcomes as perceived by students after completing each academic year were at the achievement level (= 3.90). Achievement was observed across all dimensions, ranked from highest to lowest as follows: skills in modern retail entrepreneurship with morality, ethics, and social responsibility (= 4.15); leadership skills and teamwork abilities, creativity, and good interpersonal relationships (= 3.98); critical thinking and systematic professional problem-solving (= 3.95); use of information technology in problem-solving and innovation discovery in modern retail business management (= 3.90); effective communication skills in both speaking and writing (= 3.87); application of modern retail business management concepts in retail innovation discovery (= 3.84); and key concepts of core business administration functions in accounting, finance, marketing, and management (= 3.62).

The study found that factors affecting the achievement of expected learning outcomes consisted of (1) personal factors, (2) factors related to surrounding individuals, and (3) factors pertaining to teaching and learning management. The approach to developing learning outcomes should emphasize improving the teaching and learning process to be more systematic, increasing activities that enhance strategic thinking skills and the application of knowledge in real situations, implementing integrated learning approaches, and applying digital technology in teaching and learning to elevate learning outcomes in accordance with international standards.

MAINTENANCE OF GUARANTEE IN THE MARITIME TRANSPORT BUSINESS AND POLICY SUGGESTIONS FOR ENHANCING THE SECURITY OF MARITIME LOGISTICS AND THE MARITIME INDUSTRY IN THAILAND

Matthaya Yuvamit — Sat, 27 Dec 2025 00:00:00 +0700

While the global community is emphasizing efforts to drive countries toward achieving the Sustainable Development Goals (SDGs), particularly in relation to industry under SDG 9, which primarily aims to promote sustainable industrial development, Thailand faces challenges in the administration and regulation of the carriage of goods by sea. Specifically, the Carriage of Goods by Sea Act, B.E. 2534, which applies to port-to-port transport, does not contain provisions requiring maritime entrepreneurs to maintain a guarantee for liabilities under the contract of carriage, unlike the law on multimodal transport. Moreover, other relevant statutes, such as the Thai Vessel Act, B.E. 2481, and the Maritime Promotion Act, B.E. 2521, likewise do not require maritime carriers to maintain such guarantees. As a result, service users, who are exporters and importers, face the risk of being unable to receive remedies in cases of contractual breach when the carrier encounters financial default or enters bankruptcy proceedings, as seen in the case of Hanjin Shipping Co., Ltd. in 2016 or other cases where a liner company faces problems arising from changes in the economy. This research aims to study the legal issues concerning the maintenance of guarantees in the maritime transport business. It also aims to provide policy recommendations to promote integrated administrative operations and improve communication among stakeholders, whether policymakers, regulators, operators, or facilitators, in order to enhance the security of maritime logistics and the maritime industry in Thailand.

FACTORS AFFECTING INTENTION TO PARTICIPATE ENTREPRENEURIAL COURSES AMONG STUDENTS IN SICHUAN COMMUNICATIONS VOCATIONAL AND TECHNICAL COLLEGE

Luo Jie — Sat, 27 Dec 2025 00:00:00 +0700

This paper aims to study the factors affecting Chinese Sichuan students' learning satisfaction with an innovative entrepreneurial course and their intention to participate. The conceptual framework puts forward the teaching method, course management, satisfaction, teaching team, course content quality, course usefulness, and intention to participate. The researchers used quantitative techniques (n=500) to survey students from Sichuan Communications Vocational and Technical College in Chengdu, Sichuan, China. Non-probability sampling includes students in software technology, big data, accounting, marketing management, and four majors in architectural engineering technology. Quota sampling can determine the sample size, facilitate data collection, and enable the distribution of questionnaires online. The investigator used the structural equation model (SEM) and confirmatory factor analysis for data analysis, including model fitting, reliability, and construct validity. The results showed that teaching methods and course administration had a significant impact on student satisfaction, teaching team, and course content quality; course usefulness also had a strong impact on student satisfaction, with satisfaction as an intermediate variable affecting students' intention to participate.

FACTORS IMPACTING UNIVERSITY STUDENTS' SATISFACTION WITH THE BUDDHA PAINTING CREATION COURSE: A CASE STUDY IN A COLLEGE OF FINE ARTS AND ART DESIGN IN SICHUAN, CHINA

Yang Zhang — Sat, 27 Dec 2025 00:00:00 +0700

This study investigates factors influencing college students' satisfaction with the Buddha painting creation course in a fine arts college in Sichuan, focusing on competence, reliability, responsiveness, administration, helpfulness, and learning outcomes as predictors. A pilot test (n=30) ensured validity and reliability using the project-objective agreement index and Cronbach's Alpha. The main study (n=90) employed quantitative methods and multivariate regression analysis to confirm significant relationships. Results indicated competence, responsiveness, and administration significantly impacted satisfaction, while reliability, helpfulness, and learning outcomes did not. A paired sample T-test (n=30) post-strategic plan revealed significant improvements in competence, responsiveness, and administration, highlighting their role in enhancing satisfaction and educational outcomes.

FACTORS AFFECTING BEHAVIORAL INTENTION OF TRADITIONAL CHINESE MEDICINE UNDERGRADUATES FOR BLENDED EDUCATION

Han Yuting — Sat, 27 Dec 2025 00:00:00 +0700

This quantitative investigation examined the behavioral intention of Chinese Medicine Undergraduates in Chengdu, China, toward blended education using the Rain Classroom Teaching System, as well as the key factors that significantly influenced it. The researcher assessed Perceived Ease of Use, Perceived Usefulness, System Quality, Information Quality, Attitude, and Satisfaction to see if the effects of each of these variables influenced target TCM undergraduates' behavioral intention. The researcher administered questionnaires to TCM undergraduates and employed statistically exploratory approaches to determine 493 valid information. In this assessment, the judgmental and quota sampling strategies were utilized. Confirmatory Factor Analysis and the Structural Equation Model were implemented to establish the causal association connecting the aspects under assessment. This statistical examination discovered that every hypothesis was supported, with system quality providing the strongest direct influence on satisfaction. Each hypothesis has been verified to accomplish the research objectives. As an interpretation, educational division administrators at target institutions are encouraged to examine the significant improvements to the current blended education implementation strategy to improve TCM undergraduates' learning behavioral intentions.

MUSICIANS' PERSPECTIVES ON MUSIC THERAPY: EMOTIONAL, COGNITIVE, AND ETHICAL INSIGHTS

Sat, 27 Dec 2025 00:00:00 +0700

This study examines musicians' perspectives on the impact of music therapy, with a focus on their role in the emotional, cognitive, and neurological healing processes. While music therapy has been widely studied from the viewpoints of healthcare professionals and patients, limited attention has been given to the insights of musicians—those who create and perform the therapeutic medium. Using a qualitative research approach, data were collected through semi-structured interviews with professional musicians with experience in music therapy or who have worked closely with therapeutic settings. Inductive content analysis was employed to identify key themes, including the emotional influence of music, cognitive and neurological benefits, the role of musicians in therapy, challenges in integrating music into healthcare, and ethical considerations. Findings reveal that musicians perceive music as a powerful tool for emotional regulation, cognitive enhancement, and neuroplasticity. However, challenges such as limited formal training, lack of recognition in healthcare, and ethical concerns were also noted. The study highlights the importance of enhanced collaboration between musicians and certified therapists, as well as structured training programs and clear ethical guidelines, to optimize the integration of music into therapeutic practice. These insights contribute to the growing discourse on the role of music in healing and highlight avenues for future interdisciplinary research in music therapy.

EFFECT OF MOTIVATION AND HYGIENE FACTORS ON EMPLOYEE PERFORMANCE: A CASE STUDY OF SANFU OUTDOOR PRODUCTS CO., LTD.

Yan Zhang, Suwisa Plaikaew — Sat, 27 Dec 2025 00:00:00 +0700

This research aimed to study the effects of motivation factors and hygiene factors on employee performance at Sanfu Outdoor Products Co., Ltd. The population of the study comprised 611 employees working at Sanfu Outdoor Products Co., Ltd. The sample size was determined using the rule of thumb of 20 times the number of observed variables. With a total of 15 observed variables included in the study, the appropriate sample size was calculated to be 300 participants. The samples were selected using a convenience sampling method. Data were collected via a structured questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine relationships among variables. The results indicated that both motivation factors (including achievement, recognition, work itself, responsibility, and advancement) and hygiene factors (including company policy and administration, supervision, relationship with supervisors, peers, and subordinates, working condition, salary, personal life, and job security) had a statistically significant effect on employee performance at the .000 level, with a predictive power of 74.4% (R² = 0.744). Among these, hygiene factors exhibited the most significant influence on performance, followed by motivation factors. These findings highlight the critical role of both intrinsic and extrinsic factors in enhancing employee performance within the organization.

MOTIVATIONAL FACTORS THAT DRIVE ORGANIZATIONAL COMMITMENT AMONG EMPLOYEES AT BEIJING COMPIT SPORTS TECHNOLOGY CO., LTD.

Xingchen Qi, Suwisa Plaikaew — Sat, 27 Dec 2025 00:00:00 +0700

The purpose of this study was to investigate the motivational and hygiene factors influencing employees' organizational commitment at Beijing Compit Sports Technology Co. Ltd. The study employed quota sampling to select a sample of 254 employees from a known population of 700. The research instrument was a structured questionnaire developed based on relevant theories and literature. The data were analyzed using descriptive statistics and multiple regression (using the Enter method) at the 0.05 significance level. The findings showed that motivational factors, especially achievement, recognition, and responsibility, significantly influenced organizational commitment with a predictive power of 41.7%. In addition, hygiene factors such as supervision, relationships with supervisors, job security, and compensation and welfare also had a statistically significant impact on organizational commitment, with a predictive power of 31.6%. These results suggest that improving both motivation and hygiene factors can effectively strengthen employees' organizational commitment and thus provide valuable insights for organizational development and human resource management.

GANDHIAN PHILOSOPHY IN ACTION: RELEVANCE AND APPLICATION IN INDIA’S MODERN CHALLENGES

Sanjay Kumar — Sat, 27 Dec 2025 00:00:00 +0700

Gandhian philosophy, based on the values of truth, nonviolence, self-reliance, and social justice, has been a universal framework for India to address its growing concerns. This research examines the contemporary relevance and application of Gandhian thought in addressing key issues of poverty, inequality, environmental degradation, and social unrest. Through qualitative case studies and secondary data, this research demonstrates how Gandhi's vision has influenced initiatives such as the Swachh Bharat Abhiyan, organic farming movements, and grassroots activism. The work emphasizes that Gandhian values have transformative power to make India economically self-reliant, ecologically sound, and socially cosmopolitan. In fact, the research addresses the challenges of assimilating these ideals in an increasingly modernized and globalizing India. This research, bridging the gap between tradition and modernity, offers community-driven strategies and policy recommendations to revive Gandhian thought in modern contexts. The findings underscore that Gandhi's philosophy is not a historical relic but an approach to dynamic development grounded in equity, ethical governance, and sustainable living. This research is a challenge for policymakers, educators, and civil society to realize the Gandhian model by adapting its principles, hence building a resilient, harmonious India in the challenging climate of the 21^st century.

THE IMPORTANCE OF AFTER SALES SERVICE OF PRODUCTS TO THE BRAND IMAGE OF SAMSUNG ELECTRONICS (CHINA) SERVICE CENTER

Yingshi Xu, Worasak Thongsiri — Sat, 27 Dec 2025 00:00:00 +0700

This research examined the influence of after-sales service on the brand image of Samsung Electronics (China) Service Center. The sample consisted of 600 respondents who had used the company’s after-sales services, selected through purposive sampling. Data were collected through a structured questionnaire. Data analysis employed descriptive and inferential statistics, with Partial Least Squares Structural Equation Modeling (PLS-SEM) used to analyze the data. The results revealed that all six components of after-sales service, such as delivery service, online/telephone support, upgradation/maintenance, warranty service, complaint handling, and installation service. All components had a statistically significant influence on the brand image of Samsung Electronics (China) Service Center, with a predictive power of 26.8%. Delivery service exhibited the highest level of influence, followed by online/telephone support, upgrade and maintenance, warranty service, complaint handling, and installation service. These findings suggest that enhancing after-sales service components can play a pivotal role in strengthening the brand image of consumer electronics service providers.

DYNAMIC CAPABILITIES, BUSINESS ALLIANCES AND VALUE ADDED OF THAILAND’S SPORTS EVENT MANAGEMENT BUSINESS.

Thanarit Thanaiudompat , Patantiya Singcram — Sat, 27 Dec 2025 00:00:00 +0700

This research aims to develop a model of dynamic capabilities and business alliances concerning the value-added of the sports competition management business in Thailand. This study employs a mixed-methods approach, combining quantitative and qualitative research. The quantitative aspect focuses on testing the causal relationships and outcomes of dynamic capabilities and business alliances factors on the value-added of sports competition management businesses. Data was collected through questionnaires distributed to 209 sports competition management businesses. The qualitative aspect utilizes a phenomenological approach, involving in-depth interviews, with the findings validated through focus group discussions. Participants included three sports business management experts and two sports management academics. Data analysis was conducted using confirmatory factor analysis and structural equation modeling.

The hypotheses testing revealed the following: 1) Dynamic capabilities have a direct influence on industry value-added and an indirect influence on the value-added of Thailand's sports competition management businesses through business alliances. 2) Dynamic capabilities have a direct influence on business alliances. 3) Business alliances has a direct influence on the value-added of Thailand's sports competition management businesses. The analysis indicated that the hypothesized model aligns well with empirical data, meeting the acceptance criteria. Specifically, the χ2 value was 13.78, the p-value was 0.79, the χ2/df ratio was 0.72, the GFI was 0.98, the AGFI was 0.95, and the RMSEA was 0.00. The findings of this research provide insights into the causal relationships between dynamic capabilities, business alliances, and the value-added of Thailand's sports competition management businesses. These findings can be applied to the management of sports competition management businesses in Thailand, ultimately contributing to the sustainable performance of the sports industry.

ATTITUDES TOWARDS ARTIFICIAL INTELLIGENCE IN HUMAN RESOURCES MANAGEMENT IN VIETNAM

Dam Tuan Anh Le, Opas Piansoongnern — Sat, 27 Dec 2025 00:00:00 +0700

This study examines attitudes toward AI adoption in Human Resource Management (HRM) in Vietnam, using a hierarchical framework that extends the Technology Acceptance Model. Analyzing data from 458 HR professionals, we investigate how technology acceptance factors, organizational enablers, and adoption barriers sequentially influence intentions to adopt AI. Our hierarchical analysis reveals these three levels explain 47.4%, 20.9%, and 7.3% of variance, respectively (75.7% total). In Vietnam's cultural context, perceived ease of use (β = 0.20) exerts a stronger influence than perceived usefulness (β = 0.16). AI knowledge and skills emerge as the strongest positive predictor (β = 0.21), while ethical concerns constitute the primary barrier (β = -0.14). Segmentation analysis reveals distinct patterns: small organizations prioritize utilitarian benefits while expressing ethical concerns; medium organizations emphasize implementation simplicity and worry about job displacement; large organizations balance multiple factors with particular concern for data privacy. These findings highlight the hierarchical nature of adoption factors in emerging economies and propose an implementation framework tailored to Vietnam's cultural environment.