RMUTT GLOBAL BUSINESS ACCOUNTING AND FINANCE REVIEW

INTRODUCTION INTO DIPLOMACY

2024-12-29T11:07:20+07:00

In summary, "Introduction into Diplomacy" is essential for those studying international relations and future diplomats. The book's clear style, holistic perspective, and personal reflections make it a must-read for anyone wanting a thorough and captivating introduction to the diverse realm of diplomacy. It is a superb launchpad for deeper investigation into this intricate and intriguing area.

FACTORS INFLUENCING CUSTOMER SATISFACTION AND REPURCHASE INTENTION OF ONLINE FOOD DELIVERY SERVICE IN CAMBODIA

2024-08-23T14:32:40+07:00

Purpose – The focus of this research is to identify and analyze the key factors that influence repurchase intention of online food delivery services in Cambodia. It aims to understand how aspects such as performance expectancy, effort expectancy, social influence, facilitating condition, hedonic motivation, price value, habit, and trust, impact consumers' satisfaction to continue using these services.
Methodology – A quantitative method was employed using a purposive sampling survey, involving 400 respondents in Phnom Penh with prior experience using online food delivery services. Data were collected through a Google Form and analyzed using multiple regression to test the proposed model.
Results – The study revealed that performance expectancy, effort expectancy, and trust positively influence customer satisfaction (CS), with standardized regression weights of B = 0.194, B = 0.409, and B = 0.079, respectively. Among these factors, effort expectancy has the greatest impact on CS. Conversely, price value negatively affects CS, with a coefficient of B = -0.072. However, social influence, facilitating conditions, hedonic motivation, and habit do not positively impact customer satisfaction (CS) because their p-values exceeded 0.05. Lastly, customer satisfaction has a positive and significant effect on repurchase intention, with a coefficient of B = 0.635.
Implications – Enhancing performance expectancy, trust, and the ease of the ordering process while addressing pricing perceptions is crucial for improving customer satisfaction and driving repurchase intentions in online food delivery services in Cambodia.
Originality/Value – This study provides valuable insights for anyone seeking a comprehensive understanding of the food delivery service landscape on online platforms in Cambodia. In particular, the app developers, restaurants, and food providers can consider partnering with promising and quality-oriented online food delivery services to enhance their business prospects.

FACTORS INFLUENCING USERS’ INTENTION TO ADOPT TIKTOK THROUGH USER SATISFACTION IN PHNOM PENH CITY

2024-10-03T15:11:01+07:00

Purpose – The purpose of this research was to identify the factors influencing intention to adopt TikTok through user satisfaction by integrating three other variables, namely content richness, flow state, and personal innovativeness, into the Theory of Planned Behavior (TPB) and the Technology Acceptance Model (TAM).
Methodology – The research uses a correlational study of the quantitative method by conducting a survey with 400 respondents who were experiencing using TikTok in Phnom Penh City. This research applied a survey design using quantitative methods. The study uses a questionnaire developed from the measurement of constructs and employs this tool to collect data from TikTok users online.
Results – Most of the TikTok users participating in this research were female whose age bracket ranged mainly between 25 to 29 years old. These users mainly worked for private or company employees. Moreover, a large majority of TikTok adopters used it every day from 31 minutes to 60 minutes at night time, and most of them used TikTok in order to watch content videos shared by others. After conducting hypothesis testing by using the multiple regression analysis, the research found that subjective norm and content richness do not significantly influence user satisfaction with TikTok since the p-value is greater than 0.05. This research found that perceived behavioral control, perceived usefulness, perceived ease of use, flow state, and personal innovativeness have a significant effect on user satisfaction with TikTok.
Implications – In this research, the researcher clarifies the research question by discussing the results with the previous studies; so that the findings of this study become meaningful. Three main subsections are discussed consequently, namely the research model, main variables in the model and the mediating effects
Originality/Value – The research supports that there is the significant effect of user satisfaction on the intention to adopt TikTok.

THE IMPACT OF CORPORATE BRAND COMPETITIVENESS AND SERVICE QUALITY ON CUSTOMER LOYALTY IN USING SMART CLASSROOM PRODUCTS: A CASE OF BEIJING ORIENTAL ZHONGYUAN DIGITAL TECHNOLOGY CO., LTD.

2024-10-28T15:51:21+07:00

Purpose – This study examines the impact of corporate brand competitiveness and service quality on customer loyalty in the smart classroom products industry. The research aims to fill the gap in the literature by identifying specific factors influencing customer loyalty in this rapidly evolving technological sector.
Methodology – The research employed a descriptive design, gathering data with convenience random sampling technique from 400 participants, including teachers, students, and administrative staff. Data was collected via a structured questionnaire that measured corporate brand competitiveness, service quality, and customer loyalty, using a five-point Likert scale. The data was analyzed using descriptive and inferential statistical methods, including regression analysis. Reliability and validity were ensured through rigorous testing of the research instruments.
Results – The findings indicate that demographic factors such as gender, age, and education do not significantly impact customer loyalty. However, corporate brand competitiveness, particularly in areas of competitive intelligence, pivotal merits, and communicative capacities, has a substantial influence on customer loyalty. Additionally, service quality, especially in terms of reliability, empathy, and assurance, was found to significantly drive customer loyalty in the smart classroom product market.
Implications – The study suggests that companies in the smart classroom sector should focus on enhancing brand competitiveness through market intelligence, strategic communication, and providing high-quality service. These factors are crucial for fostering customer loyalty in a technology-driven educational environment. The insights provided can guide companies in developing strategies that strengthen customer satisfaction and retention.
Originality/Value – This research provides new insights into the underexplored area of customer loyalty in the smart classroom products industry, offering valuable recommendations for both academic researchers and industry practitioners.

THE IMPACT OF HUMAN RESOURCE MANAGEMENT PRACTICES ON EMPLOYEE PERFORMANCE IN THE CADRE TRAINING AND CONFERENCE CENTER (HOTEL) IN XICHENG DISTRICT, BEIJING

2024-10-28T15:52:43+07:00

Purpose – The purpose of this study is to examine the impact of human resource management practices on employee performance at the Cadre Training and Conference Center (Hotel) in Xicheng District, Beijing. The unique challenges of HRM in the hospitality sector within a government-operated facility, which operates under different structural and operational constraints compared to private sector hotels.
Methodology – This study involves surveying 180 employees at the Cadre Training and Conference Center in Beijing, selected through stratified random sampling. A questionnaire was used to gather data on human resource management practices and employee performance, covering three main sections: respondent information, HRM practices, and performance metrics. Data analysis includes descriptive statistics for initial data review and inferential statistics using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test hypotheses, with a significance level set at 0.05.
Results – human resource management practices, particularly in the areas of recruitment and selection, reward system, career management and performance appraisal, have a statistically significant influence on employee performance at Cadre Training and Conference Center (Hotel) in Xicheng District, Beijing, with a predictive power of 83.3%.
Implications – The study suggests key implications for enhancing employee performance. Companies should improve performance appraisal systems to ensure fairness, transparency, and alignment with organizational goals. Recruitment processes should be thorough and transparent, attracting the right talent and supporting employee integration. A fair and well-communicated reward system is essential for maintaining motivation, and companies should offer additional benefits to meet employee needs. Lastly, clear career management strategies should be implemented to support employee growth, with regular monitoring to align career development with organizational goals.
Originality/Value – This study offers new insights into how specific HRM practices—recruitment, reward systems, career management, and performance appraisals—significantly impact employee performance in the hospitality sector. It provides practical recommendations for improving HR strategies, making it valuable for HR professionals and managers in similar settings.

GUIDELINES FOR THE DEVELOPMENT OF AGRITOURISM MARKETING

2024-12-23T09:37:34+07:00

Purpose – The objectives of this research are (1) to compare perceived competitiveness dimensions and behavioral intentions of tourists from two major agritourism destinations in Prachinburi, (2) to explore whether tourists with different travel behavior (e.g., number of visits, travel companion) perceive competitive dimensions differently as well as (3) to develop guidelines for enhancing competitiveness of those destination using the results from previously mentioned objectives. The sample group consisted of 620 on-site agritourists visiting Prachinburi Province, with 310 participants allocated to each of the two destinations: Phumbhubejhr and Mai Khed Farmstay.
Methodology – Quota random sampling and accidental sampling methods were applied. Data was collected through questionnaires, and the hypotheses were tested using a one-sample t-test and an independent samples t-test. At Phumbhubejhr, most respondents are female (64.52%), with three-quarters (75.81%) aged 26-58. About 60% hold a bachelor’s degree, and most work in government, state enterprises, or private businesses. Income levels are evenly distributed. For Mai Khed farmstay, most respondents are male (70.32%), with nearly two-thirds (65.48%) aged 26-58. Most (84.52%) have a college degree or lower, with many employed (42.58%) or running businesses (26.45%). Income levels are also evenly distributed.
Results – The results revealed that Phumbhubejhr demonstrates stronger competitiveness across all dimensions compared to Mai Khed. Regarding the second objective, tourists having different travel behavior significantly have different perceptions toward destination competitiveness. Repeat visitors have a stronger appreciation for its inherited resources and management, while first-time visitors to Phumbhubejhr are impressed by its created resources and infrastructure. Additionally, traveling with family/friends appears to enhance the visitor experience and competitiveness ratings across both destinations, suggesting that the social context of the visit plays a role in shaping positive perceptions and loyalty intentions. These findings can guide targeted strategies for improving visitor satisfaction and encouraging repeat visits for different visitor groups.
Implications – Phumbhubejhr should promote unique resources like its herb garden and historic buildings while maintaining service quality, and Mai Khed should enhance facilities and recreational offerings. Both should use loyalty programs for repeat visitors, targeted campaigns for first-time tourists, and family-friendly packages. Flexible itineraries for group tours and social-focused marketing can boost appeal and foster sustainable agritourism growth.
Originality/Value – This research fills theoretical gaps by focusing on destination competitiveness in non-European countries and emphasizing unique regional and industry-specific dimensions. It integrates underexplored behavioral factors, such as travel companions and visit frequency, into competitiveness models. By addressing variations between first-time and repeat visitors, it offers new insights for tailoring destination strategies to diverse visitor profiles.

THE RELATIONSHIP OF ENTREPRENEURIAL ORIENTATION, FOREIGN CUSTOMER TRUST, DISTRIBUTION PARTNERSHIP ON BUSINESS PERFORMANCE-THAI FURNITURE AND HOME DECORATION EXPORT COMPANY

2024-12-23T09:46:11+07:00

Purpose – To investigate the relationship between entrepreneurial orientation, foreign customer trust, distribution partnerships, and business performance.
Methodology – The research was collected from 400 participants who work in the Thai furniture and home decoration export industry. The quantitative approach was used in this research. This research analysis method was interested in operating on structural equation modeling (SEM).
Results – The finding demonstrated the relationship between entrepreneurial orientation, distribution partnership, and foreign customer trust, which have a positive effect on business performance.
Implications – Entrepreneurs and business owners in the export sector should recognize the value of entrepreneurial orientation, foreign customer trust, and distribution partnerships for success. This model assists business owners to deeply contribute to explaining the significance of the role of entrepreneurial orientation in increasing business performance.
Originality/Value – The framework model shows the significance of the relationship of entrepreneurial orientation, foreign customer trust, and distribution partnerships on business performance. The research explains the advantage of foreign customer trust and distribution partnerships on business performance for entrepreneurial aspects. All variables are crucial to be achieved in a company.

ENHANCING CROSS-CULTURAL COMMUNICATION PERFORMANCE THROUGH COMMUNICATION TECHNOLOGY QUALITY

2024-12-25T16:23:50+07:00

Purpose – To study the mediating role of communication technology quality on the relationship between cross-culture and cross-cultural communication performance.
Methodology – This study surveyed 400 employees in a multicultural smart electronics manufacturing industry. The data collection instruments were questionnaires measuring cross-cultural acceptance (CCA), communication technology quality (TQ), and cross-cultural communication effectiveness (ECC). The data analysis used structural equation modeling (SEM) technique to test hypotheses and verify the analytical model.
Results – The results showed that cross-cultural acceptance did not directly affect cross-cultural communication (ECC) effectiveness, but communication technology quality (TQ) played an important role in mediating between cross-cultural acceptance (CCA) and cross-cultural communication effectiveness, with TQ facilitating communication clarity and reducing misunderstandings. The results confirmed that TQ had a positive effect on communication in culturally diverse organizations and was an important factor promoting communication effectiveness in diverse environments.
Implications – The study's findings highlight the need for organizations to invest in quality and adaptable communication technologies to support cross-cultural communication and reduce communication barriers arising from cultural differences. High-quality technology facilitates effective collaboration and cooperation.
Originality/Value – This research advances knowledge on organizational culture management by highlighting the important role of communication technology quality in enhancing cross-cultural communication effectiveness. The results confirm that technology quality can be an important mediator in managing cultural diversity in global organizations. This research provides a new perspective on the use of technology to support communication in organizations with employees from diverse cultures.