RMUTT GLOBAL BUSINESS ACCOUNTING AND FINANCE REVIEW

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

Virak Both Dareth, Sunida Piriyapada, Sokha Norng — Tue, 26 Nov 2024 00:00:00 +0700

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

Vichhay Sour, Sunida Piriyapada — Tue, 26 Nov 2024 00:00:00 +0700

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.

Libo Yan, Chitralada Trisakhon — Wed, 18 Dec 2024 00:00:00 +0700

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

Liang Gu, Chitralada Trisakhonb — Wed, 18 Dec 2024 00:00:00 +0700

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.