Hatyai Academic Journal

The New Role of Transforming to be a Learning Organization in the Digital Age

2024-02-16T08:45:05+07:00

Human resource development is a process of developing and promoting personnel to have knowledge, abilities, understanding, and skills, as well as good attitudes and behaviors for better work performance. It is considered to be one of the most important processes affecting the success of modern organizations which tend to have rapid changes of technology. Regarding every organization, being successful in the development of the abilities of personnel is necessary for executives to develop their work and personnel. The success of work depends on the use of both strategies and skills to develop existing human resources efficiently for the best benefits. This article aimed to present the development of human resources in a learning organization in the digital transformation era, so that, the organization could be responsive to the future of digital transformation. It found that the development of human resources in a learning organization could be summarized into five important driven elements: 1) a vision to change, 2) a learning organization, 3) technology comprehension, 4) collaboration, and 5) transformational leadership.

Transformational Leadership of the Provincial Administrative Organization President for Sustainable Local Development

2024-02-20T13:55:23+07:00

The Provincial Administrative Organization (PAO) is a form of local government. The president of the provincial administrative organization is the highest executive directly elected by the people. According to the Provincial Administrative Organization Act of 1997, provincial administrative organization presidents have powers as well as duties, and they serve as the highest authority commanding both city officials and regular government officials. They also have full responsibility for developing the province, which differs from other forms of government organization. In addition, changes in global society have resulted in the emergence of the concept of sustainable development as a guideline for achieving local or national development goals. When there are changes in politics, economy, and society, leaders need to change as well. They must develop themselves to have transformational leadership characteristics, including creating charisma or having influence with an ideology, inspiration, intellectual stimulation, consideration of individuality, giving rewards beyond expectations, management by omission, situational rewards, having confidence in followers, foresight, and accepting change. The important qualities of change leaders for sustainability include having a proactive and strong team, solving complex problems, thinking outside the box, creating innovations, possessing emotional stability, and viewing followers as human beings to make management both within and outside the organization successful. This will affect local development to be sustainable.

Factors Affecting Brand Loyalty of Nunuh International Store

2024-03-05T13:18:16+07:00

The objective of this study was to examine the relationship between product quality, service quality, brand image, consumer satisfaction, and customer loyalty in a clothing store chain in Nunuh, Thailand. The study used a quantitative approach and collected primary data through a structured questionnaire with 390 respondents from four branches. Descriptive statistics were used to analyze demographic information about respondents, and PLS-SEM using of ADANCO (advanced analysis of composite) version 2.3.2 was used to examine the reliability and validity of the construct and the model. The findings showed a positive impact of product quality and brand image on consumer satisfaction and its contribution to customer loyalty. However, service quality and consumer satisfaction were found to be insignificant. These findings highlighted the importance of product quality, brand image, and consumer satisfaction in influencing customer loyalty of the clothing retail industry, providing valuable insights for managers to enhance customer loyalty.

The Mediation Effects of Innovation Capabilities and Competitive Advantages on Social Capital to the Success of Community Enterprise Performance in the Southern Border Provinces of Thailand

2024-02-23T15:32:12+07:00

This research aimed: 1) to examine factors affecting the success of community enterprise performance in Thailand’s Southern Border Provinces and 2) to investigate the mediating effects of innovation capabilities and competitive advantages on social capital for the success of community enterprises in the Southern Border Provinces. This was a quantitative research study using a questionnaire as the research tool. A sample size of 400 individuals was obtained, and questionnaires were collected from community enterprises in the Southern Border Provinces of Thailand. Data were analyzed by using the LISREL program. The structural equation model showed goodness of fit with the empirical data, which found that χ²= 125.10 χ²/df = 3.38 RMSEA = 0.077 NNFI = 0.96 CFI = 0.97 and SRMR = 0.047. The research found that 1) innovative capability directly affected the performance of community enterprise; 2) competitive advantage directly affected the performance of community enterprise; and 3) social capital indirectly affected the performance of community enterprise through innovative capability and competitive advantages. The results can be used as guidelines for community enterprises in the Southern Border Provinces of Thailand to sustain their success through improved performance.

The Causal Relationships of Technology Acceptance and Behavioral Intention to Use e-Tax Invoices and e-Receipts by Small and Medium Enterprises

2024-05-20T15:44:40+07:00

This research aimed to investigate the causal relationships between technology acceptance and behavioral intention concerning the utilization of e-Tax invoices and e-Receipts by small and medium enterprises. This quantitative research collected data from entrepreneurs, executives, and accounting personnel of small and medium enterprises using an online questionnaire sent by email to 203 samples. Data were analyzed by descriptive statistics, including frequency, percentage, and standard deviation. A structural equation model (SEM) was applied to test the research hypothesis.

The results found that the structural equation model was consistent with the empirical data, with the harmonious index of the model as follows: X²/df = 3.313, GFI = 0.928, NFI = 0.937, RFI = 0.918, IFI = 0.955, TLI = 0.941, CFI = 0.955, and RMSEA = 0.078. The findings revealed that perceived ease of use had an indirect influence on behavioral intention through perceived usefulness and attitude toward use. Moreover, it was found that perceived usefulness was the variable that had the greatest influence on behavioral intention. All variables in the relationship model were able to explain 63 percent of behavioral intention. These findings have led to the development of guidelines for related agencies, such as the Revenue Department to increase their e-Tax invoices and e-Receipt’s use by small and medium enterprises in Thailand.

Factors Affecting the Employment Model of Hotel Businesses after the COVID-19 Pandemic: The New Economy in Songkhla Province

2024-02-20T13:17:24+07:00

This study aimed to investigate 1) the effect of the COVID-19 pandemic on hotel businesses in Songkhla Province, 2) levels of transaction costs, human capital management, and employment model after the COVID-19 pandemic, 3) factors of organizational characteristics, transaction costs, and human capital management affecting the employment model after the pandemic, and 4) opinions about employment after the pandemic. Questionnaires were collected from 216 hotel operators and executives in Songkhla Province. Data were analyzed by using frequency, percentage, mean, and stepwise multiple regression. The study found that most of the hotel businesses, or 96.30 percent, were affected by the COVID-19 pandemic with the effect on labor/employment and operational costs was 63.90 and 63.40 percent respectively. The level of transaction costs and human capital management was at a high level. The employment model after the COVID-19 pandemic, consisting of internal and external labors, was at a moderate level. Furthermore, firm age, outsourcing, and value had positive effects on employment after the COVID-19 pandemic was significant at .001. The multiple correlation value (R) was .455, and the predicted R-square was .207. Opinions on the employment model for hotel business operators and executives were whether to employ people with a variety of skills and the ability to apply technology to more work and increase income for the organizations. Regarding policy opinions, the government sector was required to organize tourism promotion projects to stimulate the economy, distribute income, and increase employment. The research results will be useful for government agencies, the education sector, and entrepreneurs in making predictions and preparing for planning manpower production and further employment after the COVID-19 situation.

The Relationship between Strategic Leadership of School Administrators with Internal Quality Assurance of Academic Private School in Songkhla Province

2024-02-16T16:19:14+07:00

This research aimed to: (1) study the strategic leadership of school administrators of general education private schools within Songkhla Province, (2) study internal quality assurance of general education private schools, and (3) study the correlation between the strategic leadership of school administrators and the internal quality assurance of general education private schools. The sample group consisted of 314 people from 157 schools of as one school administrator and one teacher gathered from each school. The tool used for data collection was a questionnaire with a confidence level of .954. Statistics used for data analysis were mean, standard deviation, and Pearson’s correlation coefficient.

The research found that: (1) strategic leadership of school administrators from general education private schools within Songkhla Province, in general, was at a very high level, (2) internal quality assurance of general education private schools, in general, was at the highest level, and (3) overall results concerning the correlation between strategic leadership of school administrators and internal quality assurance of general education private schools showed a high level of positive correlation (r = .758), with a statistical significance of 0.01.

Learning Management Steps Based on the Integration of Contemplative Education and the King’s Sufficiency Economy Philosophy in Promoting Public Consciousness of the Pre-Service Student Teachers

2024-02-05T09:18:52+07:00

This research aimed to 1) compare the pre-service student teachers’ public consciousness before and after joining the learning management steps based on the integration of the contemplative education and the King’s philosophy, and 2) comparing the pre-service student teachers’ public consciousness during the post and follow-up periods of the experiment. This research was a quasi-experiment. The sample group consisted of 21 second-year pre-service student teachers studying in the Mathematics Program during the first semester of the academic year 2022 at the Faculty of Education, Kamphaeng Phet Rajabhat University. They were selected by purposive sampling. The research tools were a public consciousness measurement and the eight plans of learning management steps based on the integration of contemplative education and the King’s sufficiency economy philosophy. Statistics employed in this research were mean, standard deviation, and dependent sample t-test. This research found that the pre-service student teachers who had joined the learning management steps based on the integration of the contemplative education and King sufficient economy philosophy received significantly higher post-experiment scores regarding public consciousness than the pre-experiment score at the level of .05. Moreover, the pre-service student teachers who joined the experiment by the learning management steps had no difference of public consciousness after the post-experiment and the follow-up experiment. This research resulted in a public consciousness measurement and stepped plans of learning management that can be used to study and develop students as a means to promote public consciousness.

Factors Influencing Online Teaching Adaptability During COVID-19 Pandemic of Educational Personnel in Border Areas, Mae Sai District, Chiang Rai Province

2024-02-08T10:20:22+07:00

This research aimed to study factors affecting educational personnel’s online teaching adaptability during the COVID-19 pandemic in border areas of Mae Sai District, Chiang Rai Province. It was quantitative research. The sample consisted of 300 teaching. The research tool was a questionnaire. The data were analyzed using causal structural models. The results showed that after adjusting the model, the developed model was consistent with empirical data. The path coefficients were statistically significant at the .05 level for all variables. The model’s overall consistencies were accepted as chi-square = 162.90, df = 89, p-value = .00, RMSEA = .05, SRMR = .03, GFI = .94, AGFI = .90 and CN = 218.28. Moreover, it was found that social support was a factor that influenced online teaching adaptability (a total effect = .88) as well as other variables in the model, namely, self-efficacy, hope, optimism, and emotional resilience, with a total effect of .77, .79, 88, and .96, respectively. It was also found that self-efficacy placed a direct influence on hope, with a coefficient for a total effect of .83 and optimism directly influenced resilience, with a coefficient for a total effect of .20. The results of the study can be used to prepare teachers if new diseases emerge in the future causing the need for online teaching to be effective.