Hatyai Academic Journal

Influence of Service Quality and Customer Satisfaction on Repurchase Intention of Shabu Restaurant Customers in Nakhon Ratchasima Province

Pittaya Ponklang — 2026-08-06

This study aimed to examine the influence of service quality on customer satisfaction, the effects of service quality, and satisfaction on repurchase intention among shabu restaurant customers in Nakhon Ratchasima Province. The sample consisted of 385 customers who had previously used shabu restaurant services in the district. The research instrument was a structured questionnaire using a five-point Likert scale. The instrument’s validity was assessed through content validity, and its reliability ranged from 0.78 to 0.86. Data were analyzed using descriptive statistics, including percentage, mean, and standard deviation, as well as inferential statistics, particularly multiple regression analysis.

The results revealed that service quality dimensions, namely, tangibles, reliability, and empathy had significant positive effects on customer satisfaction, with empathy showing the strongest influence (β = 0.44). Furthermore, these dimensions significantly influenced repurchase intention (β = 0.28), whereas responsiveness and assurance showed no significant effects. For customer satisfaction factors, food quality, price, and store atmosphere significantly influenced repurchase intention, with store atmosphere having the greatest impact (β = 0.31). The findings provide practical implications for restaurant operators to enhance service quality as well as customer experience in order to improve customer satisfaction and encourage repeat patronage, thereby strengthening a competitive advantage in the long term.

Bias-Aware Content Validity Assessment: Expert Judgment, Power Asymmetry, and Validity Evidence in Research Instrument Development

Taisith Kruasom — 2026-08-06

This academic article aims to propose a structured framework for evaluating item quality that accounts for evaluative distortions by examining how hierarchical relationships and subjective dynamics impact measurement integrity during tool construction. This article employs conceptual literature synthesis based on 40 academic and research sources selected from scholarly databases or journal indexes, together with foundational and widely cited works in relevant fields. The synthesis covers content validity, research instrument development, validity evidence, expert judgment, assessment bias, power asymmetry, consensus processes, the Delphi technique, and structured expert elicitation.

The synthesis indicates that content validity assessment should not rely solely on IOC, I-CVI, or S-CVI/Ave. These indices should be considered together with the quality of the assessment process, including content-domain specification, expert selection, independent rating, justification of scores, management of divergent comments, and documentation of item revisions. This article argues that expert consensus should be interpreted with caution because it may reflect familiarity with existing frameworks, judgment bias, or hidden power dynamics rather than the substantive quality of the items themselves. The main contribution of this article is the Bias-Aware Content Validity Framework, which helps researchers design a more transparent, auditable, and academically rigorous process for validating research instruments.

The Construction of Meaning of Working-Age Rural-to-Urban Labor Migration in Popular Thai Music Videos

Permporn Na Nakorn — 2026-09-02

This article analyzes the construction of meaning and social construction of rural-to-urban laborers migration in popular Thai music videos. Using content analysis, the study examined six music videos released between 2015 and 2025, each surpassing 10 million YouTube views, reflecting their significant cultural influence.

The findings reveal four key dimensions in the construction of migration meaning: 1) the discourse of filial piety that transforms economic pressure into a moral obligation; 2) a spatial binary portraying the city as alienating and the rural hometown as a space of emotional healing; 3) ideological hegemony that glorifies individual perseverance and reinforces acceptance of capitalist structures; and 4) symbolic codes, such as digital devices and sentimental objects, that maintain family connections across geographical distances. Regarding social construction, the study identifies three dimensions: capitalism, inequality, and social ideology. Migrant labor is depicted as precarious yet emotionally valorized, reproducing narratives of sacrifice that frame workers as “family heroes.” This ultimately legitimizes class consciousness, allowing existing social hierarchies to persist in contemporary Thai society. The findings contribute to a better understanding of the construction of a “virtual translocal space” structural inequality and obscures capturing the dynamic relationship between rural.

Digital Trust as Halal Tourism Infrastructure: A Documentary Framework for SME Competitiveness in the Hat Yai–Songkhla Border Economy

Federico Verri — 2026-09-07

Halal tourism scholarship documents how faith-aligned service quality shapes satisfaction and trust, while e-commerce research establishes the structural role of trust, perceived risk, and information quality in online transactions. These two literatures have developed largely in parallel. The research gap addressed here is the underexplored intersection: how digital-trust mechanisms operate when the object of trust includes religiously specific service evidence that a Muslim traveler cannot practically verify after arrival.

This article proposes a preliminary conceptual framework linking five constructs—digital trust signals, visible halal assurance, SME dynamic capabilities, visitor confidence, and sustainable competitiveness—synthesized from a documentary corpus of twenty-one items (fifteen peer-reviewed articles, one strategic-management book, four official statistical or policy sources, and one industry report). Directed qualitative content analysis with a prespecified coding matrix identified evidence for each construct in that same order, with digital trust signals evidenced through two clusters, platform reputation and cross-border service readiness, and sustainable competitiveness evidenced through sustainability credibility. Five conceptual propositions (P1–P5) organize the conjectured relationships. Findings are presented as synthesized documentary evidence rather than empirical verification, and the framework is described throughout as proposed rather than validated. The contribution is threefold: theoretical, by extending digital-trust conceptualization to halal tourism through religiously specific evidence requirements; methodological, by offering a transparent documentary coding architecture; and practical, by providing an actionable model for tourism SMEs and destination managers in the Hat Yai–Songkhla border corridor. Empirical validation is proposed as the next step.

The Power of Creative Handicrafts in Textile Weaving: Threads of Wisdom and Their Social and Economic Value in Phu Khao Thong Subdistrict, Sukhirin District, Narathiwat Province

Jedsarid Sangkhapan — 2026-09-09

This article aims to study 1) the social value of woven fabrics in Phu Khao Thong Subdistrict, Sukhirin District, Narathiwat Province, and 2) the creation of economic value of woven fabrics. A qualitative research methodology was used, with 21 informants comprising key government officials, members of weaving groups, members of the Onzon To Mo group, and consumers. The research instrument was an in-depth interview guide, evaluated for suitability by three experts. The suitability score was 4.2. Data were collected from relevant literature, participant and non-participant observation, action research, and in-depth interviews with informants focusing on the social and economic values of woven fabrics and related products. Data were analyzed through categorization, interpretation, formation of conclusions, and descriptive analysis.

The results revealed that the social value of woven fabrics reflects identity and social status, fosters community bonds, plays a role in beliefs and rituals, and possesses artistic and intellectual value. Moreover, the economic value creation of woven fabrics involves designing products for everyday use, as well as creating modern, fashionable designs suitable for ceremonial occasions. The benefits of this research include raising awareness of the importance and the values of woven fabrics and woven fabric products, leading to their preservation, continuation, transmission, and further development as part of the local cultural heritage linked to local identity.

The Influence of Firm Resources and IT Capability on Firm Performance: A Study of Big Data Platform Enterprises in Hangzhou, Zhejiang Province, China

Qi Pan — 2026-09-13

This study examined the influence of firm resources and IT capability on the performance of big data platform enterprises in Hangzhou, Zhejiang Province, China. Drawing on the Resource-Based View, firm resources were measured through organizational culture, human capital, and innovation, and IT capability through IT infrastructure, IT business spanning, and IT proactive stance. Data were collected through an online questionnaire from 413 decision-makers, managers, and key employees of big data platform enterprises, selected by convenience sampling. The questionnaire demonstrated good reliability, with Cronbach's alpha coefficients ranging from .800 to .915. Data were analyzed using descriptive statistics, pearson correlation, and multiple linear regression at both the construct level and the dimension level.

The descriptive results showed that all seven variables were rated at a moderate level. At the construct level, firm resources (β = .330) and IT capability (β = .336) were positively and significantly associated with firm performance, together explaining 36.40% of the variance (F(2, 410) = 117.447, p < .001), supporting the two main hypotheses. At the dimension level, all six dimensions were positively and significantly associated with performance, supporting the six sub-hypotheses, while the model comparison indicated that the dimensions contributed in a broadly comparable manner (ΔR² = .0003, p = .996). The findings suggest that these resources function as a complementary set, and that big data platform enterprises should develop firm resources and IT capability in a coordinated way rather than concentrating investment on any single dimension.

Didactic Characteristics in Ajarn Yod’s Ghost Stories

Yotsavajee Yangdee — 2026-09-15

This research article aims to analyze the didactic characteristics presented in the ghost stories of “Ajarn Yod.” The study examines 108 popular ghost stories published in 2024, which is the year that Ajarn Yod’s YouTube channel was ranked among Thailand’s top trending platforms for ghost storytelling. Employing a qualitative research methodology, the study collected data from stories published on the channel and analyzed them through the frameworks of oral literature and social discourse.

The findings reveal that Ajarn Yod’s narratives reproduce four major dimensions of didactic teachings. First, Buddhist-based teachings focus on moral lessons such as the Law of Karma, merit-making, demerit, and the cycle of rebirth. Second, teachings on daily codes of conduct encourage listeners to be honest, upright, sincere, respectful of others, selective in choosing companions, proactive against wrongdoing, diligent, and selfless. Third, teachings on gender values cultivate proper manners, social comportment, modesty, and self-worth among women. Fourth, teachings on social relationship dynamics emphasize respect for elders and nature. These findings reflect that ghost stories presented in Thai society are not merely forms of general entertainment. That is to say, the narrative texts carry embedded social and cultural power that enables traditional Thai ideologies to contend, adapt, and survive through popular ghost stories in contemporary Thai society.