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.