Business Administration and Management Journal Review

Digital Technology and Modern Marketing Strategies

Pimsiri Phutrakul — 2025-06-30

Technology disruption has significantly increased the complexity of business operations nowadays. Many industries have integrated digital technologies into their businesses to gain a competitive advantage. Digital technologies are crucial in supporting marketing strategies, such as identifying customer needs, analyzing and integrating customer information to design appropriate marketing strategies, and using the information for decision-making. These technologies also promote customer retention, develop customer relationships, and provide ease and convenience by offering new products and services to customers. Furthermore, digital technologies also aid in designing marketing communication strategies, create content, identify influencers suitable for specific customer groups, and develop niche or personalized marketing as well. Additionally, these digital technologies enable increased customer engagement. The impactful digital technologies such as artificial intelligence (AI), big data, virtual reality (VR), the Internet of Things (IoT), These tools empower organizations to gain a profound understanding of their consumers, which is critical for sustaining a long-term presence in the business landscape. Understanding consumer behavior and needs is the cornerstone of achieving organizational sustainability. However, technological advancements also present challenges and potential negative impacts on organizations, requiring deliberate management and strategic implementation

การแปลงรูปธุรกิจดิจิทัล

ลั่นทม จอนจวบทรง — 2025-06-30

การแปลงรูปธุรกิจดิจิทัล ไม่ใช่แค่การปรับเปลี่ยนนําเทคโนโลยีดิจิทัลมาใช้ในการดําเนินกิจกรรมต่าง ๆ ใน องค์กร แต่เป็นการคิดออกแบบธุรกิจใหม่ในลักษณะที่เป็นธุรกิจดิจิทัลใหม่ ที่มีการใช้เทคโนโลยีดิจิทัลเป็น เครื่องมือ หรือกลยุทธ์ในการส่งมอบมูลค่าให้ลูกค้า และผู้บริโภค การสร้างมูลค่า (Value creation) การส่งมอบ มูลค่า (Value proposition) หรือดึงมูลค้าจากลูกค้าให้ทันกับยุคดิจิทัล เพื่อหนีการยุบสลายขององค์กรโดย เทคโนโลยี หรือนวัตกรรมที่คู่แข่งขันนําเสนอได้ก่อน ดังนั้นการออกแบบธุรกิจเพื่อการแปลงรูปธุรกิจดิจิทัลจะต้องทําความเข้าใจลูกค้าด้วยหลักความเข้าใจ เห็นใจลูกค้า ดังนั้นการคิดเชิงออกแบบ และการวิเคราะห์ธุรกิจแบบเร่งด่วน (Agile Bussiness Analysis) จึงเป็นเครื่องมือสำคัญสำหรับการออกแบบธุรกิจในการแปลงรูปดิจิทัลรวมทั้งการเลือกใช้การประมวลผลบนกลุ่มเมฆเพื่อความเร่งด่วนในการนําเสนอธุรกิจใหม่ หรือผลิตภัณฑ์ใหม่ นอกจากนี้เรื่องที่สําคัญ คือวางแผนการแปลงรูปองค์กร ซึ่งรวมถึงสถาปัตยกรรมองค์กร (มีการใช้ทรัพยากรดิจิทัลอย่างไรแล้วในองค์กร และวัฒนธรรมดิจิทัลในองค์กร และการออกแบบความมั่นคงสารสนเทศ)

Exploration on the Construction of Campus Media in Senior High Schools in the Era of Media Convergence—Taking Ping Xiang, Jiangxi as an Example

Wei Kai Wu — 2025-06-30

With the continuous development and progress of the Internet, there are more and more emerging industries derived from the Internet. Especially in recent years, the development momentum of the media relying on the Internet platform is very rapid. Modern means, the traditional media ecology has been mainly affected by the transformation, which has since opened the pace of integration of media at all levels in China, which in turn has affected the ecological development of the entire industry. Campus media, as a part of it, should also embrace the times with a positive attitude in the era of media convergence. This paper focuses on the campus media of senior high schools in Ping Xiang area, especially in-depth analysis of the construction of the campus media center of Ping Xiang No. In-depth theoretical analysis and practical research on the important topic of integration reference and construction planning. Through in-depth analysis of the theory and discussion of the practical problems and development obstacles in the construction of the senior high school campus media center, it explores the channels for the construction of the senior high school campus media center to communicate audience psychology, guidance at the school management level, capital technology and talent protection, Intuitive issues such as platform structure and content setting make it clear that media integration in senior high school campuses is an innovation in the new era. And the construction of campus media centers in other schools provides management practice reference and policy theory reference.

Developing Decision Model for Nakorn Pathom - Cha Am Intercity Tollway Project

Wutipark Poonbua — 2025-06-30

The aim of this research is to develop a decision model for Nakorn Pathom - Cha Am intercity tollway project. The study compared the modes between Nakorn Chai Sri, Nakorn Pathom and Tha Yang, Phetchaburi. There are three modes, which are road, rail and intercity tollway. Two surveys were conducted: the first one aims to determine the major factors affecting freight mode choice decision and the second one aims to investigate the mode choice decision using a stated preference technique. The stated preference technique was used to survey travelers and freight operators according to 4-wheel vehicles, 6-wheel trucks and 10-wheel trucks, totaling 400 people. They are divided into 2 areas: Nakorn Chai Sri and Tha Yang checkpoint areas because these are the beginning and ending of the project. The Multinomial logistic regression model uses the same set of variables from data collected in the survey. The results indicate three factors including travel costs, travel time, and speed are significant for mode choice model in three types of travelers and freight operators. We observe the model shift of freight from the current to the intercity tollway 59.36%.

Unpacking Chinese University Music Teachers’ Technology Adoption: A Mixed- Method Approach

Juanjuan Wang — 2025-06-30

This study adopted a mixed-method approach to unpack Chinese university music teachers’ technology adoption, on the basis of the technology acceptance model and the semi-structured interviews to obtain deep understandings of their usage experience. Results indicated Chinese university music teachers perceived positively on technology use in music education. Their intentions to use technology were significantly predicted by perceived usefulness and their attitudes. In addition, music teachers’ attitudes towards using technology in teaching were significantly explained by perceived usefulness and ease of use. Perceived usefulness was explained by their perceptions of ease of use. This way, the technology acceptance model was approved as useful and valid in explaining Chinese university music teachers’ technology adoption. The findings from the semi-structured interviews for music English teachers showed that technology adoption was useful in content delivery and teacher-student interactions, especially during the pandemic era. Despite its usefulness, music teachers admitted that online teaching was not as satisfactory as traditional hands-on tutoring. A lack of design thinking involving technology and difficulty in diverting from their accustomed teaching habit are two main challenges for them. Suggestions are provided to improve music teachers’ design thinking and technology adoption.

Analyzing Supply Chain and Value Chain for Durian Market Development in Buriram Province

Anong Thongrueang — 2025-07-16

The development of agricultural product markets often involves studying supply chains and value chains to enhance the value of agricultural products. This research aims to examine and analyze supply and value chains to investigate the approaches for the development of durian markets in Buriram province. Data collection involved gathering basic data from digital systems and conducting in-depth interviews with 15 growers from groups of durian growers. The research findings revealed 882 durian growers divided into two groups: producers and producers-distributors. Both groups employ four marketing channels: digital platform marketing (15 orchards, 100%), revenue-sharing marketing (5 orchards, 33.33%), market-sharing marketing (5 orchards, 33.33%), and information-sharing marketing (3 orchards, 20%). The downstream supply chain stands out for its diverse marketing channels, while the value chain excels in establishing farmer networks and implementing shared marketing strategies that connect consumers using digital technology and forward marketing.

Risk Management Guideline for Occupational Standard and Professional Qualification Process in Thailand

Mali Chansunthorn — 2025-06-30

This research is the qualitative aimed to conduct the risk management guideline for occupational standard and professional qualification process by collecting data from Key Informants based on purposive sampling such as consultants, working group, and endorsement board in total 49 samples with the semi-structured interviews.The data analysis was conducted with the content analysis to conclude and interpret according to the theories from the process namely 1) Publicizing the project to the target group 2) Studying occupational standards of role model countries 3) Conducting Functional Analysis to endorsement board for approval 4) Making assessment tools and 5) Testing assessment tools.The study found the significant risks from risk identification, risk analysis, and risk assessment at low and moderate levels that were concluded as follows 1) Designing PR media, format and period for specific professions 2) Set the small group for conduct Functional Analysis 3) Selecting the role model country with similar Thailand context 4) Recruitment of the working group that is relevant to the occupational standard 5) Setting Functional Analysis workshop 6) Determine the general core and specific competency classified by the public and private sector etc. 7) Design the assessment tools cover KSA and 8) Making profession experts database.

The Relationship between Perceived Organizational Support and Employee Performance: The Mediating Role of Work Engagement in the Aviation Industry during the Disruption of the COVID-19 Crisis

Voralux Vorapuksirikool — 2025-06-30

The purpose of this study was to examine the importance of work engagement as a mediator in the relationship between perceived organizational support and employee performance in the aviation industry during the disruption of the COVID-19 crisis. Data were collected from 440 airline employees in six aviation organizations in Thailand. Hierarchical regression was used to analyze and test the hypotheses. The results reveal that although the relationship between perceived organizational support and employee performance was strongly linked, it was partially mediated by work engagement which plays a critical and essential role in increasing employee performance. Work engagement is, therefore, an important matter for organizations to consider when creating HR strategies that should not only create a supportive working environment but should also engage their employees with their work, thereby leading to high employee performance in return. This was especially important in times of crisis.

Factor Influencing Trust and Repurchase Intention on Online Shopping Platform: A Case Study on Generation Y in Thailand

Chayapon Chantaphakul — 2025-06-30

This study seeks to evaluate the factor that influence trust and repurchase intention of online shopping platforms among Generation Y customers in Thailand, measured by responsiveness, perceived usefulness, enjoyment, customer satisfaction, and perceived value. This research has applied a quantitative method and multiple sampling techniques to collect a total number of 500 responses from Generation Y users who lived in Thailand and prefer shopping through online shopping platforms. The index of item-objective congruence (IOC), pilot test, confirmatory factor analysis (CFA), and structural equation model (SEM) were implemented to analyze the data and test the overall model along with the proposed research hypotheses. The results revealed that trust on online shopping platform was contributed by responsiveness and repurchase intention was positively influenced by all measurement factors, where enjoyment, customer satisfaction, and perceived value have the strongest influence. Hence, the visual and functionalities of online shopping platform should be simple, appealing, enjoyable, and useful with prompt response and quality product and services to enable customers to browse and purchase according to their needs. This would consequently induce Generation Y customers’ trust and repurchase intention on the same online shopping platform.

The Relationship between Financial Literacy Skills and Savings Behavior for Retirement: A Case Study of Kasikornbank Public Company Limited Section Business Network Head South 1

Luliya Teeratansirikool — 2025-06-30

The objectives of this study are to analyze the level of financial literacy skills, retirement savings behavior, and the relationship between financial literacy skills and retirement savings behavior of Kasikornbank Public Company Limited Section Business Network Head South 1’s employee. This study covers all population totally 304. Questionnaires are the instrument for collecting the data. The statistical techniques used for analyze the data are frequency, percentage, means, standard deviations, and Pearson Correlation Coefficients. The findings of the study revealed that employees have high overall financial literacy skills. The behavior of savings for retirement is at the highest level. Furthermore, it was found that financial literacy skills had a positive correlation with retirement savings behavior at a statistically significant level of .05.

Testing and Evaluating the Practicality of Illustrations in the Chinese National Han Ban Planning Textbook “Learn Chinese with Me”

Zheng Zhou — 2025-06-30

This study conducted a comprehensive practicality test and evaluation of the illustrations in the textbook "Learn Chinese with Me". The results showed that the illustrations in the textbook are highly practical, effectively enhancing the teaching effectiveness, stimulating students' learning interest, and assisting teachers in explaining language points more vividly. The study also proposed specific improvement suggestions for the content, design, and layout of the illustrations, aiming to further enrich the types and content of illustrations, enhance their visual effects, and arrange the presentation of illustrations in the textbook in a reasonable manner.

Guidelines for Promoting Food Tourism in Thailand for Malaysian Tourists Using the 8 P’s Marketing Mix

Bongkot Detmit — 2025-06-30

This study aims to find ways to promote food tourism in Thailand for Malaysian tourists using the 8 P's marketing mix. Data was collected by using a questionnaire from a sample of 400 Malaysian tourists who had visited Thailand and had eaten Thai foods. The study found that more than 50% of the tourists were male. Age between 31 - 40 years. Occupation is a private company employee. Average monthly income between 4,001 – 6,000 Ringgit. Bachelor's degree level. Have been to Thailand more than 5 times, traveling with friends/girl & boyfriend. It was found that overall, Tourism has opinions about the 8 P's marketing mix as a high level. And overall, the demographic characteristics of Malaysian tourists are different. It will affect the 8 P's marketing mix in promoting food tourism in Thailand that is significantly different at the 0.05 level, Thus, the hypothesis is accepted.

Competitive Advantage in Green Logistics Sustainable for the Freight Transport Industry

Nantawan Boonraksa — 2025-06-30

This paper proposes a green logistics concept framework, founded on sustainable business operations, for maintaining competitive advantage in the transportation industry. A comprehensive understanding of green logistics is developed by reviewing secondary data from academic and internet resources. The review suggests that the ability to provide services in transportation and logistics significantly impacts competitive advantage, particularly in terms of sustainability. The integration of environmental performance in social, economic, and governance aspects is crucial for the shipping industry's sustainability. The framework highlights the significant relationship between performance indicators of competitive advantage, including cost, quality, time, reliability, and innovation, in achieving sustainable operating results.

Impact of Banking Services, Digital Transformation, and Covid-19 Pandemic on Customer Satisfaction and Loyalty in EEC, Thailand

Akira Shibasaki — 2025-06-30

The current Thai banking industry is experiencing rapid changes with technological advancement, shifting to online transactions, downsizing branch offices and employees, and improving operation efficiency. The coronavirus prevailing from 2020 to 2022 has changed our lifestyles and made bank customers reduce transactions through branch counters and increase online transactions. A questionnaire survey of 512 people in the Eastern Economic Corridor (EEC) revealed that convenience had the largest impact on customer satisfaction and loyalty, followed by service quality, price and fairness, and digital transformation. At the same time, in-depth interviews were conducted with 10 bank employees and 10 bank customers. This paper will focus on qualitative research. The interviewees confirmed that convenience is the more important factor than service quality, price and fairness and digital transformation and supports the results of the quantitative study. 10 bank customers think online banking is quite convenient because the service charge is free, while some bank customers thought that the banks could offer more attractive interest rates and service fees. The qualitative research confirms that the Covid-19 pandemic accelerated digital transformation and made customers use online banking more frequently but visit branches less frequently. In the future, it is anticipated that Thai people will use more online banking and it will lead to a reduction in the number of bank employees and branch offices, improvement of operation efficiency, and the entry of high-tech companies into the financial industry.

Research on the Relationship between Chinese Vocabulary Learning Strategies and Vocabulary Mastery Growth of Thai Students in China

Zhen Jie Sun — 2025-06-30

Since Thai international students often face difficulties in learning Chinese vocabulary, such as memorizing a large number of new words, understanding context and usage habits, and existing research is not targeted enough in this regard, this study aims to systematically identify the learning strategies preferred by Thai international students in learning Chinese vocabulary, and evaluate the specific effects of these strategies on the growth of vocabulary mastery, so as to reveal the differences in learning outcomes of different strategies. A questionnaire survey and standardized tests were conducted to investigate the vocabulary learning strategies and vocabulary mastery levels of 150 Thai international students in full-time colleges and universities in Guangzhou. SPSS software analysis showed that consulting dictionaries, online resources and memory skills were the most commonly used vocabulary learning strategies by Thai international students, there was a significant positive correlation between memory skills and sentence-making exercises and vocabulary mastery growth, while teacher guidance and peer assistance also had a positive effect on vocabulary mastery growth. The results support the view that there is a significant correlation between learning strategies and vocabulary mastery growth and point out that some learning strategies such as memory skills and sentence-making exercises are more effective in improving vocabulary mastery. It is recommended that Chinese teachers focus on applying effective learning strategies in teaching, while encouraging students to adopt a variety of learning methods and providing personalized support. In future research, the sample range should be expanded, more detailed research design and analysis should be adopted to further explore students with different Chinese proficiency levels and which learning strategies can better help Thai international students learn Chinese vocabulary.

Factors affecting satisfaction revisit and word of mouth from tourists: Case study of Songthaew service, Na Kluea-Pattaya route Chonburi Province

Paweena Saythaisong — 2025-06-30

This research aimed to study (1) the factors affecting satisfaction, namely tangibility, responsiveness, safety, and reliability (2) the factors affecting revisit intention, namely tangibility, responsiveness, safety, reliability, and satisfaction and (3) the factors affecting word-of-mouth, namely satisfaction and revisit intention of tourists using public transportation, the songthaew route from Na-Kluea to Pattaya, Chonburi Province. This quantitative research study used a questionnaire as the main data collection tool. The researcher employed qualitative research for Thai tourists' sample size calculation of unknown population size. The subjects were the administration of 350 Thai tourists and dealt with data using descriptive statistics and multiple regression analysis. Findings are as follows: logistics service quality dimensions of tangibility, responsiveness, safety, and reliability influenced tourist satisfaction, revisit intention and word-of-mouth. The results of this study can provide useful reference information for researchers, companies, and individuals working in organizations and agencies involved in the tourism industry.

Exploratory Factor Analysis of Networking Capabilities of Micro, Small and Medium Enterprise Entrepreneurs in Thailand

Noppadon Chooset — 2025-06-30

This research examines the networking capabilities of micro, small, and medium enterprises (MSMEs) in Thailand, aiming to analyze components and indicators of networking capabilities. Data was collected from 292 entrepreneurs through systematic sampling and analyzed using exploratory factor analysis with principal axis factoring and Promax rotation. Results revealed three main components explaining 64.04% of variance with 12 indicators: 1) Relational Skills (5 indicators): informal communication, good relationships, collaborative problem-solving, opinion exchange, and network member familiarity; 2) Network Collaboration (4 indicators): mutual support discussions, business expansion cooperation, government network support, and promoting network products to customers; and 3) Online Community Groups (3 indicators): networking through social media groups, information exchange, and generating new business ideas from online communities. This research provides insights that can inform policies to enhance the competitiveness of Thai MSMEs.

A Multicriteria Decision-Making Model for Selecting Warehouse Rack Systems

Napat Srinual — 2025-06-30

Selecting the right racking system in warehouses significantly affects costs, productivity, and efficiency. This decision is complex due to various subjective factors. This study proposes a multicriteria decision making approach combining the Analytical Hierarchy Process (AHP) with Neutrosophic Sets (NSs) to manage uncertainty, ambiguity, and indeterminacy in the decision-making process. The study employs an AHP-NS model to determine criteria weights and rank potential racking storage systems. Five options were evaluated: Selective, Double-reach, Drive-in, Drive-through, and Push-back racks. These were assessed based on four primary criteria and ten sub-criteria, identified through literature review and experts. Six decision-makers from diverse roles, including top management, finance, engineering, procurement, and operations, were selected using stratified random sampling. Their input was crucial in evaluating the alternatives against the established criteria. The results revealed that “Speed” was the most critical factor, accounting for 37% of the decision weight, followed by utilization, cost, and type of access. Interestingly, LIFO and FIFO access methods were ranked least important at 3% and 4%, respectively. The Selective racking system emerged as the top choice, scoring 75% overall. This comprehensive approach offers a structured method for warehouse managers to make informed decisions on racking systems, considering multiple factors and stakeholder perspectives.

Digital Economy Development of People Republic of China

Lanthom Jonjoubsong — 2025-06-30

เศรษฐกิจดิจิทัล (Digital economy) มีการนิยามกันที่แตกต่างกัน ความหมายโดยตรงจะหมายถึงวิธีการ หรือกระบวนการที่สามารถดำเนินการทางธุรกิจ หรือบริการได้สร้างมูลค่าทางเศรษฐกิจให้กับองค์กรจากการใช้ทรัพยากรทางดิจิทัลเป็นทรัพยากรหลักในการดำเนินการ ซึ่งตรงกับที่ IMF ได้นิยามเศรษฐกิจดิจิทัล หมายถึงกิจกรรมทางเศรษฐกิจที่มีการใช้สารสนเทศดิจิทัลและความรู้เป็นปัจจัยสำคัญในกระบวนการผลิต และใช้เครือข่ายสารสนเทศสมัยใหม่ในการดำเนินงาน (Zhang and Chen, 2019) แต่ Alotaibi (2023) ได้นิยามเศรษฐกิจดิจิทัล จะหมายถึงขอบเขตงานต่าง ๆ ที่สามารถสร้างข้อมูลมหาศาลที่สร้างสามารถวิเคราะห์นำมาสร้างมูลค่าใหม่ได้ ในสถานการณ์ปัจจุบันของยุคดิจิทัล หรือยุคที่ทุกภาคส่วน ทุกการดำเนินกิจกรรมมีการใช้ระบบดิจิทัลเพื่อดำเนินการสร้างมูลค่าทั้งทางเศรษฐกิจ และสังคม การพัฒนาเศรษฐกิจดิจิทัลของแต่ละประเทศ ได้ถูกวัดด้วยมูลค่าทางเศรษฐกิจที่สร้างขึ้นมาได้เปรียบเทียบกับค่า GDP ของประเทศ เศรษฐกิจดิจิทัลได้กลายเป็นปัจจัยสำคัญในการพัฒนาเศรษฐกิจและสังคม และมีการกำหนดแนวทางพัฒนา โดยเฉพาะประเทศจีน ได้มีการพัฒนาเศรษฐกิจดิจิทัลอย่างก้าวกระโดด