Vol. 14 No. 2 (2022): July – December

View Vol. 14 No. 2 (2022): July – December

Published: 2022-12-30

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Special Articles

ทำไมต้องเรียนบริหารธุรกิจ

พวงชมพู โจนส์

1-6
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Research Articles

The Effects of Compulsory Pension Wealth on the Personal Saving Behavior

Siam Sakaew, Praewpailin Janposri

7-26
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Development of Accounting System in Management to Enhance of Competitiveness of Small and Micro community Enterprise (SMCE) in Chaloemphrakiat District, Nakhonratchasima

Sukritta Burinwattana

27-40
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Entrepreneurs’ Marketing Capabilities Correlated with Business Performance of the Traditional Construction Material Retail Business in Songkhla Province

Wantanee Bualoi , Siripat Chodchuang

41-59
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Performance of Dollar-Cost Averaging Using Internal Rate of Return on Mutual Fund Investment

Pongsutti Phuensane, Santi Seawsirikul, Surachai Chancharat , Ploypailin Kijkasiwat

60-75
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Relationship between Communication Style, Perceived Audit Quality, and Clients’ Satisfaction in Non – Listed Companies

Thanwa Sunphichai, Attapong Peeracheir, Naruanard Sarapaivanich

76-91
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Online Purchasing Behavior of Generation Z Undergraduate Students

Jirawan Boonmee, Thawatchai Boonmee

92-111
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The Push and Pull Factors of Japanese tourists that affect traveling to Thailand

Usanee Watcharapaisankul, Jutamas Namthipsrithong, Phatsapol Angcheewanont, Armonwan Kaewtip, Titiworada Hanpol, Panitipa Amutaku, Panudda Tarakamha , Vachiravit Saelee

112-128
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An Important Performance Analysis (IPA) of Service Quality of Fine Dining Restaurant in Phitsanulok, Thailand

Phisunt Tinakhat, Santidhorn Pooripakdee

129-148
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The Relationship between Perceived Workload, Work Environment and Job Burnout of Employees in Banpho District Public Health Office, Chachoengsao Province.

Natkamol Phurahong, Ek-Anong Tangrukwaraskul

149-168
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Problems on Onion Plantation of Normal Famers and GAP Famers in Don Pao and Ban Gad Sub-Districts, Mae Wang District, Chiang Mai Province

Theeralak Satjawathee, Aiyada Kharawarattanapichet , Ruttikan Kantapuang

169-188
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Tourism Supply Chain Management Collaboration Model of the Secondary City Tourism Industry on the Eastern Economic Corridor Towards Cooperation in the CLMV Group Countries (Cambodia, Lao PDR, Myanmar and Vietnam)

Thongtham Jiangsataporn

189-208
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Modelling the Influence of the Perceived Value on Trust and Customer Loyalty of Chinese Perspective in Boutique Hotel

Nimit Soonsan

209-224
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Decode Covid-19 Crisis Management Policies and Strategies of Property Developers in Thailand – TOWS Matrix Model

Chonmani Tananpang, Praewpan Ploythanachai

225-240
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The Relationship between Employer Brand Perception and Employee Performance with Job Satisfaction as a Mediating Variable : A Case Study of a Public Utility Enterprise in Thailand

Watanyu Mariesirisakul , Kritkorn Nawakitphaitoon

241-260
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The Development of Acceptance Model of Financial Transactions Through Mobile Application of Service Users of Large Commercial Banks in Thailand

Prasertsak Phothong , Phakrada Kerdprathum

261-280
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Analysis of Financial Structure and Performance of Higher Education Savings Cooperatives in Bangkok

Kanyakorn Srivichai, Pimgun Saengpoda, Praewa Boonyathikarn , Sasipa Pojanavatee

281-293
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The Strategy on Promoting Sustainable Development of China's Investment in Thailand

Li Renliang

294-310
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The Impact of Marketing Strategic Factors on Service Satisfaction: A Case Study of MICE Industry at Khon Kaen Province

Ronnakron Kitipacharadechatron, Mantana Wongwan

311-324
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Customer Journey of Fresh Fruits via Online Channel

Nisarat Akarapanjavit , Kuntonrat Davivongs, Suwanna Sayruamyat, Sophon Yamklin

325-344
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The Analysis of the Causal Factors in Online Purchasing Intention in Health and Beauty Products

Kedwadee Sombultawee, Phattaraporn Weeraphattarawanich

345-361
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Effects of Cognitive and Affective Country Image in the Full Service Restaurant Sector

Chonlada Sajjanit

362-381
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Factors of the Promotion of Power Generation from Solar Rooftop in Thailand

supawadee nusin, Wisakha Phoochinda , Sompote Kunnoot

382-401
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The Study of the Factors which have an Influence on Thai Fruit Business and the Promotion of the Study of Business Thai of Chinese Students

Dong Lu, Nition Pornumpaisakul

402-418
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Service Marketing Mix Factors of Low-Cost Airline Affecting Purchase Intention of Passengers Travelling to the Secondary Tourist City

Natchanok Pongsutthiyakorn , Watsida Boonyanmethaporn

419-436
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Relationship between the Quality Management of Institutions, Curriculum and Lecturer to Decision to Further Education in Higher Education with the Moderating Role of Institution Reputation

Wanlee Putsom, Damrong Sattayawaksakul , Subin Putsom

437-456
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Guidelines for the Promotion of Cultural Tourism Participation of Songkhla Old Town Bo Yang Subdistrict, Mueang Songkhla District, Songkhla Province.

Nithikittikarn Hemsuwan , Santidhorn Pooripakdee

457-473
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The Impact of Corporate Governance on Performance of Listed Companies in the Stock Exchange of Thailand, Case Study of Service Group

Jakkrapan Wongsathep, Nongnit Chancharat, Chamaiporn Kumpamool

474-489
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Academic Articles

As A Leader the Way We Are Now, Is Not the Way We Should Be

Sakchai Aroonratsameruang, Janya Yodnil, Kitisak Thongcharoen, Rapee Udomsub, Rungrudee Rattanawilai, Sathaporn Pincharoen

490-501
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Book Review

ตำราหลักการบัญชี

รุ่งฤดี รัตนวิไล

502
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