ACADEMIC JOURNAL BANGKOKTHONBURI UNIVERSITY

The Causal Effect of Restaurant Ambient, Food Quality, Service Quality, and Customers Satisfaction towards Behavior Intention in Premium Japanese Restaurants in Bangkok

Pojarnee Latthiprasart — 2026-05-26

The restaurant business is considered one of the most important businesses to the service sector and has been growing rapidly, making the competition in this industry higher. Meanwhile, the trend of the Japanese food market and Japanese restaurants continues to grow amid intense competition in the restaurant market. The purpose of this study is to analyze the influence of restaurants ambient, food quality, and service quality on the customer satisfaction of Japanese restaurants’ consumers in Bangkok, which in turn will have an impact on behavior intention. The method used in this study is a quantitative approach, using a Likert Scale as a measurement method. Data analysis uses the structural equation modeling (SEM) method with LISREL 8.7. The population of this study is premium Japanese shabu restaurants’ consumers in Bangkok. Total sample that used in this research is 400 samples. The results of this study show significant and positive effects, both individually and simultaneously, between restaurants ambient, food quality, and service quality to customer satisfaction and its impact on repurchase intention. Outcome of study are valuable for entrepreneur restaurants and academicians interested in restaurant business research.

Carbon Tax Assessment and Low-Carbon Adaptation Strategies to Support the CBAM: A Case Study of Highway No. 33 along the Thailand–Cambodia Border, Sa Kaeo Province

Dussadee Mookda — 2026-05-26

This research aims to assess the carbon footprint of road freight transportation by truck groups and to evaluate carbon tax revenue from road freight transportation, as well as to propose adaptation strategies toward a low-carbon economy in response to the Carbon Border Adjustment Mechanism (CBAM). The study is conducted as a case study of Highway No. 33 along the Thailand–Cambodia border in Sa Kaeo Province. The carbon footprint assessment adopts a Cradle-to-Gate or Business-to-Business (B2B) approach.

The results indicate that, at the survey point on Highway No. 33 (before Aranyaprathet District) in the direction toward the Aranyaprathet border checkpoint, the average daily carbon dioxide equivalent (CO₂-eq) emissions amount to 1,035,655. 15 kilograms of CO₂-eq. Meanwhile, at the survey point on the same highway (before Aranyaprathet District) in the direction toward Sa Kaeo Province, the average daily CO₂-eq emissions are higher, totaling 1,269,017.708 kilograms of CO₂-eq. Regarding the carbon tax assessment for freight trucks with six wheels or more at the survey point on Highway No. 33 in the direction toward Sa Kaeo Province, the findings reveal that carbon tax collection could generate up to 46.22 million baht in annual revenue for the government. Among all truck categories, ten-wheel trucks contribute the highest annual carbon tax payments, accounting for 38.81 percent of the total carbon tax revenue, equivalent to 17,939,750 baht. Although Thailand’s border trade businesses are not directly affected by the CBAM, as they do not export goods directly to the European Union, they are indirectly involved through regional supply chains. Therefore, improving transportation efficiency and applying green logistics concepts are considered appropriate strategies for adaptation toward a low-carbon economy in preparation for CBAM-related measures.

The Effects of Innovative Work Behavior and Its Antecedents on Perceived Employee's Performance of Civil Servants in the Ministry of Finance in Thailand

Photjanard Pholsri — 2026-05-27

The objectives of this research were 1) to investigate the structural relationships of perceived organizational support (POS) on perceived self-efficacy (PSE), innovative work behavior (IWB), and perceived employee performance (PEP) of civil servants in the Ministry of Finance in Thailand; 2) to examine the structural relationships of PSE on IWB and PEP; and 3) to analyze the structural relationships of IWB on PEP. The study employed a Mixed Methods Research design with Exploratory Sequential Design. Qualitative data were collected through in-depth interviews with 12 key informants. Quantitative data were gathered via online questionnaires from 581 civil servants from 9 departments, selected using two-stage stratified random sampling proportional to population size. Data analysis employed descriptive statistics and Structural Equation Modeling

Findings revealed that: 1) POS had a statistically significant positive structural relationship with PSE and IWB but showed no significant direct structural relationship with PEP; 2) PSE had a significantly positive structural relationship with IWB , but no significant direct relationship with PEP; and 3) IWB demonstrated the strongest positive structural relationship with PEP. The key finding confirms that IWB serves as a Full Mediator between both antecedents and PEP, providing practical implications for human resource development policies in Thailand's public sector digital transformation.

Assessing the Maturity of Organizational Governance and Societal Contribution Processes in Thai Higher Education through EdPEx–ADLI Integration

Kawin MongMkolprapa — 2026-05-27

Many higher education institutions in Thailand continue to rely on fragmented or compliance-oriented evaluation mechanisms, which constrain the systematic development of organizational governance, societal contributions, and long-term organizational learning. This study analyzes the maturity of organizational governance and societal contribution processes in a Thai higher education institution through the integration of the Education Criteria for Performance Excellence (EdPEx) and the ADLI framework, consisting of Approach, Deployment, Learning, and Integration. The study employed qualitative document analysis based on EdPEx feedback reports from 2019–2024. Seven governance and societal contribution subcategories under EdPEx Category 1: ‍Leadership were examined.

The research findings revealed that institution has established relatively clear governance structures and approaches based on good governance principles, particularly in societal contribution initiatives. However, several processes still lack systematic approaches for monitoring and evaluating leadership performance, linking organizational performance with governance mechanisms, and strengthening community support and ethical behavior. In addition, the dimensions of Learning and Integration were found to be relatively low across several processes, reflecting governance and societal contribution systems that are structured but not yet fully refined. Advancing to higher levels of process maturity will require strengthening organizational learning capabilities and enhancing systemic integration to support sustainable strategic success in the long term.

The Influence of Digital Innovation on Enhancing the Competitive Capability of Small and Medium Enterprises (SMEs)

Fareeda Ma — 2026-05-27

This study aims to 1) To examine the level of digital innovation adoption among Small and Medium Enterprises (SMEs). 2) To assess the level of competitive advantage within Small and Medium Enterprises (SMEs). 3) To analyze the influence of digital innovation on the enhancement of competitive advantage in Small and Medium Enterprises. A quantitative research methodology was employed, utilizing path analysis to examine causal relationships based on data collected from SME employees. The research instrument was a structured questionnaire, whose content validity was verified by subject-matter experts using the Item-Objective Congruence (IOC) index. The reliability of the instrument was assessed through internal consistency analysis using Cronbach’s alpha coefficient.

The research findings indicate the following: 1) The respondents perceived the level of digital innovation implementation among SMEs to be high, both overall and across all individual dimensions. Ranking the dimensions by mean score in descending order yields: digital marketing, digital technology integration in management, digital product and service development, and information systems and data analytics. 2)‍ ‍The ‍measurement model for competitive advantage demonstrated a strong fit with both empirical data and theoretical frameworks. The standardized regression coefficients ranged from 0.592 to 0.880, while the coefficients of determination (R²) ranged from 0.350 to 0.774. These indices signify that the sub-constructs are highly appropriate and provide a robust, reliable measurement of the competitive advantage of SMEs. 3) Collectively, all digital innovation variables within the model explained 91% of the variance in the competitive advantage of SMEs (R² = 0.91). Digital innovation implementation-comprising digital technology integration in management, digital marketing, and information systems and data analytics-exerted a statistically significant, positive direct and indirect effect on the competitive advantage of SMEs. Ultimately, these findings demonstrate that digital innovation serves as a critical strategic factor. It acts as both a direct driver and an internal mediator that effectively enhances and elevates the competitive advantage of SMEs.

Cultural capital analysis on Nakhonpathom’s narrative as material for educational game design

Tanapong Luekajornchai — 2026-05-27

This article synthesizes the findings from a pilot study as part of the research project titled " Board Game: Edutainment activity from Nakhonpathom’s cultural capital " The objectives of this study were: 1) to explore and compile the cultural capital categorized under narratives, legends, and local history of Nakhon Pathom Province; and 2) to examine the cultural capital embedded within the narratives, legends, and oral traditions of Nakhon Pathom Province in order to synthesize a conceptual framework for selecting and transforming data into game design. This qualitative research employed document analysis and fieldwork. A total of 40 cultural capital data samples were collected to experiment with cultural data management utilizing a pluralistic game design conceptual framework. The data were analyzed and transformed through a five-dimensional conceptual framework-comprising content, narrative potential, mechanics, communication, and ethics-in conjunction with a comparative analysis using radar charts. The findings revealed that the contents related to Phra Pathom Chedi possess the highest potential for game creation. Specifically, Cooperative Games, wherein all players must collaborate to defeat the game system rather than competing against one another, and Thematic Games, which emphasize intense storylines and immersive atmospheres such as adventure or investigative genres, offer suitable mechanical paradigms. These frameworks can serve as design materials for plot construction to seamlessly integrate learning experiences. Furthermore, to maximize the effectiveness of the creative process, further in-depth research is recommended on issues concerning the narratives of Phra Pathom Chedi, communication strategies through game illustrations, and philosophical studies related to play.