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Analysing Internal Marketing Practices: A Case Study of Proficient Minds
Get PDFThis study investigates the internal marketing practices implemented within Proficient Minds, aiming to uncover key dimensions and their influence on internal outcomes. Through exploratory factor analysis, five distinct dimensions were identified: Formal Written Communication, Information Dissemination, Response, Formal Face-to-Face Communication, and Informal Communication. These findings highlight the organization's diverse approach to engaging with internal stakeholders, with an emphasis on structured communication channels and transparent information sharing. The structural model analysis further reveals significant positive relationships between communication practices and internal responses, emphasizing the importance of effective internal marketing strategies in shaping organizational dynamics and fostering employee engagement. Overall, this research contributes to the understanding of internal marketing practices and offers insights that can inform organizational leaders in optimizing their internal communication strategies to enhance organizational effectiveness
Characteristics and Contents of SMI (Social Media Influencer) that influences customer to buy online product: A Case of Gen Y in Bangkok
Get PDF In this study, main purpose of this research is to determine the factors affecting purchase intention of Generation Y customer in online platform that got influenced by social media influencer recommendation or promoted in Bangkok. The researcher built a new conceptual framework by using three frameworks from previous studies. In this study, the researcher will look at seven major factors: similarity, information quality, expertise, and attractiveness which are independent variables. The dependent variables are trustworthiness, credibility, and purchase intention. This is quantitative research. And the data of 435 respondents were collected through online self-administrator questionnaires which’s Google form. This study uses Cronbach’s Alpha, descriptive statistics, multiple linear regression, and single linear analysis to analyze the data and test the research hypothesis. The result of this study shows that similarity has affected trustworthiness, while trustworthiness has the strongest influence on credibility followed by information quality and expertise. Furthermore, credibility has strongest influence on purchase intention followed by attractiveness. But trustworthiness has no significant relationship with purchase intention
Can Perceived Experiential Marketing of Nutritional Meat-Based Food Enhance Repurchase Intention? The Role of Customer Engagement
Get PDF Understanding the consumption experience plays a critical role in building customer-product relationships and effectively meeting customers’ changing demands. This study aims to investigate the impact of experiential consumption on customer engagement and repurchase intentions, with a focus on the high nutrient meat-based food setting. To examine this issue, this study collected data from 487 consumers who had purchased and consumed high nutrient meat (e.g., the Thai native chicken, namely Pradu Hang Dam Mor Kor 55 chicken). Using structural equation modelling with partial least squares in ADANCO software, the study found that experiential marketing dimensions exert differential effects on engagement. The results also indicate a more strongly significant effect of consumers’ behavioral (behave) experience and intellectual (think) experience on engagement, while consumers’ sensory (sense) experience and affective (feel) experience were not significant for engagement. Moreover, the effect of customer engagement on repurchase intentions was positive. The study concludes by outlining key implications that arise from the analyses, followed by avenues for further research
Netspeak in Students’ Academic Writing: A Case in the Philippines
Get PDFThe study explored the presence of Netspeak in senior high school students’ academic writing. Several studies have revealed that students’ writing in a face-to-face setting has been observed to be declining, and a limited body of literature explored this phenomenon during a pandemic where classes were largely done virtually. With teachers complaining on the dominance of Netspeak on students’ written communication skills, the study explored whether this phenomenon becomes more evident during the pandemic. The researchers analyzed their academic writing outputs and examined the presence of Netspeak. A total of six (6) writing prompts was completed by 62 students and was given weekly through Canvas, the school’s learning management system. Through discourse analysis, the study revealed that students’ written communication responses showed forms of Netspeak which can be categorized into orthographic deviations, neosemanticism, neologism, and social media expressions. The researchers further argued that the presence of Netspeak could be attributed with so much language creativity and freedom that students enjoy over the Internet amplified by the pandemic. With so many factors involved in the conduct of the study, further studies should explore how students can lessen the use of Netspeak, especially in the field of academic writing
A THOMSONIAN ARGUMENT AGAINST MEDICAL MANDATES
Get PDFThis paper explores the parallel between Judith Jarvis Thomson's argument for abortion rights based on bodily autonomy and the contentious issue of vaccine refusal. Drawing on Thomson's famous thought experiment involving a violinist, I present analogous scenarios involving medical decisions. I argue that if Thomson's reasoning holds, individuals also possess the right to refuse vaccines, even if it entails serious risk to others. The paper underscores the importance of recognizing that medical decisions, including vaccine refusal, should be evaluated within the framework of bodily autonomy and individual rights, challenging the prevailing opinion on this complex issue
THE GROWTH OF CHRISTIANITY IN SHANGHAI CONSIDERED THROUGH THE RATIONAL CHOICE THEORY OF RELIGION
Get PDFThe increasing growth of Christianity in Shanghai, China, provides an instructive model for understanding the marketing and economics of religion. The paper employs theoretical analysis as well as an analysis of the results of field study. The theoretical study employed rational choice theory and the field study included visiting religious places and conducting interviews. The major field work took place at Christian churches and other places of worship in Shanghai city during Christmas and New Year time, 2019. This research concludes that Christianity and its competitiveness in comparison to the other faiths in Shanghai, will gain popularity in Shanghai follower will grow in number
Examining Significant Fators of Satisfaction And Performance with Online Learning Among Graduate Students in Chengdu, China
Get PDFPurpose: The aim of this study is to investigate the factors that impact students' satisfaction with and effectiveness of online learning within the context of four universities closely affiliated with the Ministry of Education in Chengdu. Within this research framework, we have selected seven latent variables for in-depth analysis: perceived usefulness, perceived ease of use, perceived quality, trust, satisfaction, behavioral intention, and performance. Research design, data, and methodology: The study was executed using a quantitative survey methodology by the researchers. A comprehensive on-site questionnaire survey was administered to 500 graduate students who had previous online learning experience within four universities in Chengdu. The sampling process incorporated judgmental, stratified random, and convenience sampling methods. In terms of statistical techniques, this study made use of confirmatory factor analysis (CFA) and structural equation modeling (SEM). Results: Perceived usefulness, perceived ease of use, perceived quality, and trust exert significant influences on satisfaction. Additionally, satisfaction plays a significant role in shaping behavioral intention and performance. However, it is worth noting that perceived ease of use does not significantly impact perceived usefulness. Conclusions: Educational institutions and policymakers should take these findings into consideration when designing and implementing online learning programs
Determinants of Brand Loyalty and Brand Equity in Personal Health Assistant Services for Hypertension Patients of a Private Hospital in Thailand
Get PDFPurpose: The purpose of this research is to investigate the determinants of brand equity in personal health assistant services for hypertension patients. Research design, data and methodology: Research conceptual framework was constructed with six variables, namely, perceived service quality, satisfaction, word-of-mouth, brand image, brand loyalty, and brand equity. Samples of 500 patients with hypertension symptoms were collected for the analysis. Sampling techniques of purposive sampling, stratified random sampling, and convenience sampling were used to scope the target population, divide samples proportionally between age groups, and collect data from available respondents. Before distribution of questionnaire, Item-Objective Congruence (IOC) and pilot test were conducted to validate the reliability of variables measurement items. Data obtained has applied Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) for analysis. Results: Brand loyalty is the strongest indicator of brand equity. Perceived service quality significantly impact satisfaction, which leads to preferences and continual behavior on brand loyalty. Brand loyalty also positively impacted brand image that formulated from word-of-mouth from other consumers. Conclusions: Marketers and brand managers should emphasize on building superior service quality and experience, the fundamental ground, in order to create satisfaction, positive word-of-mouth, branding assets of image, loyalty and ultimately brand equity in personal health assistance service
EDITORIAL
Get PDFThe AU-GSB e-Journal is a semiannually international journal publishing the finest peer-reviewed social science articles across the entire spectrum of academic fields. The AU-GSB e-Journal has been indexed in TCI – Thai Journal Citation Index Centre (Tired 2).
This issue covers twenty-two articles. The first article titled “Determinants of Brand Loyalty and Brand Equity in Personal Health Assistant Services for Hypertension Patients of a Private Hospital in Thailand” aims to investigate the determinants of brand equity in personal health assistant services for hypertension patients.
The second article titled “Key Strategies to Improve a Collaborative Agile Work Environment Through Employee Engagement: A Case of Corporate Banking Workplace in Myanmar” aims to explore key strategies that will improve employee engagement at an upcoming and growing corporate bank in Myanmar banking industry by introducing collaborative and agile working habits in the workplace.
The third article titled “Key Enablers for Sustainable Development of Career Development and Motivation to Enrich Job Satisfaction in European Logistics Industry” aims to assess the perspectives from employee of key enablers for sustainable development of career development and motivation to enrich job satisfaction in European logistics industry.
The fourth article titled “Factors Impacting Behavioral Intention and Use Behavior of Undergraduate Students to Use English Learning Apps in Kunming, China” aims to examine the factors influencing the behavioral intention and use behavior of English learning apps among higher education students in Kunming, China.
The fifth articled titled “Influencers of Senior High Sciences Students’ Satisfaction and Behavioral Intention to Use Online Learning in Panzhihua, China” aims to investigate the indicators that influence satisfaction and behavioral intention with online education in Panzhihua, China, and the investigation was conducted using a quantitative survey assessment strategy.
The sixth article titled “Factors Influencing Purchase Intention of Electric Vehicles of Consumers in Chengdu, China” aims to explore the factors influencing consumers' purchase intention of electric vehicles in Chengdu. The researcher used a quantitative survey method to conduct the study.
The seventh article titled “Influential Factors Impacting Users’ Behavioral Intentions Regarding Facial Recognition Payment Systems of Mobile Payment Platforms in Wuhan, China” aims to investigate the possible factors that drive customers’ willingness to utilize facial recognition payment and provide information that companies can refer to spread the face recognition payment service successfully.
The eighth article titled “Factors Influencing Satisfaction of Undergraduates in Art Majors with Small Private Online Course in Chongqing, China” purposes to underscore the multifaceted nature of student satisfaction with SPOC teaching platforms and provides a foundation for improving the quality and effectiveness of online education in Chongqing, China, and beyond.
The ninth article titled “Conducting Through Parents on Factors Influencing Primary Students’ Behavioral Intention to Use Computer Painting in Chongqing, China” aims to explore the view of parents on factors influencing students’ behavioral intention to use computer painting in primary schools in Chongqing, China.
The tenth article titled “Factors Impacting Male Student’s Attitude and Intention to Use Mobile Learning in Guizhou, China” examines the factors impacting attitude, and intention to use mobile learning for male college students in Guizhou, China.
The eleventh article titled “Factors Affecting Behavioral Intention and Usage Behavior of Mixed Painting Education of Students in Chengdu, China” investigates factors affecting students’ behavioral intention and actual use of mixed painting education in Chengdu, China.
The twelfth article titled “Research on the Satisfaction and Continued Intention to Use Digital Libraries of Undergraduates in Chongqing, China” proposes a causal relationship between system quality, perceived ease of use, usefulness, confirmation, information quality, satisfaction, continued intention.
The thirteenth article titled “Exploring the Determinants of Satisfaction and Continuance Intention to Use E-Learning of University Students in Zhejiang, China” aims to examine the factors impacting satisfaction and continuance intention to use e-learning of university students in Zhejiang, China.
The fourteenth article titled “Undergraduates’ Satisfaction and Continuance Intention Towards Online Education: A Case of Public University in Sichuan, China” analyzes the satisfaction and continuance intention to use online education among undergraduates, who are pursuing a degree in accounting, translation, Chinese language and literature, and ideological and political education in Chengdu, China.
The fifteenth article titled “Investigating Factors Influencing Undergraduate Students’ E-learning Satisfaction, and Continuance Intention in Chengdu, China” focuses on factors influencing undergraduate students’ e-learning satisfaction and continuance intention in Chengdu, China.
The sixteenth article titled “The Assessment of Students’ Learning Motivation, Perceived Learning Effectiveness, and Satisfaction Toward Blended Learning in Zhanjiang, China” uncover the elements of blended learning in China that significantly impact student satisfaction.
The seventeenth article titled “What Factors Drive Satisfaction and Continuance Intention of Art Major Students Towards Cloud-Based E-Learning in Chongqing, China?” investigates the factors influencing the satisfaction and continuance intention of postgraduate students majoring in art in Chongqing, China, when using cloud-based e-learning system services.
The eighteenth article titled “Factors Influencing Graduate Students' Entrepreneurial Intentions and Behavior in Guangxi University of Science and Technology” investigates the factors influencing graduate students' entrepreneurial intention and behavior at Guangxi University of Science and Technology.
The nineteenth article titled “Promoting Entrepreneurial Intention of Vocational College Students Through the Assessment of Influencing Factors in Hangzhou, China” aims to examine the factors influencing entrepreneurial intention of vocational college students in Hangzhou, China.
The twentieth article titled “Influential Factors of Satisfaction and Continuance Intention on E-Learning Among Students Majoring in Radio and Television Directing in Eastern China” aims to investigate the factors that impact the satisfaction and continuance intention of students majoring in Radio and Television Directing at private art schools in Eastern China.
The twenty-first article titled “Second-Order Confirmatory Factor Analysis of the Contribution of the Tapioca Starch Industry in Green Supply Chain Management” aims to analyze and verify the structural congruence of the second-order confirmatory factor model of green supply chain management in the Thai tapioca starch industry.
The twenty-second article titled “Guidelines for Developing Marketing Strategies for the Complexity of Purchasing Cannabis Extract Products Through the online platform of Thai people” aims to analyze factors influencing the complexity of purchasing cannabis extract products online and to propose marketing strategies that simplify the process and build consumer confidence
Satisfaction Management among Customers with Mobile and Internet Telecommunications Services Sector
Get PDFBusiness success in today's competitive telecommunications market depends on customer satisfaction and loyalty. The purpose of this study is to examine the effect of service quality, fairness, pricing, customer assistance, promotional offers, technical improvements on customer satisfaction and customer loyalty in the mobile telecom sector in Thailand. Structural equation modeling is used to examine telecommunications consumer happiness and loyalty. Telecommunication customers' data on service quality, fairness, pricing, customer assistance, promotional offers, technical improvements, contentment, and loyalty tests the research hypotheses. Significant favorable connections were found between service quality, fairness, perceived pricing fairness, customer support, enticing promotional offers, technical improvements, contentment, and loyalty. Client happiness also mediates these elements, as does client loyalty. The study suggests telecom companies improve customer satisfaction and loyalty by continuously improving service quality, fair service practices, transparent pricing rules, quality customer support, appealing promotional offers, investing in new technologies, and prioritizing customer happiness. Academic research and industry expertise support these suggestions. These techniques can help telecom firms increase their competitiveness, customer relationships, and long-term profitability in this dynamic industry.