Assumption Journals
Not a member yet
3916 research outputs found
Sort by
Investigation of Chinese Expatriates' Satisfaction and Loyalty to Visiting the Leading and Luxury Shopping Complexes in Bangkok Metropolis
Get PDFPurpose: This research study aims to determine the extent to which Chinese expatriates are drawn to visit the leading and luxury shopping complexes in Bangkok Metropolis, by measuring the shopping complexes’ CRM attributes, their utilitarian value and their atmosphere. Attributes of customer relationship management (CRM)in this study include: the behavior of the employees; quality of customer service; relationship development; and interaction management. Research design, data and methodology: Chinese expatriates living in Greater Bangkok are asked to express their satisfaction and loyalty towards the shopping complexes. This study uses a quantitative research design. Questionnaire is distributed to the sample size of 150 customers. Multiple Linear Regression (MLR) and Simple Linear Regression (SLR) are used to analyzed the results. Results: The study finds that all the CRM elements, except relationship development have an impact on Chinese expatriate customers’ satisfaction and loyalty, while both the shopping complexes’ utilitarian value and their atmosphere have an impact on Chinese expatriate customers’ satisfaction and loyalty to the shopping complexes. Limitations/Implication: The results can be useful for the shopping complexes’ CRM planners to design specific communication and customer intimacy specifically catered to Chinese expatriate customers, of which population continues to rise as a result of growing businesses between Thailand and China.
Keywords: Customer Relationship Management (CRM), Utilitarian value, Atmosphere, Customer Satisfaction, Customer Loyalty, Chinese Expatriates
JEL Classification Code: D83, M31, O14, J11, F6
How to Enhance Perceived E-learning Usefulness: Evidence from Thai University Students
Get PDFAs perceived usefulness has been acknowledged as a significant predictor of individuals’ behavior, understanding perceived e-learning usefulness among university students is very important to all related universities. Thus, this study aimed to investigate perceived e-learning usefulness among Thai university students. Researchers used a convenience sampling method to gather data from 625 students who were currently studying through an e-learning platform. Among the responses a total sample of 478 contained valid data for structural equation model analysis (SEM). Findings revealed that confirmation and perceived risk showed significant impacts on students’ perceived enjoyment. Finally, students’ perceived usefulness of e- learning was significantly influenced by confirmation and perceived enjoyment, but not perceived risk. Moreover, these findings indicated that the usefulness of an e-learning platform could be highly considered by the students once they confirmed and felt happy with the high performance of their existing e-learning platform. Those students possibly considered less risk which in turn increased their positive perspectives on the usefulness of the e-learning platform.
Identifying Factors Influencing Consumers Not to Skip TrueView Advertising on YouTube
Get PDFIdentifying new factors driving customers to skip advertising has called into question the applicability of attention advertising approaches in the digital environment. This study aims to identify the factors that affect skipping advertising on YouTube, discussing the extent of advertising avoidance behavior. The total sample consisted of 478 individuals with experience watching TrueView advertising on YouTube; data were collected via an online questionnaire. The validity and reliability of the results were tested using a set of statistical measures. Data analysis was carried out using GSCA Pro 1.1.8 for the structural equation model analysis. The conceptual frameworks outline use and gratification under the theory of planned behavior. In favor of an advertising avoidance effect, the findings show that attitude towards advertising value is a serious concern. Theoretical and managerial implications of these results are discussed, and alternative solutions for planning advertising are provided as a guideline for creating suitable advertisements for viewers, hopefully leading to a reduction in skipping advertising
The Likelihood of Fraud from The Fraud Hexagon Perspective: Evidence from Indonesia
Get PDFFraudulence can cause financial loss and investor mistrust. Fraud is not only unethical but also a punishable sin. As the impact is enormous, it is crucial to examine what factors motivate or impact a company to commit fraud. Literature has archived several models to explain elements of fraudulent activities, such as the Fraud Triangle, Fraud Diamond, and Fraud Pentagon. Georgios L. Vousinas introduced the fraud hexagon in 2019, the latest model exhibiting six factors that motivate companies to commit fraud. This model consists of stimulus (pressure), capability, collusion, opportunity, rationalization, and ego (arrogance). This research aims to examine the effect of the fraud hexagon elements on the likelihood of fraud. Seventy-six manufacturing firms listed on the Indonesia Stock Exchange during 2015-2019 were chosen to be included in the sample. This study uses the Beneish M-Score model to separate companies likely to commit fraud. Logistic regression analysis was then used to test the hypothesis. The findings indicate that stimulus impacts the likelihood of fraud. 
The Intersection of Language and Culture: A Pragmatic Analysis of Thai Verbs for ‘To Pay Respect’ and Their Sociocultural Implications
Get PDFCultural words invariably capture the attention of scholars from diverse fields due to their intrinsic connection with societal values, customs, traditions, and beliefs. Nevertheless, in-depth investigations into cultural words remain relatively scarce in Thai. This research centers on examining two fundamental Thai verbs, kràap (กราบ) and wâaj (ไหว้), linked initially with acts of paying respect. Employing data analysis firmly rooted in corpora of naturally occurring language, the results uncover the expansive nature of these verbs, encompassing a wide array of pragmatic functions, including expressing gratitude, praise, apologies, and requests. In particular, they possess the autonomy to function as speech acts in isolation. Given the central role that the gestures of kràap and wâaj occupy within the communication framework, metonymy emerges as a critical factor underpinning the development of these pragmatic functions. This research illuminates novel pathways for the creation of culture-specific intensifiers. By shedding light on the intricate interplay between language and culture, this study enhances our understanding of the cultural nuances inherent in these linguistic concepts, thereby deepening our appreciation of how culture permeates language
The Examination on Mobile Banking’s Use Behavior of Retired Chinese in Shaoxing
Get PDFThis study aims to determine the factors that affect how retired Chinese customers use mobile banking. The conceptual framework focuses on the relationship between perceived usefulness, trust, pricing value, user satisfaction, behavioral intention and use behavior of mobile banking applications. The researcher employed quantitative method to distribute questionnaires to 450 retired Chinese in Shaoxing, who have been using the Agricultural Bank of China (ABC), China Construction Bank (CCB), and Industrial and Commercial Bank of China (ICBC)’s mobile banking applications. The nonprobability sample includes judgmental, quota, convenience sampling. Confirmatory Factor Analysis (CFA) and Structural Equation Modelling (SEM) were used for data analysis, including model fit analysis, reliability and construct validity. The results show that perceived usefulness, pricing value, trust, and user satisfaction have significant impacts on behavioral intention, and perceived usefulness has a significant impact on user satisfaction, while behavioral intention has a significant impact on user behavior. Six hypotheses were accepted to fulfill research objectives. Therefore, mobile banking application development needs to pay more attention to the perceived usefulness, pricing value, trust, behavioral intention, and user satisfaction aspects of the research and development efforts
Purchase Intention of Potential Hypertension Patients on Innovative Personal Health Assistant Services: A Case of A Private Hospital in Bangkok
Get PDFPurpose: This study examines the significant impact of brand image, perceived service quality, patient satisfaction, and word of mouth on purchase intention on innovative personal health assistant services of patients with the potential to have hypertension. Research design, data, and methodology: The data collection was to distribute questionnaires to 500 qualified participants. The researcher applied probability and nonprobability sampling techniques, including purposive, stratified random, and convenience samplings. Before the data collection, content validity was reserved by the index of item objective congruence (IOC), and Cronbach’s Alpha approved a pilot study of 50 samples. The data were analyzed using descriptive statistics, confirmatory factor analysis (CFA), and structural equation modeling (SEM) methodology. Results: The findings show that three out of five hypotheses are confirmed. Perceived service quality has a significant impact on patient satisfaction. Patient satisfaction has a significant impact on word of mouth. Additionally, word of mouth significantly impacts purchase intention. Nevertheless, this study found a non-support relationship between brand image and perceived service quality and between the word of the mount and brand image. Conclusions: For academic researchers, this study can provide the importance of critical factors which can improve the understanding of purchase intention behavior of the health-related technology
The Influential Factors Determining Satisfaction, Loyalty and Learning Performance Of Chinese Art Students in Chengdu
Get PDFPurpose: This study uses Tencent Conferences for online learning in Chengdu to explore the factors influencing Chinese art student satisfaction, loyalty, and learning performance. The conceptual framework contains service quality, perceived usefulness, perceived ease of use, image, satisfaction, loyalty, and learning performance. Research design, data, and methodology: Quantitative method was applied using online questionnaires to 500 participants. The Item-Objective Congruence (IOC) and pilot test (n=30) of Cronbach’s Alpha were used to verify the validity and reliability of all scale items of variables. The researcher used Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) to analyze the collected data to obtain the model’s goodness of fit and test the hypotheses. Results: The results confirm that all relationships have significant effects. Service quality, perceived usefulness, perceived ease of use, and image can determine student satisfaction. Student satisfaction and image significantly influence student loyalty. Furthermore, student satisfaction has the strongest influence on student loyalty. Conclusions: This research suggested that educators and workers of Tencent Conference learning platform institutions should focus on the platform’s positive image and strengthen the service quality, which can improve students’ satisfaction to achieve the ultimate goal of improving students’ loyalty and learning performance
ChatGPT and Stress
Get PDFChatGPT is an artificial-intelligence chatbot. In addition to comprehending an image like a text prompt, it can understand complex prompts and exhibit human-level performance. It became the fastest-growing application in history, acquiring one million users within five days of release. However, despite its potential to improve productivity, job satisfaction, self-efficacy, and wages, it causes stress to individuals. This study examines the relationship between stress and ChatGPT in Thailand. Although stress is a severe health problem in the country, ChatGPT cannot be avoided as this application helps support the country’s targeted digital technology industry. The study uses a proxy for unobserved stress levels and ChatGPT concerns using Google’s search volume indexes. Based on daily samples from December 10, 2015, to May 31, 2023, regression analysis revealed that ChatGPT significantly increased stress levels. However, during the development sub-sample, the stress level decreased. Stress escalated in the early- and viral-use sub-samples, where the effect for the viral-use sub-sample was significantly higher. In the COVID-19 pandemic sub-sample, the effect was non-significant. The causality of ChatGPT in stress was confirmed by the contemporaneous-causality test
Factors Impacting Satisfaction and Loyalty of Students: A Case Study of a Public University in Shanxi, China
Get PDFPurpose: This study explores the influencing factors of student satisfaction and loyalty among students majoring in natural science at public universities in Shanxi Province. The framework proposes causal relationships among built environment, teaching care, university image, student trust, academic aspects, student satisfaction, and student loyalty. Research Design, Data, and Methods: Researchers used a quantitative method (n=500) to distribute questionnaires to students majoring in science and technology at the Taiyuan Institute of Technology. The researcher used purposive, stratified random and convenience sampling to collect the data. Before data collection, to ensure reliability and validity, the Item Objective Congruence (IOC) and Cronbach's alpha were used to test to ensure the validity of the content. Structural equation modeling (SEM) and confirmatory factor analysis (CFA) were used to analyze the data, including model fit, reliability, and validity tests. Results: The campus environment has a significant influence on teaching care. The school environment, teaching care, school image, student trust, and academic aspects significantly affect student satisfaction. Conclusion: Seven hypotheses have been proven to meet the research objectives. Therefore, school administrators should maintain a good school environment, improve academic performance, increase teaching care, and establish a good image of the school to enhance students’ satisfaction and loyalty