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A study of the effect of incentive mechanisms on employee job satisfaction : a case study of A hotel in China
No full textIndependent Study (M.B.A. (International Business)) -- University of the Thai Chamber of Commerce, 2024The purpose of this study is to discuss the study of the impact of incentives on employee job satisfaction, this study adopts a quantitative approach by using an improved questionnaire to survey all the staff of Hotel A, a total of 250 people, and 204 valid questionnaires were returned. The results of the study show that salary factor, promotion factor, staff participation factor, training factor, and work environment factor have a significant effect on employee job satisfaction. This study helps to better understand the impact of incentives on employee job satisfaction and to identify the key dimensions that affect employee job satisfaction in Hotel A. This will guide the HR department of Hotel A to better improve its strategies for employees
The mediating effect of trust on the relationship between eWOM and customer purchase intention on Shopee in Thailand
No full textIndependent Study (M.B.A. (International Business)) -- University of the Thai Chamber of Commerce, 2024The purpose of this study is to investigate the impact of eWOM on the purchase intention of Shopee customers in Thailand. This study was inspired by theS-O-R (Stimulus-Organism-Response) model, and constructed the research model of "eWOM (quantity, quality, credibility and usefulness)-Trust-Purchase Intention". Four eWOM characteristics, quantity, quality, credibility and usefulness were selected as independent variables, while trust was the mediating variable and purchase intention was the dependent variable. In this study, the questionnaire method was used to conduct an online questionnaire survey of customers who have Shopee experience in Thailand. A total of 250 data were collected. This study is a quantitative method based on Structural Equation Modeling (SEM) and the hypotheses were tested using Smart PLS. The results of the study showed that eWOM quality, eWOM credibility and eWOM usefulness have a significant positive affect on trust, eWOM quantity no have a significant positive affect on trust significantly affects purchase intention. Moreover, trust mediates between eWOM quality, eWOM credibility, eWOM usefulness and purchase intention
Factors affecting user engagement within the TikTok shop platform in Bangkok
No full textIndependent Study (M.B.A. (International Business)) -- University of the Thai Chamber of Commerce, 2024This independent study is to investigate the factors that affect user engagement among all users of Tik Tok shop in Bangkok. In this study, a quantitative method was used, and the questionnaire was items will be adapted from existing literature, drawing upon studies by Xu & Pratt (2018), Pancer & Smith (2021), Kumar & Reinartz (2018), Lemon & Verhoef (2016), Enberg (2022), Harrigan et al. (2018), Xu et al. (2022), Zhang et al. (2017), and Rungruangjit et al. (2023). A total of 166 respondents participated in this research, however only 150 respondents’ data were included in the research because 16 respondent’s data were screened out from the survey. The study indicates that the factors such as influencer marketing and user experience (UX) interface design play important roles in affecting user engagement in Tiktok shop in Bangkok. The finding of this study contributes to a better understanding of the factors that can enhance user engagement, optimizing the product strategy and e-commerce business platforms like Tik Tok shop
Factors affecting Myanmar tourists intention to revisit Bangkok, Thailand
No full textIndependent Study (M.B.A. (International Business)) -- University of the Thai Chamber of Commerce, 2024The study aims to identify the factors that influence the revisit intention of Myanmar tourists toward Bangkok, Thailand. The study focuses on the three main factors, namely destination image, accommodation, food and transportation, and attitudes, which influence the Myanmar tourists’ revisit intention toward Bangkok, Thailand. The study used quantitative research method for cross-sectional study. The study also used the snowball sampling method and simple-random sampling method to collect the questionnaires and able to collect valid 231 questionnaires samples. Further, in order to identify the objectives of the study, the study utilized the descriptive analysis and inferential analysis to analyze the collected data. The findings of this study highlights that there is a strong positive correlation between attitude and revisit intention, followed by a positive correlation between destination image and revisit intention. Moreover, there is no significant relationship between accommodations, food and transportations and revisit intention of Myanmar tourists toward Bangkok Thailand. Therefore, according to the findings of this study, it is suggested that the tourists associations in Bangkok should enhance overall holistic approach to improve Myanmar tourists experience while visiting Bangkok
Impact of employees engagement and knowledge sharing on organizational performance : a study of B technology company
No full textIndependent Study (M.B.A. (International Business)) -- University of the Thai Chamber of Commerce, 2024Employee engagement and knowledge sharing are critical factors that can significantly impact organizational performance. This study aims to explore the relationships between employee engagement, knowledge sharing, and organization performance and to provide insights into how organizations can enhance their performance through these factors. The study is based on data collected from 276 respondents, representing a diverse range of industries and organizational roles. The analysis reveals a strong positive relationship between employee engagement and knowledge sharing, indicating that engaged employees are more likely to share knowledge within the organization. Furthermore, the study finds that knowledge sharing positively influences organization performance suggesting that organizations that promote knowledge sharing among employees are likely to experience improved operational performance outcomes. The study also examines the direct and indirect effects of employee engagement on operational performance. The direct effect of employee engagement on operational performance is found to be significant, indicating that higher levels of employee engagement are associated with better operational performance. Additionally, the indirect effect of employee engagement on operational performance through knowledge sharing is also significant, highlighting the importance of knowledge sharing as a mediating factor in the relationship between employee engagement and operational performance. However, the study identifies several limitations, including sample size and measurement issues, which may impact the generalizability of the findings. Future research directions are proposed to address these limitations, including longitudinal studies, experimental designs, and cross-cultural studies, to further investigate the relationships between employee engagement, knowledge sharing, and operational performance
Investigating factors affecting Burmese learners' satisfaction : evidence from private universities in Bangkok, Thailand
No full textIndependent Study (M.B.A. (International Business)) -- University of the Thai Chamber of Commerce, 2024This research investigates the factors affecting the satisfaction levels of Burmese learners enrolled in private universities in Bangkok, Thailand. The study aims to gain the insights into the key determinants that contribute to student satisfaction within the context of international higher education settings. The study was undertaken with the objectives to investigate factors affecting on Burmese student’s satisfaction with their oversea education at private institutions in Bangkok and to offer suggestions on how to raise the satisfaction of Burmese students. The conceptual framework is generally based on two main factors from product and service perspectives. As a product of an institution, a researcher selected two main subcategories including curriculum relevance and skilled lecturers. For service perceptive, a popular approach to measure the service quality, SERVQUAL model, is being used. Under SERVQUAL model, five subcategories are included, such as Reliable, Assurance, Tangible, Empathy and Responsiveness. Quantitative methodology will be utilized to collect the data from a specific sample size; specifically Burmese students enrolled in private universities in Bangkok. The quantitative approach employs structured questionnaires to assess various factors to measure the learners’ satisfaction based on two main dimension; particularly SERVQUAL model and academic resources. The questionnaires with two languages (Burmese and English) were distributed through social media platform (such as Facebook) by using a mix of sampling approach. The questionnaires are distributed online through snowballing to a group of common friends who are enrolled in Bangkok's private universities. In addition, simple random sampling method is used in order to reach to public. Chapter 1 consists of the introduction, featuring the business context, problem statement, research objectives, expected benefits and scope of the research. Chapter 2 divided into theoretical foundations and relevant research, with a focus on literature review and the formulation of research hypotheses and conceptual frameworks. Chapter 3 outlines the research methodology, covering research design, questionnaires, tools, data collection, and analysis procedures. In Chapter 4, the study's findings are elaborated upon, Microsoft Excel and SPSS software are being used to analyze the data for demographic, descriptive, and hypothesis testing. Cronbach’s Alpha method was used to test the reliability and validity of the questionnaires. The study was used the multiple regression analysis to explore the hypothesis relationships. Chapter 5 provides a conclusion and discussion, addressing research limitations and implications. After identifying and analyzing these factors, the research seeks to provide valuable recommendations for enhancing the quality of educational services and promoting greater satisfaction among Burmese learners in private universities in Bangkok, Thailand
Understanding consumer dynamics : factors influencing brand loyalty in pain relief medications : the case of biogesic's consumers in Myanmar
No full textIndependent Study (M.B.A. (International Business)) -- University of the Thai Chamber of Commerce, 2024Myanmar's pharmaceutical market faces significant challenges amidst a turbulent economic landscape marked by conflict, inflation, and logistical disruptions. Despite these adversities, the sector shows resilience, with projected growth in revenue and market volume over the coming years. Biogesic, a leading brand in Myanmar's pain relief medication market, commands a substantial market share despite intense competition and supply chain constraints caused by governmental regulations and current landscape. This study explores the factors influencing brand loyalty among Biogesic consumers in Myanmar, aiming to provide insights crucial for sustaining market leadership. The research employs a quantitative approach to investigate psychographic variables impacting brand loyalty. Findings reveal that brand trust, competitive pricing, and perceived product quality significantly influence consumer loyalty. Specifically, strong brand trust and competitive pricing emerge as robust predictors of brand loyalty, highlighting their pivotal roles in consumer decision-making processes. In contrast, while customer satisfaction and product availability are important, they do not exhibit significant direct impacts on brand loyalty, highlighting interesting consumer behavior dynamics in the pharmaceutical sector. To maintain brand loyalty, the study recommends enhancing brand trust, maintaining competitive pricing strategies, and emphasizing perceived high product quality in marketing efforts. Acknowledging the roles of customersatisfaction and product availability, the study shows the need for a holistic approach to brand loyalty development in Myanmar's pharmaceutical market. This research contributes to the pharmaceutical industry's understanding of consumer behavior in Myanmar, offering actionable insights for Biogesic to refine marketing strategies. It is hopeful to help Biogesic to reinforce brand loyalty, and sustain its competitive edge in Myanmar's evolving healthcare market. Future research directions could explore broader demographic segments to validate findings across diverse consumer groups or employ qualitative methodologies to dive deeper into more consumer perceptions. Additionally, investigating other potential variables such as brand experience and social influences could provide further insights into enhancing brand loyalty strategies in Myanmar's pharmaceutical market. In conclusion, this study serves as a foundational exploration into the complex factors shaping brand loyalty within Myanmar's pain relief medication sector, a sector that has not previously been extensively explored. This research fills a critical gap in understanding consumer behavior in Myanmar's pharmaceutical market, paving the way for strategic advancements in brand management and market positioning although further researches are needed for more extensive insights
The impact of corporate social responsibility on brand trust and customer loyalty : a quantitative study on IKEA
No full textIndependent Study (M.B.A. (International Business)) -- University of the Thai Chamber of Commerce, 2024Recent years have witnessed a significant surge in consumer demand for sustainability, a trend particularly evident in Sweden's proactive pursuit of global sustainability goals. Despite Sweden's esteemed reputation as a sustainable nation, certain areas such as sustainable consumption and climate action necessitate further focus. Surveys conducted in the region consistently underscore Swedes' acute awareness of climate issues and their prioritization of companies' sustainability efforts. In response to this shifting consumer landscape, companies, including the multinational retailer Ikea, have markedly intensified investments in Corporate Social Responsibility (CSR). However, amidst this emphasis on CSR, discrepancies persist between consumer rhetoric around sustainability and their actual shopping behaviors, adding complexity to CSR strategy formulation. The primary objective of this study is to explore the relationship between CSR, Brand Trust, and Customer Loyalty, focusing specifically on Ikea's extensive customer base in Sweden. Additionally, this study seeks to provide insights and recommendations to enhance Ikea's CSR initiatives and their impact on Brand Trust and Customer Loyalty, thereby contributing to the ongoing discourse on CSR and consumer behavior. A comprehensive review of existing literature forms the foundation of this study, providing valuable insights into the dynamics of CSR, Brand Trust, and Customer Loyalty. Scholars such as Abd-El-Salam (2020) and Liu et al. (2019) have highlighted a significant positive correlation between CSR initiatives and Brand Trust. They emphasize the importance of aligning CSR activities with consumer needs and values to foster trust and reliability. However, dissenting perspectives from Gı̇ Lanli and Erdoğan (2022) suggest an indirect linkage between CSR and Brand Trust, mediated by customer satisfaction. Similarly, the relationship between CSR and Customer Loyalty is explored, with findings from Liu et al. (2019) and Abd-El-Salam (2020) indicating an indirect influence through Brand Trust. In contrast, Tran (2022) presents a divergent viewpoint, suggesting a direct impact of CSR on Customer Loyalty, alongside its indirect influence through Brand Trust. Moreover, the interplay between Brand Trust and Customer Loyalty is examined, with scholars emphasizing trust as a foundational element for fostering long-term customer loyalty and retention. The survey, conducted exclusively in English, was distributed via Google Forms on the author's social media platforms and shared in two Swedish Facebook groups focused on interior design. This study utilizes a comprehensive methodology to analyze data and explore the relationships between variables. Descriptive statistics are employed to summarize data effectively, while correlation and regression analyses assess the connections and significance between variables. Process macro analysis evaluates whether Brand Trust acts as a mediator. Data reliability and validity are ensured through an alpha test. In conclusion, this study aims to provide nuanced insights into Ikea's CSR strategy and its implications for Brand Trust and Customer Loyalty. By offering actionable recommendations for enhancement, this research endeavors to contribute significantly to the burgeoning literature on CSR and consumer behavior, particularly within the Swedish
Storytelling for marketing communication of social enterprise toward sustainability
No full textดุษฎีนิพนธ์ (นศ.ด. (นิเทศศาสตร์การตลาด)) -- มหาวิทยาลัยหอการค้าไทย, 2567การศึกษาวิจัยครั้งนี้มีวัตถุประสงค์เพื่อ 1) ศึกษาการเล่าเรื่องเพื่อการสื่อสารการตลาดธุรกิจเพื่อสังคม 2) ศึกษาการสื่อสารการตลาดแบบเล่าเรื่องที่ส่งผลต่อความยั่งยืนของธุรกิจเพื่อสังคมในประเทศไทย และ 3) สร้างและประเมินการเล่าเรื่องเพื่อการสื่อสารการตลาดธุรกิจเพื่อสังคมสู่ความยั่งยืน เป็นการวิจัยแบบผสมผสานทั้งการวิจัยเชิงคุณภาพและการวิจัยเชิงปริมาณ โดยใช้แบบสอบถามเก็บรวบรวมข้อมูล จากกลุ่มตัวอย่างซึ่งเป็นผู้บริโภค จำนวน 400 คน ใช้แบบสัมภาษณ์เป็นเครื่องมือในการเก็บรวบรวมข้อมูลจากผู้ให้ข้อมูลสำคัญ จำนวน 12 คน จาก 12 บริษัทที่เป็นธุรกิจเพื่อสังคม และการสนทนากลุ่ม ผลการวิจัยพบว่า 1) การเล่าเรื่องเพื่อการสื่อสารการตลาดธุรกิจเพื่อสังคม ทั้งโดยรวมและรายด้านอยู่ในระดับมาก เมื่อพิจารณาเป็นรายด้านพบว่า การเล่าเรื่องผ่านคุณประโยชน์ มีค่าเฉลี่ยสูงสุด รองลงมา คือ การเล่าเรื่องผ่านคุณสมบัติ และการเล่าเรื่องผ่านจุดเด่น ตามลำดับ 2) การสื่อสารการตลาดการเล่าเรื่องผ่านคุณสมบัติ การเล่าเรื่องผ่านบริบทของตราสินค้า และการเล่าเรื่องผ่านความหมายเชิงสัญลักษณ์ ส่งผลต่อความยั่งยืนของธุรกิจเพื่อสังคมอย่างมีนัยสำคัญทางสถิติที่ระดับ 0.01 3) การเล่าเรื่องเพื่อการสื่อสารการตลาดธุรกิจเพื่อสังคมสู่ความยั่งยืน คือ “T I –COMS ” ซึ่งมีรายละเอียดองค์ประกอบได้แก่ T-Truth คือ เล่าความจริง, I- Image คือ เล่ายกระดับภาพลักษณ์, I-Insight คือ ศึกษาข้อมูลเชิงลึกของลูกค้า, I-Impact คือเล่าถึงผลกระทบของสังคม, C- Continuously คือ ขับเคลื่อนอย่างต่อเนื่องโดยใช้รูปแบบการเล่าเรื่อง 12 ด้าน , C- Channels คือ หลากหลายช่องทาง, O-Objective คือ ชัดเจนในวัตถุประสงค์, M-Mascot คือ สัญลักษณ์นำโชค, S- Sincere คือ สร้างบรรยากาศจริงใจและอบอุ่นThe objectives of this research are 1 ) to study the storytelling strategy of social enterprise. 2) to study marketing communication storytelling affecting the sustainability of social enterprise in Thailand, and 3) to develop and evaluate marketing communication storytelling of social enterprise towards ustainability.This study used mix method. The quantitative research approach by collecting data from 400 samples. The qualitative research approach by in-depth interview from 12 key informant from 1 2 companies that are social enterprises and data from the focus group discussion.The research results indicated that 1) the storytelling strategy of social enterprise as a whole, was at a high level. Considering in each aspect by sorting by mean from descending as follows, brand benefit storytelling, followed by brand attribute storytelling, and brand feature storytelling, respectively. 2) The storytelling marketing consisted of brand attribute, brand context, and brand symbolic meaning influencing the sustainability of social enterprise at a statistically significant level of 0.01. 3) The marketing communication torytelling of social enterprise towards sustainability was determined using “TI - COMS” consisting of T-Truth is telling stories from the truth, I- Image is enhancing the image and good reputation, I-Insight is studding customer insights, I-Impact is telling story impact society, C- Continuously is creating a plan to drive the 12 storytelling formats continuously , C- Channels is variety channels, O-Objective is storytelling must define its objectives and be clear, M-Mascot is using mascot, and S: Sincere is Storytelling must be sincere and war
Study on influencing factors of users' intention to use Pinduoduo app in Yunnan province, China
No full textIndependent Study (M.B.A. (International Business)) -- University of the Thai Chamber of Commerce, 2024In recent years, with the mature application of mobile Internet technology and the popularity of intelligent mobile devices, online shopping has become a trend, and PJD has emerged in this context. As one of the mainstream social e-commerce platforms in China, Pinduoduo is committed to providing users with valuable goods and interesting interactive shopping experiences, making "more affordable, more fun" the mainstream of consumers. Exploring consumers' willingness to use PJD Apps and influencing factors is of great guiding significance for the future construction of "Internet +" business model. By using the UTAUT theoretical model, this study constructs the research hypothesis with performance expectation, effort expectation, social influence, contributing conditions, perceived risk and perceived entertainment as the core variables. Samples were collected through questionnaires, and SPSS software was used to conduct an empirical study on the survey results. The results show that: (1) Performance expectation, effort expectation, social influence, facilitating conditions and perceived entertainment have positive effects on users' use of Pinduoduo app; (2) Perceived risk has a significant negative impact on users' willingness to use Pinduoduo app, especially in terms of satisfaction and continuous use. The research results validate the theory of UTAUT, and further expand the application prospect and theoretical value of UTAUT theoretical model in the field of social e-commerce platform. According to the research conclusions, focusing on the characteristics and application of Pinduoduo e-commerce mode, focusing on the core factors affecting users' willingness to use, the paper puts forward three suggestions to improve the software functions, improve the service characteristics of Pinduoduo software, optimize the business model, establish the brand image of Pinduoduo software, and increase the user experience of Pinduoduo software