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The study on the relationship between employee engagement and job performance
No full textIndependent Study (M.B.A. (International Business)) -- University of the Thai Chamber of Commerce, 2024In today's knowledge economy, human capital has become a source of competitive advantage for enterprises. The creation of enterprise value, resource allocation, and the acquisition of competitive advantage ultimately depend on employees. However, in an era of increasing employee turnover rates, how to effectively enhance the engagement of knowledge-based employees and improve their job performance has become a crucial topic for enterprises. The main purpose of this study is to explore the impact of employee engagement on job performance among employees engaged in technical and managerial work. Based on the research conclusions, constructive suggestions are provided on how to enhance the engagement of these employees to improve their job performance, ultimately achieving better organizational performance. This study measures the engagement of employees in technical and managerial positions using the UWES scale developed by American scholar Schaufeli. Job performance measurement is based on the selection of seven task performance items suitable for employees from Williams and Anderson (1991), and fifteen contextual performance items from Van Scotter and Motowidlo (1996). Among them, the interpersonal facilitation dimension includes seven items, and the dedication dimension includes eight items. Confirmatory factor analysis shows that the scales used have good reliability and validity. A field survey was conducted among employees engaged in technical and managerial work in Beijing, collecting 320 valid questionnaires. Statistical analysis of the data indicates a significant positive correlation between employee engagement and job performance, as well as between their respective dimensions. The main content of this study includes reviewing the literature on employee engagement, job performance, and their relationship; using empirical research methods to analyze the overall status of employee engagement among employees engaged in technical and managerial work in China and conducting quantitative research on the relationship between employee engagement and job performance; proposing corresponding solutions and strategies based on the empirical research to enhance employee engagement and improve job performance; and summarizing the study by identifying its limitations and suggesting directions for future research. Compared to previous studies in this field, the main innovations of this research are: 1. Previous related research mostly focused on the relationship between engagement and organizational performance from an organizational perspective, primarily through practical research by consulting firms. This study innovates by exploring the relationship between individual engagement and job performance from an individual perspective. 2. This study selects employees engaged in technical and managerial work as a special research group, differing from previous studies focusing on civil servants, teachers, state-owned, and private enterprise employees. 3. Based on empirical research conclusions, this study proposes targeted solutions and strategies from an overall human resources perspective. By enhancing the engagement of employees engaged in technical and managerial work, their performance can be improved, ultimately achieving better organizational performance
การสร้างแผนยุทธศาสตร์ระดับมหาวิทยาลัย กรุงเทพมหานคร : มหาวิทยาลัยหอการค้าไทย
No full textงานวิจัยนี้มีวัตถุประสงค์เพื่อพัฒนา "ระบบเก็บข้อมูลอัจฉริยะ" ที่ช่วยปรับปรุงกระบวนการ "การกวาดข้อมูลแวดล้อม" ซึ่งเป็นส่วนหนึ่งของ "กรอบงานการคาดการณ์ไกล" (Foresight Framework) ให้มีประสิทธิภาพมากขึ้น โดยเฉพาะในด้านการรวบรวมและคัดกรองข้อมูลจากแหล่งที่ไม่เป็นระเบียบ (unstructured data) เช่น บทความออนไลน์และสื่อสังคมออนไลน์ ซึ่งเป็นความท้าทายที่วิธีการแบบดั้งเดิมอย่าง วิธีเดลไฟ (Delphi Method) ยังไม่สามารถจัดการได้อย่างมีประสิทธิภาพ ผู้วิจัยได้นำ การประมวลผลภาษาธรรมชาติ (NLP) และ การเรียนรู้ของเครื่อง (Machine Learning) มาใช้เป็นเครื่องมือหลักในการสร้างแบบจำลองเพื่อคัดแยก ข้อความบ่งชี้อนาคต (Forecast Sentences) ซึ่งถือเป็นข้อมูลสำคัญสำหรับการวางแผนเชิงกลยุทธ์ โดยมีการทดลองเปรียบเทียบคุณลักษณะของข้อมูล (Features) ที่แตกต่างกัน ได้แก่ การใช้ข้อมูลคำกริยาเพียงอย่างเดียว (PoS Only), การใช้คำกริยาร่วมกับปี ค.ศ. (PoS and Year) และการใช้คำสำคัญร่วมกับปี ค.ศ. (Keyword and Year) ผลการศึกษาแสดงให้เห็นว่าแบบจำลองที่ใช้ คำสำคัญและปี ค.ศ. ร่วมกัน ให้ประสิทธิภาพสูงสุดในการคัดแยกข้อความบ่งชี้อนาคตด้วยความแม่นยำ 89.05% โดยใช้อัลกอริทึม Logistic Regression ซึ่งชี้ให้เห็นว่าระบบที่พัฒนาขึ้นสามารถเป็นเครื่องมือสนับสนุนที่มีประสิทธิภาพสำหรับนักวางแผนกลยุทธ์ ช่วยลดความซับซ้อนและลดระยะเวลาในขั้นตอนการรวบรวมและวิเคราะห์ข้อมูลได้อย่างเป็นรูปธรรม นอกจากนี้ งานวิจัยยังได้นำเสนอแนวทางการออกแบบระบบในรูปแบบ Factory Pattern เพื่อให้ระบบมีความยืดหยุ่นและสามารถรองรับการปรับเปลี่ยนเครื่องมือ NLP และ Machine Learning ในอนาคตได้อย่างง่ายดาย ซึ่งจะเป็นประโยชน์อย่างยิ่งในการต่อยอดและพัฒนาในเชิงพาณิชย์ต่อไป
Research and analysis on factors influencing Beijing consumers' car purchase intention : taking BYD as an example
No full textIndependent Study (M.B.A. (International Business)) -- University of the Thai Chamber of Commerce, 2024In the booming fertile land of the Chinese automobile market, the wave of new energy vehicles is sweeping at an unprecedented speed, and its steady increase in popularity marks the Chinese automobile industry entering a new era of green and low-carbon. BYD, as a shining star in this field, has become a leading enterprise in the domestic new energy vehicle market with its profound technological accumulation and forward-looking market layout, attracting widespread social attention and consumer favor. This study focuses on Beijing, the forefront of China's new energy vehicle promotion, and takes local consumers as specific research objects to deeply analyze the key factors that affect their choice of BYD cars. Through a carefully designed questionnaire survey, we extensively collected first-hand data from respondents from different backgrounds, age groups, and consumption abilities, and used advanced statistical analysis tools to analyze multiple dimensions in detail, including but not limited to brand value, social value, sentiment value, price value, policy value, technological innovation level, and consumer personal preferences. The key to BYD's ability to stand out in fierce market competition lies in its strong brand influence and sustained technological innovation ability. Brand value is one of the important factors that consumers consider when choosing a car. BYD has successfully shaped a high-quality and high-tech brand image through years of market cultivation and reputation accumulation, winning the trust and love of consumers. The level of technological innovation is also the core competitiveness of BYD. Whether it is battery technology, motor drive, or intelligent driving assistance systems, BYD is at the forefront of the industry, providing consumers with a driving experience that exceeds expectations. The government's policy orientation and recognition of social values have also to some extent promoted consumers' Intention to purchase BYD new energy vehicles. The policy level subsidies, relaxation of travel and purchase restrictions, and improvement of charging infrastructure have provided consumers with a more convenient environment for purchasing and using cars. As a synonym for environmental protection and energy conservation, new energy vehicles have increasingly highlighted their social value, further stimulating consumer purchasing enthusiasm. Although price value and sentiment value have an impact on car purchase intention, they are not decisive factors. This indicates that in today's gradually mature new energy vehicle market, consumers are more focused on the actual performance and long-term value of products, rather than just staying at the price level or personal sentiment preferences.Based on the above findings, this study proposes strategic recommendations for BYD and similar enterprises: on the one hand, enterprises should continue to increase R&D investment, continuously improve brand influence and technological innovation level, lead the market with technology, and win consumers with quality; On the other hand, the government should continue to optimize the policy environment and increase support for the new energy vehicle industry, including financial subsidies, tax incentives, infrastructure construction, etc., to provide strong guarantees for the healthy development of the new energy vehicle market. This study not only provides empirical evidence for the marketing strategies of companies such as BYD, but also provides valuable reference for government departments to formulate policies for the new energy vehicle industry
Enhancing brand awareness via virtual influencers in the Thai metaverse
No full textดุษฎีนิพนธ์ (นศ.ด. (นิเทศศาสตร์การตลาด)) -- มหาวิทยาลัยหอการค้าไทย, 2567การศึกษาครั้งนี้มีวัตถุประสงค์ของการวิจัย เพื่อศึกษาแบบจำลองสมการโครงสร้างเชิงสาเหตุปัจจัยการรับรู้ตราสินค้าผ่านผู้มีอิทธิพลในโลกเสมือนบนจักรวาลนฤมิตของผู้บริโภคในประเทศไทย เป็นการวิจัยเชิงปริมาณ เก็บรวบรวมข้อมูลด้วยแบบสอบถามจากผู้บริโภคที่ใช้บริการบนแพลตฟอร์มโลกเสมือนจักรวาลนฤมิต จำนวน 500 คน วิเคราะห์ข้อมูลแบบจำลองสมการเชิงโครงสร้างด้วยโปรแกรมสำเร็จรูปทางคอมพิวเตอร์ ผลวิจัยพบว่า แบบจำลองการรับรู้ตราสินค้าผ่านผู้มีอิทธิพลในโลกเสมือนบนจักรวาลนฤมิตของผู้บริโภคในประเทศไทย มีความสอดคล้องกับข้อมูลเชิงประจักษ์อยู่ในเกณฑ์ดีมีค่า Chi – Square เท่ากับ 80.716 ค่า df เท่ากับ 70.0 ค่า CMIN/df เท่ากับ 1.153 P-Value เท่ากับ 0.179 ค่า CFI เท่ากับ 0.999 ค่า GFI เท่ากับ 0.985 ค่า AGFI เท่ากับ 0.954 ค่า RMR เท่ากับ 0.010 ค่า RMSEA เท่ากับ 0.018 ค่า NFI เท่ากับ 0.994 และ ค่า IFI เท่ากับ 0.999 แสดงถึงการมีอิทธิพลต่อกันอย่างมีนัยสำคัญทางสถิติ โดยที่ค่าดัชนีทุกตัวผ่านเกณฑ์การพิจารณา โดยตัวแปรบทบาทของผู้มีอิทธิพลทางความคิดแบบเสมือนจริง ตัวแปรการรับรู้ตราสินค้าบนแพลตฟอร์มโลกเสมือนจักรวาลนฤมิต มีอิทธิพลทางตรงเชิงบวกกับตัวแปรการตัดสินใจซื้อสินค้าและบริการบนแพลตฟอร์มโลกเสมือนจักรวาลนฤมิต และตัวแปรการรับรู้ตราสินค้าบนแพลตฟอร์มโลกเสมือนจักรวาลนฤมิต มีอิทธิพลทางอ้อมต่อตัวแปรการตัดสินใจซื้อสินค้าและบริการบนแพลตฟอร์มโลกเสมือนจักรวาลนฤมิต โดยผ่านตัวแปรทัศนคติต่อผู้มีอิทธิพลในโลกเสมือนจริงบนแพลตฟอร์มโลกเสมือนจักรวาลนฤมิตThe objective of the research was to study a causal model of factors affecting brand awareness via virtual influencers in the Thai metaverse. The approach of this research was quantitative, collecting data using a questionnaire from 500 consumers who used metaverse platforms in the Thailand. The data was analyzed using Structural Equation Modeling (SEM) with Lisrel. The results of this research demonstrated that the model assessing the brand awareness via virtual influencers in the Thai metaverse exhibited a good fit, as indicated by various empirical data x2 = 80.716, df = 70.0, CMIN/df = 1.153, P-value = 0.179, CFI = 0.999, GFI = 0.985, AGFI= 0.954, RMR = 0.010, RMSEA = 0.018 NFI = 0.994 and IFI = 0.999. The model aligned well with the empirical data based on a comprehensive assessment of accepted criteria. It was found that virtual influencers in metaverse platforms in Thailand and the awareness of brand directly positively influenced consumers' decisions to purchase products and services on the metaverse platform. Additionally, the awareness of brand on the platform indirectly impacted purchasing decisions through the attitudes of virtual influencers in metaverse platforms in Thailand
Factors influencing repurchase intention on the mix by SU local skincare products of female consumers in Yangon, Myanmar
No full textIndependent Study (M.B.A. (International Business)) -- University of the Thai Chamber of Commerce, 2024This study investigates the factors influencing repurchase intension towards the Mix by Su local skincare products on female consumers in Yangon, Myanmar. The objectives of this research are 1) to determine the impact of brand awareness on repurchase intention, 2) to determine the impact of perceived quality on repurchase intention, 3) to determine the impact of perceived value on repurchase intention, 4) to determine the impact of social influence on repurchase intention. The data had been collected from 242 respondents using quantitative approach. The data were analyzed by using descriptive statistics such as frequency, percentage, mean, and standard deviation (S.D.). Inferential statistics was used to test the hypotheses and used multiple linear regression analysis at the significant level of 0.05. Based on the results, four factors; social influence, perceived quality, brand awareness and perceived value which are the most from the least dimensions were found to be highly significant factors on repurchase intention. The insight acquired from this study has important implications that could assist in enhancing sales volume, to maintain high quality of products, to improve service quality, to leverage social media platform access, meet customer expectations, and increase customer loyalty for the Mix by Su consumers in Myanmar
The impact of brand image and brand trust on consumers purchase intention of BYD EV car in Bangkok
No full textIndependent Study (M.B.A. (International Business)) -- University of the Thai Chamber of Commerce, 2024This study investigates the influence of brand image and brand trust on consumers' intention to purchase BYD EV cars in Bangkok, Thailand. In this study, brand image was divided into three dimensions, namely corporate image, product/service image and user image, with reference to the Biel model, in order to understand how these factors affect the decision-making process of consumers' purchase intention for BYD EV cars. The research data was collected using a single structured questionnaire, and 289 valid questionnaires were obtained. Through descriptive data analysis of demographic characteristics and frequency distribution, it is known that the main respondents are male (55.6%), of which 48.4% are aged between 30-39, indicating that relatively young consumers have a high acceptance of new energy vehicles. The majority of respondents had a Bachelor's degree or higher, indicating that most of the sample was highly educated. Income levels vary. Cronbach's alpha coefficient was used for reliability analysis and the reliability scores for each dimension were high, indicating internal consistency and within the acceptable research range. Validity analysis ensures that the measured results accurately reflect the structure of interest. Sampling adequacy was verified by KMO measurements, and the Bartlett sphericity test significantly confirmed that the data were suitable for analysis. Correlation analysis is used to check whether there is a significant positive correlation between the independent variables (company image, product/service image, user image, brand trust) and the dependent variable (purchase intention). Meanwhile, multiple regression analysis was used to further determine the relative contribution of the predictors to purchase intention. It is found that the three dimensions of brand image have a impact on consumers' purchase intention, and the impact of product/service image on consumers' purchase intention is much higher than that of company image and user image. Brand trust also has a significant positive effect on consumers' purchase intention, but the effect is still lower than that of product/service image in the three dimensions of brand image. At the same time, the explanatory power of these factors for purchase intention is 43.8%, and there are other factors that are not mentioned. The research results have practical significance for BYD and new energy automobile enterprises. For example, BYD and other new energy automobile manufacturers should strengthen their corporate image, emphasize their brand awareness and industry status in this field, establish a good corporate image, and enhance consumer confidence. Maintain high quality products while focusing on service quality and enterprise research and development capabilities. Build strong brand trust through reliable products and outstanding services to enhance consumer confidence and purchase intentions. This study highlights the importance of good brand image and brand trust in shaping the purchase intention of consumers with new entry technology "EV Car". The results show that marketing strategies that pay attention to these factors can help increase sales. Future research could further explore other factors that influence purchase intention
Factors affecting purchase intention of Mistine products in Bangkok, Thailand
No full textIndependent Study (M.B.A. (International Business)) -- University of the Thai Chamber of Commerce, 2024This study investigates the factors influencing the purchase intention of Mistine products among female consumers in Bangkok, Thailand. Utilizing a quantitative approach, the research aims to identify the impact of attitudes, subjective norms, and perceived behavioral control on consumers' purchasing decisions. Data were collected from a sample of 293 respondents through a structured questionnaire employing a fivepoint Likert scale. The study employs multiple regression analysis to test the hypotheses and evaluate the predictive power of the identified factors on purchase intention. The results reveal that all three variables—attitude, subjective norms, and perceived behavioral control—significantly influence purchase intention. Attitude towards Mistine products emerged as a strong predictor, suggesting that positive perceptions substantially enhance the likelihood of purchase. Subjective norms, including the influence of friends, family, and social media, also play a crucial role in shaping purchase intentions. Additionally, perceived behavioral control, reflecting consumers' confidence in their ability to purchase Mistine products, significantly impacts their purchasing behavior. The findings provide valuable insights for Mistine and similar brands to tailor their marketing strategies effectively. By understanding the key drivers of purchase intention, companies can better target their promotional efforts, enhance consumer satisfaction, and build stronger brand loyalty. The study concludes with recommendations for marketers and suggestions for future research to explore additional factors that may influence consumer behavior in the beauty and skincare market
Exploring employee loyalty in a Chinese cemented carbide company's Thai subsidiary : impact of work environment, compensation & benefits, and leadership style
No full textIndependent Study (M.B.A. (International Business)) -- University of the Thai Chamber of Commerce, 2024As the Sino-US trade war gradually intensifies, more and more Chinese companies are investing and producing in Thailand. As one of the largest economies in Southeast Asia, Thailand has a unique geographical location and a superior investment environment. However, in the process of landing in Thailand, Chinese companies must also face management challenges due to the significant differences between China and Thailand in culture and market. Therefore, many subsidiaries of Chinese manufacturing companies in Thailand face problems of low employee loyalty and high turnover. For Thai subsidiaries of Chinese multinational companies, cultivating localized talents is more important for improving the company's competitiveness and sustainable development. Therefore, it is crucial to understand the factors that affect the loyalty of local employees. This study will focus on a subsidiary of a Chinese cemented carbide company in the WHA Industrial Park in Chonburi, Thailand, and analyze the impact of three factors, namely work environment, salary and benefits, and leadership style, on employee loyalty. The current case company has 178 employees, mainly produces cemented carbide products, has many machines and equipment, and multiple cemented carbide production lines. This paper is based on the research results of predecessors and related theoretical foundations and takes the case company as the research object. This study determined the meaning and content of each variable in the study through a large number of literatures references and determined the content and method of the questionnaire. This study conducted a questionnaire survey on all employees of the case company, and finally collected 161 valid questionnaires. Through regression analysis of the questionnaire data, it was determined that the work environment and leadership style of the case company had a positive impact on employee loyalty, and salary and benefits had no significant impact on employee loyalty. Based on the survey analysis results and references, this study provides improvement directions for how the case company can improve its work environment and leadership style to help the case company improve employee loyalty
Investigating the mediating effect of manufacturing performance on the relationship between lean manufacturing practices and sustainability in Thai electronics manufacturing
No full textIndependent Study (M.B.A. (International Business)) -- University of the Thai Chamber of Commerce, 2024The Thai electronics manufacturing sector is a significant contributor to the national economy. However, concerns regarding environmental impact necessitate a shift towards sustainable practices. Lean manufacturing (LM) is widely implemented for efficiency, but its impact on sustainability in Thailand remains unclear. While studies suggest a positive link between LM and sustainability, the underlying mechanisms are underexplored. This research investigates the mediating role of manufacturing performance in this relationship. To examine the relationship between LM practices and sustainability in Thai electronics manufacturing and to investigate the mediating effect of manufacturing performance on this relationship. This quantitative study will employ a survey among Thai electronics manufacturers practicing lean practices. The expected benefits of this study are for Thai electronics manufacturers can identify areas for sustainable LM practices, for the Policymakers can design policies promoting sustainable manufacturing and for the Academics gain knowledge on LM and sustainability in the Thai context
Research on the impact of financial sharing, organizational change perception and workplace competency on financial transformation
No full textIndependent Study (M.B.A. (International Business)) -- University of the Thai Chamber of Commerce, 2024This study deeply explores and analyzes the positive effects of financial sharing, organizational change cognition and workplace competence on financial transformation. The study found that the financial sharing model can effectively promote corporate financial transformation, improve process efficiency and organizational structure optimization, reduce costs, and help enterprises upgrade to informatization and digitalization. In this process, employees' organizational change cognition and workplace competence play a key role, while a positive organizational atmosphere enhances the effect of financial sharing. Through literature review and questionnaire survey, this paper verifies the positive impact of financial sharing on financial transformation and reveals the role of organizational change cognition and workplace competence. It provides important theoretical support and practical guidance for enterprises to promote financial sharing and financial transformation in practice. This study suggests that enterprises should attach importance to the implementation of financial sharing, enhance employees' organizational change cognition, and strengthen the cultivation of workplace competence. By formulating a clear strategic positioning of financial sharing, strengthening training and guidance of organizational change, and formulating personalized improvement plans, enterprises can better promote financial transformation, improve financial management level, and thus achieve sustainable development of enterprises. However, this study also has certain limitations. Future research can further explore the dynamic relationship between financial sharing and financial transformation, as well as the interaction of factors such as organizational change cognition and workplace competence in different situations. By continuously improving and expanding the research content, it can better guide enterprises to promote financial transformation in practice and achieve innovation and upgrading of financial management