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Author: search.filters.author.Sornsaruht, PurisSubject: search.filters.subject.SEM

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    The critical nature of road logistics industry process capability's role in sustainable tourism development
    (2019-01-01)
    Pongpanit, Preechaphol
    ;
    Sornsaruht, Puris
    Globally, logistics cost an average of 11% of a country's gross domestic product (GDP). Furthermore, Thailand's 40 million foreign tourists are provisioned by a logistics system which relies on roads 97.68% of the time to deliver nearly half a billion tonnes of goods. However, Thailand has national logistics' cost averaging 14% of its GDP. With Thailand's revenues from logistics reaching $96.5 billion in 2019, the authors saw the importance of undertaking a study to determine how the Thai road logistics industry process capability (PC) is influenced by knowledge absorption capability (KAC), technology capability (TC), product innovation (PI), and service innovation (SI). By use of multi-stage random sampling, a sample of 483 owners, executives, and managers was obtained, whose responses from the seven-level scale questionnaire were analysed using LISREL 9.10 software. From both the initial CFA and final SEM of the eight hypotheses model, all the model's causal variables were found to influence PC positively. This can be explained by 81% of the variance in the Thai road logistics industry PC (R<sup>2</sup>). The causal variables influencing Thai logistics industry PC ranked from highest to lowest were KAC, TC, PI, and SI, with total effect (TE] values at 0.90, 0.81, 0.30 and 0.10, respectively. Therefore, in a smartphone-enabled, Internetconnected, social media world, Thai road service organizations need to marry 'technological innovation' process capabilities to ensure a competitive advantage and survivability. However, the need for a digitally enabled, 21st-century knowledge worker becomes even more crucial, but companies find obtaining these workers a difficult task, with Thai educational systems hard-pressed to deliver them. As a result, Thailand needs to educate and train a new generation of workers in the transportation and logistics sectors.
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    Fast-food restaurant customer satisfaction in Thailand: A structural equation model path analysis
    (2019-01-01)
    Tangtatswas, Ririnda
    ;
    Sornsaruht, Puris
    ;
    Pimdee, Paitoon
    This study explored the theoretical evidence and empirical data of factors influencing fast-food restaurant customer satisfaction (ST) in Thailand. The analysis was conducted on the six hypotheses relationships between ST, marketing communications (MC), brand value (BV), and brand quality (BQ). Initial analysis was conducted with use of confirmatory factor analysis [CFA], followed by a structural equation model [SEM] path analysis using LISREL 9.1 of the study's four latent variables. From the sample of 478 fast food restaurant patrons, the factors determined affecting ST were MC, BV, and BQ, which total effect [TE] values of 0.77, 0.39 and 0.27, respectively. The research also determined that further investigation needs to be undertaken to evaluate the influence of social media within the fast-food restaurant environment. This study is also original and timely as it identified the growing importance of social media tools in the fast-food marketing communications process in Thailand.
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    An analysis of online purchase intention of Thai hostel accommodations
    (2019-01-01)
    Wongkhajornpaibul, Kwanchart
    ;
    Sornsaruht, Puris
    Thailand's tourism sector has exploded in recent years, with expected international arrivals in 2019 projected at nearly 40 million, making it the 10<sup>th</sup> most popular destination on the planet. Furthermore, due to massive infrastructure expenditures, officials are further projecting 65 million visitors within the next ten years. Therefore, this study's purpose is to propose how these travelers' online purchase intention (PI) is affected by a hostel's website (HW), the accommodation booking website's personality (WP), the travellers' perceived value (PV), and the traveller's satisfaction (CS). From the sample group's 523 guests from 14 hostels, the LISREL 9.1 software program was used to analyze the confirmatory factor analysis (CFA), which was followed by a structural equation model (SEM) of the study's nine hypotheses. Results showed that all the model's causal factors had a positive influence on PI, with the variance of the factors influencing PI (R<sup>2</sup>) being 80%. Ranked in importance, factors affecting PI were WP, CS, PV, and HW, with total effect (TE) values of 0.64, 0.55, 0.54, and 0.29, respectively. The study is a literature study that is novel in that it further explores the esoteric idea of a 'website's personality,' and the subsequent use within a social media world. Furthermore, the sample group in Thailand can help other developing nations better understand how technologies can be blended to gain a better competitive advantage within the tourism sector.