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Business Case Study: Antecedents of User Satisfaction with Huawei Mobile Phones
(2025-01-01)
Du, Miao
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Rojniruttikul, Nuttawut
This research examines the antecedents of user satisfaction with Huawei mobile phones, with a particular emphasis on critical factors such as product pricing, quality, service, data privacy, and user experience. Employing a convenience sampling method, the study encompasses a sample size of 385 actively engaged Huawei phone users. The research instrument utilized is a structured questionnaire, and the analysis employs multiple linear regression to unveil the nuanced relationships between these factors and user satisfaction. Within the context of product pricing, this research underscores the pivotal role of user perceptions in evaluating the equilibrium between phone performance and price. Additionally, it critically assesses the impact of Huawei's promotional and discount strategies during sales, elucidating their significance in users' purchasing decisions and subsequent satisfaction. While user surveys demonstrate commendable satisfaction with product quality, the study urges caution concerning potential variations across diverse product lines. Positive feedback on service and after-sales service is duly acknowledged, alongside identified opportunities for optimization. The research recognizes the paramount importance of data privacy and protection in shaping user satisfaction, emphasizing the imperative of continuous attention to evolving user expectations. These findings contribute significantly to the nuanced understanding of user satisfaction dynamics, offering actionable insights for strategic decision-making at Huawei.
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Enhancing Customer Satisfaction in Logistics Services: A Case Study of SF Express Company
(2025-01-01)
Qiao, Honglei
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Rojniruttikul, Nuttawut
Customer satisfaction plays a pivotal role in the logistics industry, directly impacting a company's reputation and success. In Thailand, SF Express Company strives to meet and exceed customer expectations through its logistics services. This study investigates the factors influencing customer satisfaction in the logistics services of SF Express in Thailand. A structured questionnaire was designed to collect data related to customer satisfaction. The survey encompassed various dimensions, including service quality, trust, pricing, remote assistance, and awareness of sustainability. Data was gathered from approximately 385 customers who had utilized SF Express's services. The multiple linear regression analysis indicated that service quality, trust, pricing, remote assistance, and awareness of sustainability significantly contribute to customer satisfaction. Notably, trust was found to mediate the relationship between service quality and customer satisfaction, highlighting its critical role in enhancing customer perceptions. With an associated R-square value of 0.339, the findings underscore the model's effectiveness in explaining the variance in customer satisfaction. This study offers significant insights into the logistics services provided by SF Express in Thailand, laying the groundwork for improving customer satisfaction. By targeting the identified factors, SF Express can further fortify its position as a customer-centric logistics provider, cultivating trust, loyalty, and sustainable partnerships. Moreover, the implications of this study extend beyond SF Express to encompass the broader logistics sector in Thailand. By addressing the identified factors, logistics companies across the industry can enhance their customer-centric approach, fostering trust, loyalty, and enduring collaborations.
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Assessment of farmers’ acceptance, satisfaction, and utilization of mobile application for rice production cost and return in Chachoengsao Province, Thailand
(2024-05-01)
Kerdsriserm, C.
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Suwanmaneepong, S.
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Llones, C.
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Athipanjapong, P.
Using descriptive analysis, the results revealed that the rice production database, accessible through the mobile application, incorporates critical variables encompassing plantation areas, variable and fixed costs, total costs, yields, selling prices, income, profitability or loss, and breakeven points. The assessment of acceptance across three dimensions included content, technical and physical attributes, and perceived ease of use, that the farmers consistently demonstrated the highest level of acceptance for the mobile application. In terms of satisfaction assessment, encompassing design, content, performance, and utility, the findings uniformly indicated that farmers expressed substantial satisfaction with the rice production database accessible via the mobile application. Farmers’ feedback underscored the application’s user-friendliness and its potential for aiding production planning in subsequent seasons. Moreover, the facilitating the adoption of innovative platforms, and policymakers can empower farmers with tools to enhance productivity and induce satisfaction and confidence in modern agricultural practices.
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Factors Affecting User Satisfaction of Local Van (Songthaew): A Case Study of The Local Van (Songthaew) Route 1263 In Pattanakarn Road Soi 20, Bangkok
(2024-04-01)
Wichian, Chaturaphak
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Pitaksringkarn, Jumrus
The research aims to identify the factors affecting satisfaction and suggestions from users of local van (songthaew) route 1263. This will propose measures to manage the operations and improve level of satisfaction. The researcher has established a set of questionnaires for 400 random respondents and using Multiple Regression Analysis to determine the correlation between factors that affect satisfaction. Discover correlations between factors influencing satisfaction using Pearson Product Moment Correlation Coefficient. It was found that factors affecting user satisfaction of local van (songthaew) route 1263 in Pattanakarn road soi 20 by the average satisfaction score of the factors that affect satisfaction (Y<inf>1</inf>) would be management (X<inf>1</inf>), physical aspects of vehicles (X<inf>2</inf>), service (X<inf>3</inf>), safety (X<inf>4</inf>) and environment (X<inf>5</inf>). The equation of predicting satisfaction is Y<inf>1</inf> =-2.164E-15 + 0.148 X<inf>1</inf> + 0.333 X<inf>2</inf> + 0.259 X<inf>3</inf> + 0.148 X<inf>4</inf> + 0.111X<inf>5</inf> The variables can predict the overall satisfaction (Y<inf>1</inf>) with adjusted R-Square all four factors have equivalent to 1.000 for accuracy (100.0%), the relationship between variables is equal to 1.000. The above equation shows the overall satisfaction across all with an average predictive value (Predicted Y<inf>1</inf>) of 3.28 (moderate satisfaction). There is a correlation (Pearson Correlation) among there five factors and their satisfaction in the order of the relationship as follow: service (r = 0.764), safety (r = 0.739), environment (r = 0.638), physical aspects of vehicles (r = 0.236) and management (r = 0.058) a significant relationship except for management. The top three additional suggestions from users are installation of GPS systems on the local van (songthaew) route 1263 for convenient passenger tracking (23.0%), decreasing the running time (15.5%), and repairing damaged seats (14.5%). Prioritizing the bus operations management and safety regulations must be established by relevant governmental agencies to promote customer satisfaction. Vehicle examinations must strictly adhere to substantial practices. Operators should receive training on safe driving and outstanding service to boost passenger confidence and service. User suggestions regarding the management are, for example, an appropriate schedule and bus operation punctuality. There should be collaboration between government agencies and the private sector in order to accommodate passengers on main public transportation while connecting with local ones. A public hearing among stakeholders from both the private and governmental sectors should be held in order to gain ideas for improvement, such as fare promotion. Customer satisfaction will be improved if the above measures, along with all other recommendations, are taken into serious consideration by the operator and government agencies.
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The Use of AI Counselling to Enhance Self-Esteem in the Job Seeking Process for Chinese Undergraduate Students
(2024-01-01)
Petsangsri, Sirirat
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Zhou, Kangkang
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Sriwisathiyakun, Kanyarat
Purpose: This study aimed to find the effectiveness of using AI career counseling platform comprising career guidance, entrepreneurship guidance, Job-seeking guidance and alumni networks to enhance Chinese undergraduate students’ self-esteem in the job seeking process. Methods: One-group pretest-posttest experimental design was utilized in this study, with a group of 60 undergraduate students, selected by purposive sampling method to participate in experiment. Furthermore, dependent t test was used to analyze the obtained data. Results: The result showed that there was a significant difference between pretest and posttest of students’ self-esteem with P value as 0.00, the means score of satisfaction towards AI career counseling platform ranged from 4.35 to 4.58. Implications for research and practice: This study demonstrated that the AI career counseling platform is effective to enhance students’ self-esteem. In addition, the study also showed that students were very satisfied with using AI career counseling platform. Consequently, it is recommended that the AI career counselling platform be sustained and further developed to enhance undergraduate students’ self-esteem in the process of job seeking.
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EXPLORING THE SOCIAL SUSTAINABILITY OF RUBBER FARMERS – INDIVIDUAL FARMERS PERSPECTIVE
(2022-01-01)
Nuanphromsakul, Kajohnjak
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Cioca, Lucian Ionel
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Chaveesuk, Singha
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Chaiyasoonthorn, Wornchanok
This research was geared towards analyzing the factors that influence the social sustainability of rubber farmers from an individual perspective. The research was driven by the fact that in Thailand, rubber farmers are still underprivileged and lack knowledge of marketing, finance, technology, business, and economic opportunities. The research adopted a model that evaluated the relationship between study variables with a focus on their effect on social sustainability. A quantitative methodology was adopted, where the data was collected from 436 individual rubber farmers in Thailand. The proposed model and constructs were evaluated using reliability and validity tests and CFA fitness. The data analysis utilizes structural equation modeling. The findings indicated that social sustainability was directly and significantly influenced by brand image and loyalty factors. Additionally, it was found to be indirectly influenced by satisfaction and trust. The research recommended that improvement in the brand image of the rubber farmers in states both locally and internationally would result in increased business sustainability
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Mediating role of sports team reputation: The relationships between team brand association, satisfaction, and loyalty in professional thai football league
(2021-01-01)
Suchao-In, Kanoknan
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Gulthawatvichai, Sarist
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Chatpunyakul, Chatchai
Past research on team brand association tended to focus on specific attributes in the spectator’s mind, linked to the team brand’s image, without taking sports team reputation into consideration. Sports team reputation is the collective perception by individuals who store their experiences or other forms of communication with the sports team, over time. Sports team reputation has been shown to have a strong influence on spectator’s experience, attitude, and behaviour. However, the relationship between brand association and reputation has not been established in sports marketing context. This study aims to examine the direct and the mediating effects of sports team reputation on the relationship between team brand association, satisfaction, and loyalty. Survey questionnaires were distributed to spectators who physically attended home games in professional Thai football league in 2017 (N = 1,600). The results suggest that sports team reputation can be improved by focusing on team brand association while satisfaction and loyalty can be enhanced by increasing sports team reputation. Sports team reputation plays a mediating role in the causal relationship between team brand association, satisfaction and loyalty in professional Thai football league. The highlight of this study comes from revealing sports team reputation as an outcome of a communication process by which individuals develop an emotional reaction and perception to actions associated with a sports team. These findings can be advantageous to managers who are involved in the reputation management process as they try to maintain their existing spectator base and to encourage new spectators.
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Social sustainability: Satisfying owners and communities by multilevel strategies of contractors
(2020-03-01)
Kawesittisankhun, Kittipos
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Pongpeng, Jakrapong
In sustainable construction/production, the social dimension regarding owner and community satisfaction has received the least focus. To promote social sustainability, the multilevel strategies of contractors should be developed for owner and community satisfaction. However, a literature review shows that there are few studies on how multilevel strategies influence such satisfaction. Hence, this study aimed to analyze such influences. A survey was conducted to gather data from the Thai construction industry, and these data were then analyzed by a structural equation model (SEM). The results, for the first time, highlight that corporate strategy influences business strategy (direct influence = 0.98), which in turn influences functional strategy (direct influence = 0.93). Additionally, only functional strategy influences owner (direct influence = 0.84) and community satisfaction (direct influence = 0.66). Furthermore, parenting, cooperation, and equipment/machinery substrategies obtain the highest weights within the management levels of corporation, business, and function (regression weights = 0.49, 0.48, and 0.55), respectively. The work productivity and site organization indicators have the largest weights for owner and community satisfaction (regression weights = 0.47 and 0.57), respectively. The findings provide a guideline that helps contractors allocate their available resources to substrategies according to their regression weights, enhancing owner and community satisfaction.
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Modeling user perception of bus service quality: A case study in mauritius
(2020-01-01)
Champahom, Thanapong
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Jomnonkwao, Sajjakaj
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Karoonsoontawong, Ampol
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Hantanong, Natthaporn
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Beeharry, Roodheer
This paper evaluates the perceived bus service quality by passengers in Mauritius. Structural equation modeling (SEM) was used to identify the unobserved latent variables relevant to public passenger bus service and reveal the relationships between these latent variables and customer satisfaction. The data were obtained from a customer satisfaction survey collected from 501 participants in Mauritius and three latent variables that described the expected service quality characteristics, namely Vehicle, Management, and Driver. The SEM results revealed that the most significant expectation was the quality of the vehicle that included the cleanliness and vehicle body. The second was driver and crews and the personal attributes of the bus service crew. The third anticipation was the overall management of the service. The findings of this research can provide crucial information for public transport bus operators to enable them not only to retain their current customers but also attract new customers.
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Factors influencing reuse intention of e-payment in Thailand: A case study of promptpay
(2020-01-01)
Ladkoom, Kobthong
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Thanasopon, Bundit
Thai e-commerce is growing rapidly in the past few years. The driving factors for the rapid growth arise from increased Internet and mobile phone use as well as improved e-payment and logistics. Thai government has come up with a national e-payment initiative called “PromptPay” with an aim to reduce the use of cash and catalyze the adoption of e-payment in Thailand. However, the use of e-payment in Thailand is still lagged behind other countires. The objective of this research is therefore to identify factors influencing reuse intension of e-payment in Thailand and their antecedents. For our preliminary study, we survey PromptPay 100 users in Bangkok and analyze the data using PLS-SEM technique. The results suggest that satisfaction and attitude positively impact reuse intention of PromptPay. In addition, perceived usefulness is found to be a driver of user satisfaction and positive attitude towards PromptPay, while positive confirmation affects satisfaction. However, trust is unexpectedly found to be insignificant to reuse intention of PromptPay. Our proposed conceptual model offers an alternative model studying e-payment adoption in other context, while our findings could help Thai government in planning their strategy for improving the diffusion rate of PromptPay in Thailand.

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