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Author: search.filters.author.Chaveesuk, SinghaSubject: search.filters.subject.Thailand

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    Factors Influencing Rail Service Passenger Loyalty Among Older Thai Adults
    (2025-09-01)
    Lieophairot, Ratchaphong
    ;
    Rojniruttikul, Nuttawut
    ;
    Chaveesuk, Singha
    This study investigates the drivers of older adult loyalty (OAL) in Thailand’s rail passenger transport sector. Using structural equation modeling (SEM), data from 625 older rail passengers were analyzed to examine the direct and indirect pathways shaping loyalty. The results demonstrate that service innovation (SI) exerted the strongest overall effect on OAL, both directly and through its influence on service quality (SQ) and passenger satisfaction (PS). Interaction-oriented innovations and accessible delivery technologies emerged as particularly influential, highlighting the importance of human-centered innovation in aging societies. Perceived value (PV) also significantly predicted SQ, PS, and OAL, with price fairness, emotional reassurance, and reliability as key sub-dimensions. SQ was confirmed as a central mediator, translating SI and PV into satisfaction and loyalty outcomes, while PS, although significant, played a secondary role. The findings extend existing theories by demonstrating that innovation and value outweigh satisfaction as loyalty drivers in this context. They advance the SERVQUAL, Value–Attitude–Behavior, and Expectancy–Disconfirmation frameworks by showing that satisfaction is a necessary but insufficient condition for loyalty. The study emphasizes aligning innovation, value, and quality to build inclusive, sustainable loyalty strategies for older rail passengers.
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    Evaluating the Determinants of Consumer Adoption of Autonomous Vehicles in Thailand—An Extended UTAUT Model
    (2023-01-01)
    Chaveesuk, Singha
    ;
    Chaiyasoonthorn, Wornchanok
    ;
    Kamales, Nayika
    ;
    Dacko-Pikiewicz, Zdzislawa
    ;
    Liszewski, Wiesław
    This study explores the effects of autonomous cars and how they may affect the design of transportation systems. The research investigated the determinants of consumer adoption of autonomous vehicles in Thailand. The research was driven by increasing environmental protection awareness and the need to conserve it through revolutionary technology. The study adopted the extended UTAUT model, where a quantitative method was adopted using primary data from 381 respondents. The results indicated that consumer adoption of autonomous vehicles in Thailand is influenced by performance expectancy, effort expectancy, facilitating conditions, environmental benefits, and purchase subsidy. The recommendations developed were that, to enhance the consumers’ intention to adopt autonomous vehicles, the concerned stakeholders should improve on aspects, such as the ability to improve job performance, increase productivity, ease of use, flexibility, clarity, and understanding, as well as improve social status. The government should also consider subsidizing autonomous vehicles as this would encourage consumption. A limitation of the study is the generalization of the findings as it is limited to Thailand.
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    Continuance intention to use digital payments in mitigating the spread of COVID-19 virus
    (2022-03-01)
    Chaveesuk, Singha
    ;
    Khalid, Bilal
    ;
    Chaiyasoonthorn, Wornchanok
    This study investigated the continuous intention to use digital payment solutions in online transactions to mitigate the spread of the COVID-19 virus. Primary data was collected from individuals using digital payment systems in Bangkok, Thailand using a structured questionnaire from a total of 400 respondents. The study adopted the Technology Acceptance Model (TAM). Data were analyzed using Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) in AMOS 26. The results revealed that factors that significantly affected continuous intention to use digital payments were perceived ease of use, satisfaction, attitude, and social distancing. Satisfaction mediated the effects of perceived usefulness, perceived ease of use, and social distancing on continuous intention to use. Attitude mediated the effect of perceived usefulness on continuous intention to use. The study recommends that concerned policymakers and institutions should consider users’ satisfaction, social distancing, and perceived ease of use when developing digital payment systems.
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    An integrated model of customer loyalty in automobile insurance in Thailand
    (2019-01-01)
    Meeboonsalang, Wanngam
    ;
    Chaveesuk, Singha
    Factors influencing customer loyalty toward automobile insurance companies in Thailand were examined, and a structural equation model of variables was analyzed. A questionnaire was employed to gather primary data. Survey participants included 549 customers of automobile insurance companies in Thailand derived from multi-stage sampling. Data were analyzed using confirmatory factor analysis (CFA) and structural equation modeling (SEM). Findings revealed that service quality, brand image, and customer commitment had a positive impact on customer loyalty, with perceived value and customer trust showing a negative impact. Service quality had a strong impact on customer satisfaction, which had no direct effect on customer loyalty. Perceived value could lead to customer satisfaction. No relationship was found between the brand image and customer satisfaction.
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    An analysis of how government support, entrepreneurship, service innovation, and e-readiness affect a Thai SME hotel's competitive advantage
    (2019-01-01)
    Ounarat, Kanitta
    ;
    Sangmanee, Woranat
    ;
    Chaveesuk, Singha
    Essential elements of economic development are small and medium enterprises (SMEs) which are considered the primary mechanism for enhancing income and employment of countries around the world. In Thailand, most hotels function within the spectrum as SMEs, which therefore are a crucial element in providing a memorable experience to Thailand's 40 million foreign visitors and domestic Thai tourists. Therefore, the authors undertook a study of the opinions of 280 SME hotel owners, managers, and advisors to investigate their opinions concerning their hotel's competitive advantage (CA). LISREL 9.1 was used to analyse the owners and managers opinions on how a Thai SME hotel's CA was affected by government support (GS), entrepreneurship (EN), service innovation (SI), and electronic e-readiness (e- RE). Results from the five-province sample revealed that all the causal variables positively influenced CA, as the combined variance of influence was 77% (R<sup>2</sup>). Also, from the study's eight SEM hypotheses results, the factors most relevant to a Thai hotel entrepreneur's CA when ranked in importance were SI, e-RE, EN, and GS. Finally, SI was determined to ne most essential to a hotel entrepreneur's CA, which included the manifest variables product innovation, process innovation, and marketing innovation.