Sawmong, Sudaporn

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Sawmong, Sudaporn
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sudaporn.sa@kmitl.ac.th

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    Integrated marketing communication model for creating brand loyalty to Japanese cars in Thailand
    (2018-10-01)
    Sawmong, Sudaporn
    Thailand automobile market has experienced growth for several years due to worldwide economic growth. The proposed policies present great opportunities for Japanese car companies who have such technologies and willing to invest in an emerging markets region. This research aimed to find the integrated marketing communication model for creating brand loyalty to Japanese cars in Thailand. The quantitative data was collected via questionnaire survey to 460 Japanese car customers in Thailand. The sampling method used the simple random sampling at the department of Land Transport, Bangkok, Thailand. The descriptive statistics applied in this research consist of mean average, percentage and frequency, whereas inferential statistics consisted of confirmatory factor analysis, path analysis and Structural Equation Modeling. The study found that the integrated marketing communication model for creating brand loyalty to Japanese cars in Thailand consisted of car factors, customer psychological factors, integrated marketing communication tools, and brand loyalty. The constructed model developed by this research is consistent with the empirical data and showed the ability to predict value perception to an acceptable degree with a multiple correlation's squares (R<sup>2</sup> of 87 %, GFI = 0.96, AGFI = 0.93, Chi-Square = 114.91, DF = 94, P-Value = 0.089, and RMSEA = 0.022. These finding were achieved through better understanding and addressing the Japanese car producer on integrated marketing communication model for creating brand loyalty in Thailand. The practical implication model has been suggested in this paper.
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    An analysis of competency, needs, and gap on Thai engineering capabilities within ASEAN
    (2018-01-01)
    Kraisuth, Duangporn
    ;
    Sawmong, Sudaporn
    Just two nations in Southeast Asia have committed to programs and funding to prepare over 72, 000 new PhD researchers and academics for specific industries. This study, therefore, conducted both a quantitative and qualitative analysis of 412 Thai engineers selected from a population of 1211 Thai Federation of Industries companies to investigate how need, gap, and competency affected Thai engineer work capability. The structural equation model was conducted with AMOS 21 software and from the analysis, competency (β = 0.16) and needs (β = 0.77) demonstrated a significant effect on capabilities, while needs demonstrated a significant effect on the gap. Additionally, cultural awareness of other Asian regional nations ranked as the weakest link in an engineer's capability perception.