Sornsaruht, Puris

Preferred name

Sornsaruht, Puris

Main Affiliation

KMITL Business School

puris.so@kmitl.ac.th

Now showing 1 - 10 of 13

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“Thai Select” Restaurant Brand Equity: A London Analysis
(2018-01-01)
Sornsaruht, Puris
;
Sawmong, Sudaporn
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How website quality, e-service quality, e-satisfaction, and social value affect poshtel e-loyalty in Thailand
(2019-01-01)
Phromlert, Chatchai
;
Deebhijarn, Samart
;
Sornsaruht, Puris
Poshtels have become the high-end version of the backpacker's hostel, which is now combining the comfort and style of boutique hotels with the sensibilities and budge prices of a hostel. Current research has stated that the global market for hostels is $5.2 billion, with the smaller niche market of poshtels rapidly growing. As such, the authors set out to investigate which factors influence a Thai poshtel's e-loyalty (e- LOY). An analysis was conducted on the six hypotheses interrelationships between website quality (WQ), e-service quality (e-SQ), e-satisfaction (e-SAT), and social value (SV). Initial analysis was conducted by the use of confirmatory factor analysis [CFA], followed by a structural equation model [SEM] path analysis using LISREL 9.1 on the study's five latent variables. From the audited questionnaire sample of 405 poshtel guests, the factors affecting e-LOY were SV (TE = .081), e-SQ (TE = .59), WQ (TE=.28), and e- SAT (TE). Additionally, all the model's variables influenced poshtel guest e-LOY as the combined influence of the factors (R<sup>2</sup>) was 75%. Although the ten poshtel websites used in the study showed very creative designs and a multitude of promotional features, the poshtel guests rated this as a moderate concern but elevated the social value that the poshtel brings to its guests as very important, with numerous reports backing this conclusion. Therefore, poshtel proprietors need to take great care in maximizing their guest online social experience by providing accommodations that are 'picture perfect' and exciting to the guest and smartphone camera's eye. Moreover, although it might be expected that younger Millennials are in the majority of the guests (they were at 70.62%), it is also interesting to note that almost 30% were 31 years of age or older.
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Thai small business owner leasing customer trust: A SEM analysis
(2019-01-01)
Suvitsakdanon, Udom
;
Sornsaruht, Puris
Systematic random sampling was used to obtain the study's 303 small business leasee sample. The CFA and SEM analysis used LISREL 9.10 from which it was concluded that all of the variables affecting a Thai small business leasing company's customer trust were positive. The causal variables influencing customer trust, from highest to lowest, were service quality (SQ), corporate social responsibility (CSR), customer satisfaction (SAT), and socioeconomic status (SES) with total influences of 0.80, 0.76, 0.64 and -0.14 respectively.
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Antecedents of thai logistics business performance: A SEM analysis
(2019-01-01)
Pongpanit, Preechaphol
;
Sornsaruht, Puris
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Hot, tropical and thirsty: An analysis of bottled water consumer satisfaction in Thailand
(2019-01-01)
Thalang, Dumrong Pratheep Na
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Sornsaruht, Puris
;
Pimdee, Paitoon
With nearly 40 million foreign tourists per year, Thailand consumes an average of 57.5 gallons of water per capita per year, which makes Thailand the second largest per-person consumer of bottled water in the world. As the global average is only 13.2 gallons per person per year, both tourists and residents have an insatiable thirst for bottled water. Therefore, the authors undertook a study to investigate the factors that influence bottled water consumer satisfaction (CS). Furthermore, an examination of the interrelationships between the variables corporate social responsibility (CSR), brand trust (BT), and brand image (BI) and their effect on CS were also analysed by use of LISREL 9.1 software. Results from the 489 consumer sample group obtained from across five major areas of Thailand, determined that all the model's variables had a positive effect on CS as there was a combined 78% variance of influence on CS. Ranked in importance, factors influencing CS were CSR (TE=0.89), BT (TE=0.68), and BI (TE=0.29), respectively. Furthermore, from the consumers' questionnaire concerning their preference for a bottled water brand (Singha, Crystal, Nestlé, Namthip, and Pepsi's Aquafina), 31.29% indicated a preference for Singha. Additionally, from the results of the analysis on CSR, the authors concluded that was a heightened awareness amongst consumers and travellers about the environment and plastic bottle waste. It was suggested by the authors that bottled water companies need to develop CSR campaigns that are focused on plastic waste reduction and cleanup activities. Additionally, they need to take their efforts 'to the people', and tell each consumer why and how they are contributing to not only Thailand's environmental well-being but the world as well.
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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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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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Factors affecting an international traveler’s attitude in purchasing online travel services
(2019-01-01)
Kornpitack, Parlakorn
;
Sornsaruht, Puris
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Determinants of thai small business leasing customer loyalty: A structural equation model
(2019-01-01)
Suvitsakdanon, Udom
;
Sornsaruht, Puris
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How service quality, guest trust and guest satisfaction affect a five-star hotel's reputation in Thailand
(2019-01-01)
Supanun, Kawee
;
Sornsaruht, Puris
Thailand has climbed in the global tourism ranking to the 10th spot, and is now expected to greet up to 40 million foreign guests in 2019. Given this significance, the authors undertook a study to investigate the opinions of 542 five-star rated hotel guests across six provinces and metropolitan areas of Thailand. The LISREL 9.1 software program was used to analyse the guest's opinions on how a Thai five-star hotel's reputation (RP) was affected by service quality (SQ), guest trust (TR), and guest satisfaction (ST). Results from the study's six SEM hypotheses determined that the factors most important were SQ, TR, and ST, with total effect (TE) values of 0.89, 0.71, and 0.60, respectively. Finally, from the study's questionnaire, 15.87% of the guests viewed their relationship status as 'other', suggesting that five-star hotels need to pay close attention to non-traditional travellers and guests. Also, a significant percentage of Chinese and Indian travellers have been reported as booking a Thai four or five-star hotel, so hotel management must be culturally aware of these guest's needs and wants so as to drive sustainable operations.

Sornsaruht, Puris

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