Rojniruttikul, Nuttawut

Preferred name

Main Affiliation

KMITL Business School

nuttawut.ro@kmitl.ac.th

Now showing 1 - 10 of 44

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A Conceptual Framework for Mobile FinTech Adoption: Integrating TAM-TPB with Technology Readiness Index
(2026-01-01)
Wang, Wei
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Kasemwattanasuk, Thannaphat
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Chaveesuk, Singha
;
Rojniruttikul, Nuttawut
This study proposes a conceptual framework to examine the adoption of mobile financial technology (FinTech) by integrating the Technology Readiness Index (TRI) with a combined Technology Acceptance Model (TAM) and Theory of Planned Behavior (TPB). The framework investigates how technology readiness dimensions, which are optimism, innovativeness, discomfort, and insecurity, influence users’ perceptions of mobile FinTech in terms of perceived usefulness and perceived ease of use. These perceptions subsequently shape users’ attitudes toward using mobile FinTech, which, together with subjective norms and perceived behavioral control, drive the behavioral intention to adopt the technology. A quantitative survey will be conducted and analyzed using Structural Equation Modeling to evaluate how factors influence behavioral intention to adopt mobile financial technology within the integrated TAM, TPB, and TRI framework. Through this integrated approach, the study aims to provide empirical insights that underpin mobile FinTech adoption, enabling service providers and policymakers to design more effective strategies to enhance user acceptance and utilization of mobile FinTech services.
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The Influence of Food Values on Customer Loyalty within Chinese Brand Chain Restaurants: The Mediating Role of Customer Satisfaction
(2025-01-01)
Yang, Yuqin
;
Rojniruttikul, Nuttawut
This study examines the influence of differential added food values and basic food values on customer satisfaction and subsequent loyalty within Chinese Brand Chain Restaurants. Drawing on a convenience sampling approach, data were collected from 385 customers who recently patronized Chinese Brand Chain Restaurants. The research instrument, a structured questionnaire, captured perceptions related to food values, customer satisfaction, and loyalty, alongside demographic profiles. Descriptive and inferential statistical analyses were conducted to explore relationships between variables and test hypotheses. Results indicate that occupation, differential added food values, basic food values and the interaction between differential added food values and basic food values significantly impact customer satisfaction. Furthermore, customer satisfaction positively predicts food loyalty and restaurant loyalty. Mediation analysis suggests that customer satisfaction mediates the effects of food values on loyalty. The findings underscore the importance of offering diverse and high-quality food options to meet customer preferences and enhance satisfaction, ultimately fostering loyalty. Recommendations for Chinese Brand Chain Restaurants include prioritizing food quality, implementing loyalty programs, and embracing sustainability and digitalization initiatives to remain competitive in the evolving restaurant landscape.
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Factors Influencing Customer Retention in the Parcel Delivery Industry
(2024-01-01)
Wu, Zonghong
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Rojniruttikul, Nuttawut
This study, based on a sample of 385 customers, investigates the intricate dynamics of factors influencing customer retention within the parcel delivery sector. A structured questionnaire-based survey was the primary data collection tool, supplemented by advanced statistical techniques, including multiple linear regressions, for comprehensive data analysis. The study has identified five pivotal factors shaping customer retention: Technology Adoption, Communication Channels, Online Ordering Experience, Service Quality, and Corporate Social Responsibility (CSR) and Sustainability Perception. The findings reveal the significant influence of these factors on customer retention—technology adoption, including tracking and tracing technologies, fosters transparency, trust, and increased customer satisfaction. Effective communication channels, mobile apps, and personalized services ensure customer engagement and heightened loyalty. A seamless online ordering experience, coupled with secure payment processes, positively impacts customer satisfaction and repeat business. Service quality and reliability, characterized by professionalism and damage-free deliveries, maintain customer trust. Lastly, CSR and sustainability perception exemplify a robust commitment to ethical and sustainable business practices, which bolster community goodwill and customer retention. The results of this study provide valuable insights for parcel delivery companies, enabling them to formulate and implement strategies that address each of these critical factors. By harnessing the power of technology, enhancing communication channels, refining online ordering experiences, elevating service quality, and actively engaging in CSR and sustainability initiatives, these companies can effectively fortify customer retention, nurturing long-term loyalty in an ever-evolving industry landscape.
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Development of strategic supply chain management for autoparts and components manufacturing company
(2019-03-24)
Rojniruttikul, Nuttawut
The objective of this research was to explore the strategic supply chain management for autoparts and components manufacturing company in Thailand. Supply chain strategies were identified and confirmed by respondents who responsible for supply chain strategies in autoparts and components manufacturing company. Regression technique was applied for hypothesis testing. The main finding was supply chain strategies related to inventory, transportation, facilities, and information could help autoparts and components manufacturing company to gain competitive advantage at statistical significant level of .01.
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A Bank’s Customer Citizenship Behaviour in the Multinomial Logistic Regression Model
(2024-01-01)
Vajrapatkul, Adirek
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Rojniruttikul, Nuttawut
-This research aimed to study the factors affecting customer citizenship behavior (CCB) in the banking industry. The data were collected from questionnaires from bank customers in six districts of Bangkok, Thailand. The data were analyzed using EFA and MLR techniques. The study identified three latent variables that could affect the level of CCB, namely good corporate governance, quality of self-service technology, and quality of on-site service. The results showed that good corporate governance in transparency, accountability, and fairness significantly improves the level of CCB. In addition, the quality of self-service technology, which provided convenience to bank customers, could lead to increased CCB. Regarding on-site service quality, the results also showed that it was an important factor in increasing CCB. In terms of the impact of demographic variables, people aged 41 to 45, women, and low-income earners were more likely to have high levels of CCB compared to the reference group. This research emphasizes the need to adhere to corporate governance, quality of self-service technology, quality of on-site service, and customer characteristics to enhance CCB and bank success.
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Influence of Social Media on Consumers' Green Purchase Intention of Air Conditioners: The Mediating Role of Behavioral Attitude
(2025-01-01)
Zheng, Zhong
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Srinuan, Chalita
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Rojniruttikul, Nuttawut
This study explores the factors influencing green purchase intentions among Chinese consumers in the context of air conditioners, focusing on the roles of behavioral attitudes and social media. The research examines three key hypotheses: the relationship between favorable behavioral attitudes and green purchase intentions, the influence of social media on shaping these attitudes, and the mediating role of social media in enhancing green purchase intentions. The findings support all three hypotheses, demonstrating a significant positive relationship between behavioral attitudes and green purchase intentions, a strong influence of social media on shaping favorable attitudes, and the mediating effect of social media in amplifying these attitudes' impact on purchase intentions. These results underscore the importance of leveraging social media for effective marketing strategies and fostering positive behavioral attitudes to promote environmentally friendly products. The study offers practical implications for businesses and policymakers aiming to enhance consumer engagement and drive green purchases. Future research directions include longitudinal studies, cross-cultural comparisons, and investigations into emerging technologies' impact on consumer behavior. This research contributes to the growing body of knowledge on digital consumer behavior and provides actionable insights for optimizing marketing strategies in the digital age.
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On the Forecast of Thai Industry Value Added
(2021-07-08)
Rojniruttikul, Nuttawut
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Vajrapatkul, Adirek
Industry value added is a crucial factor that keep the manufacturers to survive in the high business competitive environment. Also it encourage the economic growth by offering the opportunity to generate high income from international trade. Thus achieving in creating high level of value added become the point of interest for both manufacturers and governments. Hence, to investigate what determine such value added. This work is designed to present the effects of some business and economic variables, namely gross domestic product, consumer price index, domestic credit to the private sector, and gross capital formation on industry value added in the context of Thailand by utilizing the Bayesian vector autoregression (BVAR) model with the 58 periods of annual modified data running from 1960 to 2019. This model shows the interactions between these five variables and the forecast of industry value-added. The results from this work revealed that there exist the Granger Causality and reactions between domestic credit to private, domestic capital formulation, domestic general price level, growth of the gross domestic product, and industry value-added. Thus, we recommend that government authorities should 1) encourage more credit to manufacturers, 2) invest more in industrial-facilitate infrastructure and support more on private investment in capital formulation, 3) induce more country income, and 4) control the general price level within the country.
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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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The effects of HRM practices on firm performance in Thailand's manufacturing industry
(2015-01-01)
Tangthong, Sorasak
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Trimetsoontorn, Jirasek
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Rojniruttikul, Nuttawut
The purpose of this study is to determine the effects of human resource management (HRM) practices on firm performance in Thailand's manufacturing industrial Zone 2, a region that has seen an influx of foreign investment. A total of 23 theoretically-based hypotheses have been developed that point to possible positive and negative relationships between HRM practices, mediating variables, and firm performance. A total of 224 top managers, business leaders and line managers provided the input that was examined and then empirically tested using analysis of moment structures (AMOS) Path Analysis. The results show that HRM practices do strongly influence firm performance, a conclusion that is not only consistent with the results of previous research on the subject, but also indicative of methods that are of ever-increasing importance to long-term growth in organisations. This study has provided new insight into HRM practices and firm performance, getting to the heart of the role that mediating variables play in the network of relationships.
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The Effect of Technology on Economy
(2022-08-07)
Rojniruttikul, Nuttawut
;
Vajrapatkul, Adirek
This research aims to ingestigate the effect of technological progress on capital input. To meet the research objective, the simple closed economy DSGE model was constructed. The Bayesian technique is then employed to estimate the model parameters by using the quarterly detrended data of Thailand, which covers the period between 2001:Q1 and 2019:Q2, including GDP, policy rate, and employment. The result showed that technological progress can produce potential effects on major economic variables, namely labor, capital, price, return, consumption, and national income, and fits some previous studies. Therefore, government investment in technology and support for technology development should lead to economic growth.

Rojniruttikul, Nuttawut

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