Rojniruttikul, Nuttawut

Preferred name

Main Affiliation

KMITL Business School

nuttawut.ro@kmitl.ac.th

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Enhancing Online Customer Engagement for Zhang Yiyuan Tea Products: An Analysis of Convenience, User-Friendliness, Customer Support, and Security Assurance in the Online Purchase Process
(2023-08-25)
Zhao, Haoran
;
Rojniruttikul, Nuttawut
This research study investigates the determinants of online customer engagement for Zhang Yiyuan tea products within the e-commerce context. The primary objective is to gain an in-depth understanding of how various factors, namely convenience of online purchase, user-friendliness of the online platform, customer support, and security and privacy assurance, influence online customer engagement. Utilizing a quantitative research approach, the study collected data from 385 respondents who have prior experience with online purchases of Zhang Yiyuan tea products, employing convenience sampling to select customers. The findings reveal significant associations between the convenience of online purchase and customer engagement, underscoring the importance of efficient and seamless purchasing experiences. Additionally, the study highlights the pivotal role played by the user-friendliness of the online platform, as customers exhibit stronger engagement tendencies towards platforms that offer intuitive navigation and aesthetic appeal. Furthermore, responsive and reliable customer support emerges as a crucial factor in positively influencing customer engagement, highlighting the value of proactive assistance and issue resolution. Moreover, the study underscores the critical significance of customers' trust in the security and privacy of their personal information during online transactions, as it substantially impacts their engagement with the brand. The implementation of robust data protection measures and transparent communication regarding security protocols is paramount in fostering a sense of trust and bolstering continued engagement. In overall, the research emphasizes the key determinants that drive online customer engagement for Zhang Yiyuan tea and underscores the necessity for the company to prioritize enhancing its online platform and customer support services. By heeding the recommendations stemming from the research findings, Zhang Yiyuan can cultivate stronger customer relationships, foster brand loyalty, and capitalize on the opportunities presented by the digital marketplace.
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The Projection of Thai Manufacturing Export in the Bayesian VAR Model
(2022-08-07)
Rojniruttikul, Nuttawut
;
Vajrapatkul, Adirek
This research aims to study the effects of manufacturing value-added, consumer price index, and exchange rate on manufacturing exports in the context of Thailand by utilizing the Bayesian Vector Autoregression (BVAR) model with the annual modified data from 1960 to 2019. This model shows the interactions between these four variables and the forecast result. It was revealed that the effect of the exchange rate can pass through the consumer price index, which further affects manufacturing exports. According to the research results, government authorities should pay attention to domestic price control by controlling the general price level by indirectly controlling the exchange rate, which passes through its effect on domestic prices, and directly controlling domestic prices via monetary and fiscal policy. In addition, manufacturers should pay attention to the reduction of the production cost by investing in modern technology and reducing the per unit cost, which leads to a price reduction.
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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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Factors Influencing Working Stress of Operative Employees: A Case of Automotive Industry in Ladkrabang Estate
(2021-07-08)
Chaisin, Supot
;
Rojniruttikul, Nuttawut
In present, mental health issues are very important that could affect the population around the world. In Thailand, it is in an ever-changing economic and political period, including the COVID-19 epidemic that has a direct economic impact on the well-being of the people and making people in a state that causes more mental health problems, especially those who have suffered from career failure as well as those who are laid off or unemployed. This research aims to determine the factor influencing working stress of operative employee at automotive industry in Ladkrabang estate, Thailand. Data was gathered from 368 respondents by using convenience sampling method. This research shows the predictor of working stress are role in organization, career development, and relationship at work. In addition, organizational structure and climate have no effect on working stress of employees at automotive industry.
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Factors Influencing Customer Retention in the Parcel Delivery Industry
(2024-01-01)
Wu, Zonghong
;
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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Exploring Influential Factors in the Purchasing of Nutritional Supplements for the Elderly
(2024-01-01)
Wang, Yuhang
;
Rojniruttikul, Nuttawut
This research investigates the factors influencing purchasing decisions of nutritional supplements for the elderly in Thailand, focusing on health consciousness, quality assurance, social influence, accessibility, and perceived benefits. A comprehensive questionnaire survey was conducted with 385 customers from diverse demographic backgrounds. Reliability and validity tests were performed to ensure the robustness of the data. The results of the survey revealed high levels of health consciousness and quality assurance as significant drivers for the purchasing of nutritional supplements. Social influence, accessibility, and perceived benefits also played influential roles. Multiple linear regression analysis confirmed the strong relationships between these factors and supplement purchases. The findings offer valuable insights for healthcare providers, marketers, and policymakers aiming to enhance the nutritional health of Thailand's aging population. This research provides a comprehensive understanding of the dynamics affecting nutritional supplement purchases for the elderly in Thailand, promoting informed decision-making and healthcare improvement.
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ICT and Thai Economic Growth Nexus in the Bayesian VAR Model
(2021-07-08)
Rojniruttikul, Nuttawut
;
Vajrapatkul, Adirek
This work presents the effects of internet usage, mobile subscription, ICT export, and ICT import on Gross Domestic Product in the context of Thailand by utilizing the Bayesian vector autoregression (BVAR) model with the 24 periods of annual modified data running from 1993 to 2016. This model shows the interactions between these five variables and the forecast of GDP. The results from this work revealed that internet usage, mobile subscription, and ICT export positively affect GDP in the short run manner. Whereas ICT import showed little evidence of a negative effect on GDP. Also, this work confirms the superior forecast performance of BVER over traditional VAR. According to the results of the analysis, we hence recommend that government authorities should 1) invest or support the investments in ICT infrastructure related to internet and mobile utilization, 2) reduce the cost of acquiring internet and mobile equipment and the cost of accessing the internet and mobile service, and 3) support the ICT exporters.
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On the Forecast of Thai Industry Value Added
(2021-07-08)
Rojniruttikul, Nuttawut
;
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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Impact of Digital Technologies, Modern Infrastructure, Self-Service Learning Experience, and Customer Satisfaction at Haidilao Restaurant in China
(2023-04-27)
Biao, Lei
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Rojniruttikul, Nuttawut
This study investigated the impact of digital technologies and modern infrastructure on customer satisfaction and self-learning experience among customers of Haidilao Restaurant in China. The study found that customers reported high levels of satisfaction, self-learning experience, digital technologies, and modern infrastructure. The results indicated that digital technologies had a significant negative impact on the self-learning experience but did not significantly impact customer satisfaction. In contrast, modern infrastructure was found to have a significant positive impact on both the self-learning experience and customer satisfaction. Recent literature supports these findings, which suggest that maintaining and improving modern infrastructure can positively influence customers' perceptions and ultimately increase their satisfaction levels. The study contributes to the understanding of the role of digital technologies and modern infrastructure in enhancing customers' experiences in the restaurant industry.

Rojniruttikul, Nuttawut

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