Suwunnamek, Opal

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Suwunnamek, Opal
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opal.su@kmitl.ac.th

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    The impact of logistics service quality through the perceived organizational image on performance: cold chain logistics provider in Thailand
    (2024-12-01)
    Boonchunone, Surasidh
    ;
    Nami, Mariam
    ;
    Krommuang, Atchari
    ;
    Karnpakdee, Chumpol
    ;
    Suwunnamek, Opal
    The impact of logistics service quality and perceived organizational image on firm performance, are explored using the structural equation modeling analysis for Thailand's cold chain logistics provider. The objectives of this study were to direct, indirect, and total impact of logistics service quality through perceived organizational image on the performance of cold chain logistics providers, assessed by customers receiving services from cold chain logistics service companies. This quantitative research method uses a questionnaire to collect data from 541 respondents. Moreover, the results obtained from logistics service quality have a significant enhancing effect on the perceived organizational image, and both have significant positive effects on performance. Additionally, the role of the perceived organizational image as a mediating variable between logistics service quality and performance is emphasized. Logistics service quality has the most direct significant effect on perceived organizational image. Additionally, corporate image perception significantly mediates the relationship between service quality and logistics efficiency. These findings have contributions, relevant support, and benefits in academic, managerial, and important implications for cold chain providers in Thailand. It empirically demonstrates that the impact of logistics service quality can be supported through the perceived organizational image. This image is built on past experiences, emotions, and perceptions about the organization's reputation and the quality of its logistics services, including management logistic flow.
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    Ethnocentrism in the Virtual World: When Nationalism Influences Purchase Intention in Video Game
    (2022-07-14)
    Lert-Asavapatra, Pachoke
    ;
    Jermsittiparsert, Kittisak
    ;
    Srivardhana, Thongchai
    ;
    Whangmahaporn, Benya
    ;
    Suwunnamek, Opal
    Ethnocentrism is significant in numerous marketing research and implementation tactics for corporations and related agencies. This study contextualizes ethnocentrism in the video game industry, where game goods are infused with a nation's art and culture. This study aims to construct and test the coherence of a causal link model between ethnocentrism, attitudes, and purchase intention of virtual goods and in-app purchases of gaming items and the adulteration of national art and culture by the nation's people. Consumer Ethnocentrism affects Consumer Attitude and Purchase Intention, but there is no indirect effect via consumer attitude on purchase intention. This study advised business owners to use national art and culture as a strategy for game development and to produce game business products.
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    Internet of Things (IoT) Application for Management in Automotive Parts Manufacturing
    (2022-01-01)
    Krommuang, Apiwat
    ;
    Suwunnamek, Opal
    Automotive parts manufacturing focuses on sustainable development manufacturing capabilities with future technology changes. Internet of Things (IoT) plays an important role in applying internet technology to machines and equipment in manufacturing processes for transformation towards Industry 4.0 as well as creating values added and higher competitive advantage for the sustainability of the industries. This research aims to study factors that influence decision-makers in selecting IoT applications for managing auto parts production and they consist of connectivity, telepresence, intelligence, security, and value including their fifteen sub-factors. In this research, The Fuzzy Analytic Network Process (FANP) is a Multiple Criteria Decision Making (MCDM) technique used to analyze, identify, and prioritize factors in selecting IoT applications for managing production processes. The questionnaire is designed based on the FANP technique to survey the importance of weight for each factor from executives of 88 auto parts manufacturers who authorize as the decision-makers for selecting IoT applications. The results have indicated that telepresence is the most important factor that will assist them in controlling production to guarantee that production capabilities meet the objective and connectivity is the second important factor that must ensure that IoT applications are compatible with their machinery and equipment can be controlled smoothly and precisely. Meanwhile, performance is the most important sub-factor and other subfactors are ranked as functional orientation, data management, control, and compatibility respectively. Therefore, manufacturers can use this research as a criterion for selecting appropriate IoT applications for controlling their manufacturing for sustainable effectiveness.
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    Exploring the effects of perceived values on consumer usage intention for electric vehicle in Thailand: the mediating effect of satisfaction
    (2023-06-01)
    Boonchunone, Surasidh
    ;
    Nami, Mariam
    ;
    Krommuang, Atchari
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    Phonsena, Aphichon
    ;
    Suwunnamek, Opal
    Nowadays, electric vehicle innovation plays an important role in the market, transportation, logistics and supply chain in the electric mobility industry, contributing to environmental protection and reducing pollution. The commercial EV launched in Thailand which has been very popular with consumers, but it is also not widely used, and there are not many market surveys about customer usage intention. Therefore, it is necessary to study seriously. This study explores the impact of the perceived value of electric vehicle (EV) features on consumer usage intention to use electric vehicles in Thailand, with the mediating effect of customer satisfaction. The results showed that perceived value from using EV, consumer satisfaction, and usage intention of EV, there is a significant direct and indirect relationship. These findings have contributions and relevant expected benefits.
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    Human Resource Development and Enhancement of Core Competencies for Sustainable Agro Tourism Community Enterprises: A Creative Economy Perspective
    (2026-06-01)
    Rodjam, Chumpon
    ;
    Chanthakit, Panyada
    ;
    Chotianusorn, Eakolarn
    ;
    Asavapatra, Pachoke Lert
    ;
    Janmuangthai, Wutipong
    This study investigates the role of Human Resource Development (HRD) and enhancement of core competencies in promoting the sustainability and competitiveness of agro-tourism community enterprises in Thailand. Utilizing a quantitative method design, data were collected from 265 participants using structured questionnaires and interviews. The study employed confirmatory factor analysis (CFA) and structural equation modeling (SEM) to examine the relationships among variables. Results indicated that HRD significantly influenced both the enhancement of core competencies (β = 0.53, p < 0.001) and enterprise sustainability and competitiveness (β = 0.31, p < 0.001). Additionally, core competencies positively impacted sustainability and competitiveness (β = 0.45, p < 0.001), confirming the mediating role of competencies in the HRD-performance linkage. The final structural model demonstrated good fit indices (CFI = 0.977, RMSEA = 0.075), affirming the model’s robustness. These findings underscore the importance of integrated HRD strategies tailored to rural tourism contexts, with implications for policy, training design, and sustainable development. The study highlights that well-structured HRD initiatives, including skill development, leadership training, and knowledge-sharing practices, can equip local communities with the capabilities required to adapt to market changes and environmental challenges. Strengthening competencies not only ensures long-term sustainability but also enhances the competitiveness of agro-tourism enterprises in domestic and international markets. Moreover, the results provide practical insights for policymakers and educators in designing interventions that align with community needs, thereby fostering inclusive growth and resilience in Thailand’s rural tourism sector.
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    Cost-efficient food loss and waste management using the FANP analysis
    (2026-01-01)
    Krommuang, Apiwat
    ;
    Suwunnamek, Opal
    ;
    Buachoom, Wonlop Writthym
    This study proposes a structured cost-efficiency framework for managing food loss and waste in the frozen food industry by integrating supply chain analysis with responsibility-based cost concepts. Data collected from key industry stakeholders were used to identify critical factors contributing to food loss and waste across the frozen food supply chain. The fuzzy analytic network process (FANP) incorporated with cost analysis was employed to prioritize these interdependent factors. The results from the FANP show that suppliers and farms, followed by handling and storage. The cost responsibility analysis reveal that 85.47% of total food loss and waste-related costs are controllable, while the weighted cost impact analysis, captures the interaction between factor importance and cost proportion, indicates that factors with the highest weighted cost impacts are predominantly concentrated at the supplier and farm stage. The findings provide clear managerial guidance by identifying priority intervention areas where cost reductions can be achieved most effectively. This study contributes to the literature by linking food loss and waste drivers with controllable cost structures and by demonstrating how FANP can be applied to support cost-efficient and targeted improvement strategies in frozen food supply chains, particularly in emerging food-exporting economies such as Thailand.