Vuthisopon, Sujira
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Preferred name
Vuthisopon, Sujira
Main Affiliation
Email
sujira.vu@kmitl.ac.th
4 results
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Item type:Publication, THE RELATIONSHIPS BETWEEN TECHNOLOGY ADOPTION, HR COMPETENCIES, AND HR ANALYTICS OF LARGE-SIZE ENTERPRISES(2023-01-01); Purpose: The aim of this study is to explore the organizational construct that have relationship to HR Analytics in large-size organizations that operate their businesses in Thailand. Theoretical framework: Technology Adoption and HR Competencies are the two organizational constructs that are introduced in this study to examine their relationship with the HR Analytics. Design/methodology/approach: The study adopts a confirmatory factor analysis to develop the structural equation model through data collection from large-size organizations in Thailand. Findings: The hypotheses of the proposed conceptual framework are confirmed at significant level of p < 0.01. In addition, the study also provided statistical confirmation of the role of Technology Adoption as a mediating factor of HR Competencies to HR Analytics. Research, Practical & Social implications: The study gives the results to support the call from many authors around the area of HR Analytics and its influence on organization management. Originality/value: The study offers pioneer views on the relationship of relevant organizational dimensions to the HR Analytics and helps to bridge the gaps on the existing studies. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Thai Dairy Farmers' Adoption of Automated Disinfectant Production(2026-07-01); ; Adoption of sustainable on-farm technologies is essential to minimize environmental impacts and improve the sustainability and biosecurity of the livestock industry. Despite growing interest in precision livestock farming, no prior study has examined the psychological and behavioral determinants of dairy farmers' adoption of automated disinfectant production systems, particularly in developing economies. The current research uses structural equation modeling to investigate the determinants of adoption intention for a novel automated on-farm disinfectant production system that requires minimal external chemicals and generates no waste. The data were gathered from 320 members of the Dairy Farming Cooperative of Thailand. The hypothesized model includes the constructs of innovation characteristics, trust in innovation, perceived usefulness and perceived value to explain adoption intention. The model had a good fit (χ²/df = 1.22, RMSEA = 0.02, CFI = 0.99) and accounted for 73% of the variability in adoption intention. Among the variables studied, perceived value showed the strongest direct influence on adoption, followed by perceived usefulness. In addition, innovation characteristics exerted the greatest overall influence on adoption intention through the intermediary factors of trust, perceived usefulness and perceived value. It becomes evident that, to foster sustainable innovation in agriculture, it is essential to convey a value proposition that goes well beyond its functional aspects, with trust an indispensable factor in the process. The outlined model provides theoretical and practical views that can enhance the implementation of innovative livestock management techniques. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Michelin-starred restaurant diner return willingness: A case study from Thailand(2024-01-01); ; This study investigates the factors influencing the return willingness (RW) of diners at Michelin-starred restaurants in Thailand. The focus is on understanding how service novelty (SN), new product innovation (NPI), culinary standards (CS), and diner satisfaction (DS) contribute to diners' intentions to return. A quantitative approach was employed using structural equation modeling (SEM) to analyze data collected from a sample of 320 diners. The study examined the direct and total effects of the variables on RW. The analysis revealed that service novelty, new product innovation, culinary standards, and diner satisfaction collectively account for 75% of the variance in return willingness (R² = 0.75). Service novelty, new product innovation, and culinary standards exhibit significant direct effects on return willingness, with total effect (TE) values of 0.87, 0.79, and 0.76, respectively. Diner satisfaction also significantly impacts return willingness, with a TE value of 0.42. All nine proposed hypotheses were supported, confirming the positive influence of SN, NPI, CS, and DS on diners' return willingness. The study underscores the critical role of continuous innovation, high culinary standards, and exceptional diner satisfaction in fostering repeat business. These factors are integral to enhancing customer loyalty at Michelin-starred restaurants in Thailand. The findings offer valuable insights for restaurant managers aiming to boost customer loyalty and sustain long-term success. Emphasizing service innovation, maintaining high culinary standards, and ensuring diner satisfaction can significantly improve diners' return willingness. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Drivers of Revisit Intentions at Michelin-Starred Restaurants in Thailand: The Role of Innovation, Quality, and Satisfaction(2024-01-01); ; This study analyzed factors impacting consumers’ revisit intentions at Michelin-starred restaurants in Thailand. Survey data from 400 patrons of Michelin-starred establishments revealed high intentions to revisit driven by service innovation, product innovation, restaurant quality, and customer satisfaction. Structural equation modeling indicated a significant positive influence of these four key factors – collectively explaining 60.7% of the variance in repeat patronage intentions. The findings imply that emphasizing creativity and novelty in food and service delivery enhancements, upholding facility excellence, and ensuring positive sensory and value perceptions underpins customer loyalty for Michelin-starred dining. Practical and policy implications center on restaurant and tourism industry strategies to continually elevate standards, differentiate offerings, and promote Thailand as a premier culinary destination. Addressing limitations of sample representation and variables examined, further research should adopt mixed methods designs incorporating observational and longitudinal approaches to deepen insight into revisiting behavior within luxury dining segments.