Abstract: The objectives of study are the following: To study
the way of life in terms of one hundred years co-existence of the
Muslim and local community in this area 2) To analyze factors affect
to this community with happy co-existence. The study requires
quantitative research to study a history together with the study of
humanity. The result of this study showed that the area of Petchburi
7 community is an ancient area which has owned by the Muslim for
almost 100 years. There is a sanctuary as & center of unity. Later
Bangkok becomes developed and provides more infrastructures like
motorway and other transportation: however, the owners of lands in
this community still keep their lands and build many buildings to run
business. With this purpose, there are many non-Muslim people come
to live here with co-existence. Not only are they convenient to work
but also easy to transport by sky train. There are factors that make
them live harmonious as following: 1) All Muslims in this area are
strict to follow their rules and allocate their community for business.
2) All people, who come and live here, are middle-aged and working
men and women. They, rent rooms closed to their work. 3) There are
Muslim food and desserts, especially Roti, the popular fried flour,
and local Chachak, tea originated from the south of Thailand. All
these food and desserts are famous for working men and women to
home and join after work 4) All Muslim in this area are independent
to lead their own lives although a society changes rapidly.
Abstract: The research studies the behaviors based on
sufficiency economy philosophy at individual and community
levelsas well as the satisfaction of the urban community leaders by
collecting data with purposive sampling technique. For in-depth
interviews with 26 urban community leaders, the result shows that
the urban community leaders have good knowledge and
understanding about sufficiency economy philosophy. Especially in
terms of money spending, they must consider the need for living and
be economical. The activities in the community or society should not
take advantage of the others as well as colleagues. At present, most of
the urban community leaders live in sufficient way. They often spend
time with public service, but many families are dealing with debt.
Many communities have some political conflict and high family
allowances because of living in the urban communities with rapid
social and economic changes. However, there are many communities
that leaders have applied their wisdom in development for their
people by gathering and grouping the professionals to form activities
such as making chilli sauce, textile organization, making artificial
flowers to worship the sanctity. The most prominent group is the foot
massage business in Wat Pracha Rabue Tham. This professional
group is supported continuously by the government. One of the
factors in terms of satisfaction used for evaluating community leaders
is the customary administration in brotherly, interdependent way
rather than using the absolute power or controlling power, but using
the roles of leader to perform the activities with their people intently,
determinedly and having public mind for people.
Abstract: The research on “The Way of Life of the Civil Servant
Community under the Bureau of the Royal Household” aims to study
1) the way of life of the people who live in the civil servant
community in Tha Wasukri, and 2) the model of community
administration of civil servants under the Bureau of the Royal
Household. This research is conducted qualitatively and
quantitatively by collecting data from interviews, focus group
discussion, participant and non-participant observation along with the
data from questionnaire based on age groups which include elder
group, working age group and youth group.
The result of the research shows that the origin of this community
is related to the history during the Rama V’s reign. It has been a
harbor for the king to boat in any royal ceremonies; this custom is
still maintained until today. The status or position of person who
serves the king in terms of working is often inherited from the bureau
of the Royal Household based on his/her consanguinity and, hence,
further receives the rights to live in the Tha Wasukri area. Therefore,
this community has some special characteristics demonstrating the
way of living influenced by the regulation of the Bureau of the Royal
Household such as respecting elders and interdependence in which
there is internal social organization with the practice of bureaucracy
in going in and out the community. The person who has rights to live
here must be friendly to everybody so that this community will be a
safe place for lives and property. The administration based on the
model of Bangkok for local administration was used as an external
structure only, but the way of living still follows the practice of the
Bureau of the Royal Household.
Abstract: Many organizations bring e-Learning to use as a tool
in their training and human development department. It is getting
more popular because it is easy to access to get knowledge all the
time and also it provides a rich content, which can develop the
employees’ skill efficiently. This study is focused on the factors that
affect using e-Learning efficiently, so it will make job satisfaction
increasing. The questionnaires were sent to employees in large
commercial banks, which use e-Learning located in Bangkok, the
results from multiple linear regression analysis showed that
employee’s characteristics, characteristics of e-Learning, learning and
growth have influence on job satisfaction.
Abstract: The purposes of this study were to design and find
users’ satisfaction after using the decision support system for tourism
northern part of Thailand, which can provide tourists touristic
information and plan their personal voyage. Such information can be
retrieved systematically based on personal budget and provinces. The
samples of this study were five experts and users 30 persons white
collars in Bangkok. This decision support system was designed via
ASP.NET. Its database was developed by using MySQL, for
administrators are able to effectively manage the database. The
application outcome revealed that the innovation works properly as
sought in objectives. Specialists and white collars in Bangkok have
evaluated the decision support system; the result was satisfactorily
positive.
Abstract: The objectives of this research were to study the
influencing factors that contributed to the success of e-collaborative
in e-commerce of B2C (Business to Customer) business in Bangkok,
Thailand. The influencing factors included organization, people,
information technology and the process of e-collaborative. A
questionnaire was used to collect data from 200 small e-commerce
businesses and the path analysis was utilized as the tool for data
analysis.
By using the path analysis, it was revealed that the factors
concerning with organization, people and information technology
played an influence on e-collaborative process and the success of ecollaborative,
whereas the process of e-collaborative factor
manipulated its success. The findings suggested that B2C ecommerce
business in Thailand should opt in improvement approach
in terms of managerial structure, leaderships, staff’s skills and
knowledge, and investment of information technology in order to
capacitate higher efficiency of e-collaborative process that would
result in profit and competitive advantage.
Abstract: The objectives of the research are to study patterns of fire location distribution and develop techniques of Geographic Information System application in fire risk assessment for fire planning and management. Fire risk assessment was based on two factors: the vulnerability factor such as building material types, building height, building density and capacity for mitigation factor such as accessibility by road, distance to fire station, distance to hydrants and it was obtained from four groups of stakeholders including firemen, city planners, local government officers and local residents. Factors obtained from all stakeholders were converted into Raster data of GIS and then were superimposed on the data in order to prepare fire risk map of the area showing level of fire risk ranging from high to low. The level of fire risk was obtained from weighted mean of each factor based on the stakeholders. Weighted mean for each factor was obtained by Analytical Hierarchy Analysis.
Abstract: This research aims to study the democratic political
socialization of the 5th and 6th Graders under the Authority of Dusit
District Office, Bangkok by using stratified sampling for probability
sampling and using purposive sampling for non-probability sampling
to collect data toward the distribution of questionnaires to 300
respondents. This covers all of the schools under the authority of
Dusit District Office. The researcher analyzed the data by using
descriptive statistics which include arithmetic mean and standard
deviation. The result shows that 5th and 6th graders under the
authority of Dusit District Office, Bangkok, have displayed some
characteristics following democratic political socialization both
inside and outside classroom as well as outside school. However, the
democratic political socialization in classroom through grouping and
class participation is much more emphasized.
Abstract: This research aims to study the level of democratic political culture and the factors that affect the democratic political culture of 5th and 6th graders under the authority of Dusit District Office, Bangkok by using stratified sampling for probability sampling and using purposive sampling for non-probability sampling to collect data toward the distribution of questionnaires to 300 respondents. This covers all of the schools under the authority of Dusit District Office. The researcher analyzed the data by using descriptive statistics which include arithmetic mean, standard deviation, and inferential statistics which are Independent Samples T-test (T-test) and One-Way ANOVA (F-test). The researcher also collected data by interviewing the target groups, and then analyzed the data by the use of descriptive analysis. The result shows that 5th and 6th graders under the authority of Dusit District Office, Bangkok have exposed to democratic political culture at high level in overall. When considering each part, it found out that the part that has highest mean is “the constitutional democratic governmental system is suitable for Thailand” statement. The part with the lowest mean is “corruption (cheat and defraud) is normal in Thai society” statement. The factor that affects democratic political culture is grade levels, occupations of mothers, and attention in news and political movements.
Abstract: The objective of this research was to study the
influence of Integrated Marketing Communication on Buying
Decision of Consumers in Bangkok. A total of 397 respondents were
collected from customers who drive in Bangkok. A questionnaire was
utilized as a tool to collect data. Statistics utilized in this research
included frequency, percentage, mean, standard deviation, and
multiple regression analysis. Data were analyzed by using Statistical
Package for the Social Sciences.
The findings revealed that the majority of respondents were male
with the age between 25-34 years old, hold undergraduate degree,
married and stay together. The average income of respondents was
between 10,001-20,000 baht. In terms of occupation, the majority
worked for private companies. The effect to the Buying Decision of
Consumers in Bangkok to including sale promotion with the low
interest and discount for an installment, selling by introducing and
gave product information through sales persons, public relation by
website, direct marketing by annual motor show and advertisement
by television media.
Abstract: This research aims to study the Zinc (Zn) concentration in fine particulate matter on Rajchawithee roadside in rush hour. 30 Samples were collected in Jun to August 2013 by 8 stage non-avaible cascade impactor. Each samples (filter paper) were digest with nitric acid and analyed by atomic absorption spectrophotometer for Zinc determination. The highest value for the mean fraction (18.00 ± 9.28%) is the size 9.0 – 110.0 micron follow by the range 3.3 – 4.7 micron (14.77 ± 14.66 %) and 1.1 – 2.1 micron (14.01 ± 11.77 %). The concentration of Zn in the particulate matter of range 0.43 – 0.7mm, 0.7 – 1.1 mm, 1.1 – 2.1 mm, 2.1 – 3.3 mm, 3.3 – 4.7 mm, 4.7 – 5.8 mm, 5.8 – 9.0 mm, 9.0 – 10.0 mm, were 41.56 – 217.62 mg/m3 (175.86 ±32.25 mg/m3), 152.60 – 217.24 mg/m3 (187.71 ± 17.42 mg/m3), 142.90 – 214.67 mg/m3(180.95 ± 18.71 mg/m3), 155.48 – 218.19 mg/m3(183.22 ± 19.94 mg/m3), 151.72 – 217.39 mg/m3(181.85 ± 17.57 mg/m3), 133.86 – 220.17 mg/m3 (178.78 ± 23.45 mg/m3), 160.00 – 220.35 mg/m3 (182.58 ± 18.08 mg/m3), 153.30 – 226.70 mg/m3 (181.52 ± 20.05 mg/m3), respectively. The Zn concentration in each size of particulate matter was not statistically significant different (p > .005)
Abstract: The objectives of this research paper was to study the influencing factors that contributed the willingness of consumers to purchase products online included quality of website, perceived ease of use, perceived usefulness, trust on online purchases, attitude towards online shopping and intentions to online purchases. The research was conducted in both quantitative and qualitative methods, by utilizing both questionnaire and in-depth interview. A questionnaire was used to collect data from 350 consumers who had online shopping experiences in Bangkok, Thailand. Statistics utilized in this research included descriptive statistics and path analysis.
The findings revealed that the factors concerning with quality of website, perceived ease of use and perceived usefulness played an influence on trust in online shopping. Trust also played an influence on attitude towards online purchase, whereas trust and attitude towards online purchase manipulated the intention of online purchase.
Abstract: The purposes of this research were to develop and to
monitor the antecedent factors which directly affected the success
rate of new product development. This was a case study of the leather
industry in Bangkok, Thailand. A total of 350 leather factories were
used as a sample group. The findings revealed that the new product
development model was harmonized with the empirical data at the
acceptable level, the statistic values are: χ2=6.45, df= 7, p-value =
.48856; RMSEA = .000; RMR = .0029; AGFI = .98; GFI = 1.00. The
independent variable that directly influenced the dependent variable
at the highest level was marketing outcome which had a influence
coefficient at 0.32 and the independent variables that indirectly
influenced the dependent variables at the highest level was a clear
organization policy which had a influence coefficient at 0.17,
whereas, all independent variables can predict the model at 48
percent.
Abstract: This research paper, based on demographic variables, is aimed to study the behaviour of bookkeeping for household accounts of residents living in urban communities in Dusit District, Bangkok and to investigate factors that affected the behavior of bookkeeping. By use of non proportional stratified sampling technique of probability sampling, the research had a total of 247 samples. The systematic sampling technique was also utilized by selecting one household out of every 3 households. The demographic findings reported female respondents as the majority with an average age between 26-35 years old, having married status and having children. The respondents earn a living by selling, with an average income per month of between 5,001-15,000 Baht. Most of the families rent a house and each family have approximately 3-4 members. Furthermore, most of the household respondents used to be trained to do bookkeeping for household accounts. In addition, the factors in affecting the residents’ behaviour of doing household account bookkeeping included a dislike of numbers, inaccuracy of recording, availability of accounting counselors in the communities, people’s participation in trainings arranged by outside organizations.
Abstract: The purposes of this research were to identify the perception of customers towards Krung Thai Bank’s image and to understand the customer attitude towards Krung Thai Bank’s image in Bangkok, Thailand. This research utilized quantitative approach and used questionnaire as data collection tool. A sample size of 420 respondents was selected by simple random sampling. The findings revealed that the majority of respondents received information, news, and feeds concerning the bank through televisions the most. This information channel had significantly influenced on the customers and their decisions to utilize the bank’s products and services.
From the information concerning the attitudes towards overall image of the bank, it was found that the majority respondents rated the bank’s image at the good level. The top three average attitudes included the bank’s images in supports government's monetary policies, being renowned and stable, and contributing in economical amendments and developments, with the mean average of 4.01, 3.96 and 3.81 respectively. The attitudes toward the images included a business leader in banking, marketing, and competitions. Offering prompt services, and provided appropriate servicing time were rated moderate with the attitudes of 3.36 and 3.30 respectively.
Abstract: This survey research aims to study the standard of service quality of food and beverage service staffs in hotel business by studying the service standard of three sample hotels, Siam Kempinski Hotel Bangkok, Four Seasons Resort Chiang Mai, and Banyan Tree Phuket. In order to find the international service standard of food and beverage service, triangular research, i.e. quantitative, qualitative, and survey were employed. In this research, questionnaires and in-depth interview were used for getting the information on the sequences and method of services. There were three parts of modified questionnaires to measure service quality and guest’s satisfaction including service facilities, attentiveness, responsibility, reliability, and circumspection. This study used sample random sampling to derive subjects with the return rate of the questionnaires was 70% or 280. Data were analyzed by SPSS to find arithmetic mean, SD, percentage, and comparison by t-test and One-way ANOVA. The results revealed that the service quality of the three hotels were in the international level which could create high satisfaction to the international customers. Recommendations for research implementations were to maintain the area of good service quality, and to improve some dimensions of service quality such as reliability. Training in service standard, product knowledge, and new technology for employees should be provided. Furthermore, in order to develop the service quality of the industry, training collaboration between hotel organization and educational institutions in food and beverage service should be considered.
Abstract: The purpose of this paper is to synthesize the research result of brand Identities of Thai Halal brands which related to the way of life for Thai Muslims. The results will be transforming to Thai Halal Brands packaging and label design. The expected benefit is an alternative of marketing strategy for brand building process for Halal products in Thailand. Four elements of marketing strategies which necessary for the brand identity creation is the research framework: consists of Attributes, Benefits, Values and Personality. The research methodology was applied using qualitative and quantitative; 19 marketing experts with dynamic roles in Thai consumer products were interviewed. In addition, a field survey of 122 Thai Muslims selected from 175 Muslim communities in Bangkok was studied. Data analysis will be according to 5 categories of Thai Halal product: 1) Meat 2) Vegetable and Fruits 3) Instant foods and Garnishing ingredient 4) Beverages, Desserts and Snacks 5) Hygienic daily products.
The results will explain some suitable approach for brand Identities of Thai Halal brands as are: 1) Benefit approach as the characteristics of the product with its benefit. The brand identity created transform to the packaging design should be clear and display a fresh product 2) Value approach as the value of products that affect to consumers’ perception. The brand identity created transform to the packaging design should be simply look and using a trustful image 3) Personality approach as the reflection of consumers thought. The brand identity created transform to the packaging design should be sincere, enjoyable, merry, flamboyant look and using a humoristic image.
Abstract: Creative tourism is an ongoing development in many countries as an attempt to moving away from serial reproduction of culture and reviving the culture. Despite, in the destinations with diverse and potential cultural resources, creating new tourism services can be vague. This paper presents how tourism experiences are modularized and consolidated in order to form new creative tourism service offerings in evanescent cultural communities of Bangkok, Thailand. The benefits from data mining in accommodating value co-creation are discussed, and implication of experience modularization to national creative tourism policy is addressed.
Abstract: This study is conducted with the objective to prove how the distorted distribution of welfare affects the quality of school-age children lives differently in the case ofan urban community in Bangkok. 334 samples are households from Suan Oi and Ratchapatubtim communities. The study of sample communities found the difference between two communityareasthatare close. The people of Suan Oi community are economically better off people than the people of the Ratchapatubtim community. They share the benefits of using most services except the welfare of a child’s education.The resulting analysis of the variability in quality of life of the school age children indicate that heads of the households are women looking for quality of life benefits when the compulsory school age is less.A study of the two communities suggests that the inequality in incomedistribution currently affects the quality of life of school-age children.
Abstract: This qualitative research has 2 objectives: to study
marketing management of the cultural learning center in
Suansunandha Rajabhat University and to suggest guidelines to
improve its marketing management. This research is based on a case
study of the Arts and Culture Office in Suansunandha Rajabhat
University, Bangkok.
This research found the Art and Culture Office has no formal
marketing management. However, the marketing management is
partly covered in the overall business plan, strategic plan, and action
plan. The process can be divided into 5 stages. The marketing
concept has long been introduced to its policy but not apparently put
into action due to inflexible system. Some gaps are found in the
process.
The research suggests the Art and Culture Office implement the
concept of marketing orientation, meeting the needs and wants of its
target customers and adapt to the changing situation. Minor
guidelines for improvement are provided.