Journal of Digital Business and Social Sciences

Cover Vol.10 No.1

JDBS JDBS — 2024-06-13

Cover

Full Issue Vol.10 No.1

JDBS JDBS — 2024-06-14

Full Issue

Editorial Team

JDBS JDBS — 2024-06-13

Editorial Team

Peer Reviewers

JDBS JDBS — 2024-06-13

Peer Reviewers

JDBS JDBS — 2024-06-14

table of Contents

Consumer Service Usage Behavior and Marketing Mix Elements from the Customer Perspective (7Cs) Affecting the Decision to Use Barbershop Services in the Bangkok Metropolitan Area and Its Suburbs

อนุสรณ์ เค้าทอง — 2024-06-13

This study examined the demographic factors, consumer service usage behavior, and marketing mix elements from the customers' perspective, influencing the decision to utilize barbershop services in the Bangkok metropolitan area and its surrounding suburbs. The population comprises individuals who have previously utilized barbershop services. Data was collected from a sample group of 400 individuals using a non-probability, purposive sampling method. Data analysis encompasses using descriptive statistics, such as frequencies, percentages, means, and standard deviations, and inferential statistics, such as one-way analysis of variance (ANOVA) and multiple regression analysis. The study found that most participants were males, between the ages of 31 and 40, unmarried, with bachelor's degrees, working in the private sector, and earning an average monthly income of 15,001-30,000 Baht. Most customers opted for haircut services, with an average spending range of 101-200 Baht. They mainly utilize these services to improve their physical appearance and self-assurance. The service is used monthly, usually between 12:01 and 16:00, with each session lasting 31 to 60 minutes. Crucially, the choice to utilize these services was primarily autonomous. The hypothesis testing revealed that demographic factors, including gender, consumer service usage behavior, and varying service expenditures, statistically significantly impacted the decision to utilize barbershop services. This effect was observed at a significance level of 0.05. Customers' perception of the marketing mix elements (7Cs), such as customer value, cost to customer, communication, and caring, are significantly related to their decision to use barbershop services in the Bangkok metropolitan area and its suburbs. This relationship is statistically significant at a significance level of 0.05.

Comparative of Operational Approaches to Mobilization towards Making Cultural Heritage to be World Heritage

ปราณี จุลภักดิ์ — 2024-06-13

This research aimed to study the Comparative Operational Approaches to Mobilization towards Making Cultural Heritage World Heritage as part of the mobilization towards making Wat Phra Mahathat Worramahawihan, Nakhon Si Thammarat the world heritage. This study aimed to compare operational mobilization approaches toward making cultural heritage in Thailand and foreign countries a world heritage. This research is qualitative. This research uses literature review documents and related research both domestically and internationally, as well as in-depth interviews; there are three primary informants. The research showed the comparative operational mobilization approaches towards making cultural heritage in Thailand and foreign countries' world heritage. Some issues are similar and different. A similar problem is the existence of a heritage management plan, clearly defining and allocating utilization in core zones and buffer zones, law enforcement, and a collaboration between the public sector, the private sector, and the public sector. The different issues are that world heritage in foreign countries have buildings and sculptures intact and are well taken care of by the people, government, and related parties and UNESCO with the emphasis on creating correct knowledge and understanding for the people, leading to participation in the conservation of world heritage. As for world heritage sites in Thailand, people still need proper knowledge and understanding of the conservation and development of heritage sites. Inconsistent attitudes between the government and the public sector make people feel they do not own the heritage site.

The Impact of Marketing Mix Elements on the Decision of Chinese Tourists to Choose a Hotel in Phuket Province

ภูมิพัฒน์ ฉายา — 2024-06-13

The primary purpose of this research is 1) to compare Chinese tourists' decisions to choose a hotel in Phuket province by personal factors and 2) to study marketing mix elements that affect Chinese tourists' decisions to choose a hotel in Phuket province. The study's sample group consisted of 400 Chinese visitors who came to travel and stay at a hotel in Phuket province. The research statistics used in data analysis were frequency, means, t-test, one-way analysis of variance, ANOVA, Pearson Product Moment Correlation Coefficient, and multiple regression analysis. This research showed that Chinese tourists of different sexes, ages, educational backgrounds, marital status, and monthly incomes make the same decision to stay at a hotel in Phuket province. While Chinese tourists of different occupations make different decisions to stay in hotels in Phuket province at the statistical significance level of 0.05, predictor variables that affect Chinese tourist's decisions to choose a hotel in Phuket province at the statistical significance level of 0.05, such as marketing mix elements of physical, service people, and service product, whose regression coefficients (ß) are 0.343, 0.182, and 0.169, respectively, the marketing mix elements of price, place, promotion, and service process did not affect Chinese tourist's decisions to choose a hotel in Phuket province.

Value Chain Analysis of Garnet Bar Jewelry Chanthaburi

พูลศิริ ประคองภักดิ์ — 2024-06-13

This research aims to study the production and distribution process of garnet bar jewelry and to analyze the value chain of garnet jewelry. The population of this research is gem and jewelry entrepreneurs in Chanthaburi Province and in-depth interview is utilized to carry out research. The results found that garnet gemstones which are commonly used for jewelry production are reddish-brown or dark reddish-orange garnets imported from Africa. Then, it is cut into cylindrical bars with a diameter of approximately 3-5 mm. and a length of 7-15 mm. It is favorably used to produce necklaces, bracelets, and rings. In analyzing activities according to the principles of supply chain analysis found that the strengths of main activities of the entrepreneurs are they stay in the sources area of quality raw materials (garnet). The entrepreneurs have the knowledge and ability to cut gemstones and design jewelry. There is a definite product distribution channel. Focus on direct marketing to customers to offer the product value directly to customers and focus on word-of-mouth marketing. In addition, the entrepreneurs also provide after-sale customer service. As for additional activities in the supply chain, it starts with purchasing raw materials that are available locally at all times. The production process relies on the skill or expertise of the entrepreneurs. However, there is wide use the modern equipment which produces a work quality more stable. Regarding the entrepreneur's characteristics, it is found that most entrepreneurs have high expertise due to their experience in this profession for a long time.

Local Community Power: Dynamics of Community Forest Management through the Utilization of Community Cultural Capital for Sustainable Strengthening of Grassroots

เดือนนภา ภู่ทอง — 2024-06-13

The concept of local community forests serves as a guideline for natural resources and environmental conservation within the community, emphasizing the participation of civil society. Driven by the people, it has been widely developed in developing countries. Thailand has always prioritized resources and environmental conservation and has a forest resource base under this concept. Local communities play a crucial role in driving the inheritance of good values. They serve as the identity of the community's way of life with the forest. By utilizing the cultural capital existing in the community, they apply to create local community power. The concept of community forest conservation is created by using the community forest as a mobilization to nourish life and developed to build the foundation of the local grassroots economy to become an eco-tourism destination. Using limited resources creates value and a community economic base, promoting a balanced community way of life. It can be said that the local communities, as the owners of the resources, participate in and take responsibility for the forest resources management with the support and mobilization from the government to benefit various sectors of society. In Thailand, the concept of local community empowerment and community forest management has become increasingly important. The study objectives are to examine the collaboration approaches between the government and civil society regarding the dynamics of community forest management by using community cultural capital to manage community forests, strengthen the grassroots economy sustainably, and propose guidelines for efficiency cooperation and promotion. The structure of the development mechanism for the creative conservation of forest resources leads to the development and promotion of the governmental policy and the study of government laws related to community forest rights and strategies for community forest management for natural resources conservation in the northern region. The research design of this study is qualitative research that collected the data through in-depth interviews, focus group discussions, and participatory observation to prioritize the problems. The study found that the driving force of the integration of local people in community forest management encouraged governmental activities. It can be applied to policy development via community forest management models by utilizing the power of community unity, driving various community forest policies of the government with local people. This results in a creative force for community forest conservation, creating a community economic foundation for maximum sustainable benefit.

Keywords: local community power, community cultural capital, dynamics of community forest management, grassroots economy

CEO CHARACTERISTICS AND CORPORATE PERFORMANCE: A CASE STUDY OF MARKET FOR ALTERNATIVE INVESTMENT IN THAILAND

นุสรา จันทาพูน — 2024-06-13

This study’s main objective is to study the relationship between the characteristics of the chief executive officers and the performance of companies listed on the MAI Stock Exchange. Data on the characteristics of both chief executive officers and executive board members, including the shareholding proportion are used in this study. The data includes information regarding characteristics and shareholding proportion in the companies from the Info Director Management Report in Report 56-1 for the year 2019-2020, a total of 176 firm-year observations. The study employs a multiple regression analysis. The dependent variables of the study are return on assets (ROA) and return on equity (ROE). The characteristics of the CEO are gender, age, education, experience in the current position, experience in the field, duo position, field of study, family business, and shareholding proportion. The results of this study found that only three variables presenting the significance to the dependent variables. The shareholding proportion variable (positive impact) and family business variable (negative impact) present the statistical significance to both ROA and ROE, while only duo position variable presents the positively statistical significance to ROE. It can conclude that proportion of shareholders of the CEO and duo position of the CEO are positively impact or influence the changes of ROA and/or ROE. Being a family business does negatively impact or influence the changes of both ROA and ROE of the MAI listed companies.

Service Marketing Mix Factors Influencing the Decision to Use Beauty Clinics in the Bangkok and Its Vicinity

พัชรนันท์ นิธิพรพิมนต์ — 2024-06-13

This independent study aimed to study the demographic factors, and the service marketing mix factors, influencing the decision to use beauty clinics in the Bangkok and its vicinity. The population consists of individuals previously using barbershop services. A non-probability, purposive sampling method was used to collect data from a sample group of 400 individuals. Data analysis involves descriptive statistics, including frequencies, percentages, means, and standard deviations, as well as inferential statistics, including one-way analysis of variance (ANOVA) and multiple regression analysis.

The research revealed that most respondents were female, aged 31-40, single, holding bachelor's degrees, employed in the private sector, and earning an average monthly income of 15,001 - 30,000 Baht.

The hypothesis testing indicated that demographic factors such as gender, age, marital status, education level, occupation, and average monthly income had a statistically significant effect on the decision to use beauty clinic services at a significance level of 0.05. Additionally, the elements of the service marketing mix, including price, place, people, process, and physical evidence, have a statistically significant relationship with the decision to use beauty clinic services in the Bangkok and its vicinity at a significant level of 0.05.

Marketing Mix 4Es Affecting the Adaptation to Survive in the Crisis of Small Hotel Businesses in the Country

ณฐพงศ์ สุขประเสริฐ — 2024-06-13

This research aims to study the modern marketing mix (4Es) that affects adaptation to survive the crisis of small hotel businesses in Thailand. Use qualitative research methodology by studying relevant documents and research and in-depth personal interviews. The informants were four small hotel business operators in Thailand, four representatives from government agencies and private sectors involved in tourism, and one academician, totaling nine people. The research tool was a semi-structured interview. The accuracy of the data was checked using the data triangulation method. The modern marketing mix (4Es) that affects the adaptation to survive in the crisis of small hotel businesses in Thailand consists of creating a good experience in every place), exchange, and evangelism. The research recommendations are as follows: 1) experience: Entrepreneurs should create a positive customer experience by adding the identity and hygiene amenities of the hotel as key elements of customer proposition; 2) everyplace: entrepreneurs should create online awareness. This suggestion is the best way to reach target customers today; 3) exchange: Entrepreneurs should create value in the minds of customers to respond to the price and total expenses that customers have to pay, such as encouraging employees to have training in various skills, including exemplary service skills or service that creates expectations for customers to feel that it is worthwhile and 4) evangelism: entrepreneurs should provide close customer service and friendly to make customers satisfied until customers say the word of mouth or reviews on social media.

Developing an AHP-Based Web Application for Internship Selection among Undergraduate Students

Wanvipa Wongvilaisakul — 2024-06-14

Internships for undergraduate students in the workplace will result in the opportunity to get a career in the future. If students can compare multi-criteria and multi-alternative in selecting appropriate internships, this will make decision-making much easier, and increase their future job opportunities. This research is aimed to develop a web application to recommend internship selection workplaces for undergraduate students and evaluate the quality and the satisfaction of the web applications by using the Analytical Hierarchy Process (AHP) technique to rank internship options. The quality assessment results by 4 experts found that the overall mean was 4.15 (high level), and the standard deviation was 0.74. The satisfaction assessment results of 96 users found that the overall mean is calculated at 3.90 (high level), and the standard deviation was 0.95. The criteria to use in considering the top 3 are good colleagues, suitable allowances/compensation, and welfare, respectively. Significant recommendations encompass the application of responsive web design principles to ensure compatibility across diverse devices, alongside the integration of UX/UI design principles aimed at enhancing the usability of websites.

Journal of Digital Business and Social Sciences

Cover Vol.10 No.1

Full Issue Vol.10 No.1

Editorial Team

Peer Reviewers

Table of Contents

Consumer Service Usage Behavior and Marketing Mix Elements from the Customer Perspective (7Cs) Affecting the Decision to Use Barbershop Services in the Bangkok Metropolitan Area and Its Suburbs

Comparative of Operational Approaches to Mobilization towards Making Cultural Heritage to be World Heritage

The Impact of Marketing Mix Elements on the Decision of Chinese Tourists to Choose a Hotel in Phuket Province

Value Chain Analysis of Garnet Bar Jewelry Chanthaburi

Local Community Power: Dynamics of Community Forest Management through the Utilization of Community Cultural Capital for Sustainable Strengthening of Grassroots

CEO CHARACTERISTICS AND CORPORATE PERFORMANCE: A CASE STUDY OF MARKET FOR ALTERNATIVE INVESTMENT IN THAILAND

Service Marketing Mix Factors Influencing the Decision to Use Beauty Clinics in the Bangkok and Its Vicinity

Marketing Mix 4Es Affecting the Adaptation to Survive in the Crisis of Small Hotel Businesses in the Country

Developing an AHP-Based Web Application for Internship Selection among Undergraduate Students