Factors Affecting the Value of Purchasing Ice Cream, Fruit Tea Drinks, and Bubble Milk Tea of the Mixue Brand for Bangkok Consumers
Keywords:
Mixue, Marketing Mix, Brand ValueAbstract
This study aimed to investigate the motivational factors affecting the work performance of employees at Oakwood Hotel and Residence Sri Racha, based on Herzberg’s Two-Factor Theory and employing a quantitative research approach. The sample consisted of 136 employees. Data were collected through questionnaires and analyzed using descriptive and inferential statistics, including T-tests,
F-tests, and multiple regression analysis. The findings revealed that motivational factors with a statistically significant effect on work performance included job characteristics, achievement, responsibility, and recognition. In addition, the influential hygiene factors were organizational policies and administration, working conditions, professional status, and personal life. The study recommends that management design motivational systems that enhance both psychological motivation and tangible rewards, while fostering a work environment conducive to cooperation and stability, in order to sustainably improve employee performance.
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