Journal for Strategy and Enterprise Competitiveness

The Role of Perceived Work Environment on Job Performance: Evidence from Traditional Chinese Medicine Hospital in Northeast China

2025-05-16T15:05:19+07:00

This research investigated the effects of perceived work environments on healthcare workers’ performance in a Traditional Chinese Medicine (TCM) hospital in Northeast China. We used a questionnaire survey design, collecting 339 valid responses from medical staff via an online questionnaire. Statistical analyses, including Pearson correlation and multiple regression, revealed that both dimensions of the work environment positively affect job performance, with non-physical factors showing a slightly greater influence. These findings confirm that adequate resources and a supportive environment contribute significantly to enhanced job performance. The study provides theoretical validation of the JD-R framework and practical recommendations for TCM hospital administrators aiming to enhance human resource effectiveness and healthcare quality.

A Feasibility Study on Investing in the Extension of the Wheel Delivery Conveyor System at FMA Company Limited

2025-06-06T16:00:40+07:00

This study aimed to examine the parts delivery system in the final assembly process, as well as the technical and financial feasibility of installing a wheel conveyor extension. Primary data were collected through participatory observation and interviews with relevant stakeholders, while secondary data were obtained from academic literature and industry sources. Both qualitative and quantitative analyses were conducted, using financial tools that account for the time value of money as decision-making criteria. The results indicated that the current wheel conveyor system faces time and labor constraints, resulting in inefficiencies. To address these issues, the study recommends installing five sets of Interroll Series 3500 Heavy roller conveyor extensions, along with a pneumatic mechanical arm capable of lifting five wheels simultaneously, supporting a minimum load of 350 kilograms. The system is to be installed on a platform measuring 2 meters wide, 8 meters long, and 1.25 meters high, connected to the existing conveyor line via an X-lift mechanism. This installation is technically feasible and will not disrupt the main production line. The total investment amounts to 8,630,000 baht, with a weighted average cost of capital (WACC) of 7.43%. Financial analysis shows a Net Present Value (NPV) of 8,365,310 baht, an Internal Rate of Return (IRR) of 21%, a Modified Internal Rate of Return (MIRR) of 12%, and a Profitability Index (PI) of 1.96. The payback period is calculated at 4.53 years. Sensitivity analysis indicates that the project remains financially viable even if the returns from labor and welfare savings increase by up to 37.64%, and if investment and operating costs increase by 96.93% and 252.77%, respectively. In conclusion, the project is financially viable and carries a low investment risk.

Factors of Success in Video Streaming Platforms: A Case Study on the Marketing Strategies of Netflix, YouTube, and Disney+

2025-03-24T09:33:12+07:00

This study aims to (1) examine the marketing strategies of video streaming platforms using case studies of Netflix, YouTube, and Disney+, and (2) propose strategic approaches applicable to the context of digital businesses in Thailand. A qualitative research methodology was employed, focusing on in-depth analysis based on the conceptual frameworks of the 8P’s Marketing Mix, STP, SWOT, business model, and strategies for branding and consumer loyalty. Data were collected through observation, documents, textbooks, and relevant research studies. The findings revealed that each platform employs distinct strategies that emphasize value creation and responsiveness to the diverse needs of their target audiences. For example, Netflix adopts a subscription-based model that emphasizes the production of original content and uses an AI-driven content recommendation system; YouTube utilizes an ad-supported model with user-generated content; and Disney+ employs a hybrid model combining subscriptions and advertising, along with content licensed from well-known franchises. The lessons learned from these platforms can be applied to digital media businesses in Thailand, highlighting the importance of adopting flexible business models, creating unique content, leveraging technology to enhance user experience, building customer loyalty, offering appropriate pricing and packages, adapting to competition, and developing clearly differentiated brands. The success factors of video streaming platforms can be summarized as follows: (1) the ability to respond to rapidly changing consumer behavior, (2) the use of advanced technology to enhance user experience, (3) ongoing strategies for branding and customer loyalty, (4) effective content and copyright management, and (5) clear and distinct market positioning. These elements are essential for success in the digital media industry.

An Analysis of Content Marketing’s Impact on Generation Z’s Decision-Making in Banking Services

2025-04-21T11:06:25+07:00

Marketing communication is a crucial factor in the competitive banking and financial business, especially when communicating with Generation Z, as a target audience. This demographic is important for future business as they are entering the workforce and will become the main labor force of the country. They also have financial knowledge and financial planning characteristics that differ from other age groups. This research aimed to study the influence of content characteristics in marketing communications on Generation Z's banking service decision-making process, focusing on presentation formats and message appeals. This experimental research utilized six prototype advertisements with different characteristics, presented to six groups of Generation Z participants aged 15-29 years, with 30 participants per group, totaling 180 participants selected through convenience sampling. Data were collected through questionnaires and in-depth interviews. The data were analyzed using the One-way ANOVA and the Least Significant Difference (LSD) method. The research found that different content characteristics significantly affected banking service decision-making. The video presentation format combined with a rational appeal had the most influence on Generation Z's decision to use banking services. These findings provide businesses with insights into the advertising consumption behavior, optimal content characteristics, and the influence of advertisements at each stage of the target audience's decision-making process. Businesses can apply these findings to develop effective marketing communication strategies targeting Generation Z customers.

Factors Influencing Consumers' Purchase Decision for Craft Beer Products

2025-05-28T17:20:07+07:00

This research aims to: 1) study the marketing mix factors that influence the decision to purchase craft beer, 2) study consumer behavior factors that influence the decision to purchase craft beer, and 3) study consumer attitude factors that influence the decision to purchase craft beer. A quantitative research method was employed using a questionnaire for data collection. The sample consisted of 400 individuals, including males, females, and LGBTQ+ people aged 20 years and above. Samples were selected using an online questionnaire distributed via QR codes to craft beer consumers both in craft beer shops and LINE groups. The data were analyzed using statistical methods, including frequency, percentage, mean, standard deviation, and multiple regression analysis. The results showed that: 1) marketing mix factors—product, price, and distribution—had a statistically significant relationship with the decision-making process in purchasing craft beer at the 0.05 significance level, whereas promotion had no significant effect; 2) consumer behavior factors—such as average frequency of craft beer consumption per month, average spending per purchase, tendency to try new craft beer products, and preferred purchase channels—significantly influenced the decision to purchase craft beer at the 0.05 significance level, while the main reason for purchasing craft beer, peak consumption period, purchase channel, information source, and the most influential person had no significant effect; and 3) consumer attitude factors—including the desire to try new products, the desire to enhance a sophisticated image, and beer-drinking experience or knowledge—had a statistically significant influence on the decision to purchase craft beer at the 0.05 significance level, while socializing or gathering had no significant influence.

Determinants Influencing University Students’ Decision-Making in Choosing Restaurant Services Around a Public University in Chanthaburi Province

2025-03-25T14:39:26+07:00

This research aimed to: 1) study the service marketing mix factors (7Ps) that influence students’ decisions to use restaurants located around a state university in Chanthaburi Province, and 2) examine satisfaction factors that affect students’ decisions to use such restaurants. This study employed a quantitative research approach, using a questionnaire as the research instrument. The population consisted of students from a state university in Chanthaburi Province, and the sample included 300 participants selected through convenience sampling. Data were analyzed using descriptive statistics—frequency, mean, and standard deviation—as well as inferential statistics through multiple regression analysis.

The results revealed that: 1) five service marketing mix factors—physical evidence
(B = 0.286), process (B = 0.229), product (B = 0.177), people (B = 0.120), and price
(B = 0.112)—had a statistically significant influence on students’ decisions to use restaurants around the university at the 0.05 significance level; and 2) three satisfaction factors—customers’ ability to pay for services (B = 0.261), access to service locations (B = 0.233), and convenience and facilities provided (B = 0.207)—also had a statistically significant effect on students’ decision-making at the 0.05 level. The findings indicate that physical evidence was the most influential service marketing mix factor, while customers’ ability to pay for services was the most important satisfaction factor. These insights can be applied by restaurant entrepreneurs to formulate effective strategies for future business operations.

Current Situations, Desirable Situations and Needs for Excellent Budget Management of Schools under The Secondary Educational Service Area Office Nong Khai

2025-04-21T09:11:04+07:00

The objectives of this research were to: 1) examine the current and desired conditions for excellent budget management in schools under the Secondary Educational Service Area Office, Nong Khai; and 2) identify the priority needs for excellent budget management in these schools. This study employed a quantitative research methodology. The sample consisted of 285 administrators and teachers from schools under the Secondary Educational Service Area Office, Nong Khai, selected through stratified random sampling followed by simple random sampling. The research instrument was a questionnaire based on a 5-point Likert scale. The statistical methods used for data analysis included frequency, mean, standard deviation, and the Modified Priority Needs Index (PNI_modified).

The findings revealed that: 1) the overall current condition of excellent budget management was at a moderate level, while the desired condition was at the highest level; and 2) the overall priority needs ranged from 0.436 to 0.488. When analyzed by aspect, the highest priority need was found in accounting management, followed by materials and assets management, and then financial management.

Key Factors Influencing Job Selection Among Generation Z in Thailand

2025-04-08T11:38:11+07:00

This study aims to examine the factors influencing job application decisions among Generation Z, using motivational factors, work support factors, and organizational culture factors as independent variables. Multiple Linear Regression analysis was employed to analyze data collected from a sample of 400 individuals.

The findings reveal that the motivational factors significantly influencing job application decisions include job responsibility (β = 0.174, Sig. = 0.007) and work success (β = 0.173, Sig. = 0.003). As for work support factors, the organization's reputation (β = 0.309, Sig. = 0.000) and coworker relationships (β = 0.166, Sig. = 0.001) were found to have a significant impact on job selection. In terms of organizational culture, the characteristics of organizational culture (β = 0.284, Sig. = 0.000) and the organization’s policies, vision, and mission (β = 0.208, Sig. = 0.001) positively influenced job application decisions.

The research findings suggest that motivational factors explain 45.30% of the variance in job application decisions (R² = 0.453), while work support factors have the greatest influence, explaining 59.20% of the behavior (R² = 0.592). Organizational culture factors also have a strong impact, explaining 55.60% of the variance (R² = 0.556). These results highlight that Generation Z places significant importance on the organization’s reputation, workplace relationships, and alignment with organizational values. Organizations seeking to attract and retain young talent in the long term should prioritize these factors in order to create a work environment that genuinely meets the expectations and motivations of this new workforce