Journal for Strategy and Enterprise Competitiveness

Assessing Service Quality Gaps in Thailand-Cambodia Cross-Border Logistics: A SERVQUAL Dimensions-Based Analysis of Customer Satisfaction and Loyalty

Sunida Piriyapada — 2026-04-30

This study examines the gap between customer expectations and perceptions of cross-border e-commerce logistics service quality between Thailand and Cambodia using the SERVQUAL model, which includes reliability, responsiveness, assurance, empathy, and tangibles. By analyzing these dimensions, the study aims to uncover critical factors where service improvements are needed to align with customer expectations, ultimately providing insights for cross-border logistics providers to enhance service quality and increase customer satisfaction in the
e-commerce sector between the two countries. Using a quantitative research design, a survey was conducted with 400 local residents in Siem Reap, who were familiar with cross-border logistics, with a pilot test involving 50 respondents to refine the questionnaire for clarity and reliability. A survey was conducted among 400 Siem Reap residents, with a pilot test involving 50 respondents to refine the questionnaire for clarity and reliability. The final survey was translated into Khmer for accessibility. Gap analysis revealed notable discrepancies, particularly in responsiveness (0.45) and assurance (0.37), indicating a need for faster customer communication and stronger shipment security measures. The Multiple Regression Analysis (MRA) demonstrated that reliability (β = 0.28,
p < 0.001), responsiveness (β = 0.22, p < 0.001), and assurance (β = 0.31, p < 0.001) significantly influence customer satisfaction, while customer satisfaction strongly predicts customer loyalty (β = 0.60, p < 0.01). These findings provide actionable insights for logistics providers to enhance operational efficiency, adopt real-time communication tools, and strengthen shipment security. Addressing these gaps will improve customer satisfaction, foster loyalty, and enhance the competitiveness of cross-border logistics services between Thailand and Cambodia, particularly in the growing e-commerce sector.

The Jinsui Model for Improving Agricultural Economic Performance in Long’an County, Guangxi Province

Zhonglin Deng — 2026-04-30

The research objectives are 1) to identify the key factors affecting agricultural economic performance in Long’an County, Guangxi Province, and 2) to propose guidelines based on the Jinsui model for improving agricultural economic performance in Long’an County, Guangxi Province. The study employed a quantitative approach.
A structured questionnaire was employed to collect data from a sample of 352 farmers, selected through the simple random sampling technique. The data were analyzed using descriptive statistics such as frequency, percentage, mean, and standard deviation, as well as inferential statistics such as correlation analysis and multiple regression.
The research findings revealed that agricultural economic performance in Long’an County is shaped by multiple factors acting together rather than any single dominant driver. Financial services had the strongest impact on production efficiency, while technical support was most influential for farmer income. Other factors—policy support, market access, farmer cooperation,
and management capability—also contributed positively, though all effect sizes were small. Together, these factors explained over 40% of the variance in production efficiency and nearly 39% in farmer income, confirming the importance of an integrated approach. Based on these findings, six key guidelines are recommended: improve policy support, strengthen technical assistance, expand financial services, enhance market access, develop management capacity, and promote farmer cooperation. Together, these measures can advance sustainable and inclusive agricultural development in Long’an County.

Development Strategy for Sports-Oriented Hotel Businesses Targeting International Tourists in Phuket from the Perspective of Hotel Stakeholders.

Ruangchai Ruangyangmi — 2026-04-30

Over the past decade, sports tourism has become a key mechanism driving the global tourism economy. With Thailand’s potential to become a regional hub for health and sports tourism, combined with the distinctive advantages of Phuket—particularly its variety of water-based and outdoor activities—the hotel industry has significant opportunities to evolve into “Sports Hotels” designed to meet the specific needs of international sport-oriented travelers. This research aims to examine business plans and propose appropriate and sustainable development strategies for sports hotel businesses in Phuket in order to enhance their competitiveness. This study employs a qualitative case study approach involving two cases. The primary objective is to investigate business plans and develop strategic recommendations for sports hotels targeting foreign tourists in Phuket. The sample group consists of 15 participants, including 10 hotel operators and 5 international tourists. Data were collected through in-depth interviews and participant observation. The analysis was guided by the McKinsey 7S Framework in conjunction with the Marketing Mix (7Ps). The findings reveal four core strategic directions for the development of sports hotel businesses: 1) enhancing service quality specific to sports tourism, such as improving facilities that cater to nutritional needs and physical recovery for athletes; 2) developing staff competencies, including specialized sports knowledge (e.g., trainers) and international service standards; 3) applying digital marketing strategies to increase market reach and brand awareness among sport-oriented travelers; and 4) establishing strategic collaborations with local authorities and sports associations to improve facilities and promote international sporting events. The study recommends integrating these strategies into core business planning to strengthen competitiveness and long-term sustainability. Such efforts will elevate Phuket’s image as a premier sports tourism destination in the Asian region.

Brand Equity Influence the Decision Using Electric Vehicle Charging Station of the Provincial Electricity Authority in Thailand

Waraporn Piraban — 2026-04-30

This research aims to investigate brand equity and consumer behavior factors influencing the decision to use electric vehicle (EV) charging stations provided by the Provincial Electricity Authority (PEA) in Thailand. A quantitative research approach was employed, using an online questionnaire as the primary data collection instrument. The sample consisted of 415 Thai consumers aged between 21 and 60 years who have the decision-making power to use EV charging services. Non-probability sampling method with purposive sampling and voluntary response sampling were applied. Descriptive statistics, including frequency distribution, percentage, mean, and standard deviation. Inferential statistics were used alongside such as T-Test, Analysis of Variance: ANOVA, and Multiple Regression Analysis to examine the relationship between independent and dependent variables. Model fit was assessed using R‑squared values from the multiple regression analysis. The results indicated that brand equity and consumer behavior significantly influenced the decision to use PEA’s EV charging stations in Thailand at the statistical significance level of 0.001 were Perceived Behavioral Control and Attitude Toward the Behavior. At the 0.01 significance level were found Other Proprietary Brand Assets, while at the 0.05 significance level were Brand Association and Subjective Norm.

Factors Affecting the Value of Purchasing Ice Cream, Fruit Tea Drinks, and Bubble Milk Tea of the Mixue Brand for Bangkok Consumers

Nattaya Prapaipanich — 2026-04-30

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.

Service Quality Influencing Passenger Satisfaction and Reuse Intention on the Bangkok – Nakhon Ratchasima Air–Conditioned Bus Route

Chanisa Maneerattanrungrot — 2026-04-30

Public transportation not only improves the quality of life and society but also reduces environmental impacts. Although intercity buses remain the most popular choice in the public transportation system, interprovincial bus operators are facing a decline in passengers, while the use of personal vehicles continues to steadily increase. These trends indicate a declining interest in public bus services. This quantitative research aims to explore the direct impact of service quality on passenger satisfaction and reuse intention, as well as to explain the indirect impact of service quality on intention to reuse through passenger satisfaction. This survey research used questionnaires to collect data from 385 passengers traveling
by air-conditioned buses on the Bangkok - Nakhon Ratchasima route using a purposive sampling method. Descriptive statistics were used to explain the characteristics of the samples and the levels of the variables. A covariance-based structural equation model was employed to test the research hypotheses. The study results indicate that passengers perceive service quality, satisfaction, and reuse intention at a very high level. The bus service quality consists of five dimensions: tangibles, reliability, responsiveness, assurance, and empathy. The research findings according to the objectives are as follows:1) Passenger satisfaction and reuse intention are positively and directly affected by service quality.
2) Passenger satisfaction leads to the intention to reuse.
3) Passenger reuse intention is positively influenced by service quality indirectly through satisfaction, with statistical significance at the 0.01 level.

Analyzing Board Games for Conflict Management: A Design-Based Approach to Skill Development in Organizations

Chaiyaset Promsri — 2026-04-30

This research aimed to analyze five board games related to conflict management, namely Stop, Relax and Resolve, The Social Conflict Game, Peacetown, Conflict Resolution Bingo Game, and StarStruck, using qualitative content analysis. The study was grounded in the conceptual frameworks of game design by Tinsman (2008), Silverman (2013), Barrett (2020), and The Revised Bloom’s Taxonomy by Anderson et al. (2001). The findings led to the synthesis of eight key components for developing effective educational board games for conflict management: (1) learning objectives,
(2) game mechanics, (3) rules and flow, (4) player experience, (5) interaction and reflection, (6) content and scenario design, (7) rewards and consequences, and (8) challenge and scalability. The analysis revealed that board games can serve as powerful learning tools for fostering conflict management skills in organizational contexts. Well-designed games can simulate complex situations and offer players opportunities to practice decision-making, negotiation, and understanding diverse perspectives. However,a limitation of this study is that it focused solely on the content analysis of existing games, which may not fully align with specific cultural or contextual needs. Hence, this study recommended that the design principles identified should be applied to develop prototype board games tailored to the Thai educational context.

A Conceptual Model for Managing Service Marketing Innovation in the Digital Economy

Anirut Jaroensuk — 2026-04-30

This article presents the development of a conceptual model for service marketing innovation management in the digital era, under the framework of S.E.R.V.E., which was derived from a systematic literature review (SLR).
The model integrates knowledge of service marketing with emerging digital technologies and rapidly changing consumer behavior. The S.E.R.V.E. model comprises five key components: S – Smart System Integration, which emphasizes the application of AI, Big Data, and automation to enhance efficiency and real-time responsiveness;E – Experiential Engagement, focusing on designing customer experiences and engagement across all touchpoints; R – Relationship Personalization, which utilizes data to create personalized services and foster long-term loyalty; V – Value Co-Creation, enabling customers to actively participate in service design; and
E – Ethical & Sustainable Practices, highlighting business operations grounded in ethics and sustainability.
The model is founded upon six theoretical pillars:
(1) Service-Dominant Logic, (2) Service Innovation,
(3) Customer Experience & Personalization, (4) Technology Acceptance Model (TAM), (5) Innovation Diffusion Theory (IDT), and (6) Digital Transformation Framework, which together explain the mechanisms of value creation in the digital economy. The findings indicate that the S.E.R.V.E. framework serves as a strategic tool to enhance the competitive capacity of service businesses by combining technological integration with the creation of meaningful experiences and sustainable relationships. Furthermore, this model provides practical implications for entrepreneurs and policymakers, offering adaptability across diverse industries—such as tourism and hospitality, healthcare, education, finance, and digital businesses—in order to develop and implement service strategies that effectively respond to the dynamics of the digital economy.

A Case Study of Motivation Affecting Employee Performance at Oakwood Hotel & Residence Sriracha

San Makaonoi — 2026-04-30

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.

Factors Influencing the Purchase of 96.5% Gold Jewelry by Generation Z

Phattarirat Laohawi — 2026-04-30

This research aims to study 1) analyze the factors influencing the purchase of 96.5% gold jewelry among Generation Z consumers, 2) examine the relationship marketing elements affecting their purchasing decisions, and 3) investigate their attitudes toward 96.5% gold jewelry. The sample group consisted of 400 Generation Z consumers aged between 16 and 30 years old, residing in Chiang Rai province. Data were collected through questionnaires and analyzed using descriptive statistics and multiple regression analysis. The findings revealed that Generation Z consumers placed high importance on relationship marketing factors, particularly the credibility of gold shops, customer loyalty, and customer assurance, all of which had a statistically significant influence on purchasing decisions (p < 0.05). Although staff attentiveness received a high mean score, it did not have a statistically significant effect, suggesting that Generation Z consumers tend to rely on self-acquired information rather than salesperson persuasion. Relationship marketing variables accounted for 40.80% of the variance in purchasing decisions. Moreover, attitudinal factors—including consumers’ knowledge and understanding of gold jewelry and emotional perceptions such as viewing gold jewelry as a fashion accessory, a symbol of social status, or an investment—were all significantly influential, with emotional perception having the strongest impact
(β = 0.59, Sig. = 0.00). The study indicates that relationship marketing, emotional perceptions, and consumer knowledge are critical components in developing effective gold shop management strategies that align with the needs and purchasing behaviors of the new generation of consumers.

The Influence of Cash Flows on Cash Holdings and Audit Fees: A Case Study of Companies Listed on the Market for Alternative Investment (MAI)

Patinya Sumsa — 2026-04-30

This study aimed 1) to examine the relationships among cash flows, cash holdings, and audit fees, and
2) to investigate the influence of cash flows, cash holdings, and audit fees. This quantitative research utilized data from 119 companies listed on the Market for Alternative Investment (MAI) during 2020–2022. The statistical methods employed included Pearson’s correlation analysis and multiple regression analysis. The results revealed that 1) audit fees were positively and significantly related to cash flows from investing activities (r = 0.247, p < 0.01), while no significant relationships were found with cash flows from operating activities (r = –0.028, p > 0.05), cash flows from financing activities (r = –0.161, p > 0.05),
or cash holdings (r = 0.013, p > 0.05); and 2) cash flows from investing and financing activities influenced cash holdings and audit fees, whereas cash flows from operating activities and cash holdings had no influence on audit fees. These findings indicate that cash flows from investing activities are the only factor significantly associated with audit fees. Additionally, cash flows from investing and financing activities were found to influence cash holdings, highlighting the important role of investment complexity and capital structure in shaping both a firm’s liquidity and its audit-related costs.

Integrating Mixed-Method Approaches to Develop Strategic Experience Design for Community-Based Tourism under the BCG Model

Nisarat Saengkae — 2026-04-30

Community-Based Tourism (CBT) plays a vital role in strengthening grassroots economies and sustaining Thailand’s tourism sector under the Bio–Circular–Green (BCG) Economy Model. However, studies on experience design directly grounded in the BCG concept remain limited. This research aims to develop a strategic experience design framework using a mixed-methods methodology. Quantitatively, data were collected from 400 tourists at the Ban Nam Chiao Community-Based Tourism Enterprise in Trat Province and analyzed using Importance–Performance Analysis (IPA) to compare expectations and perceptions, as well as to identify strengths and areas for improvement, with the questionnaire demonstrating high reliability (Cronbach’s alpha = 0.969). Qualitatively, a Focus Group Discussion (FGD) with 12 stakeholders was conducted to explore community resources, cultural identity, and tourism management contexts. The integration of both data sets with theoretical frameworks led to the synthesis of the “CBT–BCG Experience Design Model,” comprising seven stages: visioning and participation, resource development, theme formulation, touchpoint design, BCG-based integration, capacity building, and risk management. This model was evaluated by experts and confirmed as feasible for practical application. The findings resulted in a strategic framework that enhances experience quality, adds value to tourism activities, and strengthens the competitiveness of community-based tourism alongside sustainable development under the BCG concept.