Journal for Strategy and Enterprise Competitiveness

Strategic Management of Restaurant Business in the Digital Era

Apichaya Thainphet — 2025-04-30

This article aims to provide guidelines for strategic planning of restaurant businesses for communication in the digital age. By studying from textbooks, books and related academic articles. Then conclude with a descriptive analysis. The results of the study found that the restaurant business plays a vital role in Thailand's economy and has the potential for continued growth. In the current era, digital media has significantly influenced business operations, making it essential for restaurant businesses to focus on appropriate strategic management processes. This ensures adaptability and preparation for changes brought about by digital media. The strategic planning process consists of four steps: 1) analyzing the business environment, 2) formulating strategies, 3) implementing strategies, and 4) evaluating results. The analysis of the business environment is conducted to understand the competitive strengths and weaknesses. This analysis helps determine areas of advantage or disadvantage. Following this, the formulation of strategies becomes a critical step in guiding the business toward its goals. The next phase involves implementing these strategies, where executives must align operational plans with the strategies to achieve the business objectives and enhance competitive potential. Finally, the process concludes with evaluation and control, which measure the success of strategy implementation. Therefore, restaurant businesses should recognize the importance of strategic management processes, as these can bring significant benefits to the business and enhance its competitive efficiency in the digital communication era.

Exploring the Effects of Cashless Mobile Payment Adoption in Thailand: A Case of Silver Generation

Natinee Thanajaro — 2025-04-30

This study explores the adoption of cashless mobile payment systems among Thailand's silver generation (aged 60 and above), a demographic experiencing rapid growth in digital engagement yet facing unique adoption challenges. By integrating the Technology Acceptance Model (TAM) with user experience perspectives, the research investigates the influence of perceived ease of use, perceived usefulness, social influence, technology self-efficacy, and trust on user experience, which mediates satisfaction, adoption rates, and behavioral intentions. A quantitative survey of 480 elderly participants in Bangkok was conducted, with data analyzed using structural equation modeling (SEM). Key findings indicate that perceived ease of use and trust significantly enhance user experience, while social influence and technology self-efficacy moderately contribute. The study highlights user experience as a critical mediator, emphasizing the need for user-friendly interfaces, trust-building strategies, and digital literacy programs tailored for the elderly. These findings provide valuable insights for financial institutions, policymakers, and technology developers aiming to promote digital financial inclusion among older populations in emerging economies.

Employee Welfare Initiatives to Enhance Employee Performance at ABC Institution, Nanning City, Guangxi Province

Yuling Chen — 2025-04-30

The research objectives were: 1) to study the effect of employee welfare on employee performance in ABC Institution, 2) to study the moderating role of organizational culture on the relationship between employee welfare and employee performance in ABC Institution, and 3) to propose employee welfare initiatives to improve employee performance at ABC Institution. The study employed a mixed-methods approach. Quantitative data were gathered through a questionnaire distributed to a sample of 300 employees, selected using stratified random sampling. Qualitative insights were obtained through interviews with twelve entry-level employees, one middle-level employee, and one senior employee. These individuals were selected using purposive sampling to ensure diverse perspectives on the welfare system. The selection based on roles and experience ensured a comprehensive understanding of welfare policy impacts across levels. The quantitative findings were analyzed using descriptive statistics, correlation analysis, multiple regression, and hierarchical regression. The qualitative data were analyzed through thematic analysis.

The research findings revealed that: 1) a strong positive relationship between employee welfare and performance (β = 0.716, p < 0.001), confirming that better welfare leads to improved employee outcomes. This indicates that improvements in employee welfare directly enhance employee performance, 2) organizational culture had a crucial moderating and promoting effect on the relationship between the two. Adding this interaction term increased the model’s explanatory power (ΔR² = 0.022, p < 0.001). This finding indicates that organizational culture amplifies the impact of employee welfare on employee performance by shaping shared values, norms, and perceptions of welfare initiatives, and 3) proposed employee welfare initiatives included salary improvements, training and development programs, work-life balance initiatives, and inclusive policies. Leveraging a strong organizational culture can optimize welfare programs, maximizing their positive impact on employee performance.

Work-life Balance through the Eyes of Gen Z: A Multimodal Analysis of Multilingual Students' Perspectives

Teekawin Disa — 2025-04-30

This research study investigated how Gen Z multilingual students conceptualize work life balance (WLB) and explored how their academic backgrounds influence these perceptions. Using a multimodal discourse analysis approach, data were collected from video clips on the theme “Work-life Balance on Screen,” created by 180 university students who were learners of Thai, English, and Japanese at a private university in Bangkok, Thailand. Students were given creative freedom to portray their understanding of WLB in a multilingual format. Analysis revealed that participants conceptualized work-life balance in three ways: as personal well-being (55.56%), as a flexible lifestyle (33.33%), and as a struggle (11.11%). The study found that students' fields of study significantly influenced these conceptualizations, with Business Administration students primarily viewing WLB as personal well-being, IT students as a flexible lifestyle, and Engineering students as a struggle. The results reflect Gen Z's prioritization of relaxation, self-care, and mental well-being in their approach to balancing work and life.

Strategic Initiatives for Enhancing Compensation Management at Guangxi B Company

Rongyu Liang — 2025-04-30

The research objectives were: 1) to examine the current state of compensation management at Guangxi B Company, 2) to identify the gaps and defects in the compensation management practices at Guangxi B Company, and 3) to propose strategies for enhancing the compensation management at Guangxi B Company. This research employed convergent parallel mixed methods approach. Quantitative data were collected through a questionnaire distributed to all 367 employees, with 350 valid responses. Qualitative data were gathered through interviews with employees, middle managers, and senior management, totaling 13 participants, selected using purposive sampling. The quantitative data were analyzed by using descriptive statistics, while the qualitative data were analyzed through thematic analysis. The results from both methods were synthesized to provide a comprehensive understanding of the compensation system and effectively address the research objectives.

The research findings revealed that: 1) the compensation management system at Guangxi B Company showed moderate transparency and clarity, with average competitiveness in salary structures. Employee satisfaction was moderate, with concerns about fairness and alignment with market standards, particularly regarding bonus schemes and performance evaluations; 2) significant gaps included perceived pay disparities, low overall satisfaction with compensation packages, and a lack of transparency in compensation policies. Employees felt under-compensated relative to their responsibilities, and the unclear connection between performance and rewards led to feelings of inequity and demotivation; 3) enhancing compensation management involved establishing clear salary structures, simplifying bonus schemes, and implementing objective performance evaluations. Regular communication, market benchmarking, and creating feedback mechanisms were also essential for fostering transparency, fairness, and employee engagement, ultimately aligning compensation practices with employee expectations and industry standards.

A Study of Factors Influencing the Development of Digital Financial Literacy Among Small Entrepreneurs: A Case Study of Online Loan

Wasan Uthaileang — 2025-04-30

This study focuses on developing digital financial capabilities among small entrepreneurs in developing countries, influenced by the growth of digital financial services during the COVID-19 pandemic, which led to an increase in financial transactions via online loan applications. The research utilizes the framework of Behavior Change Theory and the I-change Model to examine factors influencing the development of digital financial skills, specifically emphasizing digital financial knowledge, attitudes, and self-efficacy. This study focuses on developing digital financial capabilities among 400 small entrepreneurs from Bangkok Metropolitan Area, influenced by the growth of digital financial services during the COVID-19 pandemic. Utilizing Behavior Change Theory and the I-change Model, the research examines factors affecting digital financial skills, emphasizing knowledge, attitudes, and self-efficacy. Structural Equation Modeling (SEM) and Path Analysis reveal a significant positive relationship between knowledge, motivation, and digital financial skills, revealing a significant positive relationship between knowledge and motivation, which directly impacts the digital financial skills and capabilities of entrepreneurs. Furthermore, entrepreneurs’ attitudes and self-confidence play a crucial role in fostering new behaviors that support confident use of online loan services and including the process of preparation and appropriate training. Recommendations from this study highlight the importance of developing motivational courses and government support to sustainably enhance small entrepreneurs' access to digital financial services.

The Influence of Service Marketing Mix, Service Quality, and Corporate Social Responsibility on Home Refinance Loan Decision Making in Chiang Mai

Parichat Sukkham — 2025-04-30

This study examines the influence of service marketing mix, service quality, and corporate social responsibility on decisions to apply for mortgage refinancing in Chiang Mai province. The objective was to study how these factors impact mortgage refinancing decisions in the Chiang Mai area. The research employed a mixed-method approach. The qualitative component utilized interviews as a tool, conducting interviews with existing mortgage refinancing customers until data saturation was reached. The quantitative component used questionnaires to collect data from 400 prospective mortgage refinancing applicants, selected through non- purposive random sampling.

The study found that service marketing mix factors including product, process, and service environment, service quality dimensions including tangibility of service, responsiveness to service needs, creating confidence for service users, individual customer care, and corporate social responsibility all influence the decision to apply for mortgage refinancing. The study showed that survey respondents held relatively consistent opinions in the same direction. These findings can be applied as guidelines for developing service marketing mix elements related to financial institution operations, as a framework for customer service operations to meet financial institution customers' needs, and as a direction for promoting corporate social responsibility initiatives in the future.

Marketing Strategy 7P's Influencing the Online Fashion Clothing Purchase Decisions of Muslim Women

Afsa Arwae — 2025-04-30

This research aims to study the marketing mix factors (7P's) influencing online fashion clothing purchase decisions among Muslim women in Mueang District, Narathiwat Province. The sample consisted of 400 Muslim women selected using the simple random sampling method. The sample size was determined using Yamane’s formula (1973) at a 95% confidence level with a 5% margin of error. Data were collected through an online questionnaire to ensure convenience and comprehensive coverage of the target group. The data were analyzed using multiple regression analysis to identify the factors affecting purchase decisions. The results revealed that Place (distribution channels) was the most influential factor, with a mean score of 4.45 and a standard deviation of 0.50, and a regression coefficient (β) of 0.45. This was followed by Product, with a mean score of 4.35, a standard deviation of 0.56, and β = 0.38. Physical Evidence also played a significant role, with a mean score of 4.25, a standard deviation of 0.60, and β = 0.30. The analysis indicated that all marketing mix factors significantly influenced purchase decisions at a 0.05 level of significance. The findings highlight the importance of developing efficient and fast distribution channels and improving product quality to align with Islamic principles. Additionally, designing a trustworthy and user-friendly online platform is critical in enhancing consumer confidence. This study also opens opportunities for further research into online purchasing behaviors among consumers with specific religious and cultural backgrounds in other regions, which can aid in developing tailored marketing strategies.