Southeast Bangkok Journal <p>วารสารวิชาการเซาธ์อีสท์บางกอก (สาขามุษยศาสตร์และสังคมศาสตร์) จัดทำขึ้นโดยมีวัตถุประสงค์เพื่อส่งเสริมให้เกิดความร่วมมือในการนำเสนอบทความด้านบริหารธุรกิจ/เศรษฐศาสตร์/การจัดการ ด้านศึกษาศาสตร์/ครุศาสตร์/จิตวิทยา และสหวิทยาการด้านมนุษยศาสตร์และสังคมศาสตร์</p> en-US (พลเรือตรีหญิง ศาสตราจารย์ ยุวดี เปรมวิชัย) (นิตญา ก่อมขุนทด) Tue, 06 Mar 2018 15:01:00 +0700 OJS 60 THE PROBLEM OF PERSONNEL IN PUBLIC HIGHER EDUCATION INSTITUTIONS IN WESTERN REGION <p>This research article aimed to study the conditions and problems of personnel of higher education institutions in the western region. It was a qualitative study and used in-depth interviews , the recording data, and focus group discussion with academic personnel, support personnel , the executives of higher education institutions, legal officer and other executives or officers from other institutions. The results showed that most institutions have problems about recruitment and selection process and the development and training because the personnel can’t access to information , values ​​and attitude. The solutions must have the ways to improve the mechanisms and systems of recruitment and selection process by finding the targeted in the institutions by scouting model or re-recruiting and should&nbsp;be a positive and negative reinforcement such as operate curriculum development personnel in accordance with the job.</p> ดร. นิภาพรรณ เจนสันติกุล ##submission.copyrightStatement## Mon, 01 Jan 2018 00:00:00 +0700 MARKETING MIX FACTORS EFFECTING TO DECISION MAKING ON PURCHASING THE HOUSE BRAND PRODUCTS OF COSUMERS IN BANGKOK METROPOLIS A CASE STUDY OF BIG C SUPERCENTER BANGNA BRANCH <p>This research aimed 1) to study marketing mix factors which had effect on consumer’s decision making while purchasing house brand products at Big C Supercenter : Bangna branch, Bangkok Metropolis and 2) to compare the marketing mix factors categorized by personal factors that caused effect on consumer’s decision making. By accidental sampling, the researcher selected 385 consumers living in Bangkok Metropolis who bought house-brand products from Big C Supercenter: Bangna branch. The research tool was a questionnaire with content validity (IOC) between 0.60-1.00 and its reliability was 0.83. Percentage, mean and standard deviation were used in analyzing process. While hypothesis was tested by t-test and One-way ANOVA with statistical significance was set at 0.05.</p> <p>The results found that ; 1) The marketing mix factors had&nbsp; high level effect on consumers’ decision making while purchasing the house brand products at Big C Supercenter : Bangna branch, Bangkok Metropolis in overall. The first priority was on product&nbsp; distribution channels, followed by the price, marketing promotion and product itself. 2) The consumers who had different age and education level significantly gave high priority to marketing mix factors at level 0.05, but with no significance in consumers who were different in gender, status, occupation and income per month. &nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;</p> <p>&nbsp;</p> ดร. ภูษิตย์ วงษ์เล็ก ##submission.copyrightStatement## Tue, 06 Mar 2018 09:00:10 +0700 LOGISTICS SERVICE QUALITY AFFECTING CUSTOMERS’ SATISFACTION BY TOYOTA SERVICE CENTER IN SAMUTPRAKAN PROVINCE <p>This research aimed 1) to study quality of logistics services of Toyota Service Center, Samut Prakarn Province, 2) to study the customer’s satisfaction on Toyota Service Center, Samut Prakarn Province and 3) to study the quality of logistics services that affected customer’s satisfaction. Samples were 350 customers of Toyota Service Center, Samut Prakarn Province, selected by multi-stage sampling. The research tool was a questionnaire with its index of item-objective congruence (IOC) was between 0.60-1.00 and its reliability was 0.99. The statistics used in data analysis included percentage, mean, standard deviation and Pearson correlation coefficient while the stepwise multiple regression was performed to analyze relationship between logistic service and the customer’s satisfaction.</p> <p>The results showed that 1) Overall, the quality of logistics services of Toyota Service Center, Samut Prakarn Province was at high level. The service trust was found to be the highest aspect, followed by its assurance building, response&nbsp; to customer needs, customer caring and its tangibility respectively. 2) The customer’s satisfaction on the Toyota Service Center, Samut Prakarn Province, was also at high level as well. The highest one was car delivering, followed by customer appointments, repairing quality control, appointments preparation , car taking, car repairing, follow-up service, further repairing, repairing and quality control, job assignment and repairing job follow up, respectively. 3)The hypothesis testing showed that, overall, all quality of logistics services were positively correlated with customer’s&nbsp; satisfaction at 0.05 statistical significance level.</p> <p>The customer caring (X<sub>4</sub>), the tangibility (X<sub>5</sub>) and customer confidence (X<sub>3</sub>) level could predict customer’s satisfaction at 66.90% of explained variance. The predictive equations of the raw scores and the standard scores can be written as follows:</p> <p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; The predictive equation of raw scores:</p> <p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; &nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;<img title="\hat{Y}" src="\hat{Y}"> = 0.791 + 0.357(X<sub>4</sub>) + 0.247(X<sub>5</sub>) + 0.183(X<sub>3</sub>)</p> <p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; The predictive equation of standard scores:</p> <p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; &nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; <img title="\hat{Z}" src="\hat{Z}">y =&nbsp; 0.408(Zx<sub>4</sub>) + 0.299(Zx<sub>5</sub>) + 0.184(Zx<sub>3</sub>)</p> ธนากร ชมโคกกรวด, ดร. ปฏิมา ประโยชน์อุดมกิจ, ดร. ภูษิตย์ วงษ์เล็ก ##submission.copyrightStatement## Tue, 06 Mar 2018 09:15:28 +0700 THE NEEDS FOR SELF-DEVELOPMENT OF PERSONNEL IN THE AGENCY. A CASE STUDY: MINISTRY OF NATURAL RESOURCES AND ENVIRONMENTAL <p>This research aimed to study self-development needs of the personnel under Ministry of Natural Resources and Environment and to compare fundamental factors which had effect on them whom were different in sex and working level. The research population were personnel of the Permanent Secretary Office and sample size is 1,002. Ministry of Environment and Natural Resources. This survey research used questionnaire for data collecting and used statistics included percentage, mean, standard deviation, t-test and One-Way ANOVA. for data analyzing.</p> <p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; The research found that</p> <ol> <li class="show">Personnel under the Ministry of Natural Resources and Environment showed high level of self-develop needs which covered 4 skills, the most was basic skills (<img title="\bar{X}" src="\bar{X}">= 4.23, sd.= 0.87) followed with performance-based (<img title="\bar{X}" src="\bar{X}">= 4.21, sd. = 0.86) ,core competencies (<img title="\bar{X}" src="\bar{X}">= 4.08, sd.= 1.01) and knowledge (<img title="\bar{X}" src="\bar{X}">= 4.07, sd. = 1.02). By overall, the personnel expected to require training at high level. (<img title="\bar{X}" src="\bar{X}">= 4.16, sd. = 0.94)</li> <li class="show">The comparison of fundamental factors (gender, work level) about their self-development demands , the study found that both males and females had no different in their needs on self-developing significantly at 0.05 level, but they specified to develop their basic skills differently. Comparing by work level found that their self-developing needs varied significantly at 0.05, but were not different in case of knowledge development.</li> </ol> สุธีรา อัมพาผล, ปฏิพัทธ์ จันทร์รุ่งเรือง ##submission.copyrightStatement## Tue, 06 Mar 2018 09:34:53 +0700 EMPLOYEE OPINION ON CORPORATE GOVERNANCE OF MANAGEMENT: A CASE STUDY OF THAI AIRWAYS INTERNATIONAL PUBLIC COMPANY <p>Corporate governance is a tool that enhances the organization sustainability under very dynamic circumstance in current situation by employee participation, integrity and honesty, responsibility, ethical and transparency. This study aims to investigate the opinions of employee toward management practices on corporate governance. The sample in this study were totally 393 employee of Thai Airways International Public Company.</p> <p>The results showed that the majority employee of the sample were operation level, female, 41-50 years old, education background was bachelor degree and worked in ground service business unit. The sample showed their uncertainty opinions that the top management level were behave according to the company corporate governance practices which composed of creation of long term value, transparency, responsibility, accountability and equitable treatment which covered overall&nbsp; dimension of corporate governance. The highest uncertainty level was equitable treatment, followed by accountability and transparency.</p> <p>Based on the findings above, Thai Airways International Public Company Limited should enhance the knowledge and understanding of corporate governance to its management especially when changing the management and the board of director of the company. In addition, the results of corporate governance assessments should be linked to performance appraisal. Corporate governance should be the main agenda item that needs to be stated on the agenda throughout the company in order to communicate, review and raise awareness for employees at all levels.</p> ดร.จตุพร สังขวรรณ ##submission.copyrightStatement## Tue, 06 Mar 2018 09:42:38 +0700 A GENRE ANALYSIS OF TOURIST DESTINATION OVERVIEWS (TDO): HOW E-BROCHURE PROMOTES THAI TOURIST DESTINATION IMAGE <p>The present study of genre aims to identify move structures and linguistic features of e-brochures with a view of revealing findings that can lead to material developments for ESP courses. The present study was influenced by the genre analysis model developed by Swale (1990) and Bhatia (1993). The data were collected from e-brochure on Amazing Thailand website which published by the Promotional Material Production Division.&nbsp; 30 overviews of tourist destinations in Thailand collected from the e-brochures made up a 2,367-word corpus. The results revealed five moves and some steps were also found within a few of moves. Factual information covered most parts of the text. Although the authors were free to use promotional strategies to persuade potential tourists, the strategies were found in Move 3 ‘Establishing credentials’ as identifiable in all texts.</p> Athip Thumvichit ##submission.copyrightStatement## Tue, 06 Mar 2018 09:51:22 +0700 A ABILITY TO PROBLEM SOLVING IN MATHEMATICS FOR GRADE 7-9 STUDENTS USING FUZZY LOGIC <p>The purposes of this research were to study 1. problem solving&nbsp; ability in mathematics of grade 7-9 students using fuzzy logic 2. factors which related to problem solving ability in mathematics of grade 7-9 students. The sample of this research was 119 students studying in grade 7-9, the 2<sup>nd</sup> semester of 2015&nbsp; at the school in Maha Sarakham province. The tools used in this research were 2 types of test and questionnaire, while fuzzy logic correlation and chi-square were used in analyzing process.</p> <p>Research found that most of students at grade 7 had low ability in mathematics problem solving at percentage 47.22, while grade 8 students had reached it in intermediate level at&nbsp; percentage 35.60 and grade 9 students got it at low level with percentage 36.84. The factors that related to their mathematics problem solving ability was mathematics grades, classroom atmosphere, attitude towards mathematics and teaching behavior but not gender : it was not related to the ability of students to solve mathematical problems.</p> วรรณศิรินทร์ ภูฉายา, ณัฐกรานต์ สุระภา, ชนิษฐา คลังใหญ่, ดร. นิตยา จันตะคุณ, ดร. อรุณี จันทร์ศิลา ##submission.copyrightStatement## Tue, 06 Mar 2018 10:12:00 +0700 VOCATIONALZATION IN THAILAND: THE CASE STUDY OF CP-ALL LTD <p>This research aims 1. to study vocational management process in business sector 2. key success factors effect from consequences the design of studies programs and relevant management process. The study adopted a qualitative approach, collecting data through depth-interview, using CP-All Ltd. as a case study. Key informants are at management levels from policy makers, operators, and the Director of Punyapiwat Institute, teachers, students, and their parents.</p> <p>Research results found that, 1. The process of vocational education in the business sector by CP All Public Company Limited under the principle of learning by experience (Work Based Learning). The Panyapiwat Institute of Technology has been established and has been expanded to Panyapiwat Study Center. Study and collaborate with educational institutes in cooperation under the Memorandum of Understanding (MOU) by the College of Technology Panyapiwat as a model for learning management. It is an innovation in educational administration. The design of interoperability between the education sector and the business sector. Learning styles are learning and working based on the dual vocational training system (DVT) in Germany. 2. The key success factors of vocational management process are; PR and student recruiting, courses and format of study, job training course, company funding &amp; supporting, benefits, job position after graduation, earning, student services such as Student Care Program, and Smile Center Program. 3. Social consequences from such attempt indicated that 1) numbers of student were increasing continuously every year. 2) organization satisfaction on student quality was in good score. 3) man power ratio was in good balance between students being graduated and employees 4)&nbsp;increasing in joint program between company and related institutions as there were 121 MOU agreements signed so far.</p> ฉัชร์ภิมุก อภินันท์โชติสกุล, ดร.อภิชัย พันธเสน, ดร.ฉัตรวรัญญ์ องคสิงห์ ##submission.copyrightStatement## Tue, 06 Mar 2018 10:24:55 +0700 Our Iceberg is Melting <p>-</p> วรสิริ ธรรมประดิษฐ์ ##submission.copyrightStatement## Tue, 06 Mar 2018 10:28:42 +0700