WMS Journal of Management https://www.tci-thaijo.org/index.php/wms <p>วารสารการจัดการ มหาวิทยาลัยวลัยลักษณ์มีวัตถุประสงค์เพื่อเผยแพร่ผลงานวิชาการด้านการจัดการ บริหารธุรกิจ การบัญชี การท่องเที่ยว เศรษฐศาสตร์และสาขาอื่นๆ ที่เกี่ยวข้อง โดยรับพิจารณาบทความวิจัย บทความวิชาการ และบทวิจารณ์หนังสือ ทั้งภาษาไทยและภาษาอังกฤษที่สร้างองค์ความรู้ใหม่และมีคุณค่าทางวิชาการ สามารถใช้ประโยชน์ทั้งในเชิงทฤษฏีและเชิงปฏิบัติได้อย่างกว้างขวาง</p> <p><strong>นโยบายการจัดพิมพ์และเผยแพร่</strong></p> <p>เผยแพร่ในรูปแบบวารสารอีเล็กทรอนิกส์ (E-Journal) ปีละ 3 ฉบับ คือ ฉบับที่ 1 เดือนมกราคม-เมษายน ฉบับที่ 2 เดือนพฤษภาคม-สิงหาคม และฉบับที่ 3 เดือน กันยายน -ธันวาคม เริ่มฉบับแรก เดือนพฤษภาคม-สิงหาคม 2555 ในแต่ละฉบับประกอบด้วยบทความวิจัย 6-10 เรื่อง และบทความวิชาการหรือบทวิจารณ์หนังสือ 1 เรื่อง ทางด้านการจัดการ บริหารธุรกิจ การบัญชี การท่องเที่ยว เศรษฐศาสตร์และสาขาอื่นๆ ที่เกี่ยวข้อง&nbsp;</p> <h3>"วารสารการจัดการ (WMS Journal of Management) มีนโยบายจัดเก็บค่าธรรมเนียมดำเนินการ สำหรับบุคคลภายนอกที่ส่งบทความ จำนวน 3,000 บาท/บทความ ตั้งแต่วันที่ 1 มกราคม 2561 เป็นต้นไป"</h3> en-US WMS Journal of Management 2286-718X Editorial Board https://www.tci-thaijo.org/index.php/wms/article/view/110392 กองบรรณาธิการ วารสารการจัดการ ##submission.copyrightStatement## 2018-01-29 2018-01-29 7 1 Editorial https://www.tci-thaijo.org/index.php/wms/article/view/110620 Asst.Prof.Dr.Chuleerat Kongruang ##submission.copyrightStatement## 2018-01-30 2018-01-30 7 1 Contents https://www.tci-thaijo.org/index.php/wms/article/view/110625 กองบรรณาธิการ วารสารการจัดการ ##submission.copyrightStatement## 2018-01-30 2018-01-30 7 1 Quality factor affecting purchasing decision to buy Japanese car https://www.tci-thaijo.org/index.php/wms/article/view/110390 <p>The objectives of this research were to study the quality factor affecting purchasing decision to buy Japanese car. The hypotheses of 8 Quality factors (ability, characteristic, reliability, concordance ,durability, The ability to provide services, beauty and Perceived quality or reputation ) affecting the purchase decision.&nbsp; The research sample was online question to sample customers 400 people who used Japanese car in Bangkok. The question refer 2 theories were quality products and purchasing decision that have correctly verification and accord with objective from 3 professors.&nbsp;</p> <p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Researchers distributed 30 questionnaires to the group of sample who are in the actual population as the pre-test. The research instrument was Rating Scale that has to test reliability for question use by SPSS for process Cronbach ’s Alpha. The coefficient of confidence is 0.931. The data was analyzed by multiple regression analysis. The results show that quality of&nbsp; characteristic (), Reliability (), durability (), The ability to provide services &nbsp;() , beauty () and Perceived quality or reputation () which affecting purchasing decision <strong>(Y)</strong> with a significance quality level of 0.05. The prediction equation was&nbsp; &nbsp;Y = 0.187 + 0.487(X<sub>2</sub>) + 0.101(X<sub>3</sub>) + 0.335(X<sub>5</sub>) + 0.674(X<sub>6</sub>) + 0.541(X<sub>7</sub>) + 0.070 (X<sub>8</sub>)</p> Kedwadee Sombultawee Komkrich Sripaingam Lalitpat Sangtin ##submission.copyrightStatement## 2018-01-29 2018-01-29 7 1 1 8 The Study of Herding Behavior in the Stock Exchange of Thailand during 2010-2015 https://www.tci-thaijo.org/index.php/wms/article/view/110633 <p>This paper examined herding behavior in the Stock Exchange of Thailand (SET) in order to guide investors’ decision making in the SET. The study, using daily closing price of 427 securities in 28 business sectors during 4 January 2010 to 30 December 2015, found that the herding behavior existed in the SET during the study period. The study was examined further about herding behavior by years and by business sectors. It was found that the herding behavior also occurred in each year and in different business sectors. Finally, the study also shared that the herding behavior occurred in both bear and bull markets situations, especially during bear market situation.</p> Wanpen Rattanasri Preecha Vichitthamaros ##submission.copyrightStatement## 2018-01-30 2018-01-30 7 1 9 20 The Influences of Organizational Climate and Perceived Organizational Support Affecting Job Performance of the Employee in Manufacturing Industry: the Mediating Effect of Work Happiness https://www.tci-thaijo.org/index.php/wms/article/view/110643 <p>The purpose of this research were 1) to study the influences of Organizational Climate that affect to Work Happiness of the employee in manufacturing industry 2) to study the influences of Perceived Organizational Support that affect to Work Happiness 3) to study the role of Work Happiness as a mediator in the influences of Organizational Climate toward Job Performance 4) to study the role of Work Happiness as a mediator in the influences of Perceived Organizational Support toward Job Performance, and 5) to study the role of Job Autonomy as a moderator in the influences of Organizational Climate and Perceived Organizational Support toward Work Happiness. The sample group consisted of 226 full-time employees in a manufacturing industry by using a questionnaire. The research data were collected and analyzed by a Statistical Software for the Social Sciences. Data analysis was conducted by using descriptive statistics and Inferential Statistics. The simple and multiple regression and the Pearson’s Correlation Coefficient were used for hypotheses testing.</p> <p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; The research results showed that the Organizational Climate in Organizational Communication and Organizational Relationship have significantly positive influenced toward Work Happiness. Organizational Climate in Flexible Structure, Organizational Communication and Organizational Relationship have significantly positive influenced toward Job Performance. While Perceived Organizational Support in Job Security, Honoring and Work Supporting Factors positive influenced toward Work Happiness. Perceived Organizational Support in Compensation and Benefits, Job Security and Work Supporting Factors positive influenced toward Job Performance. Work Happiness. In terms of Work Happiness, it has a partial mediating effect on the relationship between both of Organizational Climate and Perceived Organizational Support and Job Performance of the employee while the Job Autonomy was not a moderator that enhance the effects of Organizational Climate and Perceived Organizational Support on Work Happiness. Finally, theoretical and managerial contributions were provided and suggested for the further research.</p> Khomkrit Nantharojphong Viroj Jadesadalug ##submission.copyrightStatement## 2018-01-30 2018-01-30 7 1 21 38 The Causal Model of Training Effectiveness of Traffic Operation Officers in the State Railway of Thailand https://www.tci-thaijo.org/index.php/wms/article/view/110645 <p>The study objectives were to 1) compare the personal characteristics and training effectiveness of traffic operation officers employed by the State Railway of Thailand (SRT), 2) study the influential factors regarding the training effectiveness of traffic operation officers, and 3) develop and test a causal model of training effectiveness. The research population was selected as traffic operation officers who operated in the Northern route and participated in SMART Station seminar workshop training program for fiscal year 2012-2015 consisted of 320 trainees. A questionnaire survey was employed as the research instrument. Statistics utilized to test the hypothesis and the causal model of training effectiveness of traffic operation officers with empirical data included 1) frequency, percentage, mean, standard deviation, maximum, and minimum, 2) nonparametric methods by the Kruskal-Wallis H test, 3) simple regression analysis, and 4) path analysis based on multiple regression analysis.</p> <p>Results indicated that 1) traffic operation officers employed by the SRT with different personal characteristics had no different training effectiveness, and 2) influential factors regarding training effectiveness of the traffic operation officers included trainee characteristics, career and job attitude, attitude toward training, organizational characteristics, training design, and trainee motivation. These variables affected training effectiveness at 15.0, 37.0, 39.2, 54.6, 56.1 and 48.1 percent respectively. 3) Testing the causal model of the training effectiveness showed that the <em>&nbsp;= </em>.8728, <em>&nbsp;=</em> .8707, Q = .9837, W = 3.253 and = 5.991 indicating that the model fitted with the empirical data.</p> Kunyapornwun Thammachai ##submission.copyrightStatement## 2018-01-30 2018-01-30 7 1 39 54 Service Design Guideline of U-Tapao International Airport for Service Excellence https://www.tci-thaijo.org/index.php/wms/article/view/110646 <p>This research aims 1). to analyse the service policy of U – Tapao International Airport 2). to evaluate important level of service and service performance of U – Tapao International Airport and 3). to guide the service design of U – Tapao International Airport for Service Excellence. The study uses a Mixed Methods approach; Qualitative analyses service policy by interviewing Executive Management of U – Tapao International Airport. Result revealed that service policy of U – Tapao International Airport emphasizes 3 main issues are Save Time, Save cost and Safe &amp; Secure. Quantitative evaluates level of importance and service performance of U – Tapao International Airport by 400 Thai passengers. The Importance Performance Analysis (IPA) was used as a research instrument. The questionnaires were collected in March – June 2016 at U – Tapao International Airport. The result shows that in the overall, the important level of service is in high level and the service performance of U – Tapao International Airport is in middle level. The study lead to service design guideline of U-Tapao International Airport for service excellence consist with 3 stages; Exploration Stage, Creation Stage and Reflection &amp; Implementation Stage</p> Sittichai Sricharoenpramong ##submission.copyrightStatement## 2018-01-30 2018-01-30 7 1 55 70 Public Relations Administration of Private Higher Education Institutions located in lower central, Bangkok, Thailand https://www.tci-thaijo.org/index.php/wms/article/view/110649 <p>The purpose of this study was to compare public relations administration of private higher education institutions located in lower central, Bangkok, Thailand. The population was the public relations executives, chiefs or directors of public relations from 5 private higher education institutions, in total of 20 persons. The researcher utilized purposive sampling method. Data was analyzed by a statistical package and presented in terms of Mean ( ), Standard Deviation (SD), and one-way ANOVA. The findings revealed that higher education institutions personnel’s overall opinion towards public relations administration at high level. Also, the private university personnel who had different job roles had different opinions towards public relations administration and public relations organization at statistical significant level of 0.05. Therefore, personnel of Siam’s University had greater opinions of public relations administration and public relations organization than <a href="http://www.sau.ac.th/">Southeast Asia University</a>, Bangkokthonburi University, and Thong Sook College.</p> Prateep Rukthom ##submission.copyrightStatement## 2018-01-30 2018-01-30 7 1 71 82 Ecotourism Water Activity Development for Mangroves Ecosystem Learning A Case Study of the Mangrove Ecosystem Learning Center at Barn Tha Bor Koh https://www.tci-thaijo.org/index.php/wms/article/view/110650 <p>The purposes of this research were to 1) study the mangrove ecosystem potentiality at Barn Tha Bor Koh 2) develop the Ecotourism water activity for learning mangrove ecosystem and 3) determine the participates’ opinions after participate with the Ecotourism water activities. The sample group was consisted of 25 volunteers with the voluntary participation of the water activities for learning mangrove ecosystem. The study tools using percent, mean, standard deviation, and content analysis.</p> <p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Results of the study showed that 1) the mangrove ecosystem potentiality has a high biodiversity because of the nature of terrain is different consisting of mountains, plains and wetlands. It found the residents of plants and animal species. A mixed of swamp and mangrove forest &nbsp;2) the developed Ecotourism water activity was kayaking for learning mangrove ecosystem composed of 3 waterways that comprised <em>Route 1<sup>st</sup></em> : departure at the starting point direct to Klong Bang Kha Narn, Klong Khanom and turn back the same way, distance about 2.8 kilometers took around 1.30 hours. <em>Route 2<sup>nd</sup></em> : departure at the starting point direct to Klong Neaw Keat, Klong Khanom and turn back the same way, distance about 4 kilometers took around 2 hours. <em>Route 3<sup>rd</sup></em> : departure at the starting point direct to Klong Neaw Keat, Klong Khanom and turn back passed Klong Bang Kha Narn, distance about 3.8 kilometers took around 2 hours. 3) the participants’ opinions showed that a 2-seats kayak was suitable for water activity at the highest level. The number of procession should have 4-6 boats per time or group. The Mangrove Ecosystem Learning Center at Barn Tha Bor Koh was important for develop a water activity at a high level and should enhance its activities such as bird conservation, garbage collection and listen to the local guides’ storytelling. Moreover the participants were impressed <em>Route 1<sup>st</sup></em> at the most because the distance is not very far also impressed all three routes because all routes are beautiful and fit to learn. For facilities along the route should provide signposts, plants’ label, map of the routes and stopover points, respectively.</p> Saowakon Chubour Juthamas Promma Kritchaya Thepsuriwong Areerat Chuphan ##submission.copyrightStatement## 2018-01-30 2018-01-30 7 1 83 92 Safe Agro-Tourism Models in Kwan Phayao Lake Rim Communities https://www.tci-thaijo.org/index.php/wms/article/view/110653 <p>The objectives of this investigation were to examine potentials of safe agro-tourist attractions in communities around Phayao Lake and to develop safe agro-tourism models for the communities. The research instruments for data collection included a guided interview, a potential assessment form, and focus group. The sample group and key informants were 120 farmers involved in safe agricultural practices, safe agricultural group leaders, community leaders, and community members interested in safe agriculture. The communities exclusively growing safe agricultural crops included 1) Dok Bua Self-Sufficiency Community in Tambon Ban Tun; 2) San Nong Khiaw Lotus Farming Group in Tambon Ban Tom; and Ban Tun Self-Sufficiency Crop Cultivation Network in Tambon Ban Tun, Muang District, Phayao Province.</p> <p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; The research findings reveal that the highest scores (15.89) were on attractions, followed by accommodation capacity of tourist attractions (13.78), management (12.11), and services of agro-tourist attractions (6.83) respectively. From developing the safe agro-tourism models, it was found that two models were derived, namely a model to increase the value from tourism activities and a model to increase the value from processed products.</p> Prakopsiri Pakdeepinit Pannanat Baungoen ##submission.copyrightStatement## 2018-01-30 2018-01-30 7 1 93 102 The Impact of Tourism on Quality of Life of Islanders https://www.tci-thaijo.org/index.php/wms/article/view/110656 <p>This<em> study</em> investigates how <em>tourism</em> affects the <em>quality</em> of<em> life</em> of islanders’ perception in five islands. The five island comprised of Koh Chang, Koh Tao, Koh Pangan, Koh Samui and Koh Phuket. The sample size is 461 using partial least square structural equation modeling.</p> <p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; The results revealed that economics and culture impacts are significantly positively related to islander’s quality of life. The economics, social, culture and environmental impact are significantly positively related to material well-being domain, community well-being domain, emotional well-being domain and health and safety well-being domain, respectively<strong>. </strong>Furthermore, community well-being domain, emotional well-being domain and health and safety well-being domain are significantly positively related to islander’s quality of life. The purpose of this study is to promote on social and environmental impact from tourism to islanders.</p> Zhandha Jhantasena Sakchai Naknok ##submission.copyrightStatement## 2018-01-30 2018-01-30 7 1 103 117 Strategic control systems for family business https://www.tci-thaijo.org/index.php/wms/article/view/110659 <p>Family business is the smallest business unit but very important as many businesses are originated from family business. Operations of family business for creating differentiation and enhancing competitive advantage need strategic management. Although all strategic processes are vital, many organizations are failed in strategic control. To response to this matter, this article introduces the Levers of Control as a tool for the strategic control. It comprises of Beliefs system, Boundary system, Diagnostic control system and Interactive control system. These four control systems help in broadening management perspectives, developing mechanisms to implementing strategy and contributing to corporate sustainability.</p> Natrada Jaroensook Suwit Srimai ##submission.copyrightStatement## 2018-01-30 2018-01-30 7 1 118 127 Certificates https://www.tci-thaijo.org/index.php/wms/article/view/110626 Prof.Dr. Tawadchai Suppadit ##submission.copyrightStatement## 2018-01-30 2018-01-30 7 1 Author Guidelines https://www.tci-thaijo.org/index.php/wms/article/view/110628 กองบรรณาธิการ วารสารการจัดการ ##submission.copyrightStatement## 2018-01-30 2018-01-30 7 1