ปริญญาตรี http://dspace.bu.ac.th/jspui/handle/123456789/149 2026-08-06T14:58:16Z 2026-08-06T14:58:16Z Bing Xia http://dspace.bu.ac.th/jspui/handle/123456789/5935 2025-04-18T03:35:41Z 2025-01-01T00:00:00Z

Title: Customer Satisfaction, Brand Equity, and Brand Commitment, Influencing Customer Loyalty for Smartphone Brand in Bangkok Authors: Bing Xia Abstract: The study aims to discuss the relationship between Customer Satisfaction, Brand Equity, Brand Commitment and Customer Loyalty for smartphone brand in Bangkok. This quantitative research utilized a sample group of 400 individuals drawn from the population of Bangkok, gathered through online questionnaires. The survey incorporated various question formats including multiple-choice, closedended, and 5-point Likert scale questions. Statistical analysis encompassed frequency, percentage, mean, standard deviation, and multiple regression analysis. The results showed that customer satisfaction, brand equity and brand commitment affected to customer loyalty for smartphone brand at the statistical significant level of 0.05. Description: Independent Study (M.B.A.)--Graduate School, Bangkok University, 2023

2025-01-01T00:00:00Z Rabun Uch http://dspace.bu.ac.th/jspui/handle/123456789/5875 2024-12-04T02:38:49Z 2024-01-01T00:00:00Z

Title: The Impact of Employees Attitude, Work Motivation, Teamwork Towards Organization Performance and Case Study of Hospitality in Cambodia Authors: Rabun Uch Abstract: This study investigates the intricate interplay between employee attitude, work motivation, teamwork, and organizational performance within the context of the hospitality industry in Cambodia. Drawing on data collected from 330 surveys administered among hospitality professionals, this research employs quantitative methods to analyze the relationships and effects of these variables. The findings underscore the significance of positive employee attitudes in fostering a conducive work environment and enhancing organizational performance. Moreover, the study elucidates the pivotal role of work motivation as a catalyst for employee engagement and productivity, thereby contributing to organizational success. Additionally, the research elucidates the importance of teamwork dynamics in optimizing operational efficiency and service delivery within hospitality establishments. Furthermore, through a comprehensive analysis of the case study, this research provides valuable insights into the specific challenges and opportunities encountered by hospitality organizations in Cambodia. It delineates strategies for leveraging employee attitudes, enhancing work motivation, and fostering effective teamwork to drive organizational excellence and competitive advantage in the Cambodian hospitality landscape. Description: Independent Study (M.B.A.)--Graduate School, Bangkok University, 2023

2024-01-01T00:00:00Z Eric Norcross http://dspace.bu.ac.th/jspui/handle/123456789/5871 2024-11-29T06:32:30Z 2024-01-01T00:00:00Z

Title: The Impact of Compensation, Coworker Relationships, and Work Meaningfulness on Voluntary Turnover Intention of Internal Migrants in the Hotel Industry in Koh Samui Authors: Eric Norcross Abstract: This study examines the impact of factors on internal migrant employees’ intention to stay or leave their employer within the hotel industry in Koh Samui. Compensation, coworker relationships, and work meaningfulness were the three independent variables used in this study to evaluate their impact on the dependent variable of employee voluntary turnover intention. The sub-variables for compensation were base pay, incentive pay, and fringe benefits. The sub-variables for coworker relationships were information peer, collegial peer, and special peer. The sub-variables for work meaningfulness were skill variety, task identity, and task significance. Quantitative research was conducted to collect data from 204 Thai respondents who had relocated from mainland Thailand for employment and currently work in the hotel industry in Koh Samui. The snowball sampling method was used to collect the survey via Google Forms for this study. The questionnaire was comprised of multiple-choice questions for demographic data and a five-point Likert scale for independent and dependent variables. The statistical software used for analyzing the data included descriptive and inferential analysis. The results of the study showed that all the hypotheses proposed were rejected. While the independent sub-variables of fringe benefits and collegial peer relationships did have a statistically significant effect on the dependent variable of voluntary turnover intention, the results revealed that there was not a significant effect from the independent variables on the dependent variable. Description: Independent Study (M.B.A.)--Graduate School, Bangkok University, 2023

2024-01-01T00:00:00Z Sherly Anggraini http://dspace.bu.ac.th/jspui/handle/123456789/5808 2024-09-28T07:36:04Z 2024-01-01T00:00:00Z

Title: The Impact of Marketing Mix, Technology Acceptance, and Perceived Value Towards Customers’ Purchase Decisions at The 3-Star Hotels in Jakarta, Indonesia Authors: Sherly Anggraini Abstract: The purpose of this research study was to investigate the impact of marketing mix, technology acceptance, and perceived value towards customers’ purchase decisions at the 3-Star hotels in Jakarta, Indonesia. The population of this study focuses of foreign guests who stay in 3-Star hotels. The sample scope was 400 foreign guests of 3-Star hotels in Jakarta, Indonesia. The data was taken right after guests check out using convenience sampling method. To analysis of the data, frequency, percentage, mean, standard deviation and multiple linear regression were used. The results of the study showed that hypothesis of marketing mix was rejected at statistical significant level more than 0.05 while technology acceptance, and perceived value impact towards customers’ purchase decisions is accepted at the statistical significant level of 0.05. Description: Independent Study (M.B.A)--Graduate School, Bangkok University, 2023

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