ปริญญาโท http://dspace.bu.ac.th/jspui/handle/123456789/165 2026-08-25T03:54:42Z 2026-08-25T03:54:42Z Jingui Han http://dspace.bu.ac.th/jspui/handle/123456789/5981 2026-08-15T06:02:30Z 2025-01-01T00:00:00Z

Title: The Impact of Marketing Mix, Service Quality and Lifestyle towards Customers’ Satisfaction for Chinese Restaurants in Bangkok Authors: Jingui Han Abstract: This study aimed to explore the impact of the marketing mix, service quality, and lifestyle on customers’ satisfaction for Chinese restaurants in Bangkok. The population of the study were customers who visit Chinese restaurants in Bangkok. The sample of 400 was collected for this study via convenient sampling method. Data collection was done through Google Forms. In the statistical analysis, frequency and percentage calculations were used to summarize response distributions, while the mean and standard deviation measured central tendency and data spread. Multiple regression analysis was employed to determine the relationships between the independent variables (marketing mix, service quality, lifestyle) and the dependent variable (customers’ satisfaction for Chinese restaurants in Bangkok). The results showed that the marketing mix, service quality and lifestyle of Bangkok Chinese restaurants had a positive effect on customer satisfaction. In all the evaluated units, the Marketing Mix alpha value was. 968, a Service Quality alpha value of. 931, a Lifestyle alpha value of. 902, and the Customers Satisfaction alpha value is given as follows. 938, which means that the marketing mix, service quality and lifestyle have a positive impact on customer satisfaction in Bangkok at the statistical significant level of 0.05. Description: Independent Study(MBA)--Graduate School,Bangkok University, 2024

2025-01-01T00:00:00Z Nicholas James Struebi http://dspace.bu.ac.th/jspui/handle/123456789/5980 2026-08-15T06:01:27Z 2024-01-01T00:00:00Z

Title: Impact of Leadership Styles, Employee’s Attitudes and Behaviors and Conflict Management on Organizational performance in the case study of Chemical factories in Chonburi, Thailand Authors: Nicholas James Struebi Abstract: This study investigates the impact of the factors that influence organizational performance. The three independent variables are leadership styles, employee’s attitudes and behaviors and conflict management. The sub-variable of leadership styles includes transformational, transactional, and laissez-faire leadership. The sub-variable of employee’s attitudes and behaviors includes high achievers, fulfillment seekers and hard workers. The sub-variable of conflict management includes collaborating, compromising and accommodating. The dependent variable of this study is Organizational performance. This quantitative paper collects primary data from 457 respondents through convenient sampling. Online questionnaires were sent to respondents with multiple-choice questions for demographic data and a five-point Likert scale for questions regarding the independent and dependent variables. The results found that one independent variable did not positively affect the dependent variables, while the other two did. Employee’s attitudes and behaviors did not prove the hypothesis correct and analysis was done on the theories on why the results happened the way they did, including diving into the questionnaire’s content. Description: Independent Study, (M.B.A.)--Graduate School, Bangkok University, 2024

2024-01-01T00:00:00Z Hunter Harvey http://dspace.bu.ac.th/jspui/handle/123456789/5979 2026-08-14T07:19:30Z 2025-02-27T00:00:00Z

Title: Effects of facebook interactions on familial relationship and tie-strength: a case of american family communication Authors: Hunter Harvey Abstract: This study seeks to determine if Americans parents and adult children’s Facebook interactions positively influence the familial relationship, and if such interactions increase or help maintain their tie-strengths. An online survey was conducted with 150 American samples living inside and outside the U.S. The data analyses yield that a majority had an equal distribution of the role in the communication (sender/receiver), had a shallow degree of interaction, used semi-formal speech, and had balanced interactions, indicating similar effort is put in by both parties. Unexpectedly, the samples are not using Facebook to communicate with their family members as much as anticipated. Only the degree of interaction had significant effect on both the familial relationship and the tie-strength, the balance of the interaction was only significant to tie-strength, while role and tone of interaction had no insignificant impact on both familial relationship and tie strength. Future research should focus on other rising digital platforms, communication practices of more specific types of families and how a family's culture and morals influence how they communicate. Description: Independent Study (M.Com.Arts)--Global Communications, Graduate School, Bangkok University, 2023

2025-02-27T00:00:00Z Avito Julio Hendriques http://dspace.bu.ac.th/jspui/handle/123456789/5974 2026-04-21T07:47:21Z 2026-01-01T00:00:00Z

Title: Timorese University Students’ Utilization of Youtube as a Learning Media to Improve English Speaking Skills: A Case Study of First-Year Students at Universidade Nacional Timor Lorosa’e (UNTL) Authors: Avito Julio Hendriques Abstract: English is a compulsory subject and an essential tool for academic success, employment, and integration with ASEAN in Timor-Leste. However, many students still raise concerns regarding difficulties with speaking skills. With its rich resources and extensive content available on YouTube, it serves as a valuable learning tool for both students and teachers. Although prior research in Timor-Leste on the relationship between the impact of YouTube and students’ English-speaking skills has been conducted, studies focusing on first-year students are limited. Thus, this study examines how YouTube is used to improve English-speaking skills among first-year students at Universidade Nacional Timor Lorosa’e (UNTL), Timor-Leste. A qualitative approach was applied to obtain primary data. The researcher conducted focus group discussions with 10 students and in-depth interviews with 3 English teachers, combining these with classroom observations. The findings show that YouTube acts as a motivational tool, fostering students to obtain knowledge independently outside the classroom on their own time. Self-driven learning interest and approach are also boosted. YouTube benefits students in their pronunciation, vocabulary, and confidence in speaking. Teachers also view YouTube, as well as other social media platforms, as a valuable tool to enhance learning experience and interaction. They strongly recommend using it in combination with the traditional teaching method to achieve better performance from their students. This research concludes that combining students’ self-directed learning with teachers’ teaching strategies creates a more engaging English learning environment and projects the potential of social media as a practical learning tool. It also suggests that there is a need to incorporate digital-based learning programs into the national curriculum and allocate a national budget to maximize the benefits in this area. Description: Independent Study (M.Com.Arts.)--Global Communication, Graduate School, Bangkok University, 2026

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