The DSpace digital repository system captures, stores, indexes, preserves, and distributes digital research material. http://dspace.bu.ac.th:80 2026-08-19T09:43:02Z 2026-08-19T09:43:02Z 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 Kaiyu Yang http://dspace.bu.ac.th/jspui/handle/123456789/5978 2026-07-14T06:26:57Z 2025-01-01T00:00:00Z

Title: Knowledge Hiding Behaviors Across Cultures: A Comparative Study between Chinese and German Automotive Knowledge Workers Through the Use of a Serious Game Authors: Kaiyu Yang Abstract: While knowledge sharing remains one of the primal objectives that organizations endeavor to achieve with every effort, the dominance of knowledge sharing studies in the academic world and the continuing interest among practitioners in figuring out efficient ways of amplifying knowledge sharing both indicate the abstruseness of this topic. More undesirably, organizational employees even hide what they know when they are requested for knowledge by coworkers. Knowledge hiding in organizations appears to impede knowledge sharing. However, simplifying the relationship between knowledge sharing and knowledge hiding will do no good to boost knowledge sharing and mitigate knowledge hiding in organizations, for they target different goals and are driven by different motivations. The current study addresses the inadequacy of investigating knowledge sharing and knowledge hiding in isolation and encompasses these two constructs into a same research framework to unveil the mechanism behind these seemingly opposite behaviors. By examining the extent to which organizational employees share what they know and the strategies they use to avoid making what they know available to others, the researcher aims to achieve a comprehensive insight into organizational employees’ behavioral features when coworkers request knowledge. Interpersonal factors, situational factors, and factors concerning the attribute of the requested knowledge were taken into account for their potential impact on knowledge workers’ responsive behavior. National culture was involved in the study and taken as a selection criterion when deciding on the sample source, for it shapes individuals’ mindsets and behaviors. Adopting a positivist position, this study employed a quasi-experimental design in the form of a serious game. Purposive sampling was used to access qualified participants from two automotive companies operating in China and Germany who fit the research purposes. Seventy-six knowledge workers from the Chinese automotive company and 187 from the German one represent the final sample. Testing the proposed hypotheses with SPSS, we found that Chinese (73.7%) and German (83.5%) knowledge workers demonstrated more sharing behavior than hiding in general. Further investigation into the extent to which they shared and the strategies they used to hide what they knew revealed that Chinese and German knowledge workers responded differently to requests for different types of knowledge made by different media and from different genders. Their different responses highlighted the usefulness of instant messaging to knowledge holders from both countries and the importance of relationships to which Chinese knowledge holders attached. Our findings suggest that a simple categorization of knowledge sharing and knowledge hiding is insufficient to decode organizational employees’ responses to colleagues’ knowledge requests. Gender differences in knowledge holders’ responses, the double-edged nature of instant messaging in the German work environment, and reluctance among Chinese knowledge holders to share their established relationships are worth the management’s due attention. In this study, the researcher extended the research scope of knowledge hiding by developing a research framework comprising both knowledge sharing and knowledge hiding and empirically tested it with two samples from two different countries. The innovative use of a serious game as the data collection approach represents another novelty of the research. As explorative research, this study demonstrated the usefulness of this method. It helped build up the grounds for future international management research, particularly those with socially undesirable behavior as the research focus. Description: Thesis (Ph.D.)--Knowledge Management and Innovation Management, Graduate School, Bangkok University, 2025

2025-01-01T00:00:00Z