http://dspace.bu.ac.th/jspui/handle/123456789/149 ปริญญาตรี Wed, 22 Apr 2026 04:39:37 GMT 2026-04-22T04:39:37Z http://dspace.bu.ac.th/jspui/handle/123456789/5973 Title: A Study of Behavioral Intention to use Online Learning Platform Authors: Muthita Kulsilarat Abstract: This study aimed to identify the factors that influenced learners' behavioral intention (BI) to use online learning platforms. The theoretical foundation was the Modified Conceptual Frameworks Technology Acceptance Model (TAM), which was extended by incorporating related sub-variables for each category to comprehensively describe actual behavioral intention to use online learning platforms. The framework also integrated cognitive theories, including the Theory of Reasoned Action (TRA) and the Theory of Planned Behavior (TPB),to understand human actions and decision-making in this context. A quantitative methodology was employed, utilizing an online questionnaire to collect data from 229 respondents (N=229). The sample focused on individuals residing in the Bangkok Metropolitan Region who had direct learning experience and were currently using online learning platforms. Demographically, the respondent pool consisted of 49.8% females and 48.0% males. The majority were aged 18 to 30 years old (56.8%), held an undergraduate degree (74.7%), and were full-time employed (79%). Most participants reported an expert level (6–12 months) of experience using online learning platforms (44.1%). Description: Independent Study (M.B.A.)--Graduate School, Bangkok University, 2025 Wed, 01 Jan 2025 00:00:00 GMT http://dspace.bu.ac.th/jspui/handle/123456789/5973 2025-01-01T00:00:00Z http://dspace.bu.ac.th/jspui/handle/123456789/5935 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 Wed, 01 Jan 2025 00:00:00 GMT http://dspace.bu.ac.th/jspui/handle/123456789/5935 2025-01-01T00:00:00Z http://dspace.bu.ac.th/jspui/handle/123456789/5875 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 Mon, 01 Jan 2024 00:00:00 GMT http://dspace.bu.ac.th/jspui/handle/123456789/5875 2024-01-01T00:00:00Z http://dspace.bu.ac.th/jspui/handle/123456789/5871 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 Mon, 01 Jan 2024 00:00:00 GMT http://dspace.bu.ac.th/jspui/handle/123456789/5871 2024-01-01T00:00:00Z