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The purpose of this paper is to investigate the rationality of the decision making of residential developers in Thailand. Exploring its implications in the residential development field, the researchers propose the famous prospect theory as the primary cause of developers’ incompetent decisions during the pre-development stage of residential development.

The methodologies used in this research include literature review, expert interview, and experimental questionnaire.

The results show that Thai developers exhibit all five aspects of prospect theory: loss aversion, fourfold pattern, bias from rare events, mental accounting, and preference reversals (PR); however, in contrast to previous literature, the researchers found that Thai developers always choose to receive gains, and usually make risky choices to avoid losses, even if the risk of loss is low. Moreover, status quo bias has a low influence on Thai developers: they tend to become attached to the areas they develop, but remain flexible in selecting a project type that fits the land. In addition, PR and the framing effect affect only some groups of developers.

This research provides awareness to professionals in the residential development field to make sound judgements, using Thailand as a case study.

This paper reveals the existence of the unproven prospect theory in the residential development field using an empirical study in Thailand as a case study.

The purpose of this study is to investigate the influence of information and communication technology (ICT) adoption on hotel performance in Thailand.

The elements for measuring the level of ICT adoption include: availability of ICT components, integration of ICT components, and intensity of ICT usage. Operational productivity and customer satisfaction were used for measuring hotel performance. To control for the influence of location and employee and management characteristics on hotel productivity, data were collected solely from three star hotels operating in the same location, Phuket, Thailand. Operational productivity was calculated by using data envelopment analysis. A five‐point Likert type scale was employed to measure customer satisfaction. Multiple regression analysis was utilized to assess the relationship between ICT adoption and hotel performance.

The findings indicate that ICT adoption has a significant positive relationship with hotel performance. However, ICT adoption influences operational productivity more than customer satisfaction within three star hotels. ICT availability and ICT integration have a significant positive relationship only with operational productivity, while the intensity of ICT usage has a significant, positive relationship with both operational productivity and customer satisfaction.

The findings will benefit the hotel industry by providing critical information to management in deciding on the areas in which ICT should be adopted, such as room division or food and beverage division, as well as the specific technologies that would improve hotel performance. It also contributes valuable information to ICT marketing personnel.

This study fills a gap in terms of the requirement for more studies investigating the impact of ICT on hotel performance in general, and in developing countries in particular. This helps in understanding the topic from a developing country's perspective.

The purposes of this study are to present an operational definition of information technology (IT) infrastructure flexibility and to provide a framework for assessing its components.

A comprehensive review of the relevant literature was conducted along with expert interviews to determine what experts considered to be the characteristics of IT infrastructure flexibility. A questionnaire was then developed, and 388 IT personnel with a wide range of experience verified the proposed framework. Factor analysis was conducted to reveal the common aspects of IT infrastructure flexibility.

The results expand on the four recognized components (connectivity, compatibility, modularity and IT personnel competency) from the literature by revealing five further components (scalability, continuity, rapidity, facility and modernity).

The issue of external validity should be a concern because the samples were collected only from IT personnel in the financial service industry in Thailand. The improvement of the instrument to fit additional contexts is recommended.

Practitioners may now consider their IT infrastructure profiles and determine which components need more attention. Researchers may expand on this paper's results by conducting further investigations with other organizational measurements.

This study is the first to provide empirical evidence from the context of a developing country, which fills a significant gap in the literature. Although this study reports different findings from the literature, the results still complement rather than contradict the existing research framework.

The purpose of this paper is to determine the quality indicators that are suitable for assuring quality in higher education institutions (HEIs) in Thailand, from the perspectives of students, teaching staff, managerial staff and employers. These quality expectations are then to be compared with the quality indicators of the Office of Higher Education Commission (OHEC) in Thailand.

A list of quality expectations was first established based on a review of the literature and the OHEC quality indicators, then finalized with input from interviews with experts and a pilot survey. Over 2,000 questionnaires were then delivered to stakeholders. Statistical analyses of differences and factors were conducted and compared with OHEC's official list of quality indicators.

In terms of relative perceived importance, while the rank correlations among quality expectations of different stakeholder groups were generally high, a correlation between students and teaching/managerial staff was the lowest. The most important expectations of stakeholders are found missing from the OHEC list, and several indicators used by OHEC were among the lowest ranked items. Factor analysis also suggested a different structure for categorizing the quality indicators compared to what is being mandated by OHEC.

The stakeholders' perspectives and their priorities observed in this study could serve as initial empirical inputs for OHEC and HEIs in developing or reviewing quality assurance systems.

The paper shows that assessing and comparing similarities and differences among multiple stakeholder perspectives can present a more comprehensive and accurate understanding for the development of quality assurance indicators suitable for Thai HEIs.

The purpose of this paper is to investigate the impact of SMS (Short Message Service) advertising on consumer perceptions of Au Bon Pain's brand equity in Thailand.

The experimental study was based on a 4×2 between‐subjects design, with four levels of message types (personalization, interactivity, general, and no message control) and two levels of permission (with and without permission). Structural equation modeling was utilized to test the hypotheses.

SMS marketing is found to have a significant positive impact on brand awareness and perceived quality. Personalized, interactive, and general messages are effective for building brand awareness, and general and personalized messages positively influence perceived quality. With the right choice of message, explicit permission enhances the effects of SMS marketing on brand association.

The experiment was conducted over a period of one month, with three SMS ads sent to each subject. Future research could extend the trial period and increase the number and variation of ads to confirm validity of the results.

As text message ads have a strong impact on brand awareness, marketers should focus on using text messages as reminders or updates rather than for complete marketing campaigns. They should also focus on offering permission‐based customers personalized information.

This is among the first mobile marketing experiments in a real‐life setting. Real text‐based promotions from an existing brand (Au Bon Pain) were tested on consumers. This approach creates a natural ad‐processing situation for participants, thus increasing the internal validity of the experiment.

The purpose of this paper is to investigate how various antecedents influence customer loyalty in the mobile phone industry and how customer demographic variables moderate such relationships. A comprehensive model is proposed and tested empirically that features six antecedents identified in recent industry literature – customer satisfaction, perceived service quality, value, switching costs, trust, and corporate image – and common demographic variables.

Data were collected using a field questionnaire survey of mobile phone users in Pakistan. Structural equation modeling (SEM) and multi-group SEM evaluate direct and moderating effects.

Findings suggest that of six antecedents, customer satisfaction, perceived switching costs, service quality, and perceived value have positive and significant relationships with customer loyalty. Among the demographic variables, only income and area of residence moderate the relationships between customer loyalty and the antecedents.

The research was conducted in an Asian country where – due to recent liberalization – the telecommunications industry is emerging. The cultural and socio-economic diversity in Asia limits generalization of findings.

Resource allocation that promotes customer loyalty in the mobile phone industry and improves customer satisfaction, perceived service quality, value, and switching costs can be optimized by implementing different measures for demographic groups. Policies should require mobile phone operators to invest more in rural areas to enhance and expand services.

This study contributes to the literature by offering a comprehensive model that includes the most important antecedents of customer loyalty and customer demographics in the mobile phone industry. The model is validated empirically in the context of emerging Asian economies with new field data sourced from Pakistan.

This paper seeks to examine the relationship between chief executive officer (CEO) turnover and firm performance and the moderating effects of ownership structure and board structure with respect to listed non‐financial companies in Thailand.

Logit model is employed to analyze the relationship between CEO turnover and firm performance.

The paper finds that both ownership and board structure have effects on the relationship between CEO turnover and firm performance. The probability of CEO turnover is lower when the firm is controlled by family, the CEO is part of the controlling family, and board size is larger. Contrary to previous studies, sensitivity of CEO turnover to firm performance is higher with the presence of CEO duality and lower degree of board independence. When a CEO continues to work beyond retirement age, the probability of turnover is not associated with firm performance.

This study provides evidence that CEO duality and low independent board is not necessarily bad corporate governance practice for Thai companies and would be of interest to regulatory bodies, practitioners, and academic researchers.

The purpose of this paper is to expand and empirically test a model of tourist external information search behaviour.

A conceptual model was developed based on the “three‐pronged approach,” an approach that is used to cross validate among the results from literature review, expert interviews, and an exploratory field study in order to confirm and propose a reliable conceptual model. A confirmatory factor analysis was then performed to ensure that the constructs were valid and reliable. Structural equation modeling was used to test the conceptual model and its hypotheses.

The results revealed six variables that are significantly related to tourists' external information search behavior. Four of these variables had not been identified previously. These are as follows: information sources usefulness and accessibility, subjective norms, perceived personal risk, and ability to search.

The issue of model generalization should be taken into account because the samples were limited to non‐group tour and first time visited tourists. Further research should consider other tourist groups.

The results from this study provide useful information for both government and tourism‐related businesses in planning marketing communication strategies to help promote Thailand as a travel destination.

By proposing a managerial modeling based on theoretical foundations and methodologies, both quantitative and qualitative approaches, this study is among the first that expands the model of tourist external information search behavior by fully exploring the determinants of external information search behavior and integrates the theory of planned behavior into the model.