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Article

Satakhun Kosavinta, Donyaprueth Krairit and Do Ba Khang

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…

Abstract

Purpose

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.

Design/methodology/approach

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

Findings

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.

Practical implications

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

Originality/value

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.

Details

Journal of Property Investment & Finance, vol. 35 no. 2
Type: Research Article
ISSN: 1463-578X

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Article

Idorenyin Idorenyin Thomas Ukut and Donyaprueth Krairit

The purpose of this study is to compare students and instructors’ perspectives on students’ performance based on unified theory of acceptance and use of technology (UTAUT…

Abstract

Purpose

The purpose of this study is to compare students and instructors’ perspectives on students’ performance based on unified theory of acceptance and use of technology (UTAUT) framework. This study also aims to propose additional variables that might be used to extend the UTAUT model to make it more appropriate for the educational setting.

Design/methodology/approach

The study was carried out using a three-pronged methodology, namely, literature review, expert interviews and self-administered survey of 430 students and 55 information and communication technology (ICT) instructors from tertiary institutions in Akwa Ibom State, Nigeria. Validity analysis were conducted using IBM SPSS version 24 and two structural equation models were finally obtained using AMOS version 24.

Findings

This study finds UTAUT constructs including social influence, facilitating condition and voluntariness of use to have direct and significant impact on students’ performance from the students and the instructors’ perspective. The result of the instructors’ perspective shows that ICT use behaviour of students have direct and significant impact on students’ performance, but the students’ result shows an insignificant direct effect of use behaviour on students’ performance. From the students and the instructors’ perspective, gender, age and experience have statistically significantly direct impact on performance expectancy in this study. The result also shows that additional variables including ICT instructors’ characteristics, motivation and personal environment directly affect students’ performance from the students’ perspective, but the result of the instructors’ perspective shows that the influence of ICT instructors’ characteristics, motivation and personal environment does not directly and significantly affect students’ performance.

Research limitations/implications

This study was limited to tertiary institutions in Akwa Ibom State, Nigeria. Consequently, the findings of this study are limited to Akwa Ibom State, Nigeria, and may not be generalised to cover other countries.

Originality/value

This research shows that the students and instructors have different views on variables that impact on students’ performance. This study finds empirical evidence to support the direct impact of use behaviour on students’ performance from the instructors’ perspective, while the students disagree but indicated an empirical evidence to show that instructors’ characteristics, environment and motivation contribute a greater impact on students’ performance. From the students and the instructors’ perspective, gender, age and experience have statistically significantly direct impact on performance expectancy in this study. This adds to the findings in the original UTAUT that indicated that performance expectancy is moderated by gender and age.

Details

Interactive Technology and Smart Education, vol. 16 no. 1
Type: Research Article
ISSN: 1741-5659

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Article

Ananchanok Watchaton and Donyaprueth Krairit

This study aims to understand how public sector organizations can successfully implement organizational information systems (IS). It identifies the factors that contribute…

Abstract

Purpose

This study aims to understand how public sector organizations can successfully implement organizational information systems (IS). It identifies the factors that contribute to the success of organizational IS implementation in public universities.

Design/methodology/approach

Both qualitative and quantitative research methods are used. The proposed research model is based on previous studies and primary qualitative research, including in-depth interviews, telephone surveys and mail surveys using semi-structured questionnaires to identify the determinants and measures of implementation success. Based on the first mail survey’s results, quantitative research is conducted to test the research hypotheses. The data are gathered from university personnel at 40 public universities, and the study focuses on the implementation of student registration systems.

Findings

The results suggest that successful implementation of organizational IS includes the decisions of both those in authority and users. The external and internal organization and individual user factors have direct relationships with the measure of implementation success, which suggests significant differences between authorities and users.

Research limitations

The analysis is based on the viewpoint of public university personnel; however, the findings suggest the need for further research on other public organizational IS as well as other public service operations.

Practical implication

The study clearly suggests a set of factors to guide public universities in successfully implementing organizational IS for local conditions of a developing country.

Originality/value

The study contributes to the understanding of effective IS implementation in public universities in a developing country.

Details

Journal of Systems and Information Technology, vol. 21 no. 1
Type: Research Article
ISSN: 1328-7265

Keywords

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Article

Anote Chanopas, Donyaprueth Krairit and Do Ba Khang

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…

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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).

Research limitations/implications

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.

Practical implications

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.

Originality/value

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.

Details

Management Research News, vol. 29 no. 10
Type: Research Article
ISSN: 0140-9174

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Article

Sawai Siritongthaworn and Donyaprueth Krairit

The purpose of this study is to investigate how to measure student satisfaction and how its elements influence on its overall perspective earned in e‐learning (EL). This…

Abstract

Purpose

The purpose of this study is to investigate how to measure student satisfaction and how its elements influence on its overall perspective earned in e‐learning (EL). This study focuses on the context where EL is used as a supplementary tool to enhance instruction.

Design/methodology/approach

This study focuses on undergraduate courses that offer EL as a voluntary and supplementary form of instruction in Thailand. The measurement's instrument was adapted from scales widely accepted in management, information systems, and education research to fit the unique characteristics of the online education context. A few course characteristics are outlined to ensure the originality of the context. Survey is the main methodology of this study; reliability and validity of the measure are also tested and discussed in the paper.

Findings

The study highlights four dimensions of satisfaction in EL: delivery method, communication facilitation, system operation, and content. It is found from the study that elements of satisfaction measure are altered regarding to different contexts of EL. Each of these dimensions has been found to influence the overall satisfaction in EL.

Practical implications

Implications for instruction via EL are suggested in the paper according to the satisfaction elements. The course which the context is similar to this study should be designed differently from the traditional classroom or sole EL instruction methods.

Originality/value

This study is conducted in the context where EL is implemented for augmenting the main classroom instruction. Students are satisfied with learning through EL channel differently from learning in either pure traditional in‐class or sole EL instructions. This is what educators should concern in improving their instruction.

Details

Campus-Wide Information Systems, vol. 23 no. 2
Type: Research Article
ISSN: 1065-0741

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Article

Phumisak Smutkupt, Donyaprueth Krairit and Do Ba Khang

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.

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Research limitations/implications

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.

Practical implications

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.

Originality/value

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.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 24 no. 4
Type: Research Article
ISSN: 1355-5855

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Article

Abdul Qayyum, Do Ba Khang and Donyaprueth Krairit

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…

Abstract

Purpose

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.

Design/methodology/approach

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

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.

Research limitations/implications

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.

Practical implications

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.

Originality/value

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.

Details

International Journal of Emerging Markets, vol. 8 no. 4
Type: Research Article
ISSN: 1746-8809

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Article

Nilubon Sivabrovornvatana, Sununta Siengthai, Donyaprueth Krairit and Himangshu Paul

This article aims to explore the relationship between technology and quality management for enhancing Thai hospital service quality.

Abstract

Purpose

This article aims to explore the relationship between technology and quality management for enhancing Thai hospital service quality.

Design/methodology/approach

The paper presents the findings of an exploratory study that investigates service quality from the customer and service provider perception. In‐depth interviews were conducted with respondents in Thai hospitals. The interviews explored service‐related factors that patients and service providers perceive to be important for hospital services. The first interview group consisted of professionals as internal customers in direct contact with external customers, while the second group consisted of external customers of the same hospitals.

Findings

The study's outcomes clearly suggest factors that make significant contribution to service quality. These factors can be categorized according to five SERVQUAL dimensions (reliability, responsiveness, assurance, empathy, and tangibility), although some factors required slightly different interpretation.

Originality/value

The findings suggest that hospitals can develop an appropriate approach to their advantage, which can yield sustainable improvement in service quality as perceived by patients and professionals. Hospitals can make better quality decisions based on structured measurement and knowledge. It is recommended that managers apply this knowledge for successful implementation of activities related to service quality in their organizations.

Details

International Journal of Health Care Quality Assurance, vol. 18 no. 6
Type: Research Article
ISSN: 0952-6862

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Article

Theera Erawan, Donyaprueth Krairit and Do Ba Khang

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

Abstract

Purpose

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

Design/methodology/approach

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.

Findings

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.

Research limitations/implications

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.

Practical implications

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.

Originality/value

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.

Details

Journal of Modelling in Management, vol. 6 no. 3
Type: Research Article
ISSN: 1746-5664

Keywords

Content available

Abstract

Details

Journal of Modelling in Management, vol. 6 no. 3
Type: Research Article
ISSN: 1746-5664

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