WMS Journal of Management 2018-09-24T10:19:00+07:00 Asst.Prof.Chuleerat KONGRUANG, Ph.D Open Journal Systems <p>วารสารการจัดการ มหาวิทยาลัยวลัยลักษณ์มีวัตถุประสงค์เพื่อเผยแพร่ผลงานวิชาการด้านการจัดการ บริหารธุรกิจ การบัญชี การท่องเที่ยว เศรษฐศาสตร์และสาขาอื่นๆ ที่เกี่ยวข้อง โดยรับพิจารณาบทความวิจัย บทความวิชาการ และบทวิจารณ์หนังสือ ทั้งภาษาไทยและภาษาอังกฤษที่สร้างองค์ความรู้ใหม่และมีคุณค่าทางวิชาการ สามารถใช้ประโยชน์ทั้งในเชิงทฤษฏีและเชิงปฏิบัติได้อย่างกว้างขวาง</p> <p><strong>นโยบายการจัดพิมพ์และเผยแพร่</strong></p> <p>เผยแพร่ในรูปแบบวารสารอีเล็กทรอนิกส์ (E-Journal) ปีละ 3 ฉบับ คือ ฉบับที่ 1 เดือนมกราคม-เมษายน ฉบับที่ 2 เดือนพฤษภาคม-สิงหาคม และฉบับที่ 3 เดือน กันยายน -ธันวาคม เริ่มฉบับแรก เดือนพฤษภาคม-สิงหาคม 2555 ในแต่ละฉบับประกอบด้วยบทความวิจัย 6-10 เรื่อง และบทความวิชาการหรือบทวิจารณ์หนังสือ 1 เรื่อง ทางด้านการจัดการ บริหารธุรกิจ การบัญชี การท่องเที่ยว เศรษฐศาสตร์และสาขาอื่นๆ ที่เกี่ยวข้อง&nbsp;</p> <h3>"วารสารการจัดการ (WMS Journal of Management) มีนโยบายจัดเก็บค่าธรรมเนียมดำเนินการ สำหรับบุคคลภายนอกที่ส่งบทความ จำนวน 3,000 บาท/บทความ ตั้งแต่วันที่ 1 มกราคม 2561 เป็นต้นไป"</h3> Editorial Board 2018-09-24T06:29:29+07:00 กองบรรณาธิการ วารสารการจัดการ 2018-09-24T00:00:00+07:00 ##submission.copyrightStatement## Editorial 2018-09-24T06:29:29+07:00 Asst.Prof.Dr.Chuleerat Kongruang 2018-09-24T06:22:38+07:00 ##submission.copyrightStatement## Contents 2018-09-24T06:29:30+07:00 กองบรรณาธิการ วารสารการจัดการ 2018-09-24T06:28:34+07:00 ##submission.copyrightStatement## Causes and Effects of Financial Structure 2018-09-24T07:09:06+07:00 Chanisa Maneerattanarungrot Kwunkamol Donkwa <p>Studies on financial structure have been available for years, but the research results about its causes and effects are not definitive. Most studies analyzed either its causes or its effects and used a single indicator as a proxy for the financial structure. This study aims to explore how the firm characteristics affect the financial structure and how the financial structure affects the firm value. The financial structure is measured from the total debt ratio, long-term debt ratio, short-term debt ratio, and debt to equity ratio by using the confirmatory factor analysis technique. The firm value is measured from market value of total assets and free cash flow. The causal relationships are analyzed with the structural equation modelling technique. The financial data for four accounting periods from 2011 to 2014 of 315 firms listed on the Stock Exchange of Thailand are analyzed. This study finds tangibility positively affects the financial structure, but liquidity negatively affects the financial structure. Moreover, the financial structure has the positive effect on the firm value measured from market value of total assets. These findings will fill the gap of knowledge of the mediating role of financial structure of the listed firms in the Stock Exchange of Thailand.</p> 2018-09-24T07:09:01+07:00 ##submission.copyrightStatement## SWOT and TOWS Matrix Analysis for Strategic Development to Increase Thai-Laos Silk Supply Chain Efficiency 2018-09-24T07:24:32+07:00 Vichit Lorchirachoonkul Walailak Atthirawong Kanogkan Leerojanaprapa <p>Thailand is a well-known source of Thai silk which is impressive unique and beauty. Furthermore; Thai silk is produced with similar process and similar pattern to Laos silk. As the silk originations of both countries are in the same area, both countries are neighbor countries and they can communicate with their own languages. Therefore, to develop the partnership between the two countries, the supply chain will be able to enhance and strengthen of both countries in the contexts corresponding to entering into the ASEAN Economic Community (AEC) appropriately. For those reasons, the research aims are defined as 2 objectives as: 1) Analyze SWOT Analysis from cooperation between Thailand and Lao and 2) Analyze&nbsp;TOWS Matrix to determine the proposed strategies to enhance the silk production between Thailand and Lao. The data were then collected by using in-depth interviews from stakeholders in the Silk Supply Chain, mulberry and silkworm cultivators, raw silk makers and silk wavers as 23 interviews in Thailand and 6 interviews in The Lao People's Democratic Republic (Lao PDR). There are four strategies defined as following:</p> <p>Strategy 1: The establishment of silk craft center in the region in order to develop silk standards. This strategy consists of four methodologies.</p> <p>Strategy 2: The development of value added to their products and to create the marketing channel. This strategy consists of five methodologies.</p> <p>Strategy 3: The development of fiber technology enhanced the good yarn properties. This strategy consists of three methodologies.</p> <p>Strategy 4: The promoting of the knowledge transfer in the silk production to the descendants. This strategy consists of two methodologies.</p> <p>However, the success of strategies and tactics presented above must rely on the cooperation between the two countries to achieve tangible success in the future.</p> 2018-09-24T07:24:31+07:00 ##submission.copyrightStatement## Cross- Border Tourism Development Strategy for Dan Singkhon, Prachaup Khiri Khan Province 2018-09-24T08:52:02+07:00 Nitikorn Muangsornkhiaw Attama Nilnoppakun Narin Sungrugsa <p>This study aimed to investigate Dan Singkhon’s potentials in developing to a tourism destination and tourists’ needs in Dan Singkhon tourism in order to propose a tourism development strategy for Dan Singkhon, Prachaup Khiri Khan Province. Since there are various tourism stakeholders in tourism development process, mixed methods were applied to collect data. In-depth interview was applied to 20 key informants who were government agencies responsible in tourism development at local and provincial levels and questionnaire was used to collect data from tourists visiting Dan Singkhon (n= 400). Data was analyzed using content analysis and SWOT analysis, and then TOWS matrix was used to organize a tourism development strategy for Dan Singkhon. The main proposed strategy includes; precipitating Dan Singkhon policy in upgrading to permanent border, upgrading CIQ (custom, immigration and quarantine) process, improving Dan Singkhon landscape into a landmark that can tell history of Dan Singkhon, providing a duty free shop and extending tourists’ facilities.</p> 2018-09-24T08:52:00+07:00 ##submission.copyrightStatement## Components of Market Orientation in Frozen Food Business 2018-09-24T09:01:28+07:00 Anyanitha Distanont <p>This research is aimed to study the market orientation which is a basic leading to innovation in the frozen food business in the context of small and medium-sized enterprise (SME). The research process consists of six stages: 1) the review of the literature and relevant studies, 2) development of the research model, 3) development of data collection tool, 4) the conduction of empirical research where the data collected from the questionnaires, 5) the analysis of research data by using statistical technique; namely, Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA), and 6) research conclusion. The population of this study is the frozen food business which is registered as SMEs under the office of small and medium enterprise promotion. The sample size is 410. The findings found that the component of market orientation affecting innovation can be classified into four dimensions six components as 1) customer: need and customer feedback, 2) supplier, 3) industry: competitor pressure and industry information sharing , and 4) national and international context: government support and regulation. The findings indicate the importance of market orientation as an external element that will be foundation for creating innovation in the future. SMEs can adapt and gradually develop and lead to sustainable long-term competitiveness.</p> 2018-09-24T09:01:24+07:00 ##submission.copyrightStatement## Industry 4.0: Future Industries of Thailand 2018-09-24T09:10:13+07:00 Panuwong Kumpirarusk Kaewta Rohitratana <p>Industry 4.0 is the challenging and flagship policy to restructure the industrial sector of Thailand from labor intensive and basic technology in producing non-sophisticated and low value-added products and services to the industries driven by knowledge and advanced technologies, creativity and development as well as innovation in producing sophisticated and high value-added products and services. Industry 4.0 will result in higher income and higher economic growth that can make Thailand overcome the middle income trap. The research objective is to study and compare opportunities and potential of 10 target industries and to select the most highly potential 3 target industries. This qualitative research is based on analysis of secondary data and conduct of focus groups to collect additional primary data. Three highly potential industries include food for the future, biotechnology, as well as parts and spare parts, maintenance, repair and overhaul for aerospace. All of them can be regarded as future industries of Thailand.</p> 2018-09-24T09:10:05+07:00 ##submission.copyrightStatement## City Image and Local Resident Satisfaction: The Case of Khon Kaen City 2018-09-24T09:17:12+07:00 Patcharaporn Mahasuweerachai <p>The objectives of this study were to test a city image model, to study the dimensions of city image that influence on an overall image of the city perceived by residents, and to examine the relationship between an overall city image and residents’ satisfaction. A total of 400 completed questionnaires were collected from residents in Khon Kaen city and analyzed using a confirmatory factor analysis and a structural modeling approach. The results showed that the city image model proposed in this study model fit data reasonably well ( =385.53, df=214 RMSEA=0.04, CFI=0.96, SRMR=0.04). The findings of hypothesis testing revealed that an overall city image was influenced by five city image dimensions including (1) infrastructure and government service (2) leisure and tourism (3) culture and tradition (4) social and environmental issues and (5) self-perception. In addition, the results showed that residents’ satisfaction at living in Khon Kaen city was impacted ty an overall city image.</p> 2018-09-24T09:17:06+07:00 ##submission.copyrightStatement## Collaboration of Non-formal Higher Education Management in Five Provinces of Southern Thailand 2018-09-24T09:37:25+07:00 Pornpichet Hanghon Wanchai Dhammasaccakarn <p>This research aims to study indicators and collaboration components between local administrative organizations (LAOs) and community learning centers (CLCs) in non-formal higher education management in southern Thailand, synthesize and propose policy to encourage the collaboration between both organizations. The research methodology is a combination of three phases of mixed methods: firstly, qualitative research by group interviews, secondly, quantitative research employed 500 questionnaires, analyzed the basic statistics and factor analysis (exploratory and confirmatory), and thirdly, qualitative research, conducting group discussions. The study was conducted from 4 groups: LAO chiefs, teachers, CLC committees, and students, from 18 CLCs of 5 provinces: Chumphon, Suratthani, Krabi, Nakhonsithammarat, and Songkhla. The study found that there are 60 indicators of 8 each sub-factor in 4 each main-factors (standardization, formalization, reciprocity, &nbsp;and intensity), the linear structural model was in statistically significant congruence with empirical data, and the propose policy to encourage the collaboration that The Department of Local Administration directed to encourage local&nbsp;administrative organizations to intend the importance of education for local people, and apply the confirmatory factor analysis results to adjust 3 stages: adjusting the synchronization concept, the mutual collaboration, and a partnership, to be flexible and have sufficient budget.</p> 2018-09-24T09:37:24+07:00 ##submission.copyrightStatement## A study of self-development needs of hotel housekeeper in the Northeastern Region of Thailand 2018-09-24T09:46:30+07:00 Harrirak Chantima <p>This research is a quantitative research to study needs of self-development of the hotel housekeeper staff in Northeast. 2. to study of personal factors and compare an employee's personal factors in self-development in the Northeast. Finally, to present a self-development guideline of hotel housekeeper in the Northeastern Region of Thailand. The samples were 315 housekeepers in Northeast hotels, using the formula (Weiers, 2005) and using a proportion sampling method.</p> <p>The results of this research found that the maid is mostly females, age 41-50 years, high school education and work experience less than 3 years monthly income was 5,000 -10,000 Baht. Most hotels have less than 100 rooms and an independent management type of hotel ownership. The housekeeper's learning needs to be learned from the cd and workshop format at work and training every three months. The demand for visualization is high; the highest average is personality development. The hypothesis test results showed that hotel housewives who had different sex; there is not significant. Other personal factors include age, income, level of education, working hours and the type of hotel management found that the need for self-development overall is significant; it was statistically significant at the 0.01 level. Work position in hotel housekeeping&nbsp;department and the number of hotel rooms found that the need for self-development overall is not significant. Some items were statistically significantly different at the 0.01 level.</p> 2018-09-24T09:46:29+07:00 ##submission.copyrightStatement## The Relationship between Village Funds’ Corporate Governance and their Financial Performance in KhonKaen Province 2018-09-24T09:57:11+07:00 Siriluck Sutthachai Napaporn Likitwongkajorn <p>This research aims to investigate village funds’ corporate governance (CG) characteristics, their financial performance and the relationships between the two. The samples were selected from the village funds of four districts in Khon Kaen: City District, Namphong District, Nongrue District, and Chumpae District, which include 817 village funds. The questionnaires were sent and 142 village funds responded.</p> <p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; The results show that among the samples, their financial performances and CG characteristics are different. The regression results reveal that the number of training courses attended by the committee has a significantly positive relationship with the village funds’ performance; on the other hand, their education and experiences have significantly negative association. These imply that the training courses seem to enhance the committee’s ability and knowledge in managing the funds, whereas the education and experiences might not be such important for village funds’ committee if good training is provided. Thus, the regulators of village funds and other related parties should supply good training courses for the committee in order to improve their ability and knowledge, and then possibly increase the funds’ performance.</p> 2018-09-24T09:57:09+07:00 ##submission.copyrightStatement## Social Media Advertising via Mobile Device to Enhance Consumer Brand Engagement, Brand Loyalty and Purchase Intention: Literature Review 2018-09-24T10:19:00+07:00 Weeraporn Supotthamjaree Preeda Srinaruewan <p>This article aims to review related literatures to develop concept of social media advertising via mobile device that will enhance consumer brand engagement, brand loyalty, and purchase intention by using the S-O-R Model: Stimulus-Organism-Response Model that describes the relationship of variables from the conceptual framework. From the literature review, the relationship of variables shows the relationship direction as follow: social media advertising is directly related to consumer brand engagement and purchase intention.&nbsp; While consumer brand engagement as the intermediate variable affect directly to the purchase intention and brand loyalty. In addition, brand loyalty affects purchase intention.</p> 2018-09-24T10:18:48+07:00 ##submission.copyrightStatement## Certificates 2018-09-24T06:42:31+07:00 Prof.Dr. Tawadchai Suppadit 2018-09-24T06:42:30+07:00 ##submission.copyrightStatement## Author Guidelines 2018-09-24T06:55:29+07:00 กองบรรณาธิการ วารสารการจัดการ 2018-09-24T06:55:29+07:00 ##submission.copyrightStatement##