การนำเสนอบทความวิชาการ สออ.ประเทศไทย ครั้งที่ 23 ม.พายัพ

Linking between Key factors Fostering Students’ Supportive Behavioral Intentions Toward University

Dr. Supathanish Termsnguanwong,
Marketing Program , Business Administration Faculty, Payap University , Thailand
Tel : +66 83-7649869 email : supathanish_t@hotmail.com

Abstract

Based on academic institutions in higher education as the research context, this study examined the relations of key factors affecting students’ supportive behavioral intentions toward the university such as giving gift as alumni, continuing education, and giving referral about the university to others. Focusing on the literature from various perspectives, this study proposed four factors are critical in influencing such intentions to perform supportively for the university 1) students’ communication behaviors with the university, 2) perceived quality of educational experiences, 3) evaluations of relational outcomes with the university, and 4) university reputation held by students. The respondents in this study were collected using a survey of current undergraduate student (N=300) who were attending at a public and private university in Chiangmai province during summer, 2008. Structural equation modeling (SEM) was used to analyze the proposed model. Regarding the overall results of the study, the proposed model can be retained as a valid model based on data-model fits; all eight hypotheses were supported in this study, except for the effect of students’ education experience on university reputation. The findings of this study suggest that, to foster students’ supportive behaviors, universities need to cultivate a good relationship with their students and to obtain favorable reputation held by students’ educational experiences.

Key word : Linking , Foster , Students’ Supportive , Intention

การนำเสนอวิชาการนานาชาติ RMUTL 2009

INFLUENCE OF VIEWPOINTS,
JOB SATISFACTION ON IT WORKERS TURNOVER: A STUDY OF NORTHERN REGION OF THAILAND

Dr. Supathanish Termsnguanwong, DBA
Marketing Program, PAYAP UNIVERSITY, THAILAND
E-mail: supathanish_t@hotmail.com

ABSTRACT

In the globalization epoch, Information Technology is importance for all humans who want to study and earn by themselves. This study investigated the effect of job satisfaction, organizational commitment, job characteristics, perceived job alternatives and perceived competitiveness of pay to Thailand Information Technology workers turnover intention. The results showed that job satisfaction was found to be the predictor of turnover intention rather than organizational commitment and that job satisfaction itself is function of perceived competitiveness of pay and job feedback. The findings suggest Information Technology and Human Resource managers should focus on job satisfaction, provision of competitive pay packet and constant job feedback to Information Technology workers in order to overcome the pressing issue of Information Technology workers turnover.
Key Word : Viewpoint, Job Satisfaction, Thai IT Worker

introduction of marketing

การตลาดในยุคปัจจุบัน
การตลาด หมายถึง กิจกรรมหรือการกระทำใด ๆ ที่จะเอื้อประโยชน์ต่อการขายสินค้าหรือบริการ เพื่อตอบสนองความพึงพอใจของผู้บริโภค
องค์ประกอบของส่วนประสมการตลาด
1. ผลิตภัณฑ์ และบริการ
2. ราคา
3. ช่องทางการจำหน่าย
4. การส่งเสริมการตลาด

แต่ถ้าเรามองดูในส่วนผู้บริโภคจะเห็นได้ว่า
1. ความต้องการสินค้าหรือบริการของลูกค้า
2. ต้นทุนของสินค้าหรือบริการ
3. ความสะดวกสบาย
4. การติดต่อสื่อสาร