Research article

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Digital Marketing Strategy and Marketing Performance Evidence from Service Businesses in Thailand Chularat Khankaew Pages 1 - 32   DOI 10.14456/cbsr.2019.1  Download PDF  Article preview Cite Abstract Currently, digital media has been continuously growing in many business sectors. This is a good opportunity to help companies to reinforce their brand awareness and recognition. Digital media played an important role in increasing company’s competitive advantage in highly competitive markets. In addition, digital media allows the customers to easily access the products and services. The objective of this research is to examine the relationship between effects of digital marketing strategies and marketing performance evidence from service businesses in Thailand. This research is based on answers from a sample of 107 service companies in Thailand which have been collected through a paper-based survey questionnaire. This research analyzes the data using descriptive statistics method and multiple regressions for hypotheses testing. The results show that; 1) Digital marketing strategy enables to create marketing content and online reputation management and to create a positive effect on marketing performance. 2) Digital marketing strategy enables to build online reputation and has a positive effect on brand awareness. 3) Digital marketing strategy has apparently created marketing contents and online reputation linked to a positive effect on relationships between buyers and sellers. 4) Brand awareness contributed to a positive effect on the marketing performance. 5) The relationships between buyers and sellers contribute to a positive effect on the marketing performance. The result of this study is very valuable for academician in expanding and adding value to the modern marketing management. Besides, it is a very useful guideline for the managers conducting their business. Therefore, achieving digital marketing strategy needed knowledge of the marketing content, creative content, and up-to-date content. Moreover, the business must emphasize on online reputation management strategy in order to reduce negative feedback and gain trust. Therefore, the business needs to concern brand awareness and brand recognition by creating distinctive symbol and logo. Lastly, this is technique facilitating customer relationship management and also benefit to the service industry.
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Social Media Customer Relationship Management Model Leading to the Creation of Financial Benefits of Business Kullaya Uppapong and Pusanisa Thechatakerng Pages 33 - 53   DOI 10.14456/cbsr.2019.2  Download PDF  Article preview Cite Abstract The purpose of this paper is to study Social Media Customer Relationship Management (SM CRM) Model that leads to creation of financial benefits for businesses. SM CRM is the marketing strategy that used in social media era and by using social media technology for communication, it can create good relationship with customers. From the literature reviews, the impact of SM CRM is confirmed that will have an impact to relationship on financial benefits of businesses. However, there is lack of evidence of using transaction cost as mediator variable in the model. Thus, the researcher has reviewed the literature to conclude, analyze, and synthesize to understand the complexity the relationship between SM CRM and financial benefits. For using SM CRM of businesses to be successful, fairness is another important factor because it is a strong bong for making relationship. Because of exchanging and trading system with fairness, it will create sustainability with quality relationship and can enhance customer relationship. Moreover, the perception of fairness of employee and customer will have an impact on attitude, decision making, and including the behavior that lead to organization performance. Hence, businesses need to pay attention and importance to creating the perception of fairness for employees and customers. Creating fairness is brought to the model for moderator variable for explaining the level of relationship between SM CRM and financial benefits that depends on the creation of fairness on customer and employee. Therefore, this study helps to clarify the pattern of SM CRM with fairness and can reduce the transaction costs, leading to the financial benefits of the business.
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Opportunities and Challenges for Business Consulting in Entrepreneurial Ventures; Interviews Conducted in the E-commerce Startups in Thailand Karma Jigme, Krit Jarinto and Phiruna Sutthison Pages 54 - 85   DOI 10.14456/cbsr.2019.3  Download PDF  Article preview Cite Abstract This study identifies the opportunities and challenges for business consulting in the e-commerce entrepreneurial ventures in Thailand. It uses a mono data collection method whereby only a qualitative data was used. The respondents were the founders and co-founders of e-commerce startups in Thailand. The study particularly looks into the different kinds of problems faced by e-commerce startups and then categorizes the problems into groups based on their origin. The problem-solving factors in the startups are then questioned. Factors like knowledge of the problem, the personality of the entrepreneur, competencies available in the startups and the available recourses are scrutinized. The finding shows that problems both from within the startup and outside the startup lead to the hiring of consulting services. The problems were product offerings, growing the team and digital marketing. Most startups lacked full knowledge of the problem. Startup entrepreneurs stress a problem related to digital marketing. Although founders and co-founders admitted having a good personality to solve problems, the available resources like patents and locations played little role in the problems solving. Most startups hired consulting services in the technical side largely because they were operating in a tech industry. They also preferred to pay them project fees after the completion of the task. Differences in why the projects seemed satisfactory or unsatisfactory are discussed in the final section.
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A Comparative Study of Knowledge Sharing Capability between Commercial Bank and Specialized Financial Institutions Rabil Ponphai and Chartaya Nilplub Pages 86 - 114   DOI 10.14456/cbsr.2019.4  Download PDF  Article preview Cite Abstract This research aims to: 1) Comparison the factors that affect the ability to knowledge sharing capability. 2) Comparison the impact of knowledge sharing capability on the service quality between commercial banks and specialized financial institution. Data were collected from 270 commercial banks and 318 specialized financial institutions by the questionnaire. The statistics used for data analysis were descriptive statistics, including percentage, mean, standard deviation and inferential statistics, including, correlation analysis and multiple regression analysis. The results indicated that knowledge sharing capability had positive undifferentiated effect on service quality. Factors that affect knowledge sharing capability were diversity management, Flexible organizational structure, Technological support and organizational culture. While transformational leadership had no effect on knowledge sharing capability.
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The Trust Model of Engagement in Fundraising Campaign Apichart Kanarattanavong Pages 115 - 152   DOI 10.14456/cbsr.2019.5  Download PDF  Article preview Cite Abstract Nonprofit organizations play a crucial role in the nation development; they are established to deliver social missions. In order to accomplish those missions, they have to acquire fund from government, private, and public sources. Monetary donation from general publics is one of those sources of fund. The current study employs a marketing concept, engagement, to study in a nonprofit context. Engagement has a significant role in relationship marketing, such as in customer-brand relationship, customer-firm relationship, and customer brand community. The objective of this study is to identify factors that have an effect on engagement. The studied factors are trust and the antecedents of trust, namely communication, reputation, and transparency. Data was collected from donors who made monetary giving to “Kaokonlakao” Project 2, a running charity project initated and led by Khun Artiwara Khongmalai or Toon Bodyslam. The study employs PLS-SEM to analyse data. Results of the analysis confirms all hypotheses and explain 73.4% and 28.0% of trust and engagement variance respectively. The research has both managerial and theoretical contributions. In an attempt to increase potential donors’ engagement with charitable activities, management of nonprofit organizations should design activities that induce participation from potential donors. Nonprofit organizations should regularly communicate informations related to their performance, financial status, usage of fund, etc. The shared information, in turn, leads to organizations’ reputation and trust. This study is one of the rare extant researches that adopt marketing concept to study in the Thai nonprofit context. In addition, it responds to Marketing Science Institute’s research priorities to investigate the “Engagement” concept.
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Key Audit Matters: Just Little Informative Value to Investors in Emerging Markets? Wachira Boonyanet and Waewdao Promsen Pages 153 - 183   DOI 10.14456/cbsr.2019.6  Download PDF  Article preview Cite Abstract The main objective of this study is to investigate whether key audit matters (KAMs) in new audit reports provide informative value to investors. The study employs stock prices as a dependent variable to urge investors’ responsiveness when new evidence (i.e. KAMs mentioned in audit reports) is announced to stock markets. Stock prices cover three periods of analysis: the average seven days before event date (audit report date), at event date, and the average seven days after event date. Independent variables include KAMs and control variables (size, leverage ratio, current assets/current liabilities, EPS). The samples include the common stocks of the top 100 Thai listed companies (SET 100) in the Stock Exchange of Thailand as a representative of emerging markets. Univariate, correlations, and multivariate regression models are performed. The data analysis results show that KAMs have little informative value to investors. However, financial ratios, especially earnings per share are significantly associated with stock prices in positive manner. The results also suggest that the KAMs relating to a provision for doubtful debt have a positive and significant relationship to stock prices.