St THERESA JOURNAL - St Theresa INTI College

St THERESA JOURNAL
Volume 1, No.1, February 2012
From the Editor
W. Piyada....................................................................................................................1
REGULAR PAPERS
FACTORS INFLUENCING QUALITY OF WORK LIFE OF EMPLOYEES IN
NUALCHAVEE ENGINEERING CO. LTD.
WANIDA YUENYING......................................................................................................2
AUDIENCE SATISFACTION ON USING SERVICE OF M-THEATER
PANCHAN CHANMEE……………………………………...…………………...........10
THE CHANGING FACES OF THAI MUSIC INDUSTRY: SATISFACTION OF
DOWNLOADING DIGITAL MUSIC
CHAWARUCH HANSAKUNATHAI………….........……………………...……….…......18
A STUDY OF TOURIST SATISFACTION WITH CULTURAL HERITAGE: A CASE
STUDY OF AYUTTHAYA PROVINCE, THAILAND
JANTIMA JONES…….……………………………………………………………......30
FACTORS INFLUENCING PASSENGERS’ SATISFACTION, LOYALTY, AND
RETENTION OF BTS SERVICES IN BANGKOK, THAILAND
MD. MAFIJUL ISLAM…………………………......…………………….……......……38

From the Editor
St Theresa International College journal was officially organized on (Put DATE here) as an
academic journal of Thailand. The main objective of this journal is to promote the education in
Business Administration field.
As one of the activities, this journal will issue (Annually, Bi-Annually, Tri-Annually, Semi-
Annually, choose one). (Then put in the month of release, date of release)
Papers on original work are solicited for publication in this journal. Review papers on current
interesting topics are also welcome. Please see details on manuscript submission at the back of
this issue. Special sections and special issues will be occasionally published, as appropriate.
We would like to thank all editors and authors of each article for
submitting their work to our journal, all reviewers who play important
role in maintaining the quality of publications, and also the contributions
of the proof-readers, graphic designers, and those who involve in the
publishing of this journal.
Dr.Piyada Wattanasan
Editor
President, St Theresa International College
1

FACTORS INFLUENCING QUALITY OF WORK LIFE OF EMPLOYEES IN
NUALCHAVEE ENGINEERING CO., LTD.
WANIDA YUENYING
ABSTRACT
The objectives of the study were: 1) To determine the level of quality of work life of the
employees in Nualchavee Engineering Co., Ltd. in terms of adequate and fair compensation, safe
and healthy working conditions, use and development of capacities, chance of growth and
security, social integration in the organization, constitutionalism, work and the total space of life,
and social relevance of the work in life; 2) To determine the level of job characteristics of the
employees of Nualchavee Engineering Co., Ltd. in terms of skill variety, task identity, task
significance, autonomy, and feedback; 3) To determine the level of organizational climate in
Nualchavee Engineering Co., Ltd. in terms of structure, responsibility, reward, risk, warmth,
support, standards, and conflict; 4) To investigate the influence of job characteristics and
organizational climate towards quality of work of life the employees in Nualchavee Engineering
Co., Ltd.
The data collection tool was a questionnaire. The respondents were employees who
worked for Nualchavee Engineering Co., Ltd. on the first week of October, 2011 until November
20, 2011.
The findings showed that the level of quality of work life of employees in Nualchavee
Engineering Co., Ltd. in all indicators was high. Among the five indicators of job characteristics
only skill variety was in the high level. The other indicators, which were: feedback, task identity,
task significance, and autonomy, were in the moderate level. The level of organizational climate
in Nualchavee Engineering Co., Ltd. was high in 5 indicators, which consisted of structure,
responsibility, support, standard, and risk. The other indicators, which were reward, warmth, and
conflict, were in the moderate level. Using stepwise multiple regression, it was found that among
13 predictors from 2 factors (job characteristics and organizational climate), the most significant
predictor was responsibility.
2

INTRODUCTION
Quality of work life is a concept in response to the effects of work on an employee in
terms of efficacy and the effectiveness of the organization (Nadler & Lawler, 1980:6). This
concept has been used to increase the effectiveness of working by both qualitatively and
quantitatively increasing production while reducing work leave, work absenteeism and work
transfers (Delamotte & Takezawa, 1984:2-3). Studies have found that the development of the
quality of work life resulted in increased production outcomes and the quality of goods and
profits were increased as well (Cascio, 1992:25). Quality of work is, therefore, important
because it is considered a supportive factor in motivating employees to work (Promsuwan, S.
2000:32). Hackmann & Suttle (1997: 7-14) suggested that quality of work life affects increased
job satisfaction and feelings of affiliation toward the organization while reducing the
absenteeism, resignation and accident rates in the workplace.
There are several concepts of evaluation of the quality of work life. Walton (1974:12), for
example, stated that the quality of work life is characteristic of work responsiveness to the needs
and wants of individuals. The components of quality of work life are evaluated from
measurement criteria comprising 8 indicators as follows: 1) adequate and fair compensation; 2)
safe and healthy working conditions; 3) use and development of capacities; 4) chance of growth
and security; 5) social integration in the organization; 6) constitutionalism; 7) work and the total
space of life; 8) social relevance. Kerce & Kewley (1993:194) suggested that the quality of work
life is composed of 4 factors: 1) overall job satisfaction; 2) facet job satisfaction; 3) job
characteristics; and 4) job involvement.
A person’s quality of work life is related to many factors. According to Werther & Davis
(1982) the factors influencing the quality of work life are composed of personal behavioral
factors, organizational factors and environmental factors. A personal behavioral factor results
from personal status and personal elements such as age, experience, perception and attitude
(Muangman, T. & Suwan, S. 1986:112). Organizational factors include objectives, goals,
managements, job characteristics, and the characteristics of a job unit. Environmental factors
include economic, social, cultural, administrative, technological and competitive conditions.
Factors which tend to be related to the quality of work life are personal factors such as age,
3

education level, gender, income, position of work, number of household, type of residence and
marital status.
Nualchavee Engineering Co. Ltd. is a company that plates the surfaces of vehicle parts
with chrome, nickel and zinc. Most of its customers are automotive and electronic factories.
Since its establishment in 1993, it has been the policy of management to produce quality plated
products that are delivered on time. With the ever increasing competition in the field,
management is determined to enhance productivity by looking into the quality of work life of its
employees with particular emphasis on the factors that influence it. The researcher being a close
relative of the owner of the company had been aware of this management concern and decided to
her independent study on the topic of quality of work life hoping that the findings could
somehow help the company in setting its future direction in improving employee productivity.
Statement of the Problem
The main purpose of the study was to investigate the influence of organizational climate
and job characteristics toward quality of work life.
Job specialization and simplification were popular in the early part of this century.
Employees were assigned narrow jobs supported by a rigid hierarchy in the expectation that
efficiency would improve. The idea was to lower cost by using unskilled workers who could be
easily trained to do a small, repetitive part of each job.
Many difficulties developed from that classical job design, however. There was excessive
division of labor. Workers became socially isolated from their co-workers because their highly
specialized jobs weakened their community of interest in the whole product. The skilled workers
lost pride in their work and became bored with their jobs. Higher-order (social-growth) needs
were left unsatisfied. The result was higher turnover and absenteeism, declines in quality and
alienated workers. Conflict often arose as workers sought to improve their conditions and
organizations failed to respond appropriately. The real cause was that in many instances the job
itself simply was not satisfying.
4

Research Objectives
1. To determine the level of quality of work life of the employees in Nualchavee
Engineering Co., Ltd. in terms of: adequate and fair compensation; safe and healthy
working conditions; use and development of capacities; chance of growth and security;
social integration in the organization; constitutionalism; work and the total space of life
and social relevance of the work in the life of the employees
2. To determine the level of job characteristics of the employees in Nualchavee Engineering
Co., Ltd. in terms of: skill variety; task identity; task significance; autonomy and
feedback.
3. To determine the level of organizational climate in Nualchavee Engineering Co., Ltd. in
terms of: structure; responsibility; reward; risk; warmth; support; standards and conflict.
4. To investigate the influence of job characteristics and organizational climate towards
quality of work life of the employees in Nualchavee Engineering Co., Ltd.
RESEARCH METHODOLOGY
Research Method
The descriptive method was used to study the quality of work life of employees in
Nualchavee Engineering Co., Ltd.
Population of this study consisted of employees of Nualchavee Engineering Co., Ltd. The
sample comprised 100 employees, who worked for Nualchavee Engineering Co., Ltd. during the
period 1 October – 30 November, 2011. The sample was employees who reported for work
during the flood crisis in Thailand.
Data collection tool was a survey questionnaire. For data analysis, the computer program
SPSS (Statistical Package for the Social Sciences) was utilized. The statistics used were mean,
standard deviation, standard error of mean, coefficient variation, rank and multiple regression
analysis.
5

FINDINGS
Quality of Work Life
It was found that the level of quality of work life of employees in Nualchavee
Engineering Co., Ltd. was high, which included work and the total space of life, safe and healthy
working conditions, constitutionalism, social relevance of the work in life, and social integration
in the organization. The other indicators namely adequate and fair compensation, use and
development of capacities and chance of growth and security were in the moderate level.
Job Characteristics
It was found that among the five indicators of job characteristics only skill variety was in
the high level. The other indicators, which were: feedback, task identity, task significant, and
autonomy, were in the moderate level.
Organizational Climate
The indicators individual dimensions, reward, warmth, and conflict were at moderate
levels. Structure, responsibilities, support, standards, and risk were at a high level.
Influence of Job Characteristics and Organizational Climate
The influence of job characteristics and organizational climate on the quality of work of
life of the employees in Nualchavee Engineering Co. Ltd. was determined by the following
predictors:
a. Adequate and fair compensation, autonomy, use and development of capacity and
skill variety.
b. Safe and healthy working conditions, chance of growth and security, social
integration and work and the total space of life.
c. Constitutionalism, task identity, feedback and support
d. Social relevance, task significance, responsibility, feedback and risk
e. The most significant predictor of the influence of job characteristics and
organizational climate on quality of work life is responsibility.
6

CONCLUSIONS, DISCUSSIONS, AND RECOMMENDATIONS
Conclusions
Overall, the level of quality of work life employees in Nualchavee Engineering Co. Ltd.
was high. The level of job characteristics was high only in skill variety; feedback, task identity,
task significance and autonomy were in the moderate level. The level of organizational climate
was high in structure, responsibility, support, standard and risk while reward, warmth and
conflict were in the moderate level. The influence of job characteristics and organizational
climate on the quality of work life could be determined in terms of four groups of predictors, the
most significant of which was responsibility.
Recommendations
1. The management of the company has to seek ways for giving support to 3
components of the factors of the quality of work life particularly on adequate and fair
compensation, use and development of capacities, and chance of growth and security
which were found to have lower scores.
2. Job characteristics of the employees should be improved. The results of this study
found that feedback was in moderate level as well as task identity, autonomy, and
task significance. The management of Nualchavee Engineering Co., Ltd. should give
more feedback to the employees.
3. Management should emphasize positive rewards to the employees when they reach
their goals and make them perceive fairness of the pay and promotion policies.
4. Studies on the quality of work life among employees in other plating companies or
comparative studies on the quality of work life among employees in other companies
which are in the same industry should be further conducted.
7

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9

AUDIENCE SATISFACTION ON USING SERVICES OF M-THEATER
PANCHAN CHANMEE
ABSTRACT
This study was undertaken with the goal to determine the satisfaction of users of M-
Theater. It sought to probe the values and service preference as well as loyalty of M-Theater
patrons in the hope of extrapolating information to aid in improving the services of M-Theater.
The sample for the study was 400 theater patrons chosen through convenience sampling
method. The tool for the study was a questionnaire with data analyzed statistically by a computer
program, the SPSS.
The results of the data analysis showed that most of the respondents are office workers
with bachelor’s degrees. Their ages are approximately 21-30 years with income between 21,000
– 30,000 Baht/month. Respondents perceptions towards M-Theater in terms of the service factors
of location, amenities and staff were overall good while only moderate in terms of price and
information dissemination. Overall perceptions towards M-Theater’s services were good. In
terms of values, majority of the respondents rated as highly important the pursuit of pleasure,
relaxation, leisure, art and music. Most of the respondents have learned about the theater through
word of mouth and very few through print media. Most viewed performances with friends and
family, travelled to the theater in their own automobiles and viewed performances in the evening.
Respondent perception of the theater’s shows was good, with most viewing the light and sounds
and scripts as excellent and the costumes as average. In terms of loyalty, majority stated that they
would recommend it to others and that they would return to M-Theater for future shows.
10

INTRODUCTION
Background
Theater is a branch of performing arts. Any performance may be considered theater;
however, as performing art, theater focus is almost exclusively on live performers enacting a
self-contained drama before an audience. A performance qualifies as dramatic by creating a
representational illusion. The word “theater” is derived from the Ancient Greek theatron
meaning a place for “viewing” (www.theaterhistory.com). A theatrical performance may include
music, dance and various elements of stagecraft such as costumes, sets, lights, stage properties
and sound engineering, among others.
There are many types of theaters as there are types of performances (Hunniagher 1978).
Theater may be built specifically for certain types of productions, they may serve for more
general performances needs or they may be adapted or converted for use as a theater. They may
range from open-air amphitheaters to ornate, cathedral-like structures to simple, undecorated
rooms or black box theaters. Some theaters may have a fixed acting area (in most theaters this is
known as the stage), while some theaters such as the black box theaters, may not, allowing the
director and designers to construct an acting area suitable for the production.
Research Objectives
1. To provide an overview of the theater industry in Thailand.
2. To determine the factors leading to audience satisfaction in theater based on
theories related to service marketing.
3. To provide insights into audience behaviors.
4. To recommend strategies to increase audience satisfaction.
Significance of the Study
1. The finding of the study can provide executives of M-Theater with information on
the audience satisfaction level of the audience.
2. To provide information for marketer theater operators consider use of strategic
planning marketing to meet the needs of audiences.
11

3. To the management information use to improve planning, development and
operation of the M-Theater.
Scope of the Study
This study focused on audience’ satisfaction with the service at M-Theater. Due to time
constraints, the research was limited to respondents within the locality of Bangkok, Thailand.
The 400 questionnaires were distributed and administered with in M-Theater and Srinakarinwirot
University’s Fine Arts Department amongst students who had previously used the services of M-
Theater.
RESEARCH METHODOLOGY
This study is an exploratory research paper. The purpose is to determine consumer
behaviors and satisfaction in terms of product and service quality, distribution and place, price
and promotion, as well as to determine consumer knowledge, values loyalty.
The population in this research consists of consumers who use the services at M-Theater
and are more than 11 years old.
Convenience sampling method was utilized in this study. The 400 questionnaires were
distributed in 4 days, during the period of November 4-7, 2010. The period covers two working
days and two holidays to make sure the diversity of the sample was enhanced. Questionnaires
were distributed from 10:00 AM until a 100-person sample was reached. The areas for
distributing included M-Theater, Silom, Siam and Srinakarinwirot University.
A questionnaire was used to collect data. Close-ended questions were used in the
questionnaire. The respondents were provided with choices to answer the questions so they will
make faster decisions by choosing among several answers provided. Moreover, close-ended
questions also benefit the researcher, as Sekaran (1992) noted that close-ended questions can
help researchers save time in coding and analyzing procedures.
Descriptive statistics were used to describe the demographic profile of the respondents,
which resulted in frequency values and percentages. The SPSS program, one of the most popular
statistical programs was used for data analysis.
12

FINDINGS
An overview of the theater industry showed that the theater patrons place a high value on
entertainment, appreciate arts and music and go to the theater for pleasure and relaxation.
Factors leading to audience satisfaction are categorized into location, amenities, staff and
price. Findings showed that the respondents favored the location and found lighting; sound
equipment and stage are excellent. Audience seating, hall and walkway sizes were good.
Decoration and design, parking ease and parking spaces were average. Amenities were viewed as
good. Air-conditioning, seating, and ticketing were excellent but seat comfort and lavatory
access were marked as average. Pricing was on the whole considered average. Ticket prices were
good but souvenirs and concessions process were disliked. The staffs were good and were
professional in their service. Their hygiene and timeliness were only average. Information
dissemination by the theater was noted as mediocre. Respondents noted that the theater had a
strong internet presence but not through other forms of media. Overall, satisfaction with M-
Theater’s services was good. Respondents felt that theater experience was a worthy endeavor and
received high expectations for its future services.
CONCLUSIONS AND RECOMMENDATIONS
Conclusion
The patrons of M-Theater place a high value on entertainment and appreciate arts and
music for pleasure and relaxation. This provides an overview or a backdrop of the theater
industry in Thailand.
The factors behind audience satisfaction are in terms of service factors namely location,
amenities, staff and price. Location of the theater was found to be excellent. Amenities were
judged to be average. Staff were considered good and professional in their service but were
found wanting in hygiene and timeliness/promptness. Ticket prices were considered good but not
prices at souvenir shops and concession areas.
In terms of audience behavior, most patrons frequented the theater with family and
friends. They heard about the theater by word-of-mouth. Respondents felt that the theater was a
worthy endeavor and retained high expectations for its future services. Most patrons intended to
13

ecommend it to others and planned to return to use its service again. Overall, satisfaction with
M-Theater’s service was good
Recommendations
1. The majority of patrons to the theater were females, aged 21-30 with an income of
10-30,000 baht either working as a company employee or a student, education levels
were mostly bachelor degrees. This demographic can be considered the target group
of the theater and the characteristics of this group should be the main consideration
when strategizing improvements.
2. Respondents commented on the availability and ease of parking at the theater. It is
suggested that reserved parking be added and that more signs toward parking areas, or
an attendant, be put in place. These changes would help visitors get to the
performances more promptly.
3. Respondents frequently noted the theater’s poor media presence, urging it to step
up flier production and better follow up of consumer behaviors in information
gathering. They asked that the theater better inform customers of developments and
updates.
4. The average perception towards access to lavatories and seat comfort reveal that
these two matters have to be remedied to enhance full overall satisfaction.
5. Satisfaction towards pricing were directly converse to respondent satisfaction
towards services at the theater, indicating that pricing has to be adjusted to better suit
the level of satisfaction of visitors.
6. It is recommended that the theater continually organize training sessions for staff
members as to insure that they will be abreast of the best ways to care for patrons.
7. This research found that Thailand’s urbanites do have a high need for
entertainment and pleasure and an appreciation of art and music. This revelation
should inspire the theater’s future endeavors.
14

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17

THE CHANGING FACES OF THAI MUSIC INDUSTRY SATISFACTION OF
DOWNLOADING DIGITAL MUSIC
CHAWARUCH HANSAKUNATHAI
ABSTRACT
This study focused on the Thai music industry. The objectives were: to determine
consumer behavior and satisfaction in terms of product and service quality, place of distribution,
price and promotion as well as to determine consumer knowledge and awareness of the copyright
policy on downloading digital music.
The population consisted of digital music consumers who use computers and mobile
phones to perform activities involving digital music such as downloading, ripping, listening and
sharing. Convenience sampling method was used to select the respondents. There were 400
questionnaires distributed in the areas of Silom, Siam Square, Victory Monument, Asoke, MOR
–Chid, MBK Center and Sathorn. Statistics used were mean, standard error, standard deviation
and co-efficient of variation.
Results showed that most of the digital music users were concerned about filing the
music files and playing music files on the computer. For the distribution and place issue, the
result showed that consumers were most satisfied with the call center as distribution channel and
for transfer between devices. The results also showed that the ease of using website to download
is still important. For the price issue, the respondents admitted that they are willing to pay for
music to support the artist and provider but not for every music file they want. Consumers’
knowledge and awareness of the copyright policy was low.
18

INTRODUCTION
Twenty-first century consumers spend less money on recorded music than in the 1990s
(Fisher, 2000). The Internet has been a major factor in the changes to the music world and the
relationship between consumers and music personnel such as artists, record companies, and
music stores. When MP3 digital music file overtook the popularity of cassettes and CDs, music
piracy became rampant. Thai consumers have become so familiar with using free downloading
sources that Thailand has earned a reputation as the center of pirated music. Nonetheless,
consumer trends were changing, so the market likely needed to change too. It could be claimed
that Thailand’s music industry has been facing a downturn since the rise of the mp3. Thai music
labels had no choice but to follow the trend. They launched their products and services online.
Most of the Thai legal music online services were available through mobile phones, which
provided an easy purchase method and safe payment. Companies kept launching new marketing
plans, each with slight differences to meet the specific needs of consumer groups in terms of the
major factors for marketing. The major factors are the 4Ps or a marketing mix that consists of
product, price, place and promotion.
In addition, to achieve the equitable strategy, consumers' expectations and satisfaction
need to be clearly understood. Every customer has his/her own expectations, which the suppliers
need to be aware of. If the expectations are fulfilled or over-fulfilled, the customers would be
overwhelmed with satisfaction. Then the suppliers have accomplished the goal.
However, in the present music market, there is another issue that suppliers need to be
concerned about: digital rights management (DRM). The rapid growth of boundless
communication has caused difficulties related to illegal and unauthorized sharing of digital
content. Content owners are facing the rapid growth of illegal copying problems as well as illegal
distribution (Computer Weekly.com, 19 July 2002, “U.S. Tech Companies back EU Approach to
digital copyright). Digital rights management allows the content owners to protect their property
and also provide added services to consumers, all by using a simple digital licensing system.
Lately, content owners have been trying to communicate with consumers about DRM, to limited
success. The fact is the easier people could access information, the easier they would take the
piracy choice.
19

Research Objectives
1. To determine consumers’ behavior
2. To determine consumer satisfaction in terms of product and service quality,
distribution and place, price and promotion
3. To determine the consumer’s knowledge and awareness of Copyright policy and
DRM
Limitation
This study focused on consumers’ satisfaction with digital music and consumer
awareness of copyright policy. Due to time and financial constraints, the research was limited to
respondents within the locality of Bangkok, Thailand. The 400 questionnaires were distributed
and administered within the Bangkok area since it has a diverse population. Most of whom are
familiar with digital technology. The problems and degree of satisfaction of digital music
consumption could differ to a certain degree.
LITERATURE REVIEW
For centuries, man dreamed of capturing the sounds and music of his environment
(Fisher, 2000). Many attempted it but none succeeded until Thomas Alva Edison discovered a
method of recording and playing back sound in the late nineteenth century, a discovery that
changed the entire face of the music industry. The market for music began with the sale of sheet
music in the nineteenth century, but it took off in the twentieth century, with the emergence and
demand for recorded music in the form of vinyl records, cassettes, CDs (a Compact Disc: was an
optical disc used to store digital data ), etc. The CD has since been the most popular and
highest selling product (statistics up until 1999) since the beginning of the recording format era.
Since the beginning of year 2000 the Internet has become broadly used and has changed the
entire world of the music industry. Consumers have begun to use computers and computer
networks as the primary means to record, store, distribute and play music. This technological
shift caused widespread economic changes and fundamentally changed the relationship between
20

the consumer and artists, record companies, promoters, retail music stores, and the technology
industry.
The turmoil in the industry changed the balance of power among all the various
players(Fisher, 2000). The major music-only stores such as Tower Records (which once wielded
considerable influence in the industry) went bankrupt, replaced by box stores (such as Wal-Mart
and Best Buy). Recording artists began to rely primarily on live performances and merchandise
for their income, which in turn made them more dependent on music promoters such as Live
Nation (which dominated tour promotion and owned a large number of music venues.) In order
to benefit from all of an artist's income streams, record companies began to rely on the “360
deal", a new business relationship pioneered by Robbie Williams and EMI in 2007. At the other
extreme, record companies also used simple manufacturing and distribution deals, which give a
higher percentage to the artist, but did not cover the expense of marketing and promotion. Many
recent artists no longer saw any kind of "record deal" as an integral part of their business plan at
all. Inexpensive recording hardware and software made it possible to create high quality music in
a bedroom and distribute it over the internet to a worldwide audience. This, in turn, caused
problems for recording studios, record producers and audio engineers. The Los Angeles Times
reported that, by 2009, as many as half of the recording facilities in that city had failed.
Consumers benefitted enormously from the ease with which music can be shared from computer
to computer, whether over the internet or by the exchange of physical CDs.
The New Generation of Music Consumers
A steadily increasing number of consumers are becoming accustomed to downloading
their music for free (Walsh et al., 2003). The initial response taken by the music labels entailed
legal actions and development of their own download systems, e.g. BMG buying Napster,
Vivendi purchasing MP3.com both with a view to launching commercial, legal services. The
industry was reactive to start seeing internet as an opportunity. Furthermore, other nontraditional,
quick-footed competitors such as Apple, Microsoft, T-mobile and Coca-Cola have
also entered the gold rush. The popularity of iPod music player has also brought a new young
generation of consumers, who saw this music player as a trendy item and have completely
different patterns of demand and consumption of music.
21

If online music services were to flourish, it will be only through leveraging the internet’s primary
power: an ability to intelligently segment and engage, on a one-to-one level, with those
customers who are able to provide the maximum commercial growth within the shortest timeframe
(Furash, 1999; Walsh and Godfrey, 2000).
Marketing Strategies
In the pre-web supply chain, there were various actors whose roles were explained in
turn. The artists were the content providers, contracted by record companies to record material
that was either their own or provided for them by writers.
The power and control of the supply chain was very much in the hands of the record
company who had ownership of the major item of value in the chain, with exclusive rights to the
artist’s content. The record companies were in control of much of the distribution and also
supplier selection. This was very much based on their perceived quality of the music, past
reputation and the contract fee (price). In return the artist was provided with promotion,
merchandising and the distribution of their content in a commodity format (e.g. CD). All the
major record companies operated their own distribution businesses and so a retailer who ordered
direct from distributors would have to order stocks from several sources (majors and up to 20
others from the independent sector). Wholesalers generally handled the releases of all the record
companies and so a retailer would only have to order from one wholesaler if it used this route.
The main wholesalers also offered another service known as “rack jobbing”. This was a method
of supply used by non-traditional retail outlets (such as petrol stations and supermarkets). A
“rack jobber” supplied a complete package of records and displayed material and is responsible
for maintaining the stock, typically on sale or exchange basis.
Product and Service Quality
Quality is multidimensional. Product and service quality comprise a number dimensions
which determine how customer requirements were achieved. Therefore it is essential to consider
the entire dimension that may be important to customers. Product quality has two dimensions.
Physical dimension - A product's physical dimension measures the tangible product itself and
includes such things as length, weight, and temperature. Performance dimension - A product's
performance dimension measures how well a product works and includes such things as speed
22

and capacity. While performance dimensions are more difficult to measure and obtain when
compared to physical dimensions, the efforts would provide more insight into how the product
satisfies the customer.
Like product quality, service quality has several dimensions. Responsiveness refers to the
reaction time of the service. Assurance - Assurance refers to the level of certainty a customer has
regarding the quality of the service provided. Tangibles - Tangibles refers to a service's look or
feel. Empathy - Empathy is when a service employee shows that she understands and
sympathizes with the customer's situation. The greater the levels of this understanding, the better
answer for this point. Some situations require more empathy than others. Reliability - Reliability
refers to the dependability of the service providers and their ability to keep their promises. The
quality of products and services could be measured by their dimensions. Evaluating all
dimensions of a product or service help to determine how well the service stacked up against
meeting the customer requirements.
Distribution
Distribution refers to logistics or the distribution channel design and management,
physical distribution network. According to business markets, the perception of business
customers, especially retailers, toward distribution performance has improved since 1994
(Figueiredo et al., 2003) in which delivery service had greater impact on customer satisfaction
and behavioral intention due to its direct connection with the customer buying centre (Chumpitaz
and Paparoidamis, 2004). Many large retailers have their own distribution centre (DC) which is
the place for receiving and storing suppliers’ product before distributing to each branch. The
transportation that a supplier uses in order to deliver products to the business customer needs to
be appropriate with regard to location of the retailer distribution centre. As well as packing, the
supplier has to consider packing raw material (e.g. carton that contain product) and packing
process which need to be suitable for transport and storage in the customer warehouse. The
nature of retail purchase is different from consumer purchase. Retailers purchase products from
manufacturers or suppliers in order to meet consumer demands. Blumenfeld et al (1999)
concluded that manufacturer or supplier response time could benefit the retailer. The level of
retailer’s satisfaction would increase if the manufacturer or supplier was able to deliver product
23

with reliability and consistency due to proper delivery factors which could contribute to
inventory cost savings to the retailer.
In brief, the distribution practices which include packing, transportation, delivery time,
and ability to solve distribution problems are essential in a business market. The business
customers’ expectation towards distribution aspects need to be fulfilled by offering reliable
product delivery in order to generate the increase in business customer satisfaction.
Price
When the companies are considering cost efficiency, they are obviously paying too much
attention to other factors and neglecting the price factor. In fact, pricing is a sign of product or
service value and also one of the significant dimensions of the marketing mix. The price
competition rule in the business market is an important criterion when business customers are
selecting products or service (Huber et al., 2001).
Promotion
Promotion represents all of the communications that a marketer uses in the marketplace.
Promotion has four distinct elements: advertising, public relations, personal selling and sales
promotion. A certain amount of crossover occurs when promotion uses the four principal
elements together, which is common in film promotion. Advertising covers any communication
that is paid for, from commercials, radio and internet to print media and billboards. Public
relations is where the communication is not directly paid for and includes press releases,
sponsorship deals, exhibitions, conferences, seminars or trade fairs and events. Word of mouth is
any apparently informal communication about the product by ordinary individuals, satisfied
customers or people specifically engaged to create word-of-mouth momentum. Sales staffs play
a n i m p o r t a n t r o l e i n w o r d - of- m o u t h a n d p u b l i c r e l a t i o n s
Changes in Consumer Expectations and Satisfaction
Customer satisfaction is a psychological state that occurs when customers compare their
prior expectations before purchase with the perception towards performance of products and/or
services after purchase (Oliver, 1996, Westbrook and Oliver, 1991). In general, customer
satisfaction is described as the full meeting of the customer’s expectation, including attitude and
feeling towards products or services they had been provided (Oliver, 1980). Other researchers
24

describe satisfaction as “an emotional state that occurs in response to an evaluation of the
interaction experience with the salesperson” (Crosby et al., 1990). In short, customer satisfaction
could be explained as the product or service perceived performance that match the expectation of
customers (Kotler et al, 2005). The theory of confirmation/disconfirmation reviewed by Oliver
(1980) explains that satisfaction is achieved when customer’s expectation is fulfilled
(confirmation), positive disconfirmation results in the enrichment of satisfaction when products
and/or services that a customer receives were better than their expectation. Differing from
positive disconfirmation; the negative disconfirmation happens when products and/or services of
a company could not meet customer’s expectation.
Digital Right Management (DRM) in Thailand
Presently, a variety of media and technologies have taken on major roles in the daily lives
of common people. Boundless communication, E-Commerce, information dissemination and a
constant stream of news and entertainment have added incalculable ease to the lives of
consumers, offering them unprecedented speed in data consumption. With the internet being
omnipresent via computers, cellular phones and a slew of other portable equipment, consumers
now could access media and information in a variety of ways. Content buyers are no longer
burdened with the constraints of physical media, but the wholly abstract nature of digital media
also left it susceptible to piracy. With single consumers being able to achieve lossless copies of
the media they have acquired, the infringement of intellectual property is now a convenient
almost thoughtless process. This is where DRM steps in, as content owners could once again
protect their rights even in the digital realm. DRM allows content owners to mandate the terms
of use and distribution even after their content is acquired by consumers.
25

RESEARCH METHODOLOGY
This study “The Changing Faces of the Thai Music Industry: Satisfaction of
Downloading Digital Music” is an exploratory research paper. The purpose was to determine
consumer behavior and satisfaction as well as consumer knowledge and awareness of the
copyright law.
The descriptive method was used and a survey was made using a questionnaire. The
population consisted of digital music consumers who use computers and mobile phones to
perform activities involving digital music such as downloading, ripping, listening and sharing
and who were more than 11 years old. Convenience sampling was utilized. The 400
questionnaires were distributed in 4 days during November 4-7, 2010. The period covered 2
working days and 2 holidays to ensure diversity of the sample. The areas chosen for distribution
were Silom, Siam Square, Victory Monument, Asoke, Mor-Chid, MBK Center and Sathorn.
Statistics tools included mean, standard error, standard deviation and analysis of variation. The
computer program SPSS was used to analyze the data collected.
FINDINGS
Majority of the consumers were using the Internet many times per day and have music
files stored in their computer from 100 to 1,000 files. The most common behavior of the
consumers were copying there CD into their computer, copying or ripping other people’s CD
into their computer and sharing digital music with friends.
In terms of satisfaction with product quality and service quality, consumers were satisfied
with storing music files in their computer and playing files on computers.
For place of distribution issue, consumers were satisfied with the call center as the
distribution channel and also the transfer between devices. The price issue is related to DRM.
Respondents admitted that they were willing to pay for music to support the artist and provider
but will choose not to pay legally for every music file they want. Consumers were mostly
satisfied with the promotion from online digital music stores and from mobile providers.
Consumers were more interested in purchasing music via - Internet and mobile phones.
26

Consumers’ knowledge and awareness of DRM was low. This shows that consumers
were not interested in whether the source of digital music is legal or illegal.
CONCLUSIONS AND RECOMMENDATIONS
Conclusions
Most consumers engaged in the downloading of free music files through P2P networks in
violation of DRM regulations. These types of downloads required a degree of technological
ability. Such downloads were rarely done on mobile phones, yielding little information on
consumers with a lower capacity for technology usage such as factory workers, agriculturists,
market vendors and other rural citizens distanced from internet access but still able to receive
mobile signal reception. The study gave grounds for the assumption that low-technology users
would look to their mobile phones for music downloads due to their accessibility. The study
found that knowledge and understanding of copyright laws and a conscience for upholding
copyright was low amongst the population. Those questioned said that there has been a lack of
private and public sector effort to inform consumers and combat copyright infringement.
However, amongst consumers between the ages of 21 and 30 (so-called Gen-Y), an
understanding of the benefits of copyright laws was notably more prevalent. This age group
understood how adhering to the law on intellectual property benefitted the music industry and
artists. Nonetheless, the understanding did not translate into an action on the matter. Gen Y
consumers were born during the transitional period between physical products and digital
products and thus found it hard listen to their conscience regarding adhering to the law.
Recommendations
1. Abide and respect for the copyright law should be instilled especially in the youth.
Refrain from pirating others work.
2. It is important that the new generation be instilled with deeper knowledge and
conscience of copyright and digital rights management.
27

3. Support the music industry to increase the number of artist and provider who are
working hard in composing and producing songs.
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29

A STUDY OF TOURIST SATISFACTION WITH CULTURAL HERITAGE:
A CASE STUDY OF AYUTTHAYA PROVINCE, THAILAND
____________________________________________________________
JANTIMA JONES
ABSTRACT
Cultural heritage tourism in Thailand is the fastest growing segment of the tourism
industry specifically because there is a trend toward an increased specialization among tourists
Peleggi (1996). This trend is evident in the rise of the volume of tourists who seek adventure,
culture, history, archaeology and interaction with local people. Thai and foreigners’ interest in
traveling to cultural heritage destinations is expected to continue. In Ayutthaya province, cultural
heritage sites are among the most preferred tourism experiences.
This study attempted to determine the level of tourist satisfaction with cultural heritage
destinations at Ayutthaya province as well as identify the significant differences between
tourists’ satisfaction and expectations.
The data of this study were collected on-site using the survey method. The sample
population was composed of tourists who visited Ayutthaya province between July-August 2008.
The survey was conducted at five different sites in the Ayutthaya province.
There were twenty-three (23) cultural heritage destination attributes covered in the study
and the results were categorized into “satisfying” attributes, “indifferent” attributes, and
“dissatisfying” attributes. The result showed that the level of satisfaction was high and exceeded
tourists’ expectations. Therefore, there was a difference between satisfaction and expectation.
There were nine (9) classified as “indifferent” attributes showing that the level of satisfaction
met expectations. Therefore, there was no difference between satisfaction and expectations. Only
one (1) attributes was considered “dissatisfying” wherein the level of satisfaction was lower than
tourist expectations.
30

INTRODUCTION
Many developing countries perceive tourism as a fast track industry to economic growth.
They assume that tourism development requires less investment than other industries and they
believe tourism to be an effective means of creating job opportunities and increasing local
income Silberberg (1995).
Thailand has long ascribed to this point of view and it has devised a tourism marketing
approach which encourages low, medium and high-cost mass tourism in nearly all regions of the
country. With the ubiquitous "Land of Smiles" advertising slogan promoted around the world,
Thailand has become one of the best-known, and most sought after international tourist
destinations.
Despite this success, however, the tourism industry in Thailand is not without problems
and controversy. Critics charge that tourism promotion in Thailand has aimed at quantity rather
than quality. The explosion of tourism has brought uneven distribution of financial benefits, in
favor of large enterprises, while costs are shouldered by local people who have no direct gain
from tourist promotion. Worse still are the environmental effects of unbridled tourism
development. While the Thai tourism industry touts and actively markets the country's unique
culture, this commercialization of culture also causes its erosion or corruption. Additionally,
interaction between rural Thai dwellers and sophisticated urbanites from more developed
countries leads to values, behavior and attitudes which may have corrosive or negative effects on
local residents.
Cultural heritage tourism is the fastest growing segment of the tourism industry. This
trend is evident in the rise in the volume of tourists who seek adventure, culture, history,
archaeology and interaction with local people (Hollinshead, 1993). Interest in travelling to
cultural/ heritage destinations has increased recently among Americans and is expected to
continue.
Identifying which attributes satisfy tourists who visited cultural/heritage destinations
could help tourism planners develop strategies to attract customers. Knowing which attributes
satisfied tourists can reduce marketing costs and maintain the cultural/heritage destination’s
sustainability. Furthermore, this study could contribute to the body of knowledge in satisfaction
research. The findings should strengthen knowledge about the relationship between the factors
31

that satisfy tourists and tourist’s behaviors after purchasing cultural/heritage tourism products.
The study could also identify negative and positive impacts of tourism on the environment.
Research Objectives
1. To determine the level of tourist satisfaction with cultural heritage destinations at
Ayutthaya province
2. To identify the significant difference between tourists’ satisfaction and expectations.
RESEARCH METHODOLOGY
This study attempted to investigate which attributes satisfy tourists who have visited
cultural and heritage destinations, and to identify the differences between tourists overall
satisfaction and expectations.
Data were collected from five different places, including two parking lots, Downtown of
Ayutthaya shopping centers, and the visitor’s information center in the Ayutthaya province.
Sample size was determined from the total number of tourists (N=1,208) who visited five
different place in July-August 2008 setting the rate of sampling error not over 5 percent. The
Taro Yamane’s formula (1973:727) was applied to determine the sample size of the study.
Convenience sampling was used for selecting the respondents. Those younger than age
18 were automatically excluded. Personal observations reveal that tourists who are age 18 or
older visit cultural/heritage destinations either individually or with their friends or families as
groups. No particular attempt was made to apply a random sample or to select particular
segments. However, tourists were selected at different times of the day. A total sample size of
300 was completed.
The study area for this study is Ayutthaya province which is the old capital of Thailand.
The Ayutthaya province has been called “The Historical Heritage” of Thailand.
Survey Questionnaire was the instrument of this study. To develop an instrument for this
study, previous literatures were examined to identify instruments used with studies having
32

similar objectives. A preliminary questionnaire was developed based upon previous
instrumentation developed by Kozak & Rimmington (2000), Heung & Cheng (2000),and Joppe,
Martin & Waalen (2001).
The questionnaire was validated by asking 25 tourists who were not included in the
survey to fill up the questionnaire. Based on the results, the questionnaire was revised by making
vague questions clearer and removing irrelevant items. Reliability could be thought of as
consistency in measurement. To establish the reliability of the survey instrument, the reliability
coefficient (Cronbach alpha) was computed. To study the tourists’ satisfaction with cultural
heritage, data were analyzed by using basic statistics such as mean, s.d, s.e.mean c.v and rank.
To identify the destination attributes in terms of being satisfied, indifferent or dissatisfied data
were analyzed by using t-test for testing difference between means about the tourists’ satisfaction
and their expectation. The computer software program SPSS was used to analyze the data.
FINDINGS
Conclusions
The purposes of the study were to determine the level of tourist satisfaction with cultural
heritage destinations at Ayutthaya province and to identify the difference between tourists’
satisfaction and expectations.
There were twenty-three (23) cultural heritage destination attributes covered in the study
and the results were categorized into “satisfying” attributes, “indifferent” attributes, and
“dissatisfying” attributes. The results showed that thirteen (13) attributes were categorized as
“satisfying” wherein the level of satisfaction was high and exceeded tourists’ expectations. At
the top of the list are religious places, monuments, shopping places, cultural villages and
traditional scenery. There were nine (9) attributes which were classified as “indifferent” wherein
tourists’ expectation were met and they were satisfied. Among these attributes were theatres,
information centers, souvenirs, food and handicrafts. Only one attribute was “dissatisfying”
which was expensiveness.
33

Recommendations
Planners and marketers of cultural heritage tourism should focus more on maintaining
attributes that contribute to the overall satisfaction of tourists. Brochures and website about
Ayutthaya should reflect such features as handicrafts, architecture, religious places and
monuments.
Tourism managers should provide quality services with their general tour attractions such
as special events and tour packages.
Since “expensiveness” has been identified as a weakness among the attributes, tourism
managers should provide creative ways to reduce prices especially of souvenirs.
Future research should investigate the relationship between tourist’s satisfaction and
intention to revisit a destination, because repeat visitation to a destination is an important issue
for tourism marketers and researchers. Future studies could be applied to other cultural/heritage
destinations using a similar research method so that a comparative analysis in different
destinations can be explored.
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FACTORS INFLUENCING PASSENGERS’ SATISFACTION, LOYALTY, AND
RETENTION WITH BTS SERVICES IN BANGKOK, THAILAND
MD. MAFIJUL ISLAM
ABSTRACT
This study attempted to determine the level of the quality of services of the BTS in
Bangkok and how it influenced passengers’ satisfaction, loyalty, and retention of services.
The study utilized the descriptive research method. Convenience sampling technique was
used to collect data from 200 respondents. A questionnaire was developed as the research
instrument. Data had been collected from the passengers in the Mo Chit station and inside the
train. Statistical tools used consisted of mean, standard error mean, co-efficient of variation, rank
and regression analysis with method enter and method stepwise.
The findings showed that the quality of services of the BTS in Bangkok as perceived by
the passengers in terms of safety, security, direction and service time was in the moderate to high
level. Specifically, the level of service time and security was high, while the level of directions
and safety was moderate. The level of quality of services was consistent and stable in all four
aspects. As perceived by the passengers security was the most important among the four aspects
of the quality of service while safety was the least.
In terms of the level of passenger’s satisfaction loyalty and retention of BTS services, the
level varied from moderate to high. The level of passengers’ satisfaction and retention was high.
But the level of passenger’s loyalty was only moderate.
With regards to the influence of the quality of services of BTS towards passengers’
satisfaction, it was found that satisfaction was influenced by the service time, directions inside
the train, directions in the BTS station and the security in the BTS station. Passengers’ loyalty
was influenced by the service time, directions inside the trains and security in the BTS station.
The level of passengers’ retention of BTS services was influenced by the directions inside the
train and direction in the BTS station.
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INTRODUCTION
The Importance of the BTS (Bangkok Mass Transit System)
Mass transit is one of the public transportation systems designed to move large numbers
of passengers. From the economic point of view mass transit systems offer considerable savings
in labor, materials, and energy over private transit systems. When utilized to any reasonable
fraction of their capacity, mass transit vehicles carry a far higher passenger load per unit of
weight and volume than do private vehicles. They also offer fuel savings, not only because of the
relative reduction in weight transported, but also because they are large enough to carry more
efficient engines.
The BTS in Bangkok was initially referred to as the Lavalin Sky train because it was
designed using the Vancouver Sky train as a prototype adopting the technology developed by
SNC-Lavalin. It started operation on 5 December 1999.
The main purposes of the BTS in Bangkok were to solve the traffic problem, make city
life better and attractive and provide easy transportation for tourists and local passengers. Routes
were located in the central Bangkok which is the destination for many tourists and local people.
The BTS Sky train runs through all important downtown and major transport hubs in Bangkok,
from Mo Chit to Bearing (Sukhumvit Line) and National Stadium to Wongwian Yai (Silom
Line). Zooming above Bangkok's traffic at a steady speed, and with connecting points to the
MRT Underground, Chao Phraya Express Boats and two land transport terminals at Victory
Monument and Mo Chit, it is the best way for commuting.
Statement of the Problem
Thailand, as described by travelers is one of the most exotic and beautiful countries in
Asia. Traffic however is one of the problems for local people as well as for foreigners. The BTS
(Bangkok Transit System) is a solution to this problem. The BTS service must be focused on
passenger satisfaction if it is to continue its success. It is important to get information from
passengers who are using BTS in order to get needed data.
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Research Questions
This study was aimed to focus on the following questions:
a) What is the level of the quality of services of the BTS in Bangkok as perceived by the
passengers in terms of safety, security, directions and service time
b) What is the level of passengers’ satisfaction, passengers’ loyalty, and passengers’
retention of BTS services
c) How does the quality of services influence passengers’ satisfaction, passengers’ loyalty,
and passengers’ retention
RESEARCH METHODOLOGY
The main purposes of this study were to determine the level of the quality of services of
the BTS in Bangkok, and level of passengers’ satisfaction, passengers’ loyalty, and retention of
using the BTS services in Bangkok, as well as the influence of the quality of services toward
passengers’ satisfaction, passengers’ loyalty, and passengers’ retention of the BTS services in
Bangkok.
In order to achieve these purposes, descriptive research method was used. The target
populations are all the passengers who had used and/or had planned to use and/or will plan to use
the BTS in Bangkok. The total number of passengers in the year 2000 was 17,540,000 and
increased 144,474,000 in the year 2010. There was an increase in the number of passengers in
every year. In the year 2000 the average passengers per day was 148,641 and in the year 2010 it
increased to 395,820. Also there was increase in the number of passengers per weekday, in the
year 2000 it was 147,227 and increased to 451.300 in the year 2010. (BTS annual report
2009/2010; P52)
For this study, convenience sampling was used to collect data from one BTS station,
only. Respondents who were 15 years old or above were included. Due to limitation of time, it
was decided that the sample size would be at least 200.
A questionnaire was developed which was tested for validity using the Index of
Concurrence (IOC). Reliability was tested using the Cronbach Alpha.
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FINDINGS
Demographic Characteristics of the Respondents
Out of 200 respondents majority were female and most of them were Thai with average
age of 30 years. Highest level of education was Bachelor’s degree, many of whom were working
in the non-government sector
Quality of BTS Services As Perceived by Passengers
The level of BTS services in terms of the security of the BTS station, the directions, the
service time and safety were above moderate to high level. In terms of rank the security of the
station was rated as first with service time as second. In terms of direction the level of service ion
the BTS station was higher than the directions inside the train.
Passengers’ Satisfaction, Loyalty, and Retention
The level of the passengers’ satisfaction, loyalty and retention of BTS services was high
to very high. Passengers overall satisfaction, fulfillment of expectations was high. For passengers
intention of reusing BTS services the level was also high.
Influence of the Quality of Services Towards Passengers’ Satisfaction, Loyalty, and
Retention of BTS Services
Using multiple regression analysis, it was found that service time, security in the BTS
station and directions inside the train influenced passengers overall satisfaction. Using the
method stepwise, the data showed that service time and directions inside the train influenced
passengers’ satisfaction level.
CONCLUSIONS AND RECOMMENDATIONS
The main purpose of the study was to determine the level of the quality of services of the
BTS and its influence on passengers’ satisfaction, loyalty and retention of BTS services.
The study used the descriptive method with 200 respondents. Convenience sampling was
used because data had been collected from only one BTS station during the time period 27, 28,
and 30 August 2011. A questionnaire was developed as the research instrument. Data had been
collected from the passengers in the Mo Chit station and inside the train. All data were analyzed
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using mean, standard deviation, standard error of the mean, co-efficient of variation and
regression analysis with method entered and method stepwise.
Conclusions
The level of the quality of services of the BTS in Bangkok in terms of safety, security,
directions, and service time were in the moderate to high level. Among the four aspects of the
quality of services of the BTS, there is need to improve the safety system.
In terms of the passengers’ satisfaction, loyalty, and retention, the level of passenger’s
retention was high and the level of passengers’ loyalty was moderate.
The passengers’ satisfaction level was influenced by the service time, security, and
directions. The service time was most convenient for all passengers. Overall, most of the
passengers were highly satisfied with the BTS services.
Recommendation
This study provided a general picture of the quality of services from the passengers’ point of
view. However, the study did not include the quality of the services from the BTS management
perspective. Future research should assess the quality of services of the BTS by the management.
Same research can be done in the future to obtain updated information about passengers’
satisfaction.
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