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Journal of Global Business Review Volume 19 No JOURNAL OF GLOBAL BUSINESS REVIEW VOLUME 19 NO. 1 JANUARY-JUNE 2017 Semiannual Publication: January-June and July – December Aims and Scope Journal of Global Business Review is a peer-reviewed journal, published by the Graduate School of Commerce, Burapha University. The journal aims to be an arena for international exchange of knowledge in the field of business, management, marketing, finance, operations management, economics, human resource management and relevant subjects. Quality research articles and academic articles from around the world are welcomed to be considered for publication. Managing Editor Asst. Prof. Banpot Wiroonratch, Ph.D. Burapha University Editorial Board Prof. Carla Locatelli, Ph.D. Social Science University of Trento, Trento, Italy Prof. Margaret Deery, Ph.D. Victoria University, Melbourne, Australia Prof. Ainin Sulaiman, Ph.D. University of Malaya, Kuala Lumper, Malaysia Prof. Ir. Didik Sulistyanto, Ph.D. Embassy of Indonesia, Indenesia Prof. Norma Mansor, Ph.D. University of Malaya, Kuala Lumper, Malaysia Prof. Andrew Criswell, Ph.D. Hedmark University College, Norway Prof. Fauzias Mat Nor. Ph.D. Graduate School of Business, Banji, Malaysia Prof. Brian Corbitt, Ph.D. College of Business RMIT University, Melbourne Prof. Emeritus. Harry J. Bury, Ph.D. Baldwin Wallace College, Berea, Ohio, USA. Assoc. Prof. Robert Inbakaran, Ph.D. University of Canberra, Australia. Assoc. Prof. Olivier Guyottot, Ph.D. Montpellier Business School, Montpellier, France Asst. Prof. Benjamin C. Powell, Ph.D. A ppalachian State University, Boone, North Carolina, USA Assoc. Prof. Rana Pongruengphan, Ph.D. Burapha University Asst.Prof Adisak Chanprapalert, D.B.A. Burapha University Asst. Prof. Yordying Thanatawee, Ph.D. Burapha University Asst. Prof. Suchonnee Methiyothin, D.B.A. Burapha University Asst. Prof. Sarunya Lertputtharak, D.B.A. Burapha University Krit Jarinto, D.B.A. Burapha University Hugh Fox III, Ph.D. Burapha University Editorial Assistant Wilailuk Khamloy, M.B.A. Burapha University Editorial Office Graduate School of Commerce, Burapha University 169 Long-Hard Bangsaen Road, Bangsaen, Saensuk Sub-District, Mueang District, Chonburi 20131 Tel: 038-394900 ext. 132 E-mail address: [email protected] ISSN: 16897165 JOURNAL OF GLOBAL BUSINESS REVIEW ISSN 1689-7165 VOLUME 19 NO. 1 JANUARY-JUNE 2017 Table of Contents The Development Guidelines for Working Efficiency of ASEAN Employees 1 Krisada Chienwattanasook, Boontharika Wongwanich The Relation between Institutional Context and Business Performance of the Firms within VAT Refund for Tourists in Chiang Mai 11 Satha Waroonkun Strategy and Success of the Small and Medium Enterprisesin Bangkok and its Vicinities 21 Pornapa Peamchai The Effect of Service Marketing Mix Factors on Decision Making to Choose a Nursery of Parents in Meaung Chonburi District, Chonburi Province 37 Angkanita Muangput, Sarunya Lertputtarak, Wilailuk Khamloy The Study of Relationship between the Level of Sustainability Report Disclosure and Security Prices of Listed Companies in the StockExchange of Thailand 47 Sumalee Hodkum, Sakchai Chanruang Journal of Global Business Review : Volume 19 No. 1 January-June 2017 pp. 1-9 THE DEVELOPMENT GUIDELINES FOR WORKING EFFICIENCY OF ASEAN EMPLOYEES Krisada Chienwattanasook1*,Boontharika Wongwanich1* 1Faculty of Business Administration, Rajamangala University of Technology Thanyaburi, Pathum Thani, 12110 ABSTRACT The objectives of this research were 1) to examine opinions regarding the desirable characteristics, working efficiency and st21 century working skills of employees in the selected ASEAN-employee organizations according to the organization’s perception and employee’s self-assessment, and 2) to review relationships between desirable characteristics and working efficiency as well as relationship between 21st century working skills and working efficiency. The study area included the organizations located in Bangkok, Thailand. Purposive sampling method was employed in this study in order to select participants from the ASEAN-employee organizations. The data were collected with questionnaires distributed to 80 managers and 400 employees from eight selected organizations. The findings indicated the levels regarding the working efficiency and employee’s working skills were found indifferent in the views of the organization’s need and , employee’s self-assessment. For the desirable characteristics, it was found that the employees evaluated themselves higher than what the managers had perceived. Also, the desirable characteristics had a significant relationship with the working efficiency (R = .573 for managers, R = .725 for employees). Lastly, the 21st century working skills had significant relationship with the working efficiency (R = .405 for managers, R = .499 for employees) at the statistical significance level of 0.05. Keywords: Performance efficiency, desirable characteristics, 21st Century Skills *Author e-mail address: [email protected]; [email protected] 2 Journal of Global Business Review Introduction Research Purpose Entrepreneurs these days need to adjust themselves 1. To study the opinion levels regarding working to trends while implementing new business strategy efficiency, desirable characteristics and 21st century in order to keep up with products and services’ working skills measured by both selected ASEAN- standard. At the same time, cost should be maintained employee organizations’ need and employee’s at low level in order to gain advantage over self-assessment. competitors. Unfortunately, one significant factor to 2. To study relationship between desirable success is “employees” who were difficultly found in the characteristics, 21st century working skills and labor market. Thus, most organizations call for a great working efficiency which meets the expectation number of skillful, yet affordable, employees as their of the selected ASEAN-employee organizations performance efficiency with professional moral could located in Bangkok. pave the way to success.,Thangpreechaparnich (2012). In 2015, Thailand joined ASEAN community with Research Hypothesis Mutual Recognition Arrangement (MRA) that allowed 1. Performance efficiency, desirable characteristics certain professions to voluntarily transfer within and 21st century working skills of staff in member countries. So far the agreement has been ASEAN-employee organizations measured by applied to 7 professions: engineer, medical, nurse, organization’s need and employee’s self-assessment architect, physician, dentist and accountant. (Chula are indifferent. Uniresearch, Chulalongkorn Univerysity, 2015). With 2. The employee’s desirable characteristics and free trade, skilled labors would be able to migrate 21st century working skills have an effect on within ASEAN countries. It was expected that once their performance efficiency in ASEAN-employee Thailand joined ASEAN community, foreign skilled organizations. labors from other member countries would be able to work despite the differences in language, culture Literature Review and levels of work performance. Organizations must Performance efficiency concept adjust themselves with this new environment Thanawangnoi (2012, p.170) explained that for more human resource practice efficiency in personnel was the key to the success of organization. order to have an approach to skillful employees It was generally accepted that human was the most (Vichiennoi, 2015). valuable and important factor of the management With diversity in races and cultures, it was a principle. Reinforcing working requirement to challenge for human resource management under employee would increase employee’s positive working new circumstance, changing economy, politics and attitude and devotion for company’s progressive technology in modern days in order to acquire the success. It was essential for the executive to take personnel who were efficient at work, However, the ultimate efficiency into consideration as there each employee held different thoughts and attitudes were theories regarding employee’s motivation towards organization managements. The study; that focused on means to get employee’s devotion, therefore, aims at studying the guidelines for responsibility and attention leading to loving, optimizing performance efficiency of ASEAN positive relationship and loyalty towards the employees regarding their working efficiency, desirable organization. characteristics, and 21st century working skills. In other words, personnel needed a lot of factors: Organizations hiring ASEAN employees which knowing time management, having ways to were situated in Bangkok were selected to be increase confidence, being a good team player, further explored. Findings will become a guideline working morally with positive attitude, to work for schools to produce eligible graduates who fit efficiently from his or her potential and to stick to employers’ needs. the goal,. In addition, work system of organization Journal of Global Business Review 3 with solid management policy plan and systematic Joseph (1983, p. 11 cited in Chueasraku, 2008) management would also facilitate the faster and studied consumer’s perception and suggested 5 more efficient working process. characteristics every service provider’s organization The concept of employee’s desirable characteristics should possessed as follows; 1) pleasant attitude, Although plenty of studies have described desirable 2) giving responsive and correct answer, 3) being employee’s characteristics of various professions, well-equipped,
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