Volume 3 Number 1, January – June 2016 Stamford International University Research and Development Center 16 Motorway Road, Prawet, Bangkok 10250, Thailand Telephone +66 02 769 4000 © Stamford International University 2015 ASEAN Journal of Management & Innovation Volume 3 Number 1 January - June 2016 PERIODICITY Twice Yearly First Issue, January – June Second Issue, July – December Website: ajmi.stamford.edu All Correspondence should be addressed to: [email protected] ISSN 2351-0307 AJMI Statement of Editorial Policy The goal of the ASEAN Journal of Management & Innovation (AJMI) is to publish insightful, original and timely research that describes or potentially impacts management and/or innovation that has the potential to be applied in the ASEAN context. Topics that are either distinctly ASEAN-related, or are regional or international in scope are encouraged. AJMI is multidisciplinary in scope and interdisciplinary in research methodology and content. AJMI accepts papers that initiate or redirect a line of inquiry as well as papers that provide new insights into previous work. Volume 3 Number 1, January – June 2016 Editor in Chief Dr. Apitep Saekow Stamford International University, Thailand Senior Consulting Editors Dr. Andrew David Leslie Scown Stamford International University, Thailand Editorial Advisory Board Prof. Dr. Dolly Samson Hawaii Pacific University, U.S.A. Assoc. Prof. Napat Watjanatepin Rakamangala University of Technology Suvarnabhumi, Thailand Asst. Prof. Dr. Warunee Ariyawiriyanan Rakamangala University of Technology Thanyaburi, Thailand Asst. Prof. Dr. Tippaporn Mahasinpaisarn Panyapiwat Institute of Management Asst. Prof. Dr. Sa-ard Banchirdrit Stamford International University, Thailand Dr. Alexander Franco Stamford International University, Thailand Dr. James Lancaster Stamford International University, Thailand Dr. Martin Goerlich Stamford International University, Thailand Dr. Rachaya Pakdeejit Stamford International University, Thailand Dr. Werayuth Charoenruengkit Stamford International University, Thailand Dr. Sumeth Tuvadaratragool Stamford International University, Thailand Dr. Parinya Bunjongmanee Stamford International University, Thailand Reviewers Assoc. Prof. Dr. Kosoom Saichai Rajapruk University, Thailand Assoc. Prof. Dr. Kanyamon Inwang Western University, Thailand Asst. Prof. Dr. Tippaporn Mahasinpaisarn Panyapiwat Institute of Management, Thailand Dr. Lavanchawee Sujarittanonta Shinawatra University, Thailand Dr. Pacapol Anurit Siam University, Thailand Dr. Sid Suntrayuth National Institute of Development Administration, Thailand Dr. Boonyarat Samphanwattanachai Sripatum University, Thailand Dr. Kanyarat Teerathanachaiyakun Sripatum University, Thailand Dr. Kannapa Pongponrat Thammasat University, Thailand Asst. Prof. Dr. Sa-ard Banchirdrit Stamford International University, Thailand Dr. Ake Choonhachatrachai Stamford International University, Thailand Dr. Alexander Franco Stamford International University, Thailand Dr. Apitep Saekow Stamford International University, Thailand Dr. Werayuth Charoenruengkit Stamford International University, Thailand Dr. Sumeth Tuvadaratragool Stamford International University, Thailand Dr. Parinya Bunjongmanee Stamford International University, Thailand Dr. Tibrat Sangroengrob Stamford International University, Thailand Ms. Anna Quek Stamford International University, Thailand Mr. Jordan Alexander French Stamford International University, Thailand Managing Editor Thanyaphat Pathomwattananurak Stamford International University, Thailand Volume 3 Number 1, January – June 2016 Editorial Dear reader, Welcome to this edition of the ASEAN Journal of Management & Innovation (AJMI). It is a tremendous honor for me to be the current Editor-in-Chief (EIC) of this well- regarded journal. I am pleased to announce that the AJMI has recently been promoted to be placed in the ASEAN Citation Index (ACI). I would therefore like to take this opportunity to express my thanks to all the contributing authors for providing such a rich variety of outstanding research articles and to the editorial members, reviewers and all staff who have helped to make this AJMI successfully achieve this level. In this issue (V3N1), we are pleased to publish eleven selected papers focussing on the diverse themes of business management, marketing, the hotel industry, education and the AEC impact on an important Thai industry. These papers explore (inter-alia) customer perspectives toward expectations of product returns in the mobile industry, satisfaction on service quality in the mobile banking service, and relationship management capability and marketing survival. Other interesting papers investigate the multilevel structural equation model of the universities in Thailand, climate change related research from within the banking industry, and international business law. One article outlines the research outcomes investigating the risk and return in the Thai equity mutual fund using ranking matrix. Papers relating to the hotel industry and business management investigate the integration of organic foods into the opportunities for the hotel industry in Thailand, along with a study of staff turnover and how to form a good organization for success. In writing on the AEC trend, the paper shows the effect of this trend on the frozen shrimp industry after AEC implementation using the analysis of the market occupation ratio and SWOT analysis. As always, the success of this journal is built on the efforts of all the authors, reviewers, editors and the AJMI staff. Once again, my great thanks to all and I look forward to our continuing relationship and to receiving your future contributions to our AJMI which makes a valuable scholarly contribution to our academic and research community. If you have any comments, please do not hesitate to send an email to: [email protected] and/or visit the website: http://ajmi.stamford.edu. Thank you for your continued support of the AJMI. Sincerely yours, Apitep Saekow, Ph.D. Editor in Chief ASEAN Journal of Management & Innovation Volume 3 Number 1, January – June 2016 Contents 1 Customer Expectations of Product Returns Service in Thailand’s Mobile Industry Chonlada Sajjanita and Nopadol Rompho 22 Customer Relationship Management Capability and Marketing Survival Rattanaporn Saelee and Prathanporn Jhundra-indra and Kesinee Muenthaisong 36 Empirical evidence on mobile banking service quality and its effect on customer satisfaction in Thailand Chavis Ketkaew 43 Multilevel Structural Equation Model of Universities Effectiveness in Thailand Pattrawadee Makmee 54 A Preliminary Study of Climate Change Commitment: Evidence from the Banking Industry Thanita Buranatrakul and Fredric William Swierczek 65 Use of UK/US common law contract law in international business contracts in Southeast Asia Empirical Evidence from Telecoms & Engineering Mark Rendon 82 Risk and Return: An Unorthodox Relationship in the Thai Equity Mutual Fund Industry Suchaya Siamwalla 100 Forming Good Organization Culture ....Leading to .....Successful Organization Management Kanyarat Teerathanachaiyakun 102 Integration of Organic Foods into Thailand’s Hotel Industry as Opportunities Nalinnee Pumhiran 119 The Effect on Thai Frozen Shrimp Industry after AEC Implementation Sutatt Ramasoot and Rojanon Krajangwong 128 A Study of Staff Turnover of the Hotel Industry: A Case Study of the Amara Hotel Bangkok Areewan Cheewaprapanan January – June ASEAN Journal of Management & Innovation ASEAN JOURNAL OF MANAGEMENT & INNOVATION Vol. 3 No. 1, 1 – 21 2016 ©2015 by Stamford International University DOI: 10.14456/ajmi.2016.1 ajmi.stamford.edu Customer Expectations of Product Returns Service in Thailand’s Mobile Industry Chonlada Sajjanita,*, Nopadol Rompho b a*PhD Student (Business Administration), Thammasat Business School, Thammasat University, Bangkok, Thailand E-mail address: [email protected] bPhD, Associate Professor, Department of Operations Management, Thammasat Business School, Thammasat University, Bangkok, Thailand E-mail address: [email protected] Abstract The first step towards satisfying the needs of customers, a key objective of marketing (Kohli and Jaworski, 1990; Narver and Slater, 1990) and reverse logistics management (Banomyong et al., 2008), is understanding customer expectations as reference points evaluating firm performance (Oliver, 1980; Robledo, 2001). Extant literature on managing product returns and the reverse flow of products (Bernon et al, 2013; Hess et al., 1996; Wang et al., 2007) focuses on firm foundations, instead of customer perspectives. This study proposed that to be better managed, consumer product returns might be seen as service offerings. Returns service management could then focus on actual customer expectations. In other words, customer needs and anticipations must be taken into account when providing returns service. A literature review in marketing, product returns, and reverse logistics, as well as individual in- depth interviews were employed. Samples were mobile telephone customers, a rapidly growing industry in Thailand. Qualitative content analysis was the technique used to analyze data. Results were that, based on customer viewpoint, the product returns processes included seeking for returns service information, contacting the service centers, looking forward to compensation/returns, inspecting and receiving compensation/returns and evaluating the whole returns process. Accordingly, twelve customer expectations were identified: tangibles; responsiveness;