Nitipan Ratanasawadwat - Academia.edu (original) (raw)

Papers by Nitipan Ratanasawadwat

Research paper thumbnail of Incorporating Social Network Thai Text Mining with Lifestyle Segmentation Analysis

2017 6th IIAI International Congress on Advanced Applied Informatics (IIAI-AAI), 2017

Due to popularity of social networks, smartphones and mobile Internet usage in Thailand, Thai peo... more Due to popularity of social networks, smartphones and mobile Internet usage in Thailand, Thai people, especially young adults have been utilizing social network such as Facebook on the move via their smartphone in daily basis. The study proposes a framework that are attempting to incorporate social network Thai text data with online marketing survey using computer-assisted self-interview questionnaire in order to develop better, information-richer marketing segmentation. The merits of the study are to reduce manpower and errors in traditional offline survey, to offer easier access to the young adults, to retrieve and utilize social network data by combining them with lifestyle factors to develop market segmentation with better understanding of the sophisticated customers.

Research paper thumbnail of Incorporating Social Network Thai Text Mining with Lifestyle Segmentation Analysis

2017 6th IIAI International Congress on Advanced Applied Informatics (IIAI-AAI), 2017

Due to popularity of social networks, smartphones and mobile Internet usage in Thailand, Thai peo... more Due to popularity of social networks, smartphones and mobile Internet usage in Thailand, Thai people, especially young adults have been utilizing social network such as Facebook on the move via their smartphone in daily basis. The study proposes a framework that are attempting to incorporate social network Thai text data with online marketing survey using computer-assisted self-interview questionnaire in order to develop better, information-richer marketing segmentation. The merits of the study are to reduce manpower and errors in traditional offline survey, to offer easier access to the young adults, to retrieve and utilize social network data by combining them with lifestyle factors to develop market segmentation with better understanding of the sophisticated customers.

Research paper thumbnail of Article Review: The Effect of Sensory Brand Experience and Involvement on Brand Equity Directly and Indirectly Through Consumer Brand Engagement

Social Science Asia, Jun 19, 2020

Research paper thumbnail of An Implementation of Online Marketing in Movie Theatre: A Case Study in Thailand

Social Science Research Network, 2016

Movie theaters in Thailand have been expanded their ticket selling channels from offline to onlin... more Movie theaters in Thailand have been expanded their ticket selling channels from offline to online. Therefore, customers can purchase movie tickets via online (website and mobile application). Some customers do not want to wait in a long queue. Some of them would like to make sure that when they arrive the movie theatre they are able to see the movie on the schedule time as they planned. Therefore, they decided to make reservation as well as purchase the tickets via online. This paper, therefore, is developed to be a practitioner-oriented case study which is substantiated by primary research conducted before. From the in-depth interview, we came up with twenty five attributes that respondents suggested for improving e-satisfaction and e-loyalty of the movie theatre. These twenty five attributes were developed from theoretical grounds of e-SERVQUAL (such as Reliability, Website/App Design, and Personalization), TAM (Perceived Ease of Use and Perceived Usefulness), and online offers. By applying Kano's model of customer satisfaction on these twenty five attributes, we can classify the attributes into four main categories that are 'expected', 'one-dimensional', 'attractive', and 'indifference'. Expected attributes (such as 'No need to use student ID with the student loyalty card', 'Discount on snacks for loyalty card holders') can result in dissatisfaction when they are not fulfilled. One-dimensional attributes (such as 'No expired date for the loyalty card', 'Discount on movie ticket for loyalty card holders') can produce both satisfaction and dissatisfaction. Attractive attributes (such as 'Promotion on special events/occasions') produce satisfaction when delivered, but cause no dissatisfaction if not delivered.

Research paper thumbnail of Loyalty in Department Store Online Shopping

Social Science Research Network, 2015

The purpose of this paper is to explore knowledge about the influences of e-service quality and t... more The purpose of this paper is to explore knowledge about the influences of e-service quality and technology acceptance model (TAM) on e-satisfaction, loyalty, and online purchase intention in online department store in Bangkok, Thailand. The online model was developed based on e-service quality and TAM. A self-administered questionnaire was employed to collect data from customers who had used and purchased products via online department store outlets. The data were collected from the respondents in Bangkok area during March 2014. 200 completed questionnaires were used to analyze and test the model by applying a Multiple Linear Regression (MLR). The results showed that perceived ease of use (i.e., department store's website is easy to navigate through, payment process is easy to pay, help menu is helpful) has the greatest influence on the e-satisfaction, followed by reliability, and brand image. While customer loyalty has the greatest influence on the online purchase intention, followed by tangible (i.e., the online shopping website looks attractive, the website has good layout).

Research paper thumbnail of Incorporating Social Network Thai Text Mining with Lifestyle Segmentation Analysis

Due to popularity of social networks, smartphones and mobile Internet usage in Thailand, Thai peo... more Due to popularity of social networks, smartphones and mobile Internet usage in Thailand, Thai people, especially young adults have been utilizing social network such as Facebook on the move via their smartphone in daily basis. The study proposes a framework that are attempting to incorporate social network Thai text data with online marketing survey using computer-assisted self-interview questionnaire in order to develop better, information-richer marketing segmentation. The merits of the study are to reduce manpower and errors in traditional offline survey, to offer easier access to the young adults, to retrieve and utilize social network data by combining them with lifestyle factors to develop market segmentation with better understanding of the sophisticated customers.

Research paper thumbnail of An Implementation of Online Marketing in Movie Theatre: A Case Study in Thailand

SSRN Electronic Journal, 2016

Movie theaters in Thailand have been expanded their ticket selling channels from offline to onlin... more Movie theaters in Thailand have been expanded their ticket selling channels from offline to online. Therefore, customers can purchase movie tickets via online (website and mobile application). Some customers do not want to wait in a long queue. Some of them would like to make sure that when they arrive the movie theatre they are able to see the movie on the schedule time as they planned. Therefore, they decided to make reservation as well as purchase the tickets via online. This paper, therefore, is developed to be a practitioner-oriented case study which is substantiated by primary research conducted before. From the in-depth interview, we came up with twenty five attributes that respondents suggested for improving e-satisfaction and e-loyalty of the movie theatre. These twenty five attributes were developed from theoretical grounds of e-SERVQUAL (such as Reliability, Website/App Design, and Personalization), TAM (Perceived Ease of Use and Perceived Usefulness), and online offers. By applying Kano's model of customer satisfaction on these twenty five attributes, we can classify the attributes into four main categories that are 'expected', 'one-dimensional', 'attractive', and 'indifference'. Expected attributes (such as 'No need to use student ID with the student loyalty card', 'Discount on snacks for loyalty card holders') can result in dissatisfaction when they are not fulfilled. One-dimensional attributes (such as 'No expired date for the loyalty card', 'Discount on movie ticket for loyalty card holders') can produce both satisfaction and dissatisfaction. Attractive attributes (such as 'Promotion on special events/occasions') produce satisfaction when delivered, but cause no dissatisfaction if not delivered.

Research paper thumbnail of A Framework of Incorporating Thai Social Networking Data in Online Marketing Survey

Lecture Notes in Electrical Engineering, 2016

With the introduction of high-speed Internet and smartphones at an affordable price range, many T... more With the introduction of high-speed Internet and smartphones at an affordable price range, many Thai citizens possess smartphones and utilize them as part of their daily life activities. The high mobile phones penetration and social networking usage is conductive to new approaches in performing marketing survey. This research proposes a framework that automatically incorporates Thai social networking data with online marketing survey for marketing analysis. In particular, it provides online marketing survey to a respondent, and automatically associates his/her Facebook data for further analysis. The benefits of the framework includes reducing manpower required in traditional surveys, offers easy accessibility to the respondents, automatically retrieving social networking data, and associating them the online questionnaires of each respondent for further marketing analysis.

Research paper thumbnail of Influences of E-Service Quality and Tam on E-Satisfaction and E-Loyalty in Movie Theater Industry in Bangkok

California Business Review, 2014

The purpose of this paper is to explore knowledge about the influences of e-service quality and t... more The purpose of this paper is to explore knowledge about the influences of e-service quality and technology acceptance model (TAM) on e-satisfaction, e-loyalty, and online purchase intention in movie theater in Bangkok, Thailand. The online model was developed based on e-service quality and TAM. A self-administered questionnaire was employed to collect data from customers who had used and purchased services via online outlets (that are website, and mobile application). The data were collected from the respondents in Bangkok area during March 2014. 280 completed questionnaires were used to analyze and test the model by applying a structural equation model (SEM). The results showed that tangible (i.e., website/mobile app has a mice looking and modern design, provides necessary functions) has the greatest influence on the e-satisfaction, followed by responsiveness, perceived usefulness, perceived enjoyment, and reliability. While perceived usefulness has the greatest influence on the online purchase intention, followed by perceived enjoyment.

Research paper thumbnail of A Framework of Incorporating Thai Social Networking Data in Online Marketing Survey

Lecture Notes in Electrical Engineering, 2016

With the introduction of high-speed Internet and smartphones at an affordable price range, many T... more With the introduction of high-speed Internet and smartphones at an affordable price range, many Thai citizens possess smartphones and utilize them as part of their daily life activities. The high mobile phones penetration and social networking usage is conductive to new approaches in performing marketing survey. This research proposes a framework that automatically incorporates Thai social networking data with online marketing survey for marketing analysis. In particular, it provides online marketing survey to a respondent, and automatically associates his/her Facebook data for further analysis. The benefits of the framework includes reducing manpower required in traditional surveys, offers easy accessibility to the respondents, automatically retrieving social networking data, and associating them the online questionnaires of each respondent for further marketing analysis.

Research paper thumbnail of A Framework of Incorporating Thai Social Networking Data in Online Marketing Survey

Lecture notes in electrical engineering, 2016

With the introduction of high-speed Internet and smartphones at an affordable price range, many T... more With the introduction of high-speed Internet and smartphones at an affordable price range, many Thai citizens possess smartphones and utilize them as part of their daily life activities. The high mobile phones penetration and social networking usage is conductive to new approaches in performing marketing survey. This research proposes a framework that automatically incorporates Thai social networking data with online marketing survey for marketing analysis. In particular, it provides online marketing survey to a respondent, and automatically associates his/her Facebook data for further analysis. The benefits of the framework includes reducing manpower required in traditional surveys, offers easy accessibility to the respondents, automatically retrieving social networking data, and associating them the online questionnaires of each respondent for further marketing analysis.

Research paper thumbnail of E-Service Attribute Analysis: An Application of Kano's Model

Journal of Economics, Business and Management, 2015

The aim of the paper is to contribute to a better understanding of e-service attributes through a... more The aim of the paper is to contribute to a better understanding of e-service attributes through an empirical investigation. Very limited studies have been directed towards understanding the implementing role of e-service attributes influencing customer satisfaction in online movie theatre settings. Therefore, this study apply an empirical investigation for implementing online movie theatre quality attributes using an integrated method of Kano's model to persuade customer satisfaction.

Research paper thumbnail of Incorporating Social Network Thai Text Mining with Lifestyle Segmentation Analysis

2017 6th IIAI International Congress on Advanced Applied Informatics (IIAI-AAI), 2017

Due to popularity of social networks, smartphones and mobile Internet usage in Thailand, Thai peo... more Due to popularity of social networks, smartphones and mobile Internet usage in Thailand, Thai people, especially young adults have been utilizing social network such as Facebook on the move via their smartphone in daily basis. The study proposes a framework that are attempting to incorporate social network Thai text data with online marketing survey using computer-assisted self-interview questionnaire in order to develop better, information-richer marketing segmentation. The merits of the study are to reduce manpower and errors in traditional offline survey, to offer easier access to the young adults, to retrieve and utilize social network data by combining them with lifestyle factors to develop market segmentation with better understanding of the sophisticated customers.

Research paper thumbnail of Incorporating Social Network Thai Text Mining with Lifestyle Segmentation Analysis

2017 6th IIAI International Congress on Advanced Applied Informatics (IIAI-AAI), 2017

Due to popularity of social networks, smartphones and mobile Internet usage in Thailand, Thai peo... more Due to popularity of social networks, smartphones and mobile Internet usage in Thailand, Thai people, especially young adults have been utilizing social network such as Facebook on the move via their smartphone in daily basis. The study proposes a framework that are attempting to incorporate social network Thai text data with online marketing survey using computer-assisted self-interview questionnaire in order to develop better, information-richer marketing segmentation. The merits of the study are to reduce manpower and errors in traditional offline survey, to offer easier access to the young adults, to retrieve and utilize social network data by combining them with lifestyle factors to develop market segmentation with better understanding of the sophisticated customers.

Research paper thumbnail of Article Review: The Effect of Sensory Brand Experience and Involvement on Brand Equity Directly and Indirectly Through Consumer Brand Engagement

Social Science Asia, Jun 19, 2020

Research paper thumbnail of An Implementation of Online Marketing in Movie Theatre: A Case Study in Thailand

Social Science Research Network, 2016

Movie theaters in Thailand have been expanded their ticket selling channels from offline to onlin... more Movie theaters in Thailand have been expanded their ticket selling channels from offline to online. Therefore, customers can purchase movie tickets via online (website and mobile application). Some customers do not want to wait in a long queue. Some of them would like to make sure that when they arrive the movie theatre they are able to see the movie on the schedule time as they planned. Therefore, they decided to make reservation as well as purchase the tickets via online. This paper, therefore, is developed to be a practitioner-oriented case study which is substantiated by primary research conducted before. From the in-depth interview, we came up with twenty five attributes that respondents suggested for improving e-satisfaction and e-loyalty of the movie theatre. These twenty five attributes were developed from theoretical grounds of e-SERVQUAL (such as Reliability, Website/App Design, and Personalization), TAM (Perceived Ease of Use and Perceived Usefulness), and online offers. By applying Kano's model of customer satisfaction on these twenty five attributes, we can classify the attributes into four main categories that are 'expected', 'one-dimensional', 'attractive', and 'indifference'. Expected attributes (such as 'No need to use student ID with the student loyalty card', 'Discount on snacks for loyalty card holders') can result in dissatisfaction when they are not fulfilled. One-dimensional attributes (such as 'No expired date for the loyalty card', 'Discount on movie ticket for loyalty card holders') can produce both satisfaction and dissatisfaction. Attractive attributes (such as 'Promotion on special events/occasions') produce satisfaction when delivered, but cause no dissatisfaction if not delivered.

Research paper thumbnail of Loyalty in Department Store Online Shopping

Social Science Research Network, 2015

The purpose of this paper is to explore knowledge about the influences of e-service quality and t... more The purpose of this paper is to explore knowledge about the influences of e-service quality and technology acceptance model (TAM) on e-satisfaction, loyalty, and online purchase intention in online department store in Bangkok, Thailand. The online model was developed based on e-service quality and TAM. A self-administered questionnaire was employed to collect data from customers who had used and purchased products via online department store outlets. The data were collected from the respondents in Bangkok area during March 2014. 200 completed questionnaires were used to analyze and test the model by applying a Multiple Linear Regression (MLR). The results showed that perceived ease of use (i.e., department store's website is easy to navigate through, payment process is easy to pay, help menu is helpful) has the greatest influence on the e-satisfaction, followed by reliability, and brand image. While customer loyalty has the greatest influence on the online purchase intention, followed by tangible (i.e., the online shopping website looks attractive, the website has good layout).

Research paper thumbnail of Incorporating Social Network Thai Text Mining with Lifestyle Segmentation Analysis

Due to popularity of social networks, smartphones and mobile Internet usage in Thailand, Thai peo... more Due to popularity of social networks, smartphones and mobile Internet usage in Thailand, Thai people, especially young adults have been utilizing social network such as Facebook on the move via their smartphone in daily basis. The study proposes a framework that are attempting to incorporate social network Thai text data with online marketing survey using computer-assisted self-interview questionnaire in order to develop better, information-richer marketing segmentation. The merits of the study are to reduce manpower and errors in traditional offline survey, to offer easier access to the young adults, to retrieve and utilize social network data by combining them with lifestyle factors to develop market segmentation with better understanding of the sophisticated customers.

Research paper thumbnail of An Implementation of Online Marketing in Movie Theatre: A Case Study in Thailand

SSRN Electronic Journal, 2016

Movie theaters in Thailand have been expanded their ticket selling channels from offline to onlin... more Movie theaters in Thailand have been expanded their ticket selling channels from offline to online. Therefore, customers can purchase movie tickets via online (website and mobile application). Some customers do not want to wait in a long queue. Some of them would like to make sure that when they arrive the movie theatre they are able to see the movie on the schedule time as they planned. Therefore, they decided to make reservation as well as purchase the tickets via online. This paper, therefore, is developed to be a practitioner-oriented case study which is substantiated by primary research conducted before. From the in-depth interview, we came up with twenty five attributes that respondents suggested for improving e-satisfaction and e-loyalty of the movie theatre. These twenty five attributes were developed from theoretical grounds of e-SERVQUAL (such as Reliability, Website/App Design, and Personalization), TAM (Perceived Ease of Use and Perceived Usefulness), and online offers. By applying Kano's model of customer satisfaction on these twenty five attributes, we can classify the attributes into four main categories that are 'expected', 'one-dimensional', 'attractive', and 'indifference'. Expected attributes (such as 'No need to use student ID with the student loyalty card', 'Discount on snacks for loyalty card holders') can result in dissatisfaction when they are not fulfilled. One-dimensional attributes (such as 'No expired date for the loyalty card', 'Discount on movie ticket for loyalty card holders') can produce both satisfaction and dissatisfaction. Attractive attributes (such as 'Promotion on special events/occasions') produce satisfaction when delivered, but cause no dissatisfaction if not delivered.

Research paper thumbnail of A Framework of Incorporating Thai Social Networking Data in Online Marketing Survey

Lecture Notes in Electrical Engineering, 2016

With the introduction of high-speed Internet and smartphones at an affordable price range, many T... more With the introduction of high-speed Internet and smartphones at an affordable price range, many Thai citizens possess smartphones and utilize them as part of their daily life activities. The high mobile phones penetration and social networking usage is conductive to new approaches in performing marketing survey. This research proposes a framework that automatically incorporates Thai social networking data with online marketing survey for marketing analysis. In particular, it provides online marketing survey to a respondent, and automatically associates his/her Facebook data for further analysis. The benefits of the framework includes reducing manpower required in traditional surveys, offers easy accessibility to the respondents, automatically retrieving social networking data, and associating them the online questionnaires of each respondent for further marketing analysis.

Research paper thumbnail of Influences of E-Service Quality and Tam on E-Satisfaction and E-Loyalty in Movie Theater Industry in Bangkok

California Business Review, 2014

The purpose of this paper is to explore knowledge about the influences of e-service quality and t... more The purpose of this paper is to explore knowledge about the influences of e-service quality and technology acceptance model (TAM) on e-satisfaction, e-loyalty, and online purchase intention in movie theater in Bangkok, Thailand. The online model was developed based on e-service quality and TAM. A self-administered questionnaire was employed to collect data from customers who had used and purchased services via online outlets (that are website, and mobile application). The data were collected from the respondents in Bangkok area during March 2014. 280 completed questionnaires were used to analyze and test the model by applying a structural equation model (SEM). The results showed that tangible (i.e., website/mobile app has a mice looking and modern design, provides necessary functions) has the greatest influence on the e-satisfaction, followed by responsiveness, perceived usefulness, perceived enjoyment, and reliability. While perceived usefulness has the greatest influence on the online purchase intention, followed by perceived enjoyment.

Research paper thumbnail of A Framework of Incorporating Thai Social Networking Data in Online Marketing Survey

Lecture Notes in Electrical Engineering, 2016

With the introduction of high-speed Internet and smartphones at an affordable price range, many T... more With the introduction of high-speed Internet and smartphones at an affordable price range, many Thai citizens possess smartphones and utilize them as part of their daily life activities. The high mobile phones penetration and social networking usage is conductive to new approaches in performing marketing survey. This research proposes a framework that automatically incorporates Thai social networking data with online marketing survey for marketing analysis. In particular, it provides online marketing survey to a respondent, and automatically associates his/her Facebook data for further analysis. The benefits of the framework includes reducing manpower required in traditional surveys, offers easy accessibility to the respondents, automatically retrieving social networking data, and associating them the online questionnaires of each respondent for further marketing analysis.

Research paper thumbnail of A Framework of Incorporating Thai Social Networking Data in Online Marketing Survey

Lecture notes in electrical engineering, 2016

With the introduction of high-speed Internet and smartphones at an affordable price range, many T... more With the introduction of high-speed Internet and smartphones at an affordable price range, many Thai citizens possess smartphones and utilize them as part of their daily life activities. The high mobile phones penetration and social networking usage is conductive to new approaches in performing marketing survey. This research proposes a framework that automatically incorporates Thai social networking data with online marketing survey for marketing analysis. In particular, it provides online marketing survey to a respondent, and automatically associates his/her Facebook data for further analysis. The benefits of the framework includes reducing manpower required in traditional surveys, offers easy accessibility to the respondents, automatically retrieving social networking data, and associating them the online questionnaires of each respondent for further marketing analysis.

Research paper thumbnail of E-Service Attribute Analysis: An Application of Kano's Model

Journal of Economics, Business and Management, 2015

The aim of the paper is to contribute to a better understanding of e-service attributes through a... more The aim of the paper is to contribute to a better understanding of e-service attributes through an empirical investigation. Very limited studies have been directed towards understanding the implementing role of e-service attributes influencing customer satisfaction in online movie theatre settings. Therefore, this study apply an empirical investigation for implementing online movie theatre quality attributes using an integrated method of Kano's model to persuade customer satisfaction.