Browsing by Author "Pornchanit Kaew-Nate"

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    Digital Business Transformation: Digital Culture Before Technology
    (Research and Development Institute Suan Dusit University, 2021) Pornchanit Kaew-Nate; P. Kaew-Nate; Faculty of Management Science, Suan Dusit University, Bangkok, 10300, Thailand; email: Pornchanit_dusit@ac.th
    This article is a study to highlight that digital transformation is something that businesses cannot avoid. However, the transition is not just about adopting the technology. The organizational leaders must also understand that the condition for transitional success is a harmonious change of people, systems, and contexts. This academic paper studies three issues: 1) Concept of Digital Thailand 2) Concept of Digital transformation 3) Promotion of personnel in organizations to have skills and digital culture. The study shows that digital transformation can be successful if important aspects are implemented. The principle aspects are the self-review of the organization from the vision, strategy, operational processes and value delivered to the customer as well as determining where the organization is in the digital age industry to see why there are operational delays and, most importantly, to see the qualifications of organizational leaders who need to understand digital transformation. All of this is the corporate culture in the digital transformation era, not just buying or importing technology into the organization without considering other elements. However, the definition of the word ÒDigital cultureÓ is also diverse. In this academic article, it is used to define the meaning of ÒDigital cultureÓ which refers to a modern corporate culture that focuses on changing the work and way of thinking of the people in the organization. © 2021, Research and Development Institute Suan Dusit University. All rights reserved.
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    Towards Sustainable Success: A Management Model for Thai Massage Enterprises
    (Research and Development Institute Suan Dusit University, 2024) Kanyathong Horadal; Pornchanit Kaew-Nate; P. Kaew-Nate; School of Tourism and Hospitality Management, Suan Dusit University, Bangkok, 10300, Thailand; email: pornchanit_kae@dusit.ac.th
    This research was conducted to 1) examine the current situation of Thai massage business management, 2) explore the supportive and obstructive factors affecting the sustainable management of Thai massage businesses, and 3) propose a management model that fosters sustainability in the Thai massage industry. Utilizing a mixed-methods approach, this study incorporates both qualitative and quantitative research methodologies. The qualitative research was conducted through in-depth interviews and focus group discussions involving primary informants-managers, employees, and service users from Thai medical centers and Thai massage businesses, along with academics, totaling 40 participants. The quantitative research, conducted via surveys, involved 400 administrators from Thai medical centers and 400 Thai massage service users. This study has developed a management model to enhance the sustainability of the Thai massage industry, which can be practically applied in the current environment. The findings indicate that current Thai massage business management must prioritize attentive customer service, sustainable management practices, and maintaining safety and hygiene standards. Internal support factors include a commitment to service, diversity of services offered, and long-standing knowledge accumulation within Thai medical centers. External support factors affecting Thai massage industryÕs sustainability include the recognition of Thai massage standards, its reputation prompting domestic and international tourism, and governmental policies service standards. However, internal obstacles include a lack of business knowledge and experience among managers, leading to high operational costs, misaligned promotional activities, and insufficiently skilled personnel in massage techniques and foreign languages. The impact of COVID-19 has led to a workforce reduction as some employees have returned to their hometowns or changed professions. In addition, the results showed a lack of understanding about cleanliness management among establishments, causing distrust among service recipients. External obstacles include economic downturns, unsupportive governmental policies for service businesses, and complex and costly professional licensing processes. This research also proposes an appropriate management model to enhance sustainability in the Thai massage industry, requiring the integration of five standards: environment and facilities, personnel, services, products, tools and equipment, and organizational management. © 2024, Research and Development Institute Suan Dusit University. All rights reserved.