AU-GSB e-JOURNAL


Welcome to the AU-GSB e-Journal, an on-line scholarly publication issued twice a year by the Graduate School of Business, Assumption University of Thailand.

Contents


Editorial .......................................................................................................... 1

INTERNAL AUDIT INTELLIGENCE AND FIRM SUCCESS: EVIDENCE FROM THAI-LISTED FIRM
Thanyagamon Pararit
.......................................................................................... 3

A STUDY ON PURCHASE INTENTION OF A THAI AUTOMOBILE REPAIR CENTER
Vilawan Piriyasup
............................................................................................... 24

CUSTOMER SERVICE FLEXIBILITY STRATEGY AND SERVICE PERFORMANCE: EVIDENCE FROM COSMETIC PLASTIC SURGERY BUSINESSES IN THAILAND
Rujira Luangsakdapich
....................................................................................... 34

AN INFLUENCE OF E-WOM AND A MODERATING ROLE OF BRAND ATTITUDE ON IT PRODUCT PURCHASE INTENTION IN BANGKOK, THAILAND
Nattaphon Pakapatpornpob
............................................................................... 56

ALTERNATIVE MARKETING STRATEGY AND MARKETING SURVIVAL: EVIDENCE FROM INSTANT FOODS AND CONVENIENCE FOODS BUSINESSES IN THAILAND
Chularat Khankaew
..........................................................................................67

THAI HOTEL CLASSIFICATION: A CLUSTER ANALYSIS BASED ON ENTREPRENEURIAL MARKETING CHARACTERISTICS
Charnsid Leelakasemsant
................................................................................. 91

STRATEGIC MANAGEMENT RENEWAL ORIENTATION AND
FIRM PERFORMANCE:  AN EMPIRICAL INVESTIGATION OF INFORMATION AND COMMUNICATION TECHNOLOGY BUSINESSES IN THAILAND
Promchira Chaola
............................................................................................. 113

OUT WITH THE OLD -PERCEPTION AND IN WITH THE NEW - FIVE SENSES RESEARCH IN TOURISM AND HOSPITALITY STUDIES
John Barnes
.................................................................................................... 134

MARKETING FLEXIBILITY ORIENTATION AND MARKETING PERFORMANCE: AN EMPIRICAL INVESTIGATION OF INFORMATION AND COMMUNICATION TECHNOLOGY BUSINESSES IN THAILAND
Jaruwan Panomjerasawat
................................................................................. 149

THE FACTORS IMPACT ATTITUDE TOWARD USING AND CUSTOMER SATISFACTION WITH ELDERLY HEALTH CARE MOBILE APPLICATION SERVICES: A CASE STUDY OF PEOPLE IN BANGKOK METROPOLITAN, THAILAND
Hathairat Didyasarin
........................................................................................ 167

THE IMPACT OF EMPLOYEE COMMITMENT ORIENTATION ON FIRM PERFORMANCE: EVIDENCE FROM SOFTWARE BUSINESSES IN THAILAND
Supanaree Piros
.............................................................................................. 177

AN EMPIRICAL STUDY OF THE RELATIONSHIP BETWEEN JOB DEMAND-CONTROL-SUPPORT MODEL, SELF-EFFICACY, BURNOUT, INFORMAL LEARNING, AND JOB PERFORMANCE: A CASE OF EMPLOYEES IN THE THAI BANKING SECTOR
Panita Siriphat
................................................................................................. 195

SUCCESSION PLANNING IN FAMILY FIRMS IN THAILAND: A GENDER-BASED ANALYSIS
Duangta Duangekanong
................................................................................... 214

THE PRODUCTS’ FACTORS AFFECTING PURCHASE INTENTION: A CASE STUDY OF CONDOMINIUM IN BANGKOK, THAILAND
Thaninrath Wonggotwarin................................................................................ 223

Book Review by John Barnes THE SECRET LANGUAGE OF CHURCH AND CATHEDRALS: DECODING THE SACRED SYMBOLISM OF CHRISTIANITY’S HOLY BUILDINGS................................................................................................... 232

 


Graduate School of Business
Hua Mak Campus, Bangkok 10240, Thailand
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