EDITORIAL

The Scholar: Human Sciences, a journal encompassing the fields of humanities and social sciences, has earned acclaim in the Thailand Citation Index (TCI) as a prominent publication since 2015. It currently holds the esteemed TCI: TIER2 classification. We take great pride in presenting the latest issue, Scholar: Human Sciences Vol. 15 No. 2 (July – December 2023), which features a collection of manuscripts that have undergone rigorous evaluation. Each submission has been meticulously reviewed through a blinded review process by three specialized reviewers from different institutions, both internal and external to the authors. This peer-reviewed accreditation ensures the scholarly quality and integrity of the published articles. This  issue  covers  twenty-six  articles.  The  first  article  titled “Drivers of Behavioral Intention to Adopt Hybrid Education of Undergraduates in Arts and Design's in Chengdu, China” aims to determine drivers of behavioral intention to use hybrid education of undergraduate students in Arts and Design in three universities in Chengdu, China. The  second  article  titled “Attitude Towards Use and Behavior Intention of Online Art Appreciation Courses in Public Universities in Yunnan, China” aims to develop a model to predict the key factors affecting the behavior intention to adopt online art appreciation courses of undergraduate students. The  third  article  titled “Undergraduates’ Behavioral Intention to Use E-Guests to Facilitate Online Learning in The Public Universities in Chongqing, China” aims to evaluate the determinants that significantly affect undergraduate design students’ behavioral intentions to invite e-guests in online education from three essential public universities in Chongqing, China. The  fourth  article  titled “Behavioral Intention to Use E-learning: A Case Study of Apparel School Students at Chengdu Textile College in China” aims to study significant factors of school of apparel students’ behavioral intention to utilize e-learning at Chengdu Textile College, including perceived ease of use, perceived usefulness, attitude, self-efficacy, performance expectancy, social influence and behavioral intention. The fifth articled titled “Factors Impacting Customer Loyalty of Online Shopping: A Case Study of China’s E-Commerce Platforms” aims to investigate the factors impacting satisfaction, commitment, and customer loyalty of online shopping. The  sixth  article  titled “Behavioral Intention to Use Mobile Reading Apps Among Female Students in Chengdu, China” aims to analyze the factors affecting behavioral intentions of female students in Chengdu, China, to use and purchase mobile reading applications. The  seventh  article  titled “Factors Affecting Students’ Continuous Intention to Use Online Art Education Software in Chengdu, China” explores the analysis of factors influencing the continuous use of online art education software by private art education institutions in Chengdu, Sichuan Province, China. The eighth article titled “French Horn Students’ Performance Improvement and Perceptions of Learning through Synchronous Virtual Classroom: An Empirical Research at Hunan Normal University” aims to use a synchronous virtual classroom course to assess the sample participants’ performance improvement and perceptions; and then to analyze and evaluate the results from the assessment. The ninth article titled “Influential Factors of Travel Bubbles Intention During COVID-19 among Cambodians in Siem Reap and Preah Sihanouk” aims to examine the influential factors of travel bubbles intention during COVID-19 among Cambodians in Siem Reap and Preah Sihanouk. The  tenth  article  titled “The Improvement of Service Quality of Service Quality in Prefabricated Steel Structure Construction Process” aims to investigate customers' perceptions of service quality and present guidelines for improving services in prefabricated steel structure management. The  eleventh  article  titled “The Assessment on Consumer Satisfaction and Use Intention of B2C E-Commerce Platform in Chongqing, China” assesses the factors affecting the satisfaction and use intention of Chongqing residents toward e-commerce platforms, including service quality, information quality, system quality, perception of ease of use, perception of usefulness, intention, and satisfaction. The  twelfth  article  titled “The Determinants of Behavioral Intention to Use Mobile Reading Apps of Collage Students in Chongqing, China” aims to examine the determinants of behavioral intention of college students in Chongqing who have mobile reading experience of excellent Chinese traditional culture. The  thirteenth  article  titled “An Examination on Online Learning Adoption of Postgraduate Students in Chengdu, China During COVID-19” aims to examine the online learning adoption of college students in Chengdu, China. Technology acceptance model (TAM) and the unified theory of acceptance and use of technology (UTAUT) incorporates perceived ease of use, perceived usefulness, attitude, social influence, facilitating conditions, behavioral intention, and use behavior. The  fourteenth  article  titled “Investigating Continuance Intention to Use E-Learning of Female Students Majoring in Music in Chengdu” aims to investigate the impact of system quality, subjective norms, interactivity, course content quality, perceived usefulness, and satisfaction on the continuance intention to use e-learning of music major college students in Chengdu, China. The fifteenth article titled “Determinants of Patients’ Behavioral Intention and Loyalty in Private Hospitals in Chengdu, China” aims to investigate the causal relationship between medical cost reasonableness, healthcare technicality, interpersonal behavior, service quality, patient satisfaction, behavioral intention, and patient loyalty. The  sixteenth  article  titled “The Determinants of Behavior Intentions to Use Chinese Animation and Comics Platforms of Senior Students in Chengdu, China” investigates the determinants of behavioral intentions to use Chinese animation and comics platforms of senior students in Chengdu, China. The  seventeenth  article  titled “An investigation on Senior Students’ Behavioral Intention to Use Tencent Meeting for Legal Course in Chengdu, China” examines senior students’ behavioral intention to use Tencent meeting for the legal course in Chengdu, China. The eighteenth article titled “Determinants Influencing Middel School Students’ Loyalty to Intangible Cultural Heritage in Mianyang, China ” aims to evaluate the essential determinants that significantly impact students’ loyalty to intangible cultural heritage art practice courses in three secondary schools in Mianyang, China. The  nineteenth  article  titled “Measuring First-Year Students’ Behavioral Intention and Use Behavior of Chaoxi Online Learning Platform to Study Mental Health Course in Chengdu, China” aims to measure first-year students’ behavioral intention to use Chaoxi online learning platform to study mental health courses in Chengdu, China. The twentieth article titled “Determinants of Taxpayers’ Use Behavior of Cambodia Road Tax Mobile Payment in Siem Reap” examines determinants of taxpayers’ use behavior of Cambodia Road Tax Mobile Payment Application (CRTMPA) in Siem Reap. The twenty-first article titled “English for Tour Operators and Tour Guides: Learning Needs from Stakeholders’ Voices” aims investigate learners’ needs through a survey to develop a course English for Tour Operators and Tour Guides as tourism has been one of the fastest-growing industries in the 21st century. The twenty-second article titled “Purchase Intention of Potential Hypertension Patients on Innovative Personal Health Assistant Services: A Case of a Private Hospital in Bangkok” aims to examine the significant impact of brand image, perceived service quality, patient satisfaction, and word of mouth on purchase intention on innovative personal health assistant services of patients with the potential to have hypertension. The twenty-third article titled “Influential Factors of Usage Behavior of Potential Hypertension Patients to Use Personal Health Assistant Service and Technology in a Private Hospital in Bangkok” aims to investigate the determinants of behavioral intention toward using personal health assistant services and technology for potential hypertension patients in a private hospital in Bangkok. The twenty-fourth article titled “Analysis of Undergraduate Students’ Behavioral Intentions and Usage Behavior of Online Learning Platforms in Chengdu, Sichuan, China” examines the factors affecting behavioral intention and usage behavior of online learning platforms among undergraduate students in Xihua University in Chengdu, Sichuan, China. The twenty-fifth article titled “The Influence of Service Quality Aspects on Satisfaction and Loyalty of Graduate Students in Chongqing, China” aims to determine the significant effect of faculty services, campus infrastructure, academic aspects, university reputation, and access to university services to determine student satisfaction and student loyalty. The twenty-sixth article titled “Determinants of Satisfaction and Continuance Intention to Use Cloud-Based E-Learning Among Undergraduate Students in Ningxia Universities” examines what factors affect the satisfaction and continuance intention of college students majoring in English translation and interpreting on cloud-based e-learning

IMC customer-based perception: strategic antecedents and consequences on post-purchase customer behaviour

Last decades Integrated Marketing Communications (IMC) have been mainly analysed from a managerial perspective, overlooking the customer opinion. Thus, this research studies IMC customer-based perception, its strategic antecedents and consequences on post-purchase customer behaviour (satisfaction, word-of-mouth recommendations, and repurchase intention), from a multi-country perspective. The structural equation modelling and multi-group analysis are based on the customers´ survey data in Belarus and Spain. The results suggest that technology orientation positively affects IMC, and, customer orientation does not. IMC positively affects customer satisfaction, which in turn positively impacts on WOM and repurchase intention. WOM does not influence on repurchase intention. IMC directly affects WOM and repurchase intention in Spain and does not in Belarus, which is the significant country difference

A Customer Service Design Case Study: Insights on Customer Loyalty in the Brazilian Food Sector

Marketing managers of local and international food companies have realized that what they offer to customers go well beyond the characteristics and attributes of the products their companies manufacture and market. Service has become an integral part of the offer (Grönroos, 1993); a high service quality improves the company competitiveness, builds customer trust, supports the company brand and other product attributes (Berry & Parasuraman, 1991, p. 12). This paper seeks to investigate whether customer care service perceived quality in the food sector is truly relevant to customer satisfaction and loyalty.quality service evaluation, consumer service, loyalty, food industry, Agribusiness, International Relations/Trade,

Critical review of the e-loyalty literature: a purchase-centred framework

Over the last few years, the concept of online loyalty has been examined extensively in the literature, and it remains a topic of constant inquiry for both academics and marketing managers. The tremendous development of the Internet for both marketing and e-commerce settings, in conjunction with the growing desire of consumers to purchase online, has promoted two main outcomes: (a) increasing numbers of Business-to-Customer companies running businesses online and (b) the development of a variety of different e-loyalty research models. However, current research lacks a systematic review of the literature that provides a general conceptual framework on e-loyalty, which would help managers to understand their customers better, to take advantage of industry-related factors, and to improve their service quality. The present study is an attempt to critically synthesize results from multiple empirical studies on e-loyalty. Our findings illustrate that 62 instruments for measuring e-loyalty are currently in use, influenced predominantly by Zeithaml et al. (J Marketing. 1996;60(2):31-46) and Oliver (1997; Satisfaction: a behavioral perspective on the consumer. New York: McGraw Hill). Additionally, we propose a new general conceptual framework, which leads to antecedents dividing e-loyalty on the basis of the action of purchase into pre-purchase, during-purchase and after-purchase factors. To conclude, a number of managerial implementations are suggested in order to help marketing managers increase their customers’ e-loyalty by making crucial changes in each purchase stage

Customer-oriented risk assessment in Network Utilities

For companies that distribute services such as telecommunications, water, energy, gas, etc., quality perceived by the customers has a strong impact on the fulfillment of financial goals, positively increasing the demand and negatively increasing the risk of customer churn (loss of customers). Failures by these companies may cause customer affection in a massive way, augmenting the intention to leave the company. Therefore, maintenance performance and specifically service reliability has a strong influence on financial goals. This paper proposes a methodology to evaluate the contribution of the maintenance department in economic terms, based on service unreliability by network failures. The developed methodology aims to provide an analysis of failures to facilitate decision making about maintenance (preventive/predictive and corrective) costs versus negative impacts in end-customer invoicing based on the probability of losing customers. Survival analysis of recurrent failures with the General Renewal Process distribution is used for this novel purpose with the intention to be applied as a standard procedure to calculate the expected maintenance financial impact, for a given period of time. Also, geographical areas of coverage are distinguished, enabling the comparison of different technical or management alternatives. Two case studies in a telecommunications services company are presented in order to illustrate the applicability of the methodology

Job satisfaction in hotel employess: a systematic review of the literature

Hotel employees' job satisfaction is very important to their performance. In a systematic review of the previous literature on hotel employees, it was found that the most studied variable was job satisfaction; there were no other systematic reviews on the topic. In this review, performed in the Web of Knowledge, Web of Science (Social Sciences Index Expanded, Social Sciences Citation Index, Medline), and Science Direct between 2000 and 2014, 51 studies were found.These studies indicated that satisfaction is crucial to the financial performance and prosperity of hotels and acts a mediator in customer satisfaction. Contributing to greater satisfaction are factors such as greater autonomy and independence, greater power of decision making, flexible schedules, better working conditions, and training. The factors that promote dissatisfaction are wages and reduced benefits. The studies also indicated that a higher level of job satisfaction can have a direct impact on increasing the financial performance of the hotel. The implications of this study for hoteliers and directors relates to the creation of adequate working conditions to increase job satisfaction and provide hotel employees with a greater sense of subjective well-being

The influence of cognitive satisfaction on the relationship between salesperson presentation skills and customer's intention to repurchase

The application of sales presentation skills by the sales force during their interaction with customers in the sales situation can have a significant effect on customer intention to repurchase in the Malaysian Computer retail business. The purpose of this paper is to examine the relations between important sales presentation skills and the relative roles played by cognition in the development of customer satisfaction which will lead to customer’s intention to repurchase in a computer retail setting in Malaysia. This will then lead to increased benefits for the organization in the form of customer loyalty. The cognitive evaluation of customer satisfaction was found to explain customer’s intention to repurchase in a retail setting in the Malaysian market. This finding holds importance to those retailers who have been able to generate high expectations in the eyes of their customers

Assessing Service Quality in the Ghanaian Private Healthcare Sector: The Case of Comboni Hospital.

The healthcare industry has become a paramount concern for most people in Ghana and the quality of services rendered to the patients in the private hospitals cannot be overemphasized. Patients need quality of services most and are willing to seek better services. The government has been the main provider of health care services in Ghana but recently, some Non-Governmental Organization’s (NGO’s), private individuals and stakeholders also provide health care services which has surged the competitiveness in creating more healthcare facilities in Ghana. This study seeks to explore patients' choice of selecting quality healthcare services and the factors that affect patient satisfaction in private hospitals using the case of Comboni Hospital in Sogakope, Ghana. The study therefore used the quantitative research method to collect the data and SPSS version 22 was used to analyze the data on high-quality healthcare. The SERVQUAL model was used as the measurement scale. Multiple regression analysis was used to reveal the effect of the independent variables (reliability, responsiveness, empathy, assurance, and tangibility) on the dependent variable (patient satisfaction). A detailed description in the analysis and the data processing identified the main factors affecting the general perceptions and patient preferences about their healthcare in the private hospital. The study revealed that there exist a positive result and perception for quality healthcare services without a negative expectation of the patient healthcare being compromised. The study recommends that both the government and the private agencies should consider the important aspects of the hospital’s healthcare management and also the policy and decision makers should have an efficient and effective standard that impact the quality of healthcare assessment in Ghana

The Role of the Employee: An Exploratory Study in Service Recovery Satisfaction in the Luxury Resort Industry

Satisfaction plays a key role in the service industry and especially in the hospitality industry (Edvardsson, Johnson, Gustafsson & Strandvik, 2000). This study seeks to explore satisfaction and organizational commitment in relation to service recovery performance among luxury resort employees. This study is a replication of a previous study conducted by Yavas, Karatepe, Avci & Tekinkus (2003) and was carried out on a pilot study basis. The pilot study was conducted to determine if there is enough support for studying the model proposed by Yavas, Karatepe, Avci & Tekinkus (2003) in the original study. The results support further development of the study within the luxury resort setting