Dr. Pornprom Suthatorn, a recent Ph.D. graduate from ICO NIDA, has successfully published his doctoral dissertation in the “Journal of Human Resources in Hospitality & Tourism” under close guidance and support of his dissertation advisor. The Journal of Human Resources in Hospitality & Tourism is the international journal ranked in the 3th Quartile of the “SCImago Database”.

     This study investigated the relationship between the level of cultural intelligence exhibited by the airline cabin crew members and the degree of anxiety they experienced when serving foreign passengers. Intercultural communication competence and service attentiveness were proposed as two competencies that mediated the linkage between cultural intelligence and lower cabin crew anxiety. Survey data were collected from 372 Thai airline cabin crew members who worked at a leading international airline in Thailand. The results from a partial least squares regression analysis supported that intercultural communication competence and service attentiveness mediated the linkage between cultural intelligence and lower cabin crew anxiety.

Source: https://www.tandfonline.com/doi/abs/10.1080/15332845.2018.1449559?journalCode=whrh20

     Pakamon Sasatanun, a PhD.’s student of ICO-NIDA who successfully published her research article in “Antecedents and outcomes associated with social media use in customer relationship management of Thai microenterprises”, The International journal ranked in the Scimago journal database.

     A mission of the International College of NIDA (ICO-NIDA) is to help our students to develop research skills as well as to promote students to publish their research work in international scholarly journals.

     Congratulations to Oay Pakamon Sasatanun, a PhD.’s student of ICO-NIDA who successfully published her research article in “Antecedents and outcomes associated with social media use in customer relationship management of Thai microenterprises”, The International journal ranked in the Scimago journal database.

Instructor: Peerayuth Charoensukmongkol

     The present study investigated some antecedents and outcomes associated with the social media use intensity for customer relationship management (CRM), using the survey data collected from the sample of 217 entrepreneurs of some small retail shops in Thailand. The data were analysed by using the partial least squares regression. Regarding the antecedents, the results indicated that the intensity of social media use for CRM tended to be highly significant for the entrepreneurs who emphasised the service differentiation strategy, but not for those who emphasised the cost leadership strategy. Also, the positive relationship between the competitive pressure to use social media in business and the intensity of social media use for CRM was supported. Regarding the outcomes, the analysis indicated that the intensity of social media use for CRM was positively related to cost reduction and market expansion outcomes which, in turn, were positively linked to higher firm performance satisfaction.

Source: http://www.inderscience.com/offer.php?id=80258