RICE Journal of Creative Entrepreneurship and Management

Customer Relationship Management Strategies among Fresh Coffee Shop Entrepreneurs in Bangkok Metropolitan Area

2025-09-16T19:41:33+07:00

This research aimed to (1) identify the patterns of customer relationship management (CRM) strategies of fresh coffee shop entrepreneurs in Sathorn District, Bangkok, (2) compare the characteristics of CRM strategies of entrepreneurs by business size, and (3) analyze the correlation between CRM strategies and building customer relationships, referring to the conceptual framework of Lawson-Body & Limayem (2004), which consists of seven components: customer tracking, customer relationship, communication management, understanding customer expectations, empowerment, partnership, and personalization. The research method was qualitative using semi-structured interviews that were validated for content validity by five experts for the consistency of each question item with the definitions in the conceptual framework, with the average IOC index of the entire interview at 0.90. The data were collected from 21 fresh coffee shop entrepreneurs on a voluntary basis in Sathorn District, Bangkok, regarding business size (small, medium, large) using CRM strategies, and seven components on customer relationships building under study. The data were analyzed using content analysis through the ATLAS.ti program to identify main codes and sub-codes and to analyze structural and content linkage. The research found that small coffee shops emphasized closeness and flexibility in customer care, while medium-sized ones emphasized friendliness, the use of historical data, and proactive communication. Large coffee shops used full-scale CRM technology in terms of Big Data, AI, Omni-channel, and employee empowerment, as well as precise personalization, resulting in the ability to meet needs and build sustainable customer relationships. It was concluded that CRM strategies of fresh coffee shops differ according to business size, but all aim to build long-term customer relationships through appropriate strategies in the business context.

The Development of a Coconut Shell Product Prototype Based on Spiritual Beliefs for Cultural Value Enhancement: A Case of Samut Sakhon Province

2025-09-16T19:49:49+07:00

This research aimed to (1) study the spiritual beliefs and associated symbols that can be applied to the design of coconut shell products in the context of Samut Sakhon communities; (2) develop a prototype product set processed from coconut shells that reflect spiritual beliefs; and (3) assess the appropriateness of the prototype in promoting cultural value in the creative economy within the community. The study used research and development (R&D) methodology, comprising (i) a review of relevant theories and literature, (ii) field surveys, and (iii) interviews with community leaders to gather in-depth information on spiritual beliefs associated with coconut shells. Three main research instruments were used: (i) a semi-structured interview form for data collection on spiritual beliefs from community leaders and local wisdom holders; (ii) a design record form to document the development process of the prototype; and (iii) a product evaluation form on the developed prototype’s cultural value in the creative economy, using a 5-point Likert scale. All instruments were validated by three product development experts, with Index of Item-Objective Congruence (IOC) scores ranging from 0.67 to 1.00 for the interview form and from 0.80 to 1.00 for the product evaluation form. Reliability testing was conducted with a pilot group of 15 participants, yielding a Cronbach’s Alpha coefficient of 0.89, indicating high reliability and suitability for research purposes. The research findings were: (i) grains and natural-material containers play a significant role in spiritual belief rituals and can be meaningfully integrated into product design; (ii) the developed prototype--a Sacred Grain Worship Set--featuring coconut shell containers adorned with symbolic spiritual motifs; and (iii) the developed prototype product was evaluated by 55 participants including experts and community members, as aesthetically pleasing, aligned with spiritual beliefs, and strongly reflective of local identity. The evaluation results indicated the prototypes as highly appropriate, and the aspects related to spiritual beliefs and cultural values as statistically significant at the 0.05 level. The obtained results of this R&D study point to a good potential in local product development based on spiritual beliefs in supporting the creative economy of the communities concerned.

Guidelines for Promoting Cultural Tourism: A Case of Thai Buffalo Conservation Village, Si Prachan District, Suphan Buri Province

2025-09-16T20:19:13+07:00

In the current trend of cultural tourism, this case study was on Thai Buffalo Conservation Village, Si Prachan District, Suphan Buri Province. This research aimed to: (1) investigate the current promotion of cultural tourism on Thai Buffalo Conservation Village, and ( 2) examine the economic, social, cultural, and environmental benefits from the current promotion of cultural tourism on Thai Buffalo Conservation Village. Qualitative data were obtained from interviewing 21 voluntary participants as key informants, shop owners, officials, villagers, and tourists. Qualitative data were analyzed using triangulation tools. The research found that (1) the promotion of cultural tourism in the Thai Buffalo Conservation Village area is at a moderate level due to insufficient financial support for advertising and public relations, resulting in a lack of awareness among tourists. (2) The economic, social, cultural, and environmental benefits from the promotion of cultural tourism in the Thai Buffalo Conservation Village support the economy in generating income for entrepreneurs or workers on the tourist site with cultural uniqueness. In the aspect of society and culture, the Thai Buffalo Conservation Village attracts tourists with activities that provide knowledge about the way of life of Thai farmers. In the environmental aspect, buffaloes are important animals that help reduce agricultural production costs in plowing fields instead of machinery, and using buffalo dung as organic fertilizer. It is evident from the obtained findings that the merits of natural resources can empower cultural tourism and sustain tourists’ interest in the long run.

Degrees and Promoting Factors of Student Engagement at Bangkok Christian College

2025-09-16T21:18:20+07:00

This research aimed to (1) examine the degrees of student engagement in school operations at Bangkok Christian College in Academic Year 2024, and (2) investigate the promoting factors of student engagement in school operations under study. A multistage quantitative-qualitative methods (Explanatory Design) was used, with a constructed questionnaire on student engagement, followed by a semi-structured interview tool. The participants consisted of 246 Grade 12 students and five school administrators, totaling 251 individuals. The results revealed that the participating students exhibited a high degrees of student engagement, with emotional engagement rated the highest (𝑥̅ = 4.04, SD = 0.694), followed by behavioral (𝑥̅ = 3.71, SD = 0.667), and cognitive engagement (𝑥̅ = 3.67, SD = 0.766), respectively. The promoting factors were categorized into three domains. (i) In the aspect of personnel, teachers played a vital role in providing reasoning to guide student behavior rather than give directive commands. (ii) Positive teacher-student relationships and individual follow-up were key strengths, and peer influence was found to positively affect learning behaviors. (iii) In terms of management, the school provided meaningful and challenging activities that encouraged participation, gave students opportunities to express their opinions, and helped them feel involved in the classroom process. Clear and transparent assessment criteria enabled students to set goals and monitor their academic progress. In addition, learning resources support classroom climate; and well-paced learning activities contributed to students’ concentration and engagement. Although physical learning tools were not explicitly emphasized, their value was embedded in the meaningful activities designed to foster authentic learning experiences. The obtained findings were expected to generate practical implications for secondary school management in similar contexts in support of students’ responsive engagement strategies, positive attitudes, and learning experiences.

Online Learning Resources Design for Video Content Production

2025-09-16T20:29:41+07:00

The objectives of this research were to (1) develop an online learning resource on video content production, (2) assess the learning achievement of students using the online learning resource on video content production, and (3) evaluate their satisfaction with the online learning resource on video content production. The quasi-experimental research design with one group pre-test post-test was used with 30 undergraduate students in the field of photography and film technology, Department of Communication and Industrial Technology, Faculty of Science and Technology, Rajamangala University of Technology Krungthep. Three research instruments secured data on (i) content and design of the developed online learning resource on video content production, (ii) learning achievement of students using the online learning resource on video content production, and (iii) evaluating their satisfaction with the online learning resource. The obtained data was analyzed by percentage, mean, standard deviation and t-test for dependent variables. The findings revealed the online learning resource on video content production at the high level overall (𝑥̅= 4.33, S.D. = 0.05), its content at the high level (𝑥̅= 4.33, S.D. = 0.12), and its design at the high level (𝑥̅= 4.36, S.D. = 0.18). As for students’ learning achievement, the post-test score was significantly higher than the pre-test score, followed by their high satisfaction with the online learning resource (𝑥̅= 4.38, S.D. = 0.19). It was expected that the research results can generate practical implications for the design and use of online learning resource on video content production at the higher education level.

Universal Design Concept with Machine Learning for Developing Special Education

2025-09-16T20:46:18+07:00

Universal Design for Learning (UDL) is an approach that creates learning environments that respond to the diverse needs of learners. This particularly includes students with special needs. In the digital age, technology and Machine Learning (ML) are used to help design and improve teaching and learning to make education efficient and appropriate. Machine learning-based systems can support universal instructional design for special education teachers in using data and algorithms to analyze and recommend appropriate teaching methods to suit individual students. This paper shows how machine learning can serve as a prototype system for special education teachers to analyze data and implement it in a real teaching environment. Its accessibility systems can help teachers design effective instruction based on information obtained from students with special needs. It is expected that the developed prototype of machine learning can help create educational equity in serving learners in special education for the betterment for all citizens.