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Table 7 IPMA

Source: Developed for the purpose of the Study

The importance performance matrix helps in analysing the constructs in a glance. It helps in analysing the relative
importance of the constructs on the dependent variable. (Ringle and Sarstedt, 2016).The results of the analysis are
presented in the table abov

Conclusion: particularly of the middleclass society in the economy.
It is that segment of the economy which forms the
The current lockdown will be having a far-reaching largest revenue base and leads to capital formation too
effect on the economy. With demands for goods in the economy. The research is aimed at analysing
decreasing, it is but obvious that the production will ways other than the traditional methods adopted to
decrease too leading to a chain reaction of decrease in boost the consumption patter of middle class in M.P
jobs, decrease in money in the economy and decrease India post COVID lockdown. The focus will be the
in capital formation to just name a few. And the vicious subjective factors also called as psychological factors
circle does not end here as we all know the decreased which affect the consumption of the households in the
demand spiral will further decrease the demand in the economy. The study also analyses the mediating effect
economy. The government cannot follow the laissez of a four-day work week on the consumption pattern in
fair policy and just wait for the market forces to deal the economy. The data analysis shows that the concept
the situation. For long the governments around the of a four day work week although good would not be
world have followed the Keynesian theory to increase helpful in increasing the consumption pattern. The
investment in the economy to boost the money flow in basic belief with which the study was initiated as to
the economy. And it had proved effective too in dealing analyse how much will the consumption increase with
with recessionary trends. But the current epidemic is the increase in holidays stands nullified.
bound to impact the psychology of the people which is
going to impact their consumption and spending Implication of the Study
pattern. The novel times that the economy is facing
requires a deeper understanding about the micro Theoretical Implication: The global slowdown that
foundations of the consumption pattern. And was observed during the last year was already a cause
of concern for the policy makers. With the global

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pandemic it is but obvious that a further prolonged information linking the triage of government,
recession is clearly in sight. This multidisciplinary organisations, and the middle class. The model will be
research enables to analyse the economic situation and beneficial for the policy makers to understand the
propose solutions. A lot of research is being done on nudges required to boost the economy. The research
the social effect of the pandemic. Whereas the will provide important data to decide for or against a
economic impact is still requiring academic attention. Four-day work week as a method to boost the
This research study bridges this gap between the consumption in the economy. The study will also
economic aspect and the Behavioural aspect with enlighten about the issues surrounding the
special reference to middle class of the Indian consumption pattern of middle class. The findings and
economy. The study is also important for the suggestions of the study so derived from the data
organisations as it will give them crucial insight as to analysis will be helpful for the managers and
what factors affect the consumption pattern of middle organisations as well as. For the managers, this
class in M.P India. Based on this study the managers research study will enable them to get a detailed view
can modify their human resource policies to create a of which factors affects the consumption of middle-
win-win situation by viewing the larger picture. The class society in M.P India. This will further enable
study will also enable organisations to adopt their sales them to frame their sales and promotional strategies. 1.
and promotional strategies accordingly. As such Other dimensions of Consumer Behaviour can be
multiple dimensions of economic, financial, and undertaken for the study. 2. A single dimension of
behavioural are studied to analyse and propose a Consumer Behaviour could be taken and studied from
model. different perspectives of that of policy makers,
consumers, and managers. 3. Perspective towards
Managerial Implication: For long the policy makers Four-day work week could be collected from different
have followed Keynes model whenever they saw a stakeholders. 4. Other Consumption pattern
decrease in demand in the economy. That is increase in dimensions can be undertaken for further study. 5. It
investment by the government in the economy. The would be interesting to see the inclusion of financial
proposed study focuses on the consumption side of dimension of the same model. 6. The same model can
Keyenes model and identifies nudges required to boost be applied for collecting the perception other sectors of
the consumption and wellbeing by identifying the society. 7. The study could be undertaken for the
subjective factors. Moreover, the study targets a crucial various sub sections of the milled class such as upper
segment of the society that is the middle class. This middle class, middle middle class and lower middle
class have seen a shrunk in the economy which is class.
already a point of concern for the policy makers. The
research will provide crucial understanding of this Acknowledgments:
segment of the society. The research study will
enhance the understanding of the micro foundations of The efforts of Ms Shubhra Bhatia and Dr Shubham
consumption pattern of the middle class in M.P India. Choudhary is being acknowledge for helping in the
The explored relationship between consumption data collection for the purpose of the study.
pattern, subjective factors and four day work week will
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The Influences of Healthy Workplace and Stakeholders’ Support on
Professional Standards and Competencies of School Counsellors in Bhutan

Tempa Nima1 and Poschanan Niramitchainont 2*

Student, M.Ed in Educational Management (International program), Faculty of Social Sciences and
Humanities, Mahidol University, Thailand, E-mail: [email protected]

2Associate Professor, Faculty of social Sciences and Humanities, Mahidol University, Thailand
*Corresponding author. E-mail: [email protected]

Abstract
Counselling got its home in 1996 in Bhutan and schools in the country started staffing full-time
counsellors in 2011. Today, the foundation of school counselling is in its way to get well-rooted in the
school system. It is anticipated that there is significant growth in school counselling as a profession;
however, it lacks evidence to prove with academic studies. Hence, this study intended to uncover the
level of School Counsellor Professional Standards and Competencies, school’s Healthy Workplace, and
Stakeholders’ Support of school counselling in Bhutan. It also aimed to investigate the relationship of a
Healthy Workplace and Stakeholders’ Support on School Counsellor Professional Standards and
Competencies. The study scoped entire schools of Bhutan having school counsellors currently. A total
of 118 out of 146 school counsellors responded to the survey covering 80.82% of the school counsellor
population. A survey-based design of a quantitative research method with a modified and self-
administered questionnaire executed the study. The instrument was developed base on the three
behavioural standards of ASCA School Counsellor Professional Standards and Competencies (2019),
four avenues of WHO’s Healthy Workplace Framework and Model (2010), and social exchange theory.
Findings revealed that the professional standards and competencies of school counsellors in Bhutan at
the highest level (Mean=4.38); however, Healthy Workplace, and Stakeholders’ Support at a high level
(Mean=3.94) and (Mean=3.71). Further, the study indicated a moderately significant relationship of a
Healthy Workplace and Stakeholders’ Support on School Counsellor Professional Standards and
Competencies in Bhutan (R=.461). The Healthy Workplace has an influence on School Counsellor
Professional Standards and Competencies with the statistically significant at *** level (β = .461) and
could predict 21.3% of the School Counsellor Professional Standards and Competencies with statically
significant at 0.001 level. The study recommends for further research as some significant aspects of
School Counsellor Professional Standards and Competencies like professional development, students’
attitude, cultural diversity and contemplative counselling are not covered in this study.

Keywords: School Counsellor Professional Standards and Competencies / Healthy Workplace /
Stakeholders’ Support

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Introduction positive at present-day and successively enhancing
school counselling and the competencies of school
Counselling came into existence in 1945 when it counsellors.
was set up at the University of Chicago, USA, as
Counselling Centre after World War II (Gladding & Thus, in identifying the present position of school
Batra, 2007). Thereafter, counselling program counselling in Bhutan and its effectiveness, it is
proliferated in the USA and then worldwide, however, imperative to know the effectiveness of the school
counselling got its home only in 1996 in Bhutan. In counsellor, or in that sense, level of professional
recent years, Bhutan’s fast-paced globalization under standards and competencies of school counsellors. To
the reign of visionary monarchs and leaders took enhance the professional standards and competencies
Bhutan to the unprecedented developmental height of school counsellors, it is vital to understand the
with economic and social evolution and revolution. influencing factors such as Healthy Workplace of a
Until 1999, television and internet were not available school and Stakeholders’ Support in school
in the country (Lorelle & Guth, 2013, p. 2), and mobile counselling. Studying these by reviewing literature
phones were not common people’s need until it was was nearly unfavourable as the literature suggests the
introduced in 2003. Subsequently, as urbanization, significant dearth of research on counselling in Bhutan
telecommunication, democratization, and exposure to (Choidup & Dendup, 2020; Chophel, 2019; Dem &
western media increased (Lester, 2015, p. 15); the by- Busch, 2018; Doma & Dolkar, 2019; Lester, 2015;
product of globalization and modernization such as Lorelle & Guth, 2013; Pelden, 2016).
mental health issue, psychosocial issue, family issue,
youth-related issue, and unemployment issue slowly Therefore, the purpose of this research was to study
got a way to Bhutanese society. Thus, foreseeing these the present level of a Healthy Workplace,
potential side effects, a systematic and comprehensive Stakeholders’ Support, and professional standards and
career education and counselling system was competencies of school counsellors in Bhutan, further
established in 1996 as envisioned by His Majesty the to investigate the relationship of a Healthy Workplace
4th King. and Stakeholders’ Support on School Counsellor
Professional Standards and Competencies.
As counselling strengthened its existence with the time
in the country, schools started staffing full-time Other than serving as an informative reference to
counsellors in 2011 (Tshedup, 2017) prioritizing the ministry, policymakers and relevant authorities,
youths of the nation. Today, the foundation of school findings of the study will help school counsellors to
counselling in Bhutan is in its way to being well- enhance their competencies by uncovering their
rooted in the school system. Doma & Dolkar (2019) present level and the relationship. The findings will
found significant growth in the development of also serve the schools to inform the present level of the
counselling as a profession in the country and school's Healthy Workplace and relevant
increased demand in diverse areas. These findings Stakeholders’ Supportive attitude.
indicate the positive impact of counselling in
Bhutanese society despite its initial hardships. Literature Review
Nowadays, school staffs, administrators, and relevant
stakeholders are seen more congruent in the school To strengthen the counselling program further and to
scenario unlike in the past. School as a primary address the immerging challenges, school counsellors’
workplace of a school counsellor is seen much need to be personally proactive and professionally
healthier at present and relevant Stakeholders’ Support competent. School Counsellor Professional Standards
and attitude towards counselling are considered much and Competencies (SCPSC) came into existence in
Bhutan when twelve American counselling
professionals provided assistant in establishing school

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counselling professional. They aided in setting Sterrett, 2011). Schools and school counsellors are
culturally responsive counselling skills to infuse the mentally, by default, strong beholders of this
country’s philosophy of Gross National Happiness philosophy as the success of their student’s life is
(Lorelle & Guth, 2013). School Counsellor directly proportionate to the involvement of their
Professional Standard and Competencies according to stakeholders. This is proven by the study done by
American School Counsellor Association (2019) Elliott and Williams (2002) who found that the
refers to the mind-sets and behaviours of a counsellor stakeholders involvements is a win-win result for the
such as knowledge, attitudes and skills to meet the stakeholders.
rigorous demands of the profession. It further splits
into three measurable aspects as a Professional Although, literature suggests the significant dearth of
Foundation, Direct and Indirect Student Service, and research on counselling in Bhutan but interest in
Planning and Assessment. studying counselling in Bhutan is growing steadily in
the recent years. A handful of studies have already
Healthy Workplace (HWP) of a school and started emerging. For example, Dem & Busch (2018)
Stakeholders’ Support (SS) are imperatively who claim to be the first documented study by insiders
influencing factors in empowering the competencies on counselling justify a lot about counsellor’s role
of a counsellor and in achieving the success of school ambiguity, role conflicts and challenges. They found
counselling. A Healthy Workplace according to that relevant stakeholders within the education must
Burton & World Health Organization (2010) is one in acknowledge and collectively address the existing
which workers and managers collaborate to use a challenges. A similar study by Choidup & Dendup
continual improvement process to protect and promote (2020) uncover the top three discouraging factors of
the health, safety and wellbeing of all workers and the students seeking counselling as inadequate
sustainability of the workplace. It is further counselling rooms, students confidence in seeking
categorized into four measurable avenues as Physical help from a spiritual person, and fears of losing
Work Environment, Psychosocial Work Environment, confidentiality. A study by an outsider, Lester (2015),
Personal Health Resource, and Enterprise Community reveals counselling in Bhutan is more inclined towards
Involvement. Buddhist philosophy. Yet, none of the above studies
has focused on neither factors influencing school
In addition to a Healthy Workplace, Stakeholders’ counselling nor School Counsellor Professional
Supports such as support of a principal, teachers, Standards and Competencies in Bhutan. Generally,
parents, communities, and relevant organizations are Doma & Dolkar (2019) anticipate that there is a
significantly contributing factors in achieving the significant growth in the school counselling
success of counselling in the school. Social Exchange development as a profession, but lacks evidence to
Theory helps in analysing and understanding the prove with academic studies. In nutshell, and to
nature of Stakeholders’ Support. This theory views reiterate, there is no academic study done to confirm
human interactions, exchanges and supports as results- the present level of professional standards and
driven social behaviours on the fundamental concept competencies of school counsellors in Bhutan or
of cost and reward. It means that cost and reward factors influencing the School Counsellor Professional
comparison-driven decision and behaviour are based Standards and Competencies. Subsequently, there are
on the costs as negative consequences of a decision no academic studies to reveal the current status of
and the rewards as positive. Social Convoy Theory, school counsellors’ Healthy Workplace and
which is one of the specific social support theory, Stakeholders’ Support of school counselling in
posits that, throughout the lifespan, individuals are Bhutan.
surrounded by social networks consisting of a variety
of individuals who provide social support (Orell &

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Materials and Methods reliability analysis is 0.7 and above, which indicates
Population good reliability (Kline, 1999). The score of each item
for all the 74 items was 0.78 and above indicating good
The study adopted a quantitative research reliability. Before the actual collection of data, the
method. The survey-based design was employed to questionnaire was pre-tested with 15 teacher
survey the entire population of school counsellors in counsellors from the central part of Bhutan and those
Bhutan. 146 school counsellors serving in different respondents were excluded in the actual data
regions of Bhutan were the focused population of the collection and analysis.
study which was as per the latest record of Career
Education and Counselling Division, Ministry of Three experts of Mahidol University, Thailand,
Education (CECD, 2020). validated the items using Item Objective Congruence
Index (IOC). The item rating +1 indicates congruent
Research Instrument with the research objectives, while 0 shows the
difficulty in determining, and -1 a sign of being
As a research instrument, 5-point Likert scale irrelevant to the objectives. IOC was calculated by
questionnaire was deployed to investigate the applying the formula IOC Σ= R/N, and the score of the
influences of a Healthy Workplace and Stakeholders’ items range from 0.66 to +1.00 indicating the sound
Support on School Counsellor Professional Standards validity of all the items.
and Competencies. Best & Kahn (1998) criteria was
employed to interpret the means score of the responses Data Collection Procedure
from high to low.
Of the two parts in the questionnaire, part I focused The data collection protocols were followed
demographic information of school counsellors. Part strictly such as approval letters from the Ministry of
II consisted of three sets of questionnaires as set A, set Education, Bhutan, CECD, district education officers
B and set C. Set A focused School Counsellor and school principals as data was collected online
Professional Standards and Competencies which was using google form.
modified and self-administrated base on School
Counsellor Professional Competencies Assessment Statistics and Data analysis
tool of American School Counsellor Association
(2019). Set B focused on a Healthy Workplace The computer program (Statistical Package)
questionnaire which was self-administrated based on analyzed the data. Demographic information of school
the avenues of a Healthy Workplace of the World counsellors was analyzed by frequency and
Health Organization (Burton & World Health percentages. Mean and the standard deviation was
Organization, 2010; Neira, 2010). Set C focused used to analyze the level of School Counsellor
questionnaire of Stakeholders’ Support which was Professional Standards and Competencies, a Healthy
self-administrated base on Social Exchange Theory Workplace and Stakeholders’ Support. Pearson
(Emerson, 1976) Correlation Coefficient analyzed the relationship of a
Healthy Workplace and Stakeholders’ Support on
Quality of Research Instrument School Counsellor Professional Standards and
Competencies. The effect of a Healthy Workplace and
The reliability of instruments for School Stakeholders’ Support on School Counsellor
Counsellor Professional Standards and Competencies, Professional Standards and Competencies was
a Healthy Workplace and Stakeholders’ Support were analyzed by employing Multiple Regression Analysis.
checked by Cronbach’s Alpha-Coefficient. According
to Santos et al. (2019), Cronbach's alpha is obtained
from the covariance between items of a scale, the total
variance of the scale and the number of items that
make up the scale. The acceptable value of alpha in

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Results and Discussion Level of School Counsellor Professional
Demographic information Standards and Competencies

The demographic information of the school As per the objective one of the research, the level
counsellors in Bhutan interpreted in frequencies (N) of School Counsellors Professional Standards and
and percentages (%) using descriptive statistics Competencies in Bhutan was interpreted by the
presented that out of 118 school counsellors who descriptive statistics as shown in table 1.
responded, 65 of the respondents were male and 53
female indicating a fair ratio of genders. This finding Table 1: Levels of School Counsellor Professional
is congruent with the latest record of Career Education Standards and Competencies
and Counselling Division (CECD, 2020) which
reveals the fair distribution of school counsellors in (N=118)
gender. More than half (59.3%) of the respondents
were age between 21 to 30 years old and 38.1% School Counsellor μ σ Level
between 31 to 40 years old indicating the domination
of young and energetic population of school Professional
counsellors in Bhutan. The majority of the respondents
(78.8%) hold a postgraduate diploma, 18.6% a Standards and
master’s degree, and 2.5% a bachelor’s degree.
Postgraduate Diploma in Guidance and Counselling Competencies
Program in Bhutan is a two-year counselling training
program for bachelor’s degree holders if selected as a 1. Professional 4.67 0.29 Highest
school counsellor (Samtse College of Education, Foundation
2018). Corresponding to the age, 61.9% of school
counsellors have service experience between 1-5 2. Direct and Indirect 4.43 0.39 Highest
years, 25.4% between 6-10 years, and 8.7% between Student Service
11 to 15 years. Service experience of school
counsellors indicated relatively less seasoned school 3. Planning and 4.03 0.64 High
counsellors in Bhutan with only 4.2% more than 16 Assessment
years of experience. Distribution of the school
counsellors revealed fair ratio in terms of location as Overall 4.38 0.37 Highest
urban (26.3%), semi-urban (44.9), rural (21.2) and
semi-rural (7.6); however, the coverage of school Notes: The rating scale was divided into 5 perception
levels are dominated by higher and middle secondary levels to the mean score between 4.21-5.00 as
schools as 41.5% and 42.4% respectively, just 16.1% Highest, 3.41-4.20 as High, 2.61-3.40 as Moderate,
in lower secondary schools and no counsellors in 1.81-2.60 as low and 1.00-1.80 as lowest.
primary schools. The indication of low coverages of
school counsellors in the lower secondary schools and The overall level of School Counsellor
no school counsellors in primary schools are the Professional Standards and Competencies was
indications of shortages of school counsellors at the perceived at the highest level with an overall average
moment in Bhutan. The deployment of those full-time score of 4.38 indicating school counsellors in Bhutan
school counsellors available in the country are perceive that they are professionally highly competent.
prioritized in the higher and middle secondary schools This finding is supported by the findings of a study
as they house adolescent youths of the country. done by (Dolma & Dolkar, 2019) which stated that
there is significant growth in the development of
counselling as a profession. However, this finding
contrasts the findings of a study done by (Dem &
Busch, 2018) who justified a lot about counsellors'
functional uncertainty, role ambiguity, role conflict,
and role confusion due to limited training and

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professional development. This finding is also 1. Physical Work 3.47 0.97 High
incongruent to one of the findings of the study (Lester, Environment
2015) that states counsellor preparation was one of the
challenges and limitations in Bhutanese counselling in 2. Psychosocial Work 3.92 0.75 High
addition to confidentiality, client attitudes, and client Environment
accessibility to counselling.
3. Personal Health 4.32 0.60 Highest
Of the three areas of School Counsellor Professional Resources
Standards and Competencies, only Planning and
Assessment area was rated at a high level with a mean 4. Enterprise 4.03 0.57 High
score of 4.03. Professional Foundation and Direct and Community
Indirect Student Service were rated the highest level Involvement
with a mean score of 4.67 and 4.43 respectively. These
signified that school counsellors in Bhutan perceive to Overall 3.99 0.59 High
be comparatively more competent in Professional
Foundation and Direct and Indirect Students Service Notes: The rating scale was divided into 5 perception
than Planning and Assessment. The levels of all the levels to the mean score between 4.21-5.00 as
eight items of Professional Foundation were found at Highest, 3.41-4.20 as High, 2.61-3.40 as Moderate,
the highest with a mean score ranging between 4.35 1.81-2.60 as low and 1.00-1.80 as lowest.
and 4.92. Similarly, the level of 11 items of Direct and
Indirect Student Service were dominated by the The overall level of a Healthy Workplace of school
highest level with a mean score ranging between 3.75 counsellors in Bhutan was perceived at a high level
and 4.94. Three items of Direct and Indirect Student with overall average score of 3.99. School counsellors
Service rated high level were "consult parents in Bhutan perceived that schools have conducive work
regarding adolescent development issues", "Consult environment as school being the primary workplace of
community regarding community problems that affect school counsellors. Out of four avenues of a Healthy
students" and "conduct awareness programs for Workplace, only Personal Health Resource area was
parents and stakeholders". Out of six items in Planning found at highest level with a mean score of 4.32.
and Assessment, one item rated moderate level was However, other three avenues were found at a high
"agreement with the principal about the annual level with mean score of 3.47, 3.92 and 4.03 for
outcome of the counselling program" with a mean Physical Work Environment, Psychosocial Work
score of 3.37 and standard deviation of 1.34. Environment, and Enterprise Community
Involvement respectively. The level of two items of
Level of Healthy Workplace Physical Work Environment, “conduciveness of
school counsellor’s office” and “communication
The level of schools’ Healthy Workplace of school facilities of school counsellor’s office” were rated
counsellors in Bhutan was interpreted by descriptive moderate with mean score of 2.87 and 2.84
statistics as shown in table 2. respectively. This finding is similar to the finding of a
study done by (Choidup & Dendup, 2020). Their
Table 2: Level of Healthy Workplace findings revealed that inadequate counselling room in
the school is one of the top three discouraging factors
(N=118) of students seeking counselling. All the seven items of
Psychosocial Work Environment were rated high level
Healthy Workplace μ σ Level with a mean score ranging between 3.74 to 4.05.
Similarly, other than one item out of four items of
Enterprise Communities Involvement, the scores were

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dominated by high levels. This indicates that as per the 5. Relevant 3.75 0.63 High
perception of school counsellors, they are equally Organizations
helpful to the communities as they are to the students.
Overall 3.70 0.54 High

As per the overall score (3.92) of Psychosocial Work Notes: The rating scale was divided into 5 perception
Environment, schools counsellors perceived to have levels to the mean score between 4.21-5.00 as
work environment of the schools conducive. This Highest, 3.41-4.20 as High, 2.61-3.40 as Moderate,
finding is incongruent to the finding of (Dem & Busch, 1.81-2.60 as low and 1.00-1.80 as lowest.
2018) that states the general lack of understanding
about the nature of counselling among principals and The level of Stakeholders’ Support in school
teachers, which led to counsellor’s role ambiguity, role counselling was perceived at a high level with the
conflicts and other challenges in the school. The overall average of a mean score 3.70. Out of five
overall score of a Healthy Workplace of school stakeholders of school counselling, only communities’
counsellors in Bhutan showed a significant support to support level was found at a moderate level with a
the overall rating of School Counsellor Professional mean score of 3.34. Other four Stakeholders’ Support
Standards and Competencies logically agreeing to the were found high level with a mean score of principal's
findings of cross-sectional studies (Nielsen et al., support 3.77, teachers' support 3.98, parents' support
2017) which found a stronger relationships between 3.68, and relevant organizations' support 3.75. The
well-being and performance, and where workplace level of all the six items of principal's support was
resources play both intrinsic and extrinsic rated high except one item, "allocation of school
motivational roles (well-being and performance). counselling budget" which was rated moderate with
Thus, the overall score of School Counsellor mean score 3.07. The overall score of teachers' support
Professional Standards and Competencies is logically in school counselling was also rated high with all the
attributed to the high achievements of Healthy five items of it at a high level with a mean score
Workplace of the schools in Bhutan. ranging between 3.88 and 4.04. Likewise, all the five
items of parents' support were also rate high with a
Level of Stakeholders’ Support mean score ranging between 3.52 and 3.81. However,
three items of communities' support in schooling
The level of Stakeholders’ Support in school counselling, "communities member in school
counselling as perceived by school counsellors of counselling committee", "communities' help in
Bhutan was interpreted by descriptive statistics as curving problems of communities that hamper
shown in table 3. students", and "communities' help in terms of the
resource" were rated moderate with a mean score
Table 3: Level of Stakeholders’ Support ranging between 3.06 and 3.28. Unlike communities'
support, all the seven items of relevant organizations’
(N=118) μ σ Level support in school counselling were rate high with a
mean score ranging between 3.60 and 3.95.
Stakeholders’
Support The overall finding of the Stakeholders’ Support in
schooling counselling is in contrast to (Dem & Busch,
1. Principal 3.77 0.83 High 2018) who suggested in their recommendation that
relevant stakeholders within the education system to
2. Teachers 3.98 0.68 High acknowledge and collectively address the current
challenges faced by school counsellors.The
3. Parents 3.68 0.71 High

4. Communities 3.34 0.67 Moderate

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relationship of a Healthy Workplace and (SCPSC)
Stakeholders’ Support on School Counsellor
*** Correlation is very significant at the 0.001 level
Professional Standards and Competencies (2-tailed)

Table 4: Correlation of variables The second objective of the research was to study the
relationship of a Healthy Workplace and
(N=118) Stakeholders’ Support in School Counsellor
Professional Standards and Competencies. Pearson
Variables HWP SS SCPSC Correlations Coefficient was used to predict the
relationship between the dependent variable and
1. Health Workplace 1 independent variables. The finding indicated that
Healthy Workplace and Stakeholders’ Support have a
(HWP) .777*** 1 moderate positive correlation with School Counsellor
2. Stakeholders’ Support Professional Standards and Competencies respectively
with the statistically significant at 0.01 level (r= .461)
(SS) and (r=.363).

3. School Counsellor .461*** .36 1
Professional Standards and 3***
Competencies

(N=118)

Change F Change
.213
Factors βt R F
.461
Healthy Workplace

.461 5.599 .213 31.349 31.349

a = 83.388 R2 = xx
adjusted

Factor as a predictor of the School Counsellor The third objective of the study was to determine the
Professional Standards and Competencies in predictors on the School Counsellor Professional
Bhutan

Table 3: Predictor of School Counsellor Professional
Standards and Competencies

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Standards and Competencies in Bhutan. This part Professional Standards and Competencies, and it was
reflects the predictive factors of the School Counsellor found that only Healthy Workplace influences School
Professional Standards and Sompetencies by Stepwise Counsellor Professional Standards and Competencies.
Multiple Regression Analysis (MRA). From the However, there are certain limitations of this study's
statistical analysis, of the two independent variables, it generalizability as the study was fully relied on
was found that only Healthy Workplace could predict quantitative approach by just surveying school
the School Counsellor Professional Standards and counsellors of Bhutan. The study was scoped down to
Competencies in Bhutan. It was found that Healthy Bhutanese context and the findings of the study are the
Workplace has an influence on School Counsellor stronghold of Bhutanese viewpoints. Another
Professional Standards and Competencies with the limitation of the study is that it lacks the coverage of
statistically significant at *** level (β = .461); could important aspects of School Counsellor Professional
predict 21.3% of the School Counsellor Professional Standards and Competencies such as cultural
Standards and Competencies with statically significant diversity, students' attitude towards counselling, and
at 0.001 level. The predicted equation was as: contemplative counselling. Thus, this study
recommends further research taking the above aspects
School Counsellor Professional Standards and into account to refine the current findings.
Competencies = 83.388 +.461(Healthy Workplace)
Acknowledgments
Conclusions
I would like to extend my heartfelt gratitude to
The absence of academic studies to prove the my major advisor Asst. Prof. Poschanan
general assumption of significant development of Niramitchainont, co-advisors Asst. Prof. Arisara
school counselling profession in Bhutan triggered the Leksansern and Lect. Panchit Longpradit, for all the
need for the research. As there lacks evidence in the guidance and support. I would like to thank the TICA
literature to prove the growth of school counselling in scholarship for funding the research.
Bhutan, there was a need for research to uncover the
School Counsellor Professional Standards and References
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The Impact of Consumers’ Satisfaction and Repurchase Intention on
E-commerce Platform: A Case Study of the Top Three E-commerce in

Bangkok

Chonthicha Khanijoh1 Chompu Nuangjamnong2 and Kitikorn Dowpiset3

Bangkok, 10240, Thailand
Graduate School of Business, Assumption University of Thailand

E-mail: [email protected]

Abstract

This study is proposed to determine factors impacting Consumers’ Satisfaction and Repurchase Intention
on the E-commerce Platform in Bangkok, Thailand. The objectives of this research also to determine the
impact of consumers’ satisfaction on repurchase intention, the impact of differentgenders and age groups
on consumers’ satisfaction and repurchase intention, and to determine the consumer behavior towards E-

commerce after the COVID-19 pandemic. The study is a quantitative research with several testing such as
Cronbach's Alpha, Descriptive and Inferential Statistic to analyze the reliability of questionnaires and test
hypotheses. The questionnaires were distributed to 400 samples who are Thai, live in Bangkok and have

purchased online in the past six months. This study used a non-probability purposive sampling technique
for data collection. In this research, the results presented that consumer behavior towards E-commerce after
the COVID-19 pandemic is likely to be changed. The most influencing factor impacting consumers’
satisfaction on the E-commerce platform was platform quality, perceived value, perceived brand popularity
and perceived innovativeness respectively at a significant level of 0.05, which further impacts the
repurchase intention. Different age groups have different impacts on consumers’ satisfaction and repurchase
intention.

Keywords: Consumers’ Satisfaction, Perceived Brand Popularity, Perceived Innovativeness, Perceived
Value, Platform Quality, Repurchase Intention.

Introduction trend, many companies and retailers are facing a
traumatic challenge with the common objectives
Internet and websites have brought out a huge to expand their business and gain sales revenue.
change to the society and the way companies conduct As of August 2019, Alibaba contributes the highest
their business activities. The buying and selling of global market share with the revenue of more than
products or any business transaction are done 768 billion dollars, followed by Amazon, JD.com,
electronically through online service or over the eBay, Shopify, Rakuten, and Walmart (Levy,
internet connection are currently receiving worldwide 2019). However, the most preferred E-commerce
attention. Moreover, the underlying motive is to platform in Thailand is apparently Shopee
reduce manufacturing costs and gain bigger Thailand, Lazada Thailand, and JD Central.
accessibility. Nevertheless, buyers enjoy the benefits
of effortless and price comparison shopping. This Considering that buyers play an important role in the
gives rise to the E-commerce era. E-commerce system, where their spending is on
It appears that E-commerce contributed from 1% of companies’ revenue, these E-commerce companies
total retail sales in the US in 2000 to 16% in 2019 need to understand their potential consumers and
and is expected to grow even more in 2021. Besides, the market thoroughly. Several research articles
potential buyers are 21.8% of the world’s population have indicated that there is a relationship between
(Thomsen, 2019). This rapidly growing trend consumers’ satisfaction and a wide range of
convinced most of the businesses to build an online factors. Few instances perceived value (Hsin-Hui
store and penetrate different markets. It is therefore Lin, 2006; Zhan Chen, 2003), platform quality and
not surprising that with the growing online shopping

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functionality (Chun-Chun Lin, 2011), the company on 18 June 1998 and its shopping
innovativeness (Crespo, platform shifted online in 2004. It began as a
magneto-optical online store but eventually
2008), and popularity (Simon, 2006). Furthermore, it broadened, selling electronics, computers, cell phones
is indicated in the previous study that consumers’ and other such.
satisfaction has an impact on consumers’ spending.
(Nisar, 2017). Likewise, internet usage has a gender The Covid-19 pandemic, or in another phrase,
gap. Males appear to be more experienced and have coronavirus pandemic, is an emerging pandemic
more favorable attitudes toward computers and online triggered by serious sudden coronavirus infection 2
networking than females do (Morahan-Martin, 2009), (SARS‐CoV‐2). The pandemic had first been spotted
hence, they tend to spend a much longer time. Also, in Wuhan , China, in December 2019, and have hit
younger generations develop computer knowledge Thailand on 13th January 2020. The infection has
more easily, leading to greater Internet experience been deemed by the World Health Organization
compared to elders. (Wan, 2012). (WHO) to be a national emergency of international
concern, and a disease outbreak. As of 24th July
As previously indicated, consumers play an 2020, more than 15.5 million Covid-19 patients were
important role in the E-commerce system, hence, the filed in more than 188 countries and regions, leading
focus of this study is to determine the underlying in more than 560,000 fatalities. About 8.87 million
factors impacting consumers’ satisfaction such as people are recovering from the virus.
platform quality, perceived value, perceived
innovativeness and perceived brand popularity, which The situation has changed quickly. The majority of
further lead to consumers’ repurchase intention. individuals considered safe to gather in one spot
Secondly, to determine the consumers’ satisfaction has fallen from thousands to hundreds to ten.
and repurchase intention by the impact of the Numerous large cities are closing down eateries,
difference in gender and age group of consumers. movie theaters, nightclubs, and sports centers.
From the academic perspective, the insights will Several office staff, however, face a new challenge
create a better understanding of the topic. of working telecommuting from home at full-time.

According to the website Bangkok Post, the top three Covid-19 may have caused tourism revenue to
E-commerce platform in Thailand are Shopee drop, but it has opened the path for E-commerce
Thailand, Lazada Thailand and JD Central. to expand as consumers shift to online platforms to
purchase goods and services and avoid going into

Shopee is an E-commerce firm headquartered in crowded areas to avoid the threat of the virus.
Singapore, with operations under the Sea Group Throughout this time, sales of online products
(originally known as Garena), established in the year have doubled, not only products related to virus
2015 by Forrest Li. Shopee has since expanded protection, but daily consumer goods and related
globally which included Malaysia, Indonesia, healthcare are among the categories receiving the
Thailand, the Philippines, Taiwan, Brazil and highest sales through the E-commerce platform.

Vietnam. It facilitates the purchasing and selling of Research Objectives
products online to consumers in Taiwan and South
East Asia. The objective of this study are to determine the
impact of perceived brand leadership (Platform

Lazada is an E-commerce firm founded by Quality, Perceived Value, Perceived
Maximilian Bittner in 2012 with Rocket Internet's
financial support and Alibaba operates the business. Innovativeness, and Perceived Brand Popularity) on
In 2014, Lazada Group controlled sites in many consumers’ satisfaction; to determine the impact
countries and earned about US$ 647 million for of consumers’ satisfaction on repurchase intention;
various investments. The business strategy is selling
the inventories from its own warehouse to customers. to determine the impact of different genders on
consumers’ satisfaction and repurchase intention; to

determine the impact of different age group on
consumers’ satisfaction and repurchase intentions;

JD.com, Inc. is a Chinese E-commerce company to determine consumer behavior towards E-
based in Beijing, also known as Jingdong and commerce after the COVID-19 pandemic.

formerly named 360buy. Liu Qiangdong established

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Literature Review Perceived Value

Repurchase Perceived value is defined as a complete evaluation
Intention
Repurchase intention theory states that an active by the consumer of the usefulness of the brand,
consumers would purchase a something from the
very same online platform (Chiu, 2002). based on the judgments of what's been received (e.g.
Consumers make potential buys which are always
stronger in value than the initial buys – if the satisfaction, quality) and what is offered (e.g. costs
initial buying experience is a successful one
(Griffis, 2012). Unhappy consumers could and non-cash costs) as compared to some other
complain about the online platform's overall
performance (Lee and Cude, 2011), and companies (Netemeyer et al., 2004). It requires the
their unhappiness is likely to affect the “what I get” (i.e. physical and affective effects) trade-
intention to repurchase (Fang, 2011). It is also off for “what I owe” (i.e. time, effort, hard work and
suggested that repurchase intention is linked to the
concept of brand loyalty (Long-Yi-Lin and Yeun- money) (Netemeyer et al., 2004). Once buying a
Wen Chen; 2009). .
product, the consumer values the utility of a product
more than its purpose. Therefore, the consumers’

perceived value can be placed in an equation as:

Consumers’ Perceived Benefit –

Consumers’ Perceived Cost = Consumers’

Perceived Value

Perceived Innovativeness

Innovativeness is characterized as the interpretation

Consumers’ Satisfaction by consumers of the relative capacity of a brand to be
Consumers’ satisfaction can be defined as the open to any new ideas and to come up with new
psychological pleasure of consumers with the alternatives (Chang and Ko, 2014). In order to gain
actual return on product payment (Howard and competitive advantage and accelerate growth,
Sheth, 1969). companies rely on strong brands and product
innovations. Innovation product experience is
In other words, to what extent a user feels that the anything 'new' a brand does to bring its intent to life
quality or performance of a product or service has in culture. Without innovation by brand experience,
fulfilled or exceeded their expectations (Kim, 2007). new products or services can have limited impact,
It is assumed to be a predictor of future profits for

a business (Reichheld and Sasser, 1990). The particularly in mature markets where rivals can
underlying premise that attracting new customers is easily imitate, and consumers are left with plenty of
even more expensive than retaining old ones clearly choices.
demonstrates the organizational drive towards the

satisfaction of consumers (Fornell and Wernerfelt,

1987; Winston, 1988). Econometric models have also Perceived Brand Popularity
recently shown that consumer satisfaction is Product popularity is the perception of consumers
uniformly related to financial returns (Edvardsson, of the relative popularity of a product which is
2000) and levels of productivity (Anderson, 1997). expressed in brand recognition and consumption
For this reason, many companies perform customer (Chang and Ko, 2014). It seems that popular brands,
satisfaction surveys and analyze the report (Marketing including the market leader, appear to gain more
News, 1995). favorable assessments and larger market shares

Platform Quality with the element of success in a market, rather than
Perceived quality can be defined as a buyer's
determination of the attributes and benefits of a brand without it (Kim, 1995). Popularity tends to reduce
(Zeithaml, 1988; Chang and Ko, 2014). It is not the risk and enhance consumer’s confidence in their
empirical output of the product but the consumer's
buying decision and product evaluation process

(Kim, 1995).

subjective expectations that rely on their expectations Related Literature Review
(Buil, 2008). The quality of the platform is therefore
defined as a platform's overall excellence or Brand Leadership (platform quality, perceived
efficiency in communicating messages effectively to
its viewers and observers (Jeong, 2003). It has value, perceived innovativeness, and perceived
received significant interest from both academics and brand popularity) and consumers’ satisfaction
practitioners due to its critical role in developing the
purchasing intentions of customers. Online consumers’ have an emotional

attachment to assess a product and its name (Kim

and Lennon, 2013). Also, brand leadership applies

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to the brand's ongoing process of excellence Repurchase Intention differently
(Aaker, 1996; Aaker and Joachimsthaler, 2012).
They are the attributes impacting consumer Conceptual Framework
perception and their experience is further evaluated.
The conceptual framework is modified according to
Consumers’ satisfaction and Repurchase the past research, current literature and theoretical
Intention The positive relationship between concepts representing the impact of independent
satisfaction and repurchase behavior has been variables such as platform quality, perceived value,
demonstrated in numerous ways, both with goods perceived innovativeness, and perceived brand
and services (Trail; Lee; Shoenstedt, 2013; popularity on mediating variables such as
Ibrahim and Najjar; 2007). Through raising consumers’ satisfaction. Consumers’ satisfaction
customer loyalty, businesses gain a better then has an impact on dependent variables such as
retention ratio, a good word of mouth and an repurchase intention.
increased profit (Zeithaml,
2000). Figure 1: The Conceptual Framework

Perceived Brand Leadership between different
genders
John Gray suggested that the perspectives, motives,
rationales, and actions of the male and female are
different (Gray, 1992). Men and women want
different items and they are determined to have
different forms to want them and get them
(Mitchell and Walsh, 2004).

Perceived Brand Leadership between different Materials and Methods
age groups
It has been proposed that younger generations The study aims to determine the underlying factors
develop computer knowledge more easily, leading impacting consumers’ satisfaction such as platform
to greater Internet experience compared to elders quality, perceived value, perceived innovativeness
(Wan et al., 2012). Young people today get better and perceived brand popularity. Secondly, to
educated and learn more quickly about technology; determine the impact of consumers’ satisfaction on
therefore, they tend to perceive E-commerce as ease repurchase intention. Thirdly, to determine the
to use (Zhou et al., 2007). impact of the difference in gender and age group of
consumers on consumers’ satisfaction and
Hypotheses repurchase intention. Moreover, this study will also
determine consumer behavior towards E- commerce
H1: Platform Quality has a significant impact on after the COVID-19 pandemic. Therefore, this study
Consumers’ Satisfaction is purposed to online shopping customers who reside
H2: Perceived Value has a significant impact on in Bangkok. Consequently, as this study would be
Consumers’ Satisfaction the quantitative research, this study includes many
types of analysis such as Cronbach's Alpha, Multiple
H3: Perceived Innovativeness has a significant Linear Regression, Simple Linear Regression,
impact on Consumers’ Satisfaction Independent Sample t-test, One-Way ANOVA and
H4: Perceived Brand Popularity has a Descriptive Data Analysis.
significant impact on Consumers’ Satisfaction
H5: Consumers’ Satisfaction has a significant Firstly, Cronbach’s Alpha has been used to test the
impact on Repurchase Intention questionnaire’s reliability and whether there were
H6: Different genders do not perceive any unclear or confusion on the measurement items
Consumers’ Satisfaction differently in the questionnaires. A small group of 30 samples
H7: Different genders do not perceive was conducted a pilot test. Secondly, Descriptive
Repurchase Intention differently Data Research has been used to determine
H8: Different age group do not perceive
Consumers’ Satisfaction differently 117
H9: Different age group do not perceive

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demographic information and consumer behavior Procedures
of respondents. Thirdly, Multiple Linear Regression For this study, non-probability sampling technique
has been used to determine the factors impacting was applied by using quota sampling for data
consumers’ satisfaction on E-commerce platform in collection. Respondents are selected according to the
Bangkok, composing of platform quality, perceived needs of this study and those who do not meet the
value, perceived innovativeness and perceived
brand popularity. Fourthly, the Simple Linear criteria are rejected. The researcher used screening
Regression has been used to analyze the impact questions such as ‘Nationality’, ‘Do you live in
of consumers’ satisfaction on repurchase intention. Bangkok?’ and ‘Have you shopped online in the past
Fifthly, an Independent Sample t-test has been six months?’ in the questionnaire survey. If the
used to analyze the impact of differences in response is either ‘Non-Thai’ or ‘No’ (never shopped
genders on consumers’ satisfaction and repurchase online), the respondents were directly led to the end
intention. Lastly, One- Way ANOVA has been used of the questionnaire and would be excluded from the
to analyze the impact of differences in age groups study. Questionnaires with missing data, insufficient
on consumers’ satisfaction and repurchase intention. responses, or unmet requirements of the screening
questions were removed from the statistical analysis
Secondary data was, meanwhile, a further technique in order to gain accuracy of results.
applied in this study. Knowledge sources came
primarily from credible sources such as journals, Reliability
articles, and previous studies. Test
The researcher decided to perform a pilot test of
Target 30 respondents to determine any discrepancies or
Population component errors in the questionnaire. Cronbach's
In this study, the target population is online Alpha Reliability test is used to measure and examine
shopping customers residing in Bangkok. questionnaire reliability.
According to the website ‘worldometers.info’, there According to Peter (1979), the Cronbach's Alpha is
are approximately 5.1 million population in the popular metric for calculating and evaluating
Bangkok, as of 2020. The screening questions in analysis reliability. Cronbach's Alpha has a minimum
questionnaire survey were used to filter those who accepted value of 0.6; this ensures the researcher will
have made at least one purchase on online consider Cronbach's Alpha as reliable (Sekaran,
shopping platform. The data for the research was 1992). The outcome of the assessment of this research
collected in May, June and July 2020. indicated the Cronbach's Alpha level as follows:

Sample
Size
The study uses the table of Krejcie and Morgan
(1970) for determining sample size for a finite
population. As the Bangkok population was
recognized to be approximately 5.1 million
people, the sample size for this research is 400 Thai
nationality respondents who reside in Bangkok
and have shopped online at least once.

The researcher identified the appropriate sample
size, based on Krejcie and Morgan's (1970)
sample size table. The suitable number of samples
for 1 million populations is 384 people. The rate of
the number of samples keeps decreasing with the
increasing number of populations. Therefore, the
researcher assumed that 400 samples would be
suitable for 5.1 million populations.

Sampling

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The research can infer that Cronbach's Alpha of each Among all the 400 respondemts, gender was equally
variable are Repurchase Intention is reliable with α = distributed between males and females with 50%
.940, Consumers’ Satisfaction is reliable with α = each. Age was equally distributed between each group
.932, Platform Quality is reliable with α = .900, with 25% each.
Perceived Brand Popularity is reliable with .828, 205 respondents have completed bachelor’s degree
Perceived Innovativeness is reliable with α = .768, (51.2%), following by lower bachelor’s Degree with
and Perceived Value is reliable with α = .752. Each of 95 respondents (23.8%), following by
the variable are well above 0.6, indicating they are
reliable. The variables are ranked from the highest Results and Discussion
reliability to the lowest reliability.
Descriptive
All of those sampled are Thai nationalities, who Data
reside in Bangkok and have shopped online in the
past six months. The results are due to the The researchers used the descriptive methodology to
screening questions provided in the beginning of examine demographic characteristics of the
questionnaire. Any other respond not required by respondents with Thai nationality, reside in Bangkok
the author is rejected. and have shopped online in the past six months.
master’s degree with 93 respondents (23.3%), and
lastly Ph. D. Degree with 7 respondents (1.8%).
178 respondents earn a monthly income of
10,001 to 55,000 Baht (44.5%), following by
amonthly income of 55,001 to 100,000 Baht with
85 respondents (21.3%), following by a monthly
income below 10,000 Baht with 73 respondents
(18.3%), and lastly a monthly income over 100,000
Baht with 64 respondents (16%).

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Among all the 400 respondents, 188 respondents use Table 5: Summary of Linear Regression
the internet around 4 to 6 hours daily (47%),
following by a daily internet usage of over 6 hours by Hypotheses
133 respondents (33.3%), and lastly a daily internet Significant
usage of below 4 hours by 79 respondents (19.8%). Value ( b )
175 respondents’ favorite E-commerce platform is Standardize
Shopee Thailand (43.8%), following by Lazada d Coefficient
Thailand with 158 respondents (39.5%), following by Status
others with 39 respondents (9.8%) and lastly JD
Central with 28 respondents (7%). H1: Platform .000 .336 Support
306 respondents purchased on the selected E-
commerce platform around 1 to 5 times per month Quality has no
(76.5%), following by 6 to 10 times with 85
respondents (21.3%), following by more than 15 significant impact
on consumers’
times with 6 respondents (1.5%) and lastly 11 to 15
times with 3 respondents (0.8%). satisfaction
324 respondents purchase online more than usual
during the COVID-19 pandemic (81%), while the H2: Perceived Support
other 76 respondents do not purchase online more
than usual during the COVID-19 pandemic (19%). Value has no
273 respondents think their purchasing behavior will
be changed after the COVID-19 pandemic (68.3%), significant impact
while the other 127 respondents do not think their on consumers’
purchasing behavior will be changed after the
COVID-19 pandemic (31.8%). satisfaction
Hypotheses Testing Results
Multiple linear regression has been used as a H3: Perceived Support
statistical analysis approach to determine the level of
impact between variables such as Platform Quality, Innovativeness
Perceived Value, Perceived Innovativeness,
Perceived Brand Popularity towards consumers’ has no significant
satisfaction. impact on
Simple linear regression has been used as a statistical consumers’
analysis approach to determine the level of impact
of consumers’ satisfaction towards repurchase satisfaction
intention.
For H1, Platform Quality has significant impact H4: Perceived Support
on consumers’ satisfaction (b = 0.336, sig. < 0.05). Brand Popularity Support
For H2, Perceived Value has significant impact on has no significant
consumers’ satisfaction (b = 0.203, sig. < 0.05). For impact on
H3, Perceived Innovativeness has significant impact consumers’
on consumers’ satisfaction (b = 0.175, sig. < 0.05). satisfaction
For H4, Perceived Brand Popularity has significant
impact on consumers’ satisfaction (b = 0.179, sig. H5: Consumers’
< 0.05). For H5, Consumers’ Satisfaction has Satisfaction has
significant impact on Repurchase Intention (b = no significant
0.819, sig. < 0.05). impact on
Repurchase
Intention

Independent sample t-test has been used as a statistical

analysis approach to determine the impact of gender
difference on consumers’ satisfaction and repurchase

intention.

There is no significant difference between males and
females in consumers’ satisfaction with the condition

of t (385.275) = 0.604, P-value = .546. This implies

that the hypothesis 6 is not supported.

There is no significant difference in repurchase
intention between male and female with the condition
of t (377.976) = 0.022, P-value = .982. This implies
that the hypothesis 7 is not supported.

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which pairs of groups had significant differences in
mean scores of repurchase intention. The significant
mean difference was identified in only one pair, which
is the pair of people who have aged over 39 years and
the group of people who are aged
20 to 29 years (P-value 0.004).

One-Way ANOVA has been used as a statistical
analysis approach to determine the impact of different
age groups on consumers’ satisfaction and repurchase

The mean difference in consumers’ satisfaction on E-
commerce platform among different age group was
determined using One-Way ANOVA. The result is
illustrated in table 7. As the P-value is 0.001 (< 0.05),
the null hypothesis was rejected, and it can be inferred
that there is at least one group of different age that has
significant difference in terms of consumers’
satisfaction on E-commerce platform compared to
other group. Thus, hypothesis 8 is supported.

Scheffe’s Post-hoc study was performed to assess
which pairs of groups had significant differences in
mean scores of consumers’ satisfaction. The
significant mean difference was identified in three
pairs. The first pair is the group who are aged

over 39 years and the group of people who are aged Conclusions
below 20 years (P-value 0.05). The second pair is the
group who are aged over 39 years and the group of Discussion and Conclusion
people who are aged 20-29 years (P-value 0.003). The
third pair is the group who are aged over 39 years and Based on the result of hypotheses testing
the group of people who are aged 30-39 years (P-
value 0.03). demonstrated in chapter five, it shows that all

The mean difference in repurchase intention on E- the variables have a significant impact on
commerce platform among different age groups was consumers’ satisfaction, namely, platform
determined using One-Way ANOVA. The result is
illustrated in table 7. As the P-value is 0.002 (< 0.05), quality, perceived value, perceived innovativeness
the null hypothesis was rejected, and it can be inferred and perceived brand popularity. Consumers’
that there is at least one group of a different age that Satisfaction has a significant impact on consumers’
has a significant difference in terms of repurchase
intention on E-commerce platform compared to other satisfaction. Different genders do not have
groups. Thus, hypothesis 9 is supported. different perception on consumers’ satisfaction

Scheffe’s Post-hoc study was performed to assess and repurchase intention. Lastly, different age group
have different perception on consumers’

satisfaction and repurchase intention.

Recommendations
Consumers’ behavior changes from time to time,

especially during the COVID-19 pandemic. This

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study has proven that consumers purchase more than and the principles it holds. Today, most consumers
usual during this period and that their behavior are of all kinds of business are so knowledgeable that
more likely to change after this period. Therefore, it is they can see through the way companies are
necessary for E-commerce companies, entrepreneurs, enhancing their sales. Moreover, with the help of
managers or marketers, and including those who want technology, all kind of costs are traceable.
to learn and understand the important factors Perceived innovativeness is the fourth factor that E-
impacting consumers’ satisfaction and repurchase commerce companies should focus on. Brand
intention on E-commerce platform, such as platform innovation is an important component of
quality, perceived value, perceived brand popularity organizational strategy. It helps businesses execute
and perceived innovativeness. They need to focus on effective marketing strategies by strategy
the execution of general strategies that meet brand formulation. Moreover, the companies should keep
leadership factors in order to create consumers’ themselves up to date in terms of technology,
satisfaction and achieve a competitive advantage. The improvement and trendsetting.
researcher has suggestions as follows. Consumers’ satisfaction leads to repurchase
This study shows that platform quality has the intention. The companies should seek to build
highest impact on consumers’ satisfaction. Therefore, long term relationships with customers. With high
quality should be maintained at all times. E- consumers’ satisfaction, consumers are more likely
commerce companies should improve the standard of to come back and purchase more with the spread of
service quality on their platform to promote positive their word of mouth.
feelings. Also, the products sold on the platform Lastly, one of the possible reasons that the age
should be filtered and revised thoroughly. E- group of over 39 has lower consumers’
commerce management needs to optimize the satisfaction and repurchase intention could be their
expectations of online consumers to meet the actual slow technology procession, damaging eyesight and
products they offer to increase satisfaction which, in the complicated user interface. The researcher
consequence, increases the repurchase intention. From suggests that the E-commerce companies should
the researcher’s point of view, simplicity is the key. allow the users to choose how the platform could be
The interface should be user-friendly and easy enough viewed, for instance, two different modes in terms
for elderly consumers to follow up. The platform of complexity: the beginner mode and the advance
should be adjusted according to age group with mode. The beginner mode could have larger fonts,
recommendations accordingly. These include the less wordings and a clearer payment process than the
carts, payment, shipping, tracking, and various advance mode. Future Studies
options. Moreover, the platform should have high Although the findings in this research provide
fluency and stability at all time and can support many meaningful implications for consumer’s
users at once. satisfaction and repurchase intention on E-
The second most important factor is perceived commerce platform, this study has a number of
value. Here, the companies should make the drawbacks. First, the study was concentrated only on
consumers feel that what they received is worthy and the Thai people who reside in Bangkok and have
is more than what they paid. They should keep in shopped online in the past six months, which might
mind that reality is not the same as perception. result in different research findings to other areas.
Advertising is one of the strategies that could be The result can't reflect the views of other
usedto inform consumers what benefits they are consumers online platform in different geographical
getting. This is better than letting consumers figuring regions. Future Studies could be done by expanding
out themselves as they may not touch the main to a bigger target group in different geographical
points. Also, it would be kind and appreciated if the areas and with more demographic factors. Different
thank you card is sent along with the products. opinions can then be achieved.
Perceived brand popularity is the third factor that E-
commerce companies should focus on. The In addition, the independent variables used in this
company should use marketing tactics and study were platform quality, perceived value,
campaigns to build awareness of the company with perceived innovativeness and perceived brand
the goal of enhancing a unique and sustainable popularity. These variables could explain only some
brand profile. Brand popularity is not just the logo parts of consumers’ satisfaction. Therefore, there are
or an external perception of their business. potential variables (including moderating variables)
Therefore, it represents the concepts of business apart from these that could be chosen to determine the

122

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impact on consumers’ satisfaction on E-commerce Marketing
platform.
Moreover, the researcher suggests continuing the -
study on how and what factors affect elder’s
perception of consumers’ satisfaction and repurchase ESI
intention on E-commerce platform.
Last but not least, it is recommended that future C,
research include a sample of inexperienced online
consumers with the overall research goal of finding Bei, L. T., & Chiao, Y. C. (2006). The
appropriate techniques for attracting new potential
consumers. determinants of customer loyalty: An analysis of

Acknowledgments intangibile factors in three service industries.

This work presented in this research would not have International Journal of Commerce and
been possible without my close association with Management, 16(3–4), 162–177. Bellingkrodt, S.,
many people. I take this opportunity to extend my
heart and sincere gratitude and appreciation to all & Wallenburg, C. M. (2015). The role of
those who made this individual research possible.
First and foremost, I would like to express my customer relations for innovativeness and
special gratitude and thanks to my both advisors, Dr.
Chompu Nuangjamnong and Dr. Kitikorn Dowpiset customer satisfaction A comparison of
for their guidance and constant supervision as well as
for providing valuable advice regarding this research service industries. International
also for their motivation in completing this research
I owe my deepest gratitude towards my parent, Journal of Logistics
my family, and my relatives for their eternal support,
assist and understandings. Their love, support and Management, 26(2), 254–274.
encouragement has always been my inspirations. A
special mention of thanks to my friends in MBA Fast Bijmolt, T. H. A., Huizingh, E. K. R. E., &
Track Day Program, Assumption University for their
constant support and cooperation during my study. Krawczyk, A. (2014). Effects of complaint
Finally, my thanks and appreciation also go to the
administrative staff and all the respondents for their behaviour and service recovery satisfaction on
honest and cooperative response to all the question
solicited in this study. I am thankful myself for the consumer intentions to repurchase on the internet.
effort, strong diligent, strong encouragement and Internet Research, 24(5), 608–628.
patience throughout this study period.
Chakraborty, U. (2019). The impact of source
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Gender Im/balance in the Hospitality Industry: A Case of General Managers
of Five-Star Hotels and Resorts in Thailand

Vorakarn Chalermchaikit
Abstract

This paper is a research proposal comprising of three sections: introduction, literature review, and
methodology. The study explores a possible gender in/balance in the hospitality industry while the study
focuses on general managers of five-star hotels and resorts in Thailand. Based on this possible phenomenon
about gender corresponding to the research, the cultural dimension of Thailand influencing Thai people is
applied by using Hofstede's cultural dimension, Globe dimension, Inglehart's model, and the characteristics
of Thai people by Komin to determine the specification of Thai cultures. The study will also explore hotel
general manager's competencies and the relationship from the influence of Thai cultures toward hotel
general manager's characteristics to explore new knowledge via Thai cultures and general manager position
in five-star hotels and resorts to determine gender balance. This paper also provides a conceptual framework
to generalize Thai cultural dimensions and general manager's competencies toward gender imbalance. The
researcher employs a mixed qualitative and quantitative research method to explore gender imbalance and
obtain useful results of gender phenomenon in service industry.

Keywords: Gender imbalance, five-star hotels and resorts, Thailand, general manager

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Introduction manager position in five-star properties. Third, the study
benefits Thailand's five-star properties with an in-depth
As Thailand is well known as one of the most famous understanding of the common characteristics of gender
tourist destinations in Asia, to accommodate tourists, balance and how this influences their guests' perception.
there are up to 10,756 accommodations in the Booking This research will also explore the specifications of five-
database (Booking, 2020). Some tourists may want to star properties based on the survey outcomes of the
stay in the most luxurious and comfortable hotels. responses towards the gender phenomenon of the
Therefore, they tend to choose to stay in five-star general manager. Fourth, the researcher explores how
properties. They are defined as the highest level of characteristics of Thai people affect gender in/balance
service accommodation with comfort and luxury of considering the presence of rich tradition and culture and
service and amenity (Guillet & Law, 2010). Considering limited researches on cultural dimensions in the context
the number of five stars properties in Thailand, this study of the five-star properties. Based on the analysis
selects Booking. From its database, there are up to 381 mentioned above of current situations and previous
five-star properties (Booking, 2020). Statistically, researches, this study can be highlighted with five main
females generally hold general manager positions; research objectives.
nevertheless, males still run the top positions. This study
collects the statistic from five-star properties' samples in To examine gender im/balance phenomenon from the
Thailand listed in Booking's database. The researcher lens of the general manager position in five-star hotels
searched on the information from each property's and resorts in Thailand.
website one by one. One hundred seventy-one properties To identify gender characteristics by linking hem with
reveal that 152 the cultural dimensions that may influence gender issue
based on im/balance of the general manager position in
(89%) are males, and 19 (11%) are females. To further five-star hotels and resorts in Thailand
investigate gender imbalance, potential implications of To examine factors of Thai cultures that may
cultural characteristics in Thailand which likely influence gender issue based on im/balance of general
determine the practices. National cultures play an manager position in five-star hotels and resorts in
influential role in people's practices. Likewise, Thailand
organizational cultures are also considered an important To explore the relationship between the influence of
aspect of grooming employees' behaviors. Thai cultures and five-stars hotels and resorts general
Organizations provide essential elements via political, manager position's characteristics in Thailand
cultural, social, and personal environments (Belak, To identify factors from the general manager
2016). Based on Thai cultures, they might affect some position's characteristics that may influence gender
extents that this study would like to investigate. Due to issue based on im/balance in five-star hotels and
this gender characteristics phenomenon, four main resorts in Thailand.
reasons explained why this topic should be explored and
considered in the hospitality research field. Literature review
First, not many researches about gender issues,
especially in the hospitality field; it is hard to study Culture invariably defines the choices of decisions
males and females. Moreover, in the past, gender issues and practices on organizational practices. Hofstede's
might not be an interesting issue, unlike nowadays. cultural dimension is one of the prominent theories of
People tend to be more open about gender, as we can see national culture. There are six dimensions from hist
from social media. However, in study. The framework was developed, and his
Thailand, there are little researches been done about research was done at IBM, in which all surveys were
gender. Second, the initial investigation of available data from IBM (Hofstede, 1980). Some researches stated
showed that nowadays, gender issues' awareness that Hofstede's dimension is a tool to generalize
building became one of the organization practices for national culture with relevant and credible
many industries, especially in leadership. This study will information (Blodgett, Bakir & Rose, 2008).
allow readers to know the rational reasons for the gender Hofstede's cultural comparative results revealed that
imbalance in hotels and resorts of the general manager Thailand served the purpose of indicating an Asian
position, which can be implied the ways to promote aspect, having 'high power distance,' which implied
gender equality of leader position in hotel workplaces. individuals' inequality, and people tended to accept
Hence, this links to big gap knowledge to extract reasons inequalities in society. By Hofstede's definition, a high
for how woman leadership is perceived in the general power distance score refers to the inequality of authority
(Khlif, 2016). Hence, managers in a country with a high

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power distance level tend to have strong decision- countries have high values in this dimension, but they do
making authority (Hofstede, 2001). Another cultural not give importance to what they value practically. From
concern is individualism. It represents the country's this dimension, it shows that Thai people appraise good
degree of whether people support individual or connections and relationships in the workplace, which
collective achievement (Khlif, 2016). Thailand shows can be counted as rewards rather than innovation or
that collectivism is dominated. It refers to the self-image knowledge. Thailand's score implied a low assertiveness
that people tend to define themselves as 'We" and they country from both practice and value. Thai people are
have to make sure that they belong to the 'in-group' so mild in general because they nurture relationships. Being
that the group itself takes care of them in terms of too assertive can be regarded as a bad personality and
security (Hofstede, 2001). Also, another cultural attitude which impact others' feeling.
dimension is uncertainty avoidance. It shows the
condition of stressful acceptance in society for an The next dimension is a future orientation. Thailand has
unknown future (Hofstede, 2011). Thailand focuses on high scores for value, but a low score for practice; it
avoiding high uncertainty and providing strict rules, shows that people look forward to planning and
regulations, and policies without question (Khlif, 2016). gratifying what they can do in the future.
Hofstede's dimension also represents masculinity versus Nevertheless, the value of future orientation is viewed
femininity. A low masculinity level means that country as ideas and imagination and not reality. Humane
contributes to the importance of relationships and orientation dimension, Thailand's score is relatively
modesty (Khlif, 2016). Thailand presents itself as a high for value, which means that Thai society tends to
submissive country, where expressing quality of life and care and be sensitive to others in terms of feeling,
standing out from the group is not seen as an admirable perception, and harmony. If there are problems and
trait. Consequently, it shows that society is less assertive mistakes, they are tolerant of keeping quiet and
and competitive. advise. Furthermore, practical styles are indirect to
The next dimension is long-term and short-term save the atmosphere and maintain good relations with
orientation. It refers to the choice of people's endeavors each other. Moreover, Thailand obtained a medium
for the future or the present and past (Hofstede, 2011); it score in the institutional collectivism dimension,
shows the relevant links to how people maintain their which implied that Thai people demonstrated self-
past or nostalgia to deal with present and future dedication to the organization. In practice, Thailand's
challenges. Long-term orientation refers to flexible scored high, which shows that Thais tend to be with
orientation implying to establish good relationships and others and practice what the majority because they
openness for strong ties in the future (Khlif, 2016), take responsibility in the team. If one decides to do
known as a pragmatic approach encouraging efforts in something alone, that person will be distinguished
modern practice (Hofstede, 2011). However, Thailand from a group in the Thai context.
represents a country with a low score on this dimension. The next dimension is gender egalitarianism. Thai
It reflects that people embraced the norms and traditions; people perceive gender equality based on the score of
people have strong values in national practices and value, which falls into a moderate level. The result
cultures, and the acts of societal change may be implies that people do not push for gender equality and
perceived as a suspicion. The last dimension is do not discriminate. However, practically, it is different.
indulgence-restraint. It presents the level of gratification Gender inequality still exists in Thai culture and society.
versus control for basic desires to enjoy lives (Hofstede, Thais may not accept because they value equality as they
2011). Thailand's score ranks at a moderate level. The do not express and show their attitudes toward gender
result implied a balance between individual opinion and inequality based on their perception. However, unequal
expression. gender practice exists in societies such as the workplace.
People might practice it without consideration or
In addition to Hofstede dimension's model, GLOBE awareness about gender inequality as people can notice
dimension is another cultural framework widely utilized that some jobs are mostly handed to men. Even they do
to predict national cultures' outcomes. Globe research not say directly that some jobs are handed to men, they
program was introduced in 1994; it grows its knowledge know it in general. Another dimension is power distance.
with 62 societies, establishing the attributes of cultures Thailand does not show attention via a value that much.
and global behaviors (Messner & Schäfer, 2015). However, it is extremely different when it comes to
GLOBE dimension suggests up to 9 dimensions based practice. Thais accept and practice status privileges such
on literature. First, Thailand serves as a slightly low- as position, age, education, job, and others. Also, people
performance orientation country. In general, most obey authorities and people who have high power. Thus,

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they tend to follow traditions and pass to newcomers. In expression value. With a score of 0.1, it shows that
the last dimension, Thailand reaches a high level of Thailand has a slight self-expression value, but it can be
uncertainty avoidance via value. It means that Thai interpreted as neutral at the same time. People may have
people value highly toward rules, norms, and regulations self-expression toward trust and quality of life, but the
in society and practices are limited and cannot be expressed directly in
any organization. Because Thai cultures are concerned
organization because they believe that they can help about traditions in which seniority and power status are
to alleviate unpredictable situations that may happen important, self-expressions may be blinded to show
in the future as much as possible. However, from individuals. Hence, people keep remaining strong
practically, the Thailand score shows the opposite traditions and cultures softly to maintain a good
outcomes. It represents that even there are many rules relationship and harmony in societies. Practically
and regulations which people assume to have to toward gender, traditions are prioritized that males seem
ensure their lives, but they do not practice. to dominate the leader role relating to characteristics of
Inglehart's cultural method is relied on two main Thai people.
dimensions to explain cultural differences across the Furthermore, Thai women are characterized by the
world via its borders: the traditional versus secular- highest concern for family, peaceful, and no-conflict life,
rational values and survival versus self-expression while the low value for freedom of politics and societal
values (Yeganeh, 2013). The first dimension is the concern issues with low assertiveness (Komin, 1991).
traditional and secular-rational value dimension On the other hand, Thai men are characterized by a
reflecting the contrast whether traditions and religions of social-oriented concern for power and politics carrying
societies are very important or not (Inglehart, 2008). By ego values via their self-esteem, success in life and
contrast, societies with secular-rational values are career, social recognition, freedom, and status, which
considered by the opposite side, which they regard as they maintain more other-oriented than women (Komin,
rational values. They concern about interpersonal 1991). Apart from the gender issue, religion can
communication and individualism rationally that represent national culture. Buddhism is the main
democratic regimes govern people with less favoritism religion, with 95% of the Thai population that did not
via traditions (Yeganeh, 2014). The second dimension of influence social change (Komin, 1989). It affects Thai
Inglehart is survival and self-expression values. cognitive perception throughout caring for others, being
Societies characterized by survival values emphasize helpful, and believing in faith and spiritual life. Also,
materialist orientations showing low levels of well-being people use Buddhist teachings to explain Thai social
and tend to be intolerant for out-groups because they behaviors via individual emphasis, tolerance, and non-
focus on hard work more than interpersonal trust and violence that have been used to characterize Thai
tolerance, and imagination (Inglehart, 2008). attitudes and social behaviors (Komin, 1991). Therefore,
Furthermore, this survival dimension can be seen in Thai cultures are characterized by social relations.
undeveloped countries that those values may lead to Apart from gender issues, the nature of leadership
corruptive behaviors (Yeganeh, 2014). On the other competencies may influence the gender
hand, self-expression values emphasize subjective well- imbalance phenomenon. General Manager's
being, quality of life, and self-expression (Inglehart, competencies are classified based on job function and
2008). individual personality (Bharwani & Talib, 2017). In
Thailand is pointed to almost the middle of this map; the job tasks, competencies relate to the basis of
even though the score does not show at an extreme level attitude and ability to perform given works. Based on
in the first dimension, Thailand negatively scores on the general manager's competencies study, there are
traditional/secular-rational values around -0.3. It means four aspects relating to leader competencies. First,
that Thailand is a traditional oriented country. Also, cognitive competencies are interpreted as knowledge
societies value in power and favoritism that people tend related directly to an individual (Delamare Le Deist
to obey as what used to be in the past. Although these &Winterton, 2005). Second, functional competencies
attitudes might not be expressed extremely directly in are interpreted as skills related to job-specific skills
daily life, people get used to and have practiced. In the (Delamare Le Deist & Winterton, 2005). Third, social
second dimension, Thailand scores at a positive level for competencies are interpreted as attitudes and
survival/self- behaviors related to interpersonal attitude and
individual behaviors and the ability to interact with
other people (Delamare Le Deist & Winterton, 2005).

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Fourth, meta-competencies interpreted as motives leaders are men, such as the king and prime minister.
and traits relate to the ability to understand, adapt and Then, male represents as a symbol of leadership, so it
handle the situation to get new competencies or use may transfer and pass this value to now as a social
existing competencies when each situation should be value that people may focus on.
handled (Delamare Le Deist & Winterton, 2005).
Third, uncertainty avoidance captures the extent of
This conceptual model is based on rational cultural how ambiguity and uncertainty are desirable, and
frameworks such as Hofstede, Globe dimension, people tend to minimize it or not (Hofstede, 2001). In
Inglehart, and characteristics of Thai people. This study Hofstede's study, Thailand is recognized as a high
applies five keywords to group Thai cultural dimensions: uncertainty avoidance country and represents a high-
high power distance, collectivism, high uncertainty value score in the Globe dimension with low
avoidance, femininity, and short-term orientation. First, assertiveness. Furthermore, from Thai characteristics,
Thailand serves as a country with high power distance as they tended to minimize surprising incidences
Hofstede's study and Globe dimension while people are because they focus on traditions that people have
strict to traditions from Inglehart's Thais' model and practiced toward religious beliefs, harmonious
characteristics. Hence, it can be inferred that Thai people relations, and self-security. It means that they try to
give high value to hierarchical practices while they keep avoid high uncertainty avoidance as much as possible
them as traditional ways. Hofstede identified power via taking risks, unfamiliar situations, and losing their
distance as a societal value of the extent to which a face and others because people would like to
society accepts inequality (Hofstede, 1980). In Thailand, minimize contrasts and problems that may come from
managers are expected to give subordinates authority misunderstanding.
who cannot approach and make decisions, which is one Fourth, Thailand represents femininity toward the
of the most important managers' competencies. This surrounding environment from people's behaviors.
hierarchical management style may affect particular Femininity represents the environment sustain via a
general manager positions competencies influencing relationship in which quality of life and negotiation
gender become very important (Hofstede, 2011). As
Thailand has score via femininity and neutral from
imbalance because people may assume that males survival and self-expression orientation in Inglehart's
could make rational decision-making effectively. study, Thais value highly in interpersonal
Second, Thailand represents collectivism. From a communication influencing social relations. Also,
previous study, the individualism dimension that Thai people focus on high human orientation via
shows people's level in society integrates into groups practice while keeping low future and performance
(Hofstede, 1980). Moreover, the Globe dimension orientation, although they value them higher. Some
represents that Thailand indicates high institutional Thais may have wider perspectives for their performance
and in-group collectivism toward practices. and future, but in their real lives, they cannot practice
Therefore, it concerns about relationships with non- and show their plans directly to others or in public
confrontational behaviors. People prefer to strictly because they may be regarded as showing off which they
follow traditional practices because most people have tend not to be distinguished from others. Therefore,
been doing from the past and do not want to oppose competition is not aggressive because people value
others' ideas. Thailand has been practicing groups as harmony and perceive that it is more
collectivism for many years, as we can see that most important; this relates to manager four competencies
because the characteristics and the managerial style are
necessary to determine effective workforce and work
diversity. Also, the traditional value could apply to this
dimension based on cultures. Thus, it leads to
competencies of executive positions influencing gender
imbalance.

Fifth, Thailand represents a short-term orientation. From
Hofstede and Globe dimension represents short-term
orientation toward traditions such as collectivism, low
assertiveness, high power distance, high uncertainty
avoidance, and low gender egalitarianism because Thai
society is strict to traditions as indicators to guide Thais.

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Also, Inglehart's study represents that Thailand focuses promoted to work effectively in many organizations.
on tradition and characteristics of Thai people show Media woman representations via leadership
traditional ways based on Buddhism, harmony, soft positions are getting many interests (Mavin, Bryans
approach, and others with the social smooth. Short-term & Cunningham, 2010).
orientation indicates that society prefers to follow Moreover, many media representations focus on
traditions strictly because they value what they have gender leadership via social media such as
done in the past. Moreover, they tend not to prefer the websites, newspapers, advertisements, and
change that is in contrast to the traditional values. Hence, photography (Mavin, Bryans & Cunningham, 2010).
traditional style and practice may be essential in Even though the current trends support women's
representing a leader relating to leader competencies leadership more than before, traditional gender
from executive positions. stereotypes still exist. Some gender studies claimed
Apart from cultural dimensions, the four competencies that males are concerned with independent behaviors
of the general manager should be considered as well. such as aggressiveness, push, and ambition, whereas
Cognitive competencies are considered rational women are associated with communal actions such as
thinking, such as systematic and pattern thinking with
objectivity (Wheeler, 2008). It directly affects individual support, kindness, and empathy (Patterson, Mavin &
capabilities of how general managers manage the Turner, 2012). Gender characteristics can attribute to
strategy to be practical. They have to develop a plan leadership style. A previous gender study then stated
logically to solve problems with critical thinking and that male leaders could express anger without
decision-making rationally. Apart from knowledge, frightening their credibility, while a woman's
skills, or functional competencies credibility seems to be weak in subordinates' eyes
are important too. Managerial success needs to have a (Kapasi et al., 2016). Thus, competencies and talent
reliable set of managerial skills in which technical are considered by gender (Galloway, Kapasi & Sung,
skills or functional skills support organization 2015) since people will look at appearance first.
(Tonidandel, Braddy & Fleedor, 2012). General
managers need to carry good skills to work under Methodology
pressure, and also some specific skills are required,
such as yield management or computer skill. Next is This study employs a mixed-method. Qualitative
a social competency concerning employee research will first be carried out, comprising 20
engagement (Kisamore, Jawahar, Liguori, Mharapara questions divided into three sections, such as gender
& Stone, 2012). Therefore, interpersonal opinion: interviewee's background, cultural
communication is very important because managers dimensions, and general manager's competencies.
need to have effective communication. Meta The questions are open-ended. Research instruments
competencies are concerned with personal and in this qualitative method are semi-structured and in-
conceptual because it relates to intrinsic ability to depth interview which will also be applied in three
handle incidences based on their competencies and sectional questionnaires which questions can be
personal experiences which have groomed their swapped or paraphrased according to respondents'
characteristics and personalities from self-identities. answers. After that, quantitative research will be
carried out to compare the results. The same three
Gender Imbalance sectional questionnaires will be used as a qualitative
method. The first section is based on demography and
People generally believe that leadership was general thinking about gender that they have
restricted for male-only, as biology's premise experienced in their daily lives. After that cultural
influenced that male is equal to the leader while there dimension section will be asked to score their
is stereotype viewing women as less talented than employees' perspectives toward gender equality or
men (Appelbaum, Audet & Miller, 2003). It links to inequality from their entire experiences. The last
leadership effectiveness and leader characteristics section is the general manager's competencies, which
that people perceive gender differently. Studies also will be proved whether they influence gender
indicated that male classifications were identified as a imbalance. This study uses a semantic differential
preferred leader rather than female (Kolb, 1999). scale that is one type of opinion questions so that
Consequently, some people may think that women are respondents could evaluate their level of gender
incompetent than men based on biology and imbalance in each category. The scales start from the
characteristics. However, nowadays, a woman is lowest, which is 1 (strongly disagree) to the highest 5

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(strongly agree) or 1 (male) and 5 (female). Since the effective framework that benefits the gender issue in
topic mentions Thailand, five-star hotels, and resorts the hospitality industry in Thailand.
from all around will be selected. Twenty interviews
of a five-star hotel and resort' general managers and Acknowledgments
headquarter officers will be conducted. All questions
are translated in both Thai and English. Leximancer This conference paper was written during my third
software programs will be used to evaluate. year as a Ph.D. candidate. It was one of the
memorable opportunities to gain experiences from
For the quantitative method, since there are up to 251 my based on the committee's suggestions from last
of five-star hotels and resorts in Thailand (Booking, year. My paper could not become possible without
2020), this study selects five-star hotels, both Asst. Prof. Adarsh Batra, the hospitality and tourism
international and Thai chains. To get reliable numbers department director, and Dr.Metin Kozak, my
of samples, some previous researches show the advisor. I want to thank them for advising me on
appropriate numbers. As for the hotel in Mauritius, 12 many useful guidelines and academic experiences.
general managers are selected to represent the hotel Lastly, I would like to thank the Assumption
industry via their career patterns in a total of 88 hotels University, friends, and family for giving me great
in 1998 (Ladkin & Juwaheer, 2000). Hence, the support and encouragement, so my conference paper
representatives of this study represent 14 percent. could be written successfully.
Although the sample size of general managers is
limited, it is a reliable representative through the References
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Exploring factors influencing training effectiveness toward job performance
of Five Stars Hotel in Bangkok: A case of ABC Hotel

Sirianong Buddeekham

Master of Management in Organization and Development (MMOD), Faculty of Graduate School of Business,
Assumption University, Bangkok, Thailand

Somchai Tantasanee Ph.D.

Lecturer, Graduate School of Business
Assumption University, Thailand

ABSTRACT

The researcher explores factors influencing training effectiveness toward job performance of Five Stars Hotel in
Bangkok: A case of ABC Hotel. The methodology of the research integrated both quantitative and qualitative
analysis. The research finding from quantitative analysis illustrated the most critical factors influence training
effectiveness which are transfer knowledge and organization support. From qualitative analysis, not only these two
variables critical influencing training effectiveness, but also developmental need awareness and motivation to learn
among the employees. The findings come from the distribution of questionnaires to 74 respondents and interviewing
8 employees from staffs to directors’ level. The statistical used of quantitative analysis are Pearson’s Correlation,
Simple Linear Regression, Multiple Linear Regression ,One-way Anova and interview as qualitative analysis.

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1. Introduction According to the studied of Salas and Cannon-Bowers
in 2001, a systematic approach is required to evaluate
According to the growth rate of hotels, there are a lot training effectiveness. The successes of training was
of international brands and domestic brands built in not depending on only the method of use but also the
every year (Horwath HTL Hotel, 2019). Therefore, way of teaching and learning are positioned, and it
there are many and more competitors in the hotel was supporting and enhance in the organization. From
industry. In the part of the service industry, humans the study of Baldwin and Ford in 1988, there are many
or the employees was being important because they factors that influenced training effectiveness, such as
must create more satisfaction of the customers. The trainee characteristics, training design, and work
hotels management must upgrade and develop the environment. In the same way, many researchers
employee skills and knowledge by providing training adopted Baldwin and Ford in 1988 into their
courses then they will provide excellent service to conceptual framework. Similarly, this study also
customers and improve their performances. Training refers to some variable from Baldwin and Ford in
is one of most important implementation of learning 1988.There are four variables, supervisor support,
process to deal with rapid changing environment developmental need awareness, motivation to learn,
(Swieringa and Wierdsma 1992). It is crucial to invest transfer knowledge. Support from a supervisor or
in retraining, upgrading and converting the current organization has been suggested as a powerful tool to
skills of workforce. Thus, to achieve expectations, enhance employees’ attitude behaviors including
companies spend a lot of investment in development training transfer and improved job performance
and training programs to improve capabilities to (Baldwin and Ford, 1988; Elangovan and
increased job performance (Botke et al., 2018; Karakowsky, 1999; Nijman et al., 2006). Moreover,
Govaerts et al., 2018; Hurt, 2016). However, this developmental needs awareness is positively
investment currently result in only 10-40 percent associated with exploring and participating in training
increase in transfer knowledge or training , developmental , and the resulting in higher
effectiveness (Iqbal and Dastgeer, 2017; Na-Nanet performance.(Jiang and Klein, 2000; Sabharwal,
al., 2017). This circumstance is also happened in hotel 2011).The studied of Mathieu et al., 1992;
industry. The training in hospitality’s employee has Tannenbaum et al.,1991 have indicated that
been recognizing (Bai 2001; Cannon and Gustafson individual characteristics and situational constraints
2002) and spending million by organizations (Smith, on trainee’s motivation to learn influence training
2007) but training is not always adopted in the effectiveness and actual performance. And the
workplace (Hoffman 1983; Kelly 1982 and Clarke transfer of knowledge would happen in the workplace
2002). Therefore, it caused less training effectiveness when the employees believe that the skills. And the
and worse employee and job performance. knowledge that they have learned from training are
helpful and needed in their workplace (Noe and
2. Literature Review Schmitt, 1986). Likewise, the literature had

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mentioned that training effectiveness and work Figure 1 Baldwin and Ford’s model of the transfer
performance can be described best by the support that of training process.
trainee adopt their new skill and knowledge (Blume
et al., 2010; Clarke, 2002). Therefore, in many pieces Source: "Professional training as a strategy for staff
of research about training effectiveness and job
performance is the indicator after trainees have been development: A study in training transfer in the
trained. In the study of Cheng and Hampson (2008)
and Sanders et al. (2015) also stated that behavioral Lebanese context", by Garavan, T.N., Carbery, R.
change of trainees involves applying what has been
learn to the context of their individual responsibilities, and Dirani, K.M. (2012), European Journal of
when the transfer knowledge or transfer behavior is
not mandatory, trainee can select to either apply or not Training and Development, 36 (2/3), 158-178.
apply that they have learned from training programs
to the job. Therefore, trainee’s intentions to transfer 2.1 Background of the organization
may be significant predictor leading to improving
employees and company performance. These can be The ABC Hotel is one of the hotel branches of the
seen that training effectiveness had relationship with Thai hotel chain. At first, ABC is the service
job performance. apartment, but the owner had found a good chance for
investment. Therefore, it renovated and served the
Figure 1 Baldwin and Ford’s model of the transfer of luxury room to the customers. ABC hotel is family
training process. business which own by famous person in property
industry. ABC hotel became a Five Stars Hotel and
residence in one of Bangkok’s most prestigious
addresses. The hotel location is opposite to the
Emquartier Shopping mall and next to Benjasiri Park
in central of business district. This luxury hotel
provides full facilities and services to the customers
under Thai Modern style. There are 8 departments
under the organization design with 218 employees.
Most of the employees are Thai.

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Table1.

SWOT Analysis

Strengths Weaknesses
The organization has given the chance to employees by There are limited number of training rooms and facilities
offer what they want to learn. for training.
The organization has promoted learning culture. The topics of the training program are repetitive.
The organization has arranged training programs The organization has not well facilitated of outside
consistently. training for the employees.
Training is part of key performance indicator therefore the There are limited numbers of trainers.
employees have attended training programs regularly. The employees have low motivation to get new
The organization has clear monthly training programs. knowledge
Employees has negative attitude toward learning.

Opportunities Threats
The learners tend to have more engagement from the The disease outbreak interrupted the processing of
updated topics of training programs. learning among employees.
Employees tend to improve the performances from There are more competitors surrounded the ABC Hotel
attending training programs which are related with their such as Air B&B etc.
job. The global and local economics was slowing down.
The employees have stronger motivation to improve their
enhance skill and knowledge. Results
The organization has high percentage on Return The organization gets more customer satis- faction and
Investment. appreciation from the excellent service which provides by
The employees have tried to avoid doing mistake to the employees.
improve customer satisfaction. The employees have adopted new skill into their work
Aspirations under the monitoring of supervisors for strengthening the
The hotel management has tried to enhance knowledge organizational performance.
and skill of employees, strengthen their learning attitudes,
inspire them to adopt skill and knowledge after training,
including strengthen the training effectiveness and job
performance.

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2.2 SWOTAR Analysis of Service Quality 2.2.4 Threats

2.2.1 Strengths The stronger competition in hotel and service industry

The ABC’s hotel management had been planning a cause more critical development of improving
calendar for training programs in every month
because they want to make training’s awareness to the employee skills and knowledge. Moreover, the
employees. This calendar is including the corporate
training, on the job training, and customized training economic had been slowing down with the Covid 19
which is created by organization members. As the
management's director had promoted learning culture outbreak. To survive from these threats is to
in the hotel, that’s why ABC hotel often had training
every month. In addition, Human Resources strengthen customer satisfaction by significant factors
Department also gives the chance to employees to
identify what they want to learn. Finally, training influencing training effectiveness through job
programs are parts of employee’s evaluation (Key
Performance Index) at the end of years. Therefore, performance.
training is a culture of the organization.
2.2.5 Aspirations
2.2.2 Weaknesses
The changing perspective of learning among
Although the training programs has conducted employees has strengthened training effectiveness
constantly but it was inconvenient for the trainees to until job performance because the employees gain
attend. The major reasons are limited the training higher motivation to adopt new skills and knowledge
rooms and training facilities. Moreover, most of the into their work.
topics and content are quite similar. Therefore,
employees did not increase their ability in new skills 2.2.6 Results
and knowledge as expected. Base on the budget of
training, there are only a few employees got chance to This is significant improvement of training
get training program from external. There are low effectiveness and job performance from adopting
numbers of certified trainers, and then the training skills and knowledge. And under the monitoring of
effectiveness was lower than expectation also. supervisors for strengthens the organizational
Although many supervisors and management level performance. Moreover, the customer satisfaction has
attended train the trainer programs. Some supervisors improved because of those significant reasons.
could not transfer skills and knowledge to their
subordinates. Another major weakness is low 2.3. Statement of Problem
motivation about learning including lacking of
positive attitude toward learning. The main purpose of the study is to explore factors
influencing job performance of employees to develop
2.2.3 Opportunities and increase their ability in their job performance.
The training programs did not get good attention from
After the updated topics of training programs, the new the employees and the employees did not adapt what
topics of training would be attracting and tends to they learned effectively.
engaged for learners. Thus, the learners could transfer
their skills and knowledge to other for enhancing Limitation of the study
return on investment. In addition, developing of
training programs help to increase customer Collecting questionnaires and interviewing the
satisfaction because employees can improve their
performances and tried to avoid doing mistake. respondents are difficulties, because of the
Lastly, training would cause stronger motivation for employee’s working schedules. Some employees
stepping up the employee’s career paths.
worked at night time and the schedule was very

flexible. Moreover, the time frame for collecting the

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instrument and interviewing the respondents was through the feasible pathway within beyond the
limited. organization (Noe, 2002; Rothenbach, 1982).

2.5. Research questions Motivation to learn: It refers to the trainee’s

What are the factors influencing training determination to learn the training contents and it is
effectiveness of Five Stars Hotel in Bangkok? the enthusiasm in participating in a training program
What are the most influential factors of training of a trainee (Noe and Schmitt 1986).

effectiveness of Five Stars Hotel in Bangkok?

Does training effectiveness influence on job Transfer knowledge: It defines as a trainee or an

performance of Five Stars Hotel in Bangkok? employee who is willing to use their skill and

What are the recommendations to strengthen the knowledge from a training program in their job (Noe,

training effectiveness through job performance base 1986, p. 743).

on finding of Five Stars Hotel in Bangkok? Job performance: It is the outcome of employee’s
Is there significant difference among the respondents behavior on their work process or the outcome of
on training effectiveness toward job performance behavior after training and development (Na-Nan et
when classify by level of employees of Five Stars al., 2018).
Hotel in Bangkok?
Is there significant difference among the Training Effectiveness: It refers to the consequence of
respondents on training effectiveness toward job action when the trainee transfer their knowledge to
performance when classify by age of Five Stars their work after they complete on training courses
Hotel in Bangkok? (Goldstein and Ford, 2002; Ployhart and Hale, 2014).

2.6. Definition of Variables Terms Used in the 2.7. Conceptual framework
Research

Organization support: It refers to environmental The conceptual framework which is created by the
factors which affect individual to transfer their new researcher has adopted the theory from many studies.
knowledge into the workplace (Kontoghiorghes, The principal framework came from the transfer
2001; Sue et al., 2013). It could be organization’s process model of Baldwin and Ford in 1988.
itself, peer support, supervisor support, technology However, the researcher had adopted some variables
support, and the opportunity or the suitable situation which are related to the current situation and
accommodate to adapt skill and knowledge (Holton et interviewed from the Director of Human Resources
al., 2003; Noe, 1998; Reinhold et al.,2018; Manju and Department to develop the conceptual framework.
Suresh 2011 and Pham et al. 2012). From the conceptual framework, the independent

Developmental need awareness: It describes as the variables which significant on training effectiveness
process of determining or searching on the chance to under hypothesis 1a - hypothesis 1d are organization
develop the skill and knowledge of the employee support, developmental need awareness, motivation
to learn, and transfer knowledge. Moreover the

training effectiveness has significant influence on job

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performance under hypothesis 4 .Level of employees Anova, Pearson’s Correlation ,Simple Liner
and ages are demographics under the conceptual Regression and Multiple Liner Regression.
framework for testing the significant different among
the respondents on training effectiveness. Under the quantitative research instrument, two parts
were comprised,(1) demographic profile of the
Figure 2. Modified research conceptual framework respondents to provide their gender, age, level of
by the researcher education, service of the year in the organization,
level of employees, and the department.(2) the
3. Research Methodology dimension of training effectiveness which are
The researcher had adopted a mixed method of organization support, developmental need awareness,
qualitative and quantitative data collection motivation to learn, and transfer knowledge until job
methodologies for this research study. The model of performance . All of the close questions under each
the transfer of training process by Baldwin and Ford, variable were asked the attitude of respondents based
1988 and much research had applied in this study. For on 5 Point Likert Scale as below: Strongly disagree,
a qualitative approach, the researcher developed disagree, neutral, agree and strongly agree. The
interviewed questions by using AI questions qualitative analyzed the common theme, keyword,
(Appreciative Inquiry). There are four main questions and phase of the respondents and deep in the
in order to ask eights the respondents randomly. The perception of respondents.
questions would be asked about the perception of the
respondents about training effectiveness and their 4. The Statistical Hypotheses.
expectation about training effectiveness in their hotel.
The quantitative questionnaires were distributed to H1ao: There is no significant influence of
the respondents who work during level 1 to level 5 organization support on training effectiveness of
(Directors until Operation Staff). Thus, the researcher Five Stars Hotel in Bangkok.
collects questionnaires from 74 respondents as a
sample size of the population. Base on the data H1aa: There is significant influence of organization
collection process, the statistical analysis was conduct support on training effectiveness of Five Stars Hotel
and the hypotheses were tested by using One-Way in Bangkok.

H1bo: There is no significant influence of
developmental need awareness on training
effectiveness of Five Stars Hotel in Bangkok.

H1ba: There is significant influence of
developmental need awareness on training
effectiveness of Five Stars Hotel in Bangkok.

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H1co: There is no significant influence of motivation H4a: There is significant influence of training
to learn on training effectiveness of Five Stars Hotel effectiveness toward job performance of Five Stars
in Bangkok. Hotel in Bangkok.

H1ca: There is significant influence of motivation to Table 2
learn on training effectiveness of Five Stars Hotel in The table of Pearson’s Correlation.
Bangkok.
The relationship between four variables and training
H1do: There is no significant influence of transfer effectiveness.
knowledge on training effectiveness of Five Stars
Hotel in Bangkok.

H1da: There is significant influence of transfer
knowledge on training effectiveness of Five Stars
Hotel in Bangkok.

H2o: There is no significant difference among the This table presented significant relationship
respondents on training effectiveness toward job (significant values are less than 0.05.) of organization
performance when classify by level of employees of support, developmental need awareness, motivation
Five Stars Hotel in Bangkok. to learn, and the transfer knowledge toward training
effectiveness.
H2a: There is significant difference among the
respondents on training effectiveness toward job Table 3
performance when classify by level of employees of
Five Stars Hotel in Bangkok. The relationship between training effectiveness and
job performance.
H3o: There is no significant difference among the
respondents on training effectiveness toward job
performance when classify by age of Five Stars
Hotel in Bangkok.

H3a: There is significant difference among the From table 3, training effectiveness has significant
respondents on training effectiveness toward job relationship with job performance because the
performance when classify by age of Five Stars significant value is less than 0.05.
Hotel in Bangkok.

H4o: There is no significant influence of training
effectiveness toward job performance of Five Stars
Hotel in Bangkok.

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Table 4
Multiple Linear Regression model summary of Hypothesis1 a - Hypothesis1d.
Model of summary

Model R R Square Adjusted R Square Std. Error of the Estimate
0.35893
1 0.744a 0.554 0.528

a.Predictors:(Constant),Transfer knowledge ,organization support ,motivation to
learn, developmental need awareness

From table 4, the researcher found that R Square is 0.554. It explained the validity of the factors which are an
influence on training effectiveness. It could be calculated as 55.4 % of validity and 44.6 % can be belonging to other
factors which are influence on training effectiveness in this hotel.

Table 5

ANOVA Table for Multiple Linear Regression.
ANOVA b

Model Sum of Squares df Mean Square F Sig.
21.451 .000a
1 Regression 11.054 4 2.764

Residual 8.889 69 0.129

Total 19.944 73

a.Predictors:(Constant), Transfer knowledge ,organization support ,motivation

to learn, developmental need awareness

b.Dependant Variable: Training effectiveness

From table 5, at least one variable from four influencing training effectiveness because a significant value is less
than 0.05.

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Table 6
Summary of Coefficient for Multiple Linear Regression
Coefficients

Model Unstandardized Standardized t Sig.
Coefficients Coefficients
1 (Constant) .881 .381
Organization support B Std. Error Beta 2.059 .043
Developmental need awareness .384 .435 1.450 .152
Motivation to learn .209 .101 .215 1.420 .160
Transfer knowledge .170 .117 .170 3.097 .003
.160 .113 .156
a.Dependant Variable: Training .367 .118 .352
effectiveness

From table 6, only two variables had a significant influence on training effectiveness in this organization. These two
variables are the organization support and transfer knowledge. It could be observed from a significant value in the
table which is less than 0.05. Moreover, transfer knowledge has the highest beta at 0.352 and then followed by
another variable, organization support which had 0.215. This can conclude that transfer knowledge is the most
influential factor toward training effectiveness and the second one is organization support.

4.1 Hypothesis 2: Analysis of the different among the respondents on training effectiveness when classified by the
level of employees of Five Stars Hotel in Bangkok.

H2o: There is no significant difference among the respondents on training effectiveness when classified by the
level of employees of Five Stars Hotel in Bangkok.
H2a: There is significantly different among the respondents on training effectiveness when classified by the level of
employees of Five Stars Hotel in Bangkok.

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Table 7

One-way ANOVA of Analysis on Hypothesis 2

Sum of

Squares df Mean Square F Sig.
3 .158 .567 .639
Between Groups .473 70 .278
73
Within Group 19.471

Total 19.994

a.Predictors:(Constant),Training effectiveness

b.Dependant Variable :Job performance

From table 7, there is no significant difference among the respondents on training effectiveness when classify by the
level of employees. The significant value is higher than 0.05. Therefore, H2o was failed to reject.

4.2 Hypothesis 3: Analysis of difference among the respondents on training effectiveness when classify by age of
employees of Five Stars Hotel in Bangkok.

Table 8
One-way ANOVA of Analysis on Hypothesis 3

Sum of

Squares df Mean Square F Sig.
3 .264 .964 .414
Between Groups .792 70 .274
73
Within Group 19.152

Total 19.944

a.Predictors:(Constant),Training effectiveness

b.Dependant Variable: Job performance

From table 8, there is no significant difference among the respondents on training effectiveness when classified by
age of employees because the significant value is higher than 0.05. Thus, H3o was failed to reject.

4.3 Hypothesis 4: Analysis of an influence of training effectiveness toward job performance of Five Stars Hotel in
Bangkok.

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H4o: There is no significant influence of training effectiveness toward job performance of Five Stars Hotel in
Bangkok.

H4a: There is significant influence of training effectiveness toward job performance of Five Stars Hotel in
Bangkok.

Table 9
Simple Liner Regression model Summary of Hypotheses 4

Model summary R R Square Adjusted R Square Std. Error of the Estimate
Model

1 0.759a 0.576 0.570 0.37619

a.Predictors:(Constant),Training effectiveness
From the table 9, the R Square is 0.576. It explained the influence of training effectiveness toward job performance
at 57.6. % .

Table 10

ANOVA Table for Simple Liner Regression

ANOVA

Model Sum of Squares df Mean Square F Sig.
1
Regression 13.837 1 13.837 97.773 .000a

Residual 10.189 72 0.142

Total 24.026 73

a.Predictors:(Constant),Training effectiveness

b.Dependant Variable: Job performance

From table 10, training effectiveness has a significant influence on job performance because the significant value is
less than 0.05.

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Table 11
Coefficients Table for Simple Liner Regression
Coefficients

Model Unstandardized Standardized
Coefficients Coefficients
t Sig.

B Std. Error Beta

1 (Constant) .553 .369 1.500 .138

Training Effectiveness .833 .084 .759 9.888 .000

a.Dependant Variable: Job performance

From table11, training effectiveness has significant influence on job performance because the significant value is
0.000 and the beta value is 0.759.

4.4 Summary of Finding

The researcher analyzed the highest and the lowest means of the intended variables which are shown in Tables 12
and 13.

Tables 12

Summary of the Highest Mean Values of Variables

Variables Measure

Organization Support Organization support 1: My supervisor expects me to apply the knowledge
Developmental need and skills. I gain in training.
awareness Developmental needs awareness 4: The trends and technology were changing,
so I must update my skill and knowledge by training.
Motivation to learn Motivation to learn 3: I am motivated to learn because I believe that learning
would benefit for my career path.
Transfer knowledge Transfer knowledge 1: I have applied what I have learned from training to my
work.
Training Effectiveness Training Effectiveness 5: Training effectiveness lead to new skills and
development.
Job performance Job performance 5: The quality of my work has improved after using skills
acquired from training.

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Table 13
Summary of the Lowest Mean Values of Variables

Variables Measure

Organization support Organization support 6: My organization supports training. For example,
budget for training, time for training etc. therefore training has effectiveness.
Developmental need Developmental needs awareness3: I got evaluation from my supervisor, so I
awareness know that what’re training and development that I needs.
Motivation to learn Motivation to learn 1: I am motivated to learn in training program because I
had expected training outcome.
Transfer knowledge Transfer knowledge 3: I make fewer mistakes in job when I use the skills
(continue….) I have acquired from training.
Training Effectiveness Training Effectiveness 1: I receive effective training at my company because
the topic is relevant with my job. Because the topic is relevant with my job.
Job performance Job performance: I often get praise from my supervisor after attended
training.

5. Conclusions effectiveness and the importance of training
effectiveness. However, the qualitative results shown
There are four variables influencing training three priorities opinion for strengthening the training
effectiveness of Five Stars Hotel. Organization effectiveness. Firstly, 6 from 8 respondents (75%)
support and transfer knowledge are most influencing agree that the learning need analysis had an influence
factors toward training effectiveness from on training effectiveness .The second crucial
quantitative analysis. However, developmental need important (4 from 8 respondents or 50%) is the
awareness and motivation to learn are crucial factors employees’s abilities to apply their skill and
influenced training effectiveness also from qualitative knowledge after the training programs. Another
analysis. critical is professional trainers (3 from 8 respondents
or 37.5% mentioned about this).

The researcher conducted interviews by using coding There are similarities and differences of findings

in order to get more information from the between the literature review and the study. The

respondents. From interviewing 8 respondents, they reviewed literature found significant relationships

had understood the meaning of the training

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between training effectiveness and job performance influence of training effectiveness on job
including significant relationships of organization performance. Moreover, the study also found the
support, developmental need awareness, motivation critical impact of organization support,
to learn, and transfer knowledge and training developmental need awareness, motivation to learn,
effectiveness but this study found the significant and transfer knowledge on training effectiveness from
influence of transfer knowledge and organization qualitative analysi
support on training effectiveness and significant

6. Ranking of preferred training programs topics among respondents

Training Programs

Population:74 respondents

60

50

40

30

20

10

0

Languages Service mind Employee Computer training Leadership Analysis and

training programs training programs benefits programs programs training programs decision-making

(50 (38 (35 (Microsoft Word, (39 Persons,52%) programs (49

Persons,66.67%) Persons,50.67%) Persons,46.67%) Microsoft Excel, Persons,65.33%)

and Microsoft

PowerPoint ) (32

Persons,42.67%)

Training Programs: the number beside of the bar show the amount of the respondents.

Figure 3 Ranking of preferred training programs topics among respondents

The researcher asked the respondents 74 respondents to rank the training programs they need to attend the most, the
respondents can select three training programs from six. Those programs are languages training programs, service
mind training programs, employee benefits programs, computer training programs (Microsoft Word, Microsoft
Excel, and Microsoft PowerPoint ) , leadership training programs and analysis and decision-making programs. The
highest rank selected by the respondents is languages training programs. The second and the third rank are analysis
and decision-making programs and leadership training programs respectively.

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7. Recommendations Moreover, the organization should support

For improving transferring knowledge by employees more by setting up quota of employees
employees after getting attending training for external training. However; the employees
programs which gaining the highest beta score have to pass testing for selecting and getting the
from quantitative analysis, the supervisor should quota. The trainers should provide more crucial
create the activities and exercises from training to materials for training the employees and
help employees understand easier to apply what managing time efficiently in order to gain the
they learn from training programs. Moreover, pre most effectiveness of learning

and posttest is important for evaluating From qualitative result by interviewing 8

transferring knowledge after training. Another respondents, the organization has to conduct a

recommended activity is designing effective survey about training in each department and each

communication channel between supervisor and level of the employee in order to get relevant

staff for communicating the progress of training programs for them.

transferring knowledge including the result. The another critical recommendation is to

For the organization support, the supervisor facilitate employees transferring the knowledge

should encourage the employees to explain the by creating relevant communication channel such

new techniques which learned from the training as e-learning channel or social media, for

programs to other employees and let the trainees example, Facebook. Therefore, not only

sharing ideas for improving their job performance employees of the ABC Hotel will get benefit from

during the daily review meeting. The employees transferring the knowledge via the channel, but

would have more confidence to share their skills also other business units will get benefits as well.

and knowledge to their colleagues for The organization should considerate more on
strengthening their job performance. hiring professional trainers and create relevant

training programs for employees. The

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