https://sure.su.ac.th/xmlui/handle/123456789/16141 Tue, 12 May 2026 04:06:05 GMT 2026-05-12T04:06:05Z https://sure.su.ac.th/xmlui/handle/123456789/26469 A STUDY ON BARRIERS OF CROSS-CULTURAL COMMUNICATION: A CASE OF MULTINATIONAL COMPANY International business brings a number of benefits to a country. Nevertheless, different nationalities, languages and non-verbal languages may cause problems for cross-cultural teams working in a multinational company. The diversity of nationalities may lead to misunderstanding among organizational members, which can be considered as a barrier in communication. Moreover, it should be noted that English proficiency and non-verbal languages are likely to reflect communication barriers especially in the multinational company where English is an international medium of communication. Therefore, this study aims to understand how team members communicate with the cross-cultural teams in order to explore the communication problems faced by the cross-cultural teams focusing on nationalities, English proficiency and non-verbal languages. The paper also endeavors to understand how to create effective communication for cross-cultural team. Qualitative method was conducted to collect the data from 10 supervisors and managers who have been working in the multinational company more than 8 years. Analysis of the data showed that the differences in nationalities, level of English proficiency and non-verbal language are considered as barriers of cross-cultural communication in the multinational company. Thu, 10 Jan 2560 00:00:00 GMT https://sure.su.ac.th/xmlui/handle/123456789/26469 2560-01-10T00:00:00Z https://sure.su.ac.th/xmlui/handle/123456789/26441 Service provider’s perception of Chinese tourist behavior; ทัศนคติของผู้ให้บริการต่อนักท่องเที่ยวจีน      The purpose of this study is to approach service provider’s perception of Chinese tourist behavior while increase the number of Chinese tourist travel abroad particularly in Thailand. It is superior to understand service provider’s perception because perception and attitudes of the service provider may influence their behavior in serving customers. This study conducted an interview with 10 respondents which is service provider in different career path for diverse of opinions and experiences. Result shows that most respondent have neutrally to positive perception to Chinese tourist in term of Chinese tourists assist economic and financial benefits. However, respondent share experience and perception toward Chinese tourist and defined that is personal behavior not every Chinese tourist have bad manner. It is recommended that cross-cultural training and communication, such as basic Chinese language, would be helpful for service provider. ; - Fri, 01 Jan 0012 00:00:00 GMT https://sure.su.ac.th/xmlui/handle/123456789/26441 0012-01-01T00:00:00Z https://sure.su.ac.th/xmlui/handle/123456789/26412 MEASURING SERVICE QUALITY OF FOREIGN AND THAI CUSTOMERS TOWARD LUXURIOUS SHOPPING MALLS IN BANGKOK THROUGH SERVQUAL  ; การวัดคุณภาพการบริการของนักท่องเที่ยวชาวไทยและต่างชาติที่มีต่อห้างสรรพสินค้าชั้นนำของไทย NATTAPHOL BANGVIROONRAG: MEASURING SERVICE QUALITY OF FOREIGN AND THAI CUSTOMERS TOWARD LUXURIOUS SHOPPING MALLS IN BANGKOK THROUGH SERVQUAL. INDEPENDENT STUDY ADVISOR: ARDIPORN KHEMARANGSAN, Ph.D. 90 pp. At this moment, luxurious shopping malls in Bangkok, Thailand, have been popular for both Thai and foreign customers, leading me to pay attention on service quality and customer’s satisfaction. Nowadays, maintaining service quality and customer’s satisfaction become the important part, challenging for every shopping malls to respond the customers’ needs. The objective of this research was to study the service quality by looking at the gap between customer’s expectation and customer’s perception through SERVQUAL. This study took SERVQUAL theory, which Parasuraman and partners used in their study, to study the dimensions of service. Researcher used it to analyze service quality in term of luxurious shopping malls and to find tactic to improve their service quality. The “SERVQUAL” showed that Thai luxurious shopping malls can still improve their service quality even though there were gaps between customer’s expectation and perception. The study applied a review of the literature to offer an overview of SERVQUAL in measuring service quality through customer’s expectation, customer’s perception, and customer’s satisfaction. This research was based on quantitative method which used a mean and T-Test to analyze the result. The results of this study showed significant differences between foreign and Thai customers about service quality and satisfaction for luxurious shopping malls in Bangkok.; - Fri, 01 Jan 0012 00:00:00 GMT https://sure.su.ac.th/xmlui/handle/123456789/26412 0012-01-01T00:00:00Z https://sure.su.ac.th/xmlui/handle/123456789/26408 The investigation of Shoppers' intention in purchasing online global brand; ปัจจัยที่ส่งผลต่อการเลือกซื้อสินค้าออนไลน์แบรนต่างชาติ This study aims to study about “The investigation of shoppers’ intention in purchasing online global brand” In this research, the researcher choose to use qualitative research to evaluate the investigation of shoppers’ intention in purchasing online global brand. This method can help to understand the intention of customer such as convenience, experience, attitude and safety. This method is easier than other technique to reach the customer intention in purchasing online global brand. The researcher use interview question to customer who use online global brand and customer who interested and have an intention in online global brand. This method will help researcher to measure and evaluate the investigation of shoppers’ intention in purchasing online global brand now and in the future. Nowadays online global brand is evolving and appearing in human’s life more day by day. In the past, people use to go department stores to buy their things. But now Internet technology designs people's way of lives become easier. It’s convenient and useful for customer. People can communicate to the others by social networking services (SNSs). It’s basically being as a major part of human's life. One of the most popular social networking websites is web-shopping. Online shopping and web-shopping turn to be more popular.; - Fri, 01 Jan 0012 00:00:00 GMT https://sure.su.ac.th/xmlui/handle/123456789/26408 0012-01-01T00:00:00Z