NIDA Business Journal

The Interactive Mechanism Between Social Embeddedness and Resource Orchestration: A Case Study of Logistic Company in Thailand

Yanhua Zhang — 2026-03-25

This paper examines the outsider disadvantage faced by cross-border logistics enterprises in emerging markets against the backdrop of global value chain restructuring and digital trade development. Through a case study of logistic company in the Thai market employing grounded theory methodology, it reveals how enterprises achieve sustainable growth through the interplay of social embedding and resource orchestration. The research proposes a ‘dual-drive mechanism for cross-market embedding and integration’: social embedding provides the legitimacy foundation and initial capital for resource orchestration, while effective resource orchestration, through value creation, reinforces and deepens social embedding. Together, these two drivers propel the enterprise from market entry to strategic leapfrogging into ecosystem leadership. The primary contribution lies in integrating social embeddedness and resource orchestration theories, revealing their synergistic dynamics. This offers a dynamic, integrated analytical framework for understanding complex corporate adaptation in emerging markets, providing systematic insights for practice.

Applying Artificial Intelligence for Developing Customer Experiences in Banking Services

Bhubethe Osiri — 2026-04-22

This study investigated the application of artificial intelligence (AI) technology to enhance customer experience within the banking service industry. The objectives of the research were to analyze a conceptual model of customer experience using AI technology and to identify the factors that constitute and influence customer experience in service businesses. Data were collected from a sample of 400 banking service customers residing in Bangkok and its metropolitan area, utilizing a structured questionnaire. The data were analyzed using descriptive statistics, including mean and standard deviation, and inferential statistics, specifically Structural Equation Modeling (SEM) for hypothesis testing.

The findings indicate that the adoption of AI technology in banking services is significantly influenced by service quality, trust, and personalization, all of which play a crucial role in enhancing customer experience. Conversely, the study found that customer sacrifices required for adapting to AI technology had no significant effect on the development of customer experience.

This research highlights that the integration of AI in the banking sector is essential for improving customer experience. To achieve this, AI applications for customer experience should incorporate elements of trust, convenience, and satisfaction with AI capabilities, as well as personalized service adjustments tailored to each customer. By focusing on these elements, banks can create superior customer experiences, ultimately gaining a competitive advantage in the digital era.

A Systematic Literature Review and Framework Development: Integrating Literacy for Financial Well-being in the Digital Era

Kanmanee Karin — 2026-05-21

Financial Well-being (FWB) serves as a pivotal metric for economic stability and individual quality of life. Thailand currently faces a significant structural challenge with household debt reaching 85–90% of GDP, compounded by the rapid expansion of digital financial technology, which escalates decision-making risks. This article aims to synthesize the determinants of financial well-being and develop an integrated conceptual framework interconnecting financial competence, financial psychological, financial behaviors, and structural context and policy framework. The study employs a Systematic Literature Review (SLR) of 20 empirical articles published between 2020 and 2025 from standardized databases. Thematic synthesis was utilized to analyze the patterns of relationship between variables. The findings categorize financial well-being determinants into four primary themes: 1) financial competence, 2) financial psychological, 3) financial behavior, and 4) structural context and policy framework. A critical finding reveals that positive financial behavior and self-control act as essential mediators, transforming financial literacy into financial well-being outcomes across both subjective and objective dimensions. The developed integrated framework aligns with the international guidelines of the G20/OECD. Enhancing the financial well-being of the Thai populace requires a paradigm shift beyond mere literacy to emphasize behavioral modification alongside structural reforms and digital consumer protection. This framework provides a robust foundation for designing public policies to address financial vulnerability sustainably.

ผลของการพัฒนาการเงินต่อความเจริญเติบโตทางเศรษฐกิจของประเทศด้อยพัฒนา

Preecha Jarungidanan — 2026-01-29