Browsing by Author "Pornprom Suthatorn"

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Contribution of cultural intelligence to intercultural communication competency, service attentiveness, and anxiety of Thai cabin crews
Pornprom Suthatorn; Peerayuth Charoensukmongkol (National Institute of Development Administration, 2016)
The concept of cultural intelligence (CQ) has been proposed as a set of skills that allows individuals to deal effectively with culturally diverse situations. Even though the role of CQ have been found in many contexts but only a few focuses on the benefits of CQ for service providers who have to deal regularly with foreign customers. This research will fill this research gap by studying the role of CQ in airline cabin crew members, which is the context that has never been investigated before. The objective of this study is to investigate the relationship between the level of cultural intelligence exhibited by the airline cabin crew members and the degree of anxiety they experienced when serving foreign passengers. Intercultural communication competence and service attentiveness were proposed that the contribution of CQ can be indirectly explained through these two competencies to lower job anxiety. Survey data were collected from 372 Thai airline cabin crew members who worked at a leading international airline in Thailand. The results from a partial least squares regression analysis supported that having CQ allowed the cabin crew members to develop intercultural communication competence and service attentiveness; these two competencies served as the mechanisms that explain why the cabin crew members with high CQ tended to experience lower anxiety when working on stressful international flights.
Effects of Transformational Leadership on Firm & Sustainability Performance: The Case of Public Relations Agencies
Prangthong Jitcharoenkul; Pornprom Suthatorn (National Institute of Development Administration, 2023)
This study aims to (1) examine the direct relationship between transformational leadership and sustainability performance and (2) investigate the indirect relationship between transformational leadership and sustainability performance through perceptions of corporate greenwashing and firm performance. Data collection was conducted within the context of public relations (PR) professionals working at PR agencies across Thailand and the ASEAN region. A self-administered questionnaire survey is distributed using a snowball sampling technique to reach a diverse pool of PR professionals. The questionnaire utilizes a Likert scale to measure the respondents’ views on transformational leadership, sustainability performance, corporate greenwashing, and firm performance. The data will be examined by partial least squares structural modeling (PLS-SEM). The results from 147 PR professionals indicated that both the direct and indirect relationships between transformational leadership and sustainability performance, with a focus on the role of corporate greenwashing perceptions and firm performance. The analysis reveals that all proposed hypotheses are statistically supported. Specifically, higher levels of transformational leadership are positively associated with improved sustainability performance and reduced corporate greenwashing. By demonstrating how transformational leadership can drive sustainability performance, particularly in the PR industry in Thailand and within Southeast Asia, this study contributes to both academic literature and practical applications, as well as provide valuable insights for PR agencies seeking to improve their sustainability strategies and reduce the risk of being perceived as engaging in greenwashing.