Banomyong Ruth

Thammasat University, International Business, Logistics and Transport, Faculty Member

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Professor Ruth Banomyong is the director of the Center of Excellence (CoE) in Connectivity, at Thammasat Business School, Thammasat University, Thailand. He currently serves as a board member of Thailand’s Eastern Economic Corridor Development Zone (EEC). He was formerly the Chairman of the Advisory Board to the Thai Minister of Commerce (2023–2024) and a Commissioner of the Port Authority of Thailand (2024–2025). Previously, he served as Dean of Thammasat Business School (2019–2022).Ruth earned his PhD in International Logistics from Cardiff Business School (UK) in 2001 and has received several prestigious awards, including the James Cooper Cup (2001) for the best PhD dissertation in logistics from the Chartered Institute of Logistics

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Selecting logistics providers in Thailand: a shippers’ perspective

European Journal of Marketing, 2011

The purpose of this research is to identify key attributes of freight logistics service quality a... more The purpose of this research is to identify key attributes of freight logistics service quality and to examine how these attributes impact shippers’ selection of third-party logistics service providers (3PLs). The knowledge and understanding of these attributes can be of great value to 3PLs when developing marketing strategies to attract and retain clients.

A literature review was carried out to identify the main attributes of freight logistics service quality. In-depth interviews were subsequently undertaken to validate and refine the freight logistics service attributes. A questionnaire was then developed and a survey conducted. Logistics regression analyses were performed to examine the impact of freight
logistics service attributes on shippers’ decision to select 3PLs.

A total of 24 freight logistics service attributes were identified and categorised based on the SERVQUAL model into six dimensions: reliability, assurance, tangibility, empathy, responsiveness, and cost. Freight logistics service quality was found to impact shippers’ selection of 3PLs significantly. In the assessment of the impact of each individual service attribute it was observed that accuracy of documents; EDI and Ecommerce services; customer relationship management; customer care; updated freight rates; and consolidation provision significantly influenced how shippers selected 3PLs.
The focus of the study is limited to international freight logistics services, while other logistics services, such as inventory management or warehouse management, were not included. The context of the study is related to Thailand and the provision of international freight service in the country. An understanding of key attributes based on key freight logistics service quality can help 3PLs in developing marketing strategies that provide services that are considered to be critically important to their customers.

The purpose of the study is to define key freight logistics service quality
attributes and their respective impact on shippers’ decision-making process when choosing a 3PL.

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Developing and validating a national logistics cost in Thailand

Transport Policy, 2022

National logistics cost can be used as a key indicator to reflect a country’s overall logistics p... more National logistics cost can be used as a key indicator to reflect a country’s overall logistics performance and monitor their respective logistics policies. However, not all countries have developed this indicator, and some have used differing methodologies. This paper provides an approach for calculating national logistics cost per gross domestic product (NLC/GDP) in the context of Thailand and demonstrates its veracity and validity using an action research methodology with key stakeholders. The approach utilizes easily obtainable macro level data combined with survey data. The calculation method has progressively improved in its accuracy and efficacy to reflect Thailand’s logistic context. The proposed approach contributes to the national logistics cost debate and can inform academics, managers, and policy makers not just in Thailand but, in other countries when developing their own NLC/GDP to evaluate their respective logistics development activities.

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Risk Distribution Strategy: An Alternative Solution for Global Supply Chain Risk Management

International Journal of Advances in Management and Economics, 2012

In the competitive world, the increase in global activity raises the probability of risk occurren... more In the competitive world, the increase in global activity raises the probability of risk occurrences. It is therefore necessary for firms to develop and implement highly effective risk management program. A systematic review of risk management literature observed that one particular strategy in supply chain management has not been widely discussed. This strategy is called "Risk distribution". It has been widely accepted in other on related disciplines where risk management is prevalent. The purpose of this manuscript is to explore the concept of risk distribution strategy from an academic and business perspective in order to understand its characteristics and to investigate its implication on supply chain management. The results indicate that risk distribution is a potential alternative risk management strategy where focal firms can spread risk or loss to capable risk receivers. Risk distribution can be deployed when firms have no risk management resource but need immediate action with regards to supply chain threats. However, the strategy requires close collaboration between supply chain members in order to reduce conflict areas.

Le Laos au XXIe siècle

, qui a financièrement soutenu nos recherches. Ce livre est dédié à Roong, Rujikorn et Ruthira. C... more

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Taking a stand to eliminate coercive citation practices in supply chain management and business logistics research

International Journal of Physical Distribution & Logistics Management, 2012

[…] requests that (i) give no indication that the manuscript was lacking in attribution; (ii) mak... more […] requests that (i) give no indication that the manuscript was lacking in attribution; (ii) make no suggestion as to specific articles, authors, or a body of work requiring review; and (iii) only guide authors to add citations from the editor&amp;#x27;s journal. ... The article also contends that coercive citation practices are “more prevalent in most business disciplines,” that journals published by commercial, for-profit companies show significantly greater use of coercive tactics, and that “the strategic nature of coercion continues to put pressure on editors to coerce”.

Multi Criteria Decision Analysis and Geographic Information System Framework for Hazardous Waste Transport Sustainability

Journal of Applied Sciences, 2009

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Sustainability framework for hazardous materials transport route planning

International Journal of Sustainable Society, 2011

Hazardous materials (HAZMAT) transport is a vital logistic activity from the supply of raw materi... more Hazardous materials (HAZMAT) transport is a vital logistic activity from the supply of raw materials to production units. However, there are risks associated with trucks being involved in accidents during HAZMAT shipment. It is essential that all criteria and factors involved need to be considered prior to HAZMAT transport decision making. The main purpose of this paper is to present a HAZMAT transport framework based on the sustainability paradigm by the application of a multi criteria decision analysis (MCDA) and geographic information system (GIS) for optimum HAZMAT transport route planning. A number of criteria and factors are proposed and categorised into three main groups: economic, environment and social issues. An explanation of the framework development processes: goal, method and tool are described. The proposed framework can be useful in the planning process of policy makers and carriers and/or shippers when they plan and evaluate possible routes for HAZMAT transport.

format_quoteIntegrating MCDA with GIS helps manage sustainability criteria effectively, enhancing route planning decision-making for HAZMAT transport.format_quote

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Selecting suppliers in the automotive industry: comparing international logistics costs

Asia Pacific Journal of Marketing and Logistics, 2005

Maquiladoras op er a tions along the Mex ico-US bor der are an oft-stud ied ex - am ple of a lean... more

Supply chain integration: an international comparison of maturity

Purpose-The purpose of this paper is to examine the uptake of supply chain integration (SCI) prin... more Purpose-The purpose of this paper is to examine the uptake of supply chain integration (SCI) principles internationally and the resultant integration maturity. Design/methodology/approach-A rigorous supply chain diagnostics methodology called the Quick Scan is used to assess the integration maturity of 72 value streams located in New Zealand, Thailand and the UK. Findings-The majority of the organisations studied are struggling to turn the SCI concept into reality. Supply chains on average are poorly integrated. However, there exist a handful of exemplar cases that provide guidance; levels of integration maturity appear not to differ internationally. Research limitations/implications-Only three nations are compared, hence the sample is not fully representative of all countries and industries. There is a significant gap between supply chain rhetoric and practice; clear guidance on how to enable effective integration is required. National settings do not appear to affect the extent of application of supply chain management concepts. Practical implications-SCI is a very difficult undertaking. Indifferent practice is the norm. If organisations can attain even the middle ground of internal integration they will outperform many of their competitors. Originality/value-The paper presents an international benchmark of SCI maturity involving three triangulated measures of supply chain performance.

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Internationalising the quick scan audit methodology

The Quick Scan Audit Methodology (QSAM) is a supply chain business diagnostic. The QSAM has both ... more The Quick Scan Audit Methodology (QSAM) is a supply chain business diagnostic. The QSAM has both an Action Learning and a Management Theory stream. The former is concerned with evaluating the operating characteristics and performance of specific value streams. The latter builds on codified data emanating from a sample of QSAM outputs to statistically evaluate any possible contributions to new management theory. During such research other powerful outputs including delineation of best practice and identification of preferred, successful, trajectories for change emerge. Originally developed to suit research needs when studying European Automotive First Tier Suppliers it was also tested on other European value streams. Recent opportunities have arisen to apply QSAM more widely. To date the major contribution from QSAM studies on other continents is restricted to the action learning mode by minimum sample size considerations. The latter will be satisfied in due course. This paper presents the background and modus operandi of the QSAM plus new action learning lessons arising from internationalising the supply chain diagnostic.

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Taking a stand to eliminate coercive citation practices in supply chain management and business logistics research

International Journal of Physical Distribution & Logistics Management, Aug 6, 2012

Logistics relief response model: the case of Thailand's tsunami affected area

International Journal of Services Technology and Management, 2009

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Editorial: Integrating the global supply chain

International …, 2010

The integration of the supply chain is an important research area as supply chain integration has... more

Laos: from buffer state to crossroads?

Choice Reviews Online

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Reverser logistic system of electronic waste in Thailand: An environmental perspective

2012 Electronics Goes Green 2012, 2012

Multimodal transport: the case of Laotian garment exporters

International Journal of Physical Distribution & Logistics Management, 2001

This paper explores the various alternative routes and methods available to garment exporters in ... more This paper explores the various alternative routes and methods available to garment exporters in Lao PDR, a landlocked country in South East Asia, when exporting to the European Union. Lao exporters are dependent on the transport systems in place in neighbouring countries (i.e. Vietnam, Thailand, Malaysia and Singapore) for transit purposes. A multimodal transport cost-model is used to illustrate and clarify multimodal transport routeing alternatives. A confidence index is also introduced for each route, transport modes and nodal links. Five routeing alternatives are presented in this paper and it is shown that the most frequently utilised route via Bangkok (Thailand) is not necessarily the most competitive in terms of time and cost, while the route via Port Klang (Malaysia) potentially offers a better alternative for Lao garment exporters.

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Critical logistics and supply chain management issues in Asia

International Journal of Physical Distribution & Logistics Management, 2012

Geographical Simulation Modeling for evaluating logistics infrastructure: A model for the ASEAN Economic Community

Proceedings of the Winter Simulation Conference 2014, 2014

Asean Logistics Connectivity

A Study of Logistics Performance of Manufacturing and Import-Export Firms in Vietnam

Purpose: Logistics performance assessment is a critical issue when trying to improve logistics. T... more Purpose: Logistics performance assessment is a critical issue when trying to improve logistics. This is particularly true in developing countries where no baseline survey has been done on the subject. This research explored and analysed logistics performance of manufacturing as well as export-import trading firms in Vietnam. Methodology/design/approach: The framework for the logistics performance assessment is based on the tool developed by Banomyong and Supatn (2011). The framework is derived from the 9 key logistics activities proposed by Grant et al (2006). In order to measure firm logistics performance, three performance dimensions are used: cost, time and reliability. A survey was conducted to obtain Vietnamese logistics related data. Findings: This is the first research in Vietnam that shows firms' logistics performance through the use of such an assessment framework. The instrument was relatively simple and easy to apply and understand. In addition, based on the research results, the paper provides recommendations and solutions that encompass a series of policies to effectively reduce the prevalent logistics costs of firms in Vietnam. Research limitations/implications: Limitation is related to the availability of the required assessment data. The availability data is a reflection of systematic data collection and storage procedures of the respondent firms. The inadequate understandings related to logistics have made respondents confused when trying to answer the questionnaire. Originality/value: The tool used in the research is precise and simple enough for firms to apply. Proposed solutions and recommendations can be considered as reliable practical for enterprises in Vietnam in a common effort to reduce logistics costs and increase competitive capabilities. This is the first survey of this kind in the country.

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