Teaching and learning in the 21st century is not as focused on lecture notes as in the past. Students must listen to the teacher and answer exactly as the teacher teaches but emphasizes as the instructor is a coach or a facilitator is not a teacher that teaches only and must be organized Learning for change (Transformative Learning) is learning to make changes within oneself including worldview affective attributes cognitive attributes and behaviors (psychomotor attributes) is to change dramatically complete in all aspects it is a change known as the Holistic Change” (Thitirat Raksasri 2019). Learning with digital technology is considered a learning style suitable for the new generation. Because it is a model that can use technology to be useful in teaching and learning both inside and outside the classroom. Result in new learning styles such as massive open online courses (MOOCs) or other learning channels such as video computer games social media and audio media (OKMD 2019). It is therefore a good opportunity for students to be able to choose a learning style that is suitable for themselves. According to a study by Jiratan Prayaruwong (2019). It was found that learning English using digital media technology allows learners to develop and develop proficiency in English. It can be used to study and search for knowledge and information by oneself in the 21st century and achieve complete and effective lifelong learning skills. Therefore teaching and learning English integrated with digital technology and practical training it is a suitable idea for the development of English communication skills of Thai youth in the 21st century and in line with the education reform policy the national strategy for the development and enhancement of human resource capacity of Thailand at present (Nattaphon Teepsuwan 2019).

Although the self-checkout counter is being offered to clients in the hypermarket the frontline service staff are still required to assist the customers during the initial stages of the introduction process. Other clients are still in need of support with the technologys adoption and adaption among other things. This research would look at the customer from the perspective of cultural intelligence and technological adaptability. A semi-structured interview with 20 participants was conducted to examine the self-checkout counter and the frontline service provider. According to the sub-cultural differences in the service providers background geography and level of technology implementation the data of this study is gathered from a variety of geographical locations. The result reveals the four distinct roles played by the service provider in terms of performance technology assistance and the ability to comprehend how self-checkout and frontline service personas influence the shopping experience and perception of quality in a hypermarket setting respectively.

This quantitative research aimed 1) to study operation performance of Thai Gem Businesses. 2) To study factors affecting firm performance of Thai Gem Businesses. The research was collected data by using questionnaire with 452 participants from production group of Thai Gem Businesses. The samples were collected conveniently and analyzed by frequency percentage mean standard deviation Pearson’s correlation coefficient and analysis confirmatory with Structural Equation Modeling: SEM. It was one of all statistic techniques to test for causal relationship of variables. The results found that database information management systems have positively affect strategic management and firm performance of Thai Gem Businesses with significant level 0.05. Database information management systems also have positive affect on strategic management of Thai Gem Businesses with significant level α < 0.05. Besides this research results found that database information management systems has positively direct and indirect affecting firm performance by pass strategic management with direct affect on firm performance equal to 0.346 and indirect affect by pass strategic management equal to 0.575. And total affect was equal to 0.921 with significant level. It showed that overall affect of database information management system on firm performance was more than strategic management affect to Firm Performance (0.603) with significant level 0.05. The analysis of correlation coefficient model showed that measurement between latent variables have positive correlation with significant level α < 0.05. The analysis of Structural Equation Model revealed that it wassuitable harmonize with empirical data ( χ2 / df = 1.489 CFI = 0.997 AGFI = 0.957 RMSEA = 0.08 RMR = 0.004) and consistent with the define hypothesis. The research results described the environmental of firm performance approach to strategic management by TOWS Matrix and recommendation on strategic management to solve problems on firm performance of Thai Gem Businesses in order to develop continuous firm performance for competitive advantage.