DESCRIPTION
The Journal of Global Business is an Journal for those who present their research at the Global Business Conference held twice a year in Manila, Philippines. This conference is organized by the Association of Training Institutions for Foreign Trade in Asia and the Pacific. The Journal contains researches of professors in business and other fields.
ISSN: 2350-7179 (Online Journal)
VOLUME 15 ISSUE 2 (2026)
Global Business Conference II
Date: June 27, 2026
Theme: “Legacy in Motion: Global Business Collaboration”
Publication Date:
Journal issues
Volume 1, issue 1 (2012)
volume 2, issue 1 (2013)
volume 3, issue 1 (2014)
volume 4, issue 1 (2015)
volume 5, issue 1 (2016)
volume 7, issue 1 (2018)
volume 8, issue 1 (2019)
volume 9, issue 1 (2020)
volume 10, issue 1 (2021)
volume 10, issue 2 (2021)
volume 11, issue 1 (2022)
volume 11, issue 2 (2022)
volume 12, issue 1 (2023)
volume 12, issue 2 (2023)
volume 13, issue 1 (2024)
VOLUME 13, ISSUE 2 (2024)
Volume 14, Issue 1 (2025)
Volume 14, issue 2 (2025)
VOLUME 14, ISSUE 3 (2025)
VOLUME 15, ISSUE 1 (2026)
VOLUME 15, ISSUE 2 (2026)
VOLUME 15 ISSUE 2 (2026)
Abstract
Despite growing interest in masstige marketing, research remains concentrated in fashion and technology and rarely examines Southeast Asian food contexts. Using Au Four Bakery, a women-owned boutique bakery in Cavite, as its empirical site, this study explores how Filipino consumers interpret the premium positioning of local boutique bakeries through Masstige Positioning Strategy and Perceived Value Theory. Findings suggest that premium bakery categorization is shaped more by product type and symbolic fit than by price. A premium aesthetic combined with accessible pricing produces a strong sense of value consistent with this dynamic, and products carry meaningful relational significance as gifts in social settings. However, consumers' recognition of the brand's premium and accessible identity is actively undermined by visual inconsistency across touchpoints and an overwhelming product range that generates decision fatigue. The study contributes to marketing literature by offering qualitative accounts of masstige positioning in a Southeast Asian food context, with practical implications for food sector MSMEs and for SDG 8 on decent work and economic growth, SDG 12 on responsible consumption, and SDG 5 on gender equality.
JGB 20206
“Evaluating "PediaGo!": A Web-Based Pediatric Information System with Symbolic Rule-Based Recommender and Gamification Reward”
Matthew Faith S. Somera & Beverly Estephany P. Ferrer / Read Full Paper
Keywords
Pediatric Information System, Symbolic Rule-Based Recommender, Gamification Layer, Clinical Decision Support, Progressive Web Application
Abstract
Pediatric healthcare in many clinics remains dependent on paper-based records and manual processes, resulting in data loss, medication errors, and missed vaccinations. This study evaluates the usability of PediaGo!, a progressive web-based Pediatric Information System developed for a clinic in Baguio City, to address manual record system limitations.
Following the Iterative and Incremental Model, the system was developed to serve three user roles: parents, doctors, and clinic secretaries covering growth tracking, immunization scheduling, appointment management, and clinical record-keeping. During the development phase, Functional Testing and System Testing, including User Acceptance Testing (UAT), were conducted.
Two core innovations were evaluated: a Symbolic Rule-Based Recommender, assessed on its accuracy in codifying Philippine Pediatric Society (PPS) clinical protocols into a deterministic inference engine for medication timing and temperature-based symptom triage; and a Gamification Layer (G-Layer), measured on its utility in sustaining parental engagement through a visit-verified digital sticker reward system. The Researcher-Developed Usability Feedback Questionnaire (RUFQ), adapted from the System Usability Scale (SUS), administered to 16 participants (5 doctors, 1 secretary, 10 parents), yielded 100% agreement across all ten items, interpreted as highly usable and intuitive, affirming PediaGo!'s contribution to pediatric care digitalization per UN SDG 3: Good Health and Well-Being.
JGB 20207
“A Permissioned Blockchain and Decentralized Document Referencing Prototype for Multi-Agency Land Transaction Coordination in Baguio City”
Denver F. Butz & Dr. Randy B. Domantay / Read Full Paper
Keywords
Smart Contracts, Blockchain, Decentralized Document Referencing, IPFS, Multi-Agency Coordination.
Abstract
Land transaction processes in the Philippines involve multiple government agencies, fragmented information flows, and extensive document verification activities that may contribute to processing delays, limited transaction visibility, and administrative inefficiencies. These challenges become more complex when various land transaction categories, including residential, agricultural, commercial, industrial, mixed-use, institutional, and subdivision-related property transfers, require participation from different regulatory authorities before ownership transfer can be completed. This study presents the design, development, and evaluation of a permissioned blockchain and decentralized document-referencing prototype intended to support multi-agency land transaction coordination in Baguio City.
The study adopted a developmental research approach utilizing an iterative Software Development Life Cycle (SDLC) methodology aligned with modern iterative and incremental software engineering practices (Pressman & Maxim, 2020). Workflow analysis, document review, process observation, and stakeholder consultations were conducted to examine existing land transaction procedures and identify system requirements. The proposed framework integrates Ethereum-compatible smart contracts, MetaMask authentication, and InterPlanetary File System (IPFS) decentralized document referencing to support transaction traceability, escrow-based transaction management, sequential approval validation, and ownership-transfer processing. The framework supports workflows involving agencies responsible for agrarian compliance, land administration, urban planning and zoning, environmental regulation, taxation, property assessment, and land registration.
Results demonstrated the successful implementation of blockchain-supported transaction monitoring, smart-contract escrow validation, decentralized document referencing, and ownership-transfer simulation. Functional testing confirmed the successful execution of core smart contract functions, while IPFS integrity verification demonstrated the ability to detect document modifications through Content Identifier (CID) validation. User Acceptance Testing yielded an overall mean score of 4.58, interpreted as Strongly Agree, indicating positive participant perceptions regarding usability, transparency, workflow visibility, and overall functionality. The findings demonstrate the potential of blockchain-supported coordination frameworks to improve transaction traceability, approval transparency, and document-reference integrity within future digital land administration environments.
JGB 20234
“Ing Guinu Manatili Ya Kekayu (The Lord Be with You): Narratives of Faith, Tradition, and Resilience among Pampanga’s Religious Artisans in the Development of Creative and Sustainable Tourism”
Kurt Iverson R. Petras & Rachelyn Ruth L. Santiago, PhD / Read Full Paper
Keywords
Kapampangan Sacred Art, Pagsasanto, Religious Tourism, Creative Tourism, Sustainable Livelihoods and Tourism
Abstract
The Philippines has a long-standing culture of sacred art, a significant expression of faith, shaped by the Spanish colonial influence, indigenous traditions, and Catholic devotion. Pampanga remains a vital center of this heritage through its vibrant culture of pagsasanto, the creation, restoration, care and veneration of sacred images. While previous literature has focused on churches, festivals, and religious sites, limited attention has been given to the religious artisans whose labor sustains the culture. This qualitative study employed a case study design in phenomenological inquiry approach that examines the lived experiences, challenges, and contributions of Pampanga’s religious artisans, including mandukit (woodcarvers), manpukpuk (metalworkers), encarnador (ecclesiastical painters), burdadero (embroiderers), florista (floral designers), and camareros/recamaderos (image custodians). Data were gathered through in-depth interviews and focus group discussions with artisans, parish personnel, and tourists (n=26) and were analyzed using inductive thematic analysis. Six interrelated themes have emerged: a) the habitus and panata of local religious stewardship; b) acclaimed mastery of sacralized craftsmanship; c) collective stewardship through social networks and shared responsibility; d) from sacred objects to shared experiences; e) market, tradition, and innovation; and f) institutional exclusion and structural vulnerability. The findings reveal the phenomenon of “Liturgy of Labor,” where spiritual capital, specialized skills, and social networks intersect. The study therefore proposed the S.A.N.T.O. (Stewardship, Apprenticeship, Networking, Tourism and Operations Oversight) Framework for Sustainable Artisanship as an evidence-based contribution to strengthen community-based creative tourism, safeguard intangible cultural heritage, and promote sustainable local development.
JGB 20239
“From Process Efficiency to Recruitment Effectiveness and Candidate Experience: Examining the Mediating Role of Funnel Quality”
Gerald S. Sapinoso, MBA & Ezekiel Edison U. Nemis, MBA / Read Full Paper
Keywords
Process Efficiency, Funnel Quality, Candidate Experience, Perceived Recruitment Effectiveness, Recruitment Management.
Abstract
Recruitment process efficiency has traditionally been measured through key performance metrics such as hiring speed, recruiter productivity, and candidate time-to-fill. However, limited research has examined the mechanisms through which recruitment efficiency processes contribute to candidate-centered and organizational recruitment outcomes. This study investigated the effects of Process Efficiency on Funnel Quality, Candidate Experience, and Perceived Recruitment Effectiveness, as well as the mediating role of Funnel Quality in a Philippine Business Process Outsourcing (BPO) context. Grounded in Process Theory, Service Quality Theory, and Signaling Theory, the study employed a quantitative descriptive-correlational research design using an existing dataset consisting of 132 recruiters from BPO organizations in Ortigas Center, Pasig City. Data were analyzed using descriptive statistics, simple linear regression, and mediation analysis with bootstrapped confidence intervals. The findings revealed that Process Efficiency significantly influenced Funnel Quality (β = 0.643, p < .001), Candidate Experience (β = 0.455, p < .001), and Perceived Recruitment Effectiveness (β = 0.336, p < .001). Funnel Quality was also found to significantly affect Candidate Experience (β = 0.339, p < .001) and Perceived Recruitment Effectiveness (β = 0.357, p < .001). Mediation analysis showed that Funnel Quality did not significantly mediate the relationship between Process Efficiency and Candidate Experience. However, Funnel Quality fully mediated the relationship between Process Efficiency and Perceived Recruitment Effectiveness, indicating that recruitment efficiency contributes to effectiveness primarily through improvements in the recruitment funnel quality. The study concluded that recruitment effectiveness depends not only on operational efficiency but also on the quality of candidate progression, screening, and conversion throughout the recruitment process. The findings contribute to recruitment literature by identifying Funnel Quality as a critical process-based mechanism linking recruitment efficiency to organizational recruitment outcomes and provide practical insights for recruitment management within the Philippine BPO sector.
Abstract
This study examined the relationships among service quality, customer satisfaction, switching cost, and repurchase intention in the air-conditioning (A/C) service industry among residential and business customers in selected cities of the National Capital Region (NCR), Philippines. Despite the widespread application of the SERVQUAL model across various service industries, empirical evidence in technical service contexts, particularly within the Philippine air-conditioning service sector, remains limited. Guided by the Stimulus–Organism–Response (S-O-R) Theory, this study conceptualized service quality as a higher-order construct comprising the five SERVQUAL dimensions. A quantitative cross-sectional research design was employed, and data were collected from 159 qualified respondents through a structured questionnaire administered via online and face-to-face surveys. The proposed model was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with a two-stage hierarchical component modeling approach to examine direct, mediating, and moderating relationships. The results revealed that service quality significantly and positively influenced customer satisfaction (β = 0.873, p < .001) and repurchase intention (β = 0.375, p = .002), while customer satisfaction significantly influenced repurchase intention (β = 0.487, p < .001). Furthermore, customer satisfaction partially mediated the relationship between service quality and repurchase intention, accounting for approximately 53% of the total effect. In contrast, switching cost did not significantly moderate the relationships between service quality and repurchase intention or between customer satisfaction and repurchase intention. Among the SERVQUAL dimensions, empathy, reliability, and responsiveness emerged as the strongest drivers of customer satisfaction. These findings suggest that customer retention in the NCR air-conditioning service industry is primarily driven by superior service quality and customer satisfaction rather than by switching barriers. The study contributes to the service marketing literature by extending the application of SERVQUAL as a higher-order construct within a technical service context, providing empirical support for the mediating role of customer satisfaction within the S-O-R framework, and offering practical insights for service providers seeking to strengthen customer retention through service excellence.
JGB 20242
“Training Needs Analysis of Hospitality and Tourism Management Faculty for Standardized Professional Development in Selected Higher Education Institutions Offering HM and TM Programs”
Jefferson S. Marcelo / Read Full Paper
Keywords
faculty development, hospitality management education, tourism management education, professional development, training needs analysis
Abstract
This research … This study assessed the training needs of Hospitality and Tourism Management faculty members in selected Higher Education Institutions in the National Capital Region (NCR), Philippines, as a basis for developing a standardized professional development framework. Specifically, the study examined the profile of faculty members in terms of academic rank, employment status, educational attainment, teaching experience, and industry experience; determined their level of competence in instructional and pedagogical practices, assessment and evaluation, industry engagement, research involvement, extension activities, and quality assurance participation; and identified significant differences in training needs when grouped according to selected profile variables. The study utilized a quantitative descriptive-comparative research design involving 134 Hospitality and Tourism Management faculty members selected through stratified random sampling. Data were collected using a researcher-developed and validated Training Needs Analysis (TNA) questionnaire and analyzed using frequency, percentage, mean, standard deviation, and analysis of variance. The findings revealed that faculty members demonstrated very high competence in Outcomes-Based Education implementation, experiential and laboratory-based teaching strategies, and classroom and laboratory management practices. However, only moderate competence was observed in curriculum mapping, assessment analytics, student intervention strategies, industry engagement, research productivity, extension activities, and quality assurance participation. Significant differences in training needs were found when respondents were grouped according to academic rank, educational attainment, years of teaching experience, and industry experience, while no significant differences were observed based on employment status and professional certifications. The results indicate that although faculty members possess strong instructional competencies, substantial developmental needs remain in research, industry linkage, assessment systems, extension services, and quality assurance processes. Consequently, the study recommends the implementation of a standardized, competency-based, and differentiated faculty development framework to enhance faculty capabilities, support institutional quality assurance initiatives, and strengthen the overall quality of Hospitality and Tourism Management education.
JGB 20268
“Laced Up: Functional and Stylish Shoelace Clips for Filipino Youth”
Tarragon Sage B. Cu, Estrell Lorain M. Evangelista, Maica Joana Victoria H. Jimenez, Isabel Rafaela M. Santos, Lance Johann S. Sastrillo & Marife M. Magsino / Read Full Paper
Keywords
Generation Z, Social Entrepreneurship, Conjoint Analysis, Footwear Accessories, Advocacy Advertising
Abstract
This study examines consumer preferences, pricing boundaries, and product-market fit for advocacy-driven shoelace accessories among Filipino Gen Z consumers. Through Laced Up, a student-led social enterprise founded at De La Salle University-Laguna that explores how handcrafted, functional shoelace accessories can integrate self-expression, sustainability, and social advocacy. The study used a mixed-methods explanatory sequential design, combining quantitative conjoint analysis with qualitative focus group discussions (FGDs). Data were collected from 70 senior high school students at De La Salle University–Laguna through an online survey, and 14 participants selected from the survey respondents participated in FGDs. Findings in this study revealed that the type of material was the most influential product attribute (importance score = 70.64), with fabric appearing as the most preferred material. Respondents also preferred large charms and safety-pin attachments. More than half of the participants preferred a price below ₱100.00, while most favored purchasing through both physical and online channels. Qualitative findings further highlighted the importance of design themes, durability, convenience, sustainability, and advocacy-centered collections that promote self-expression and social awareness. The results informed the development and launch of Laced Up, a socially driven shoelace accessory brand. This study can give insights into social entrepreneurship by showing how consumer insights can be used to create affordable, advocacy-oriented products that balance profitability with meaningful social impact.