Organisational Communication for Becoming an Autonomous University: The Case of Thaksin University

By Chetsada Noknoi, Wannaporn Boripunt and Sutee Ngowsiri.

Published by The Social Sciences Collection

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Article: Print $US10.00
Article: Electronic $US5.00

The purpose of this research is to study the opinions of Thaksin University staffs on the organizational communication pattern including the level of understanding and the level of information exposures for changing to autonomous university. Questionnaires were used for data collection by multi-stage random sampling and equally distributed to 276 samples. The collected data was analyzed by using the descriptive statistics; frequency, percentage, mean, standard deviation, and factor analysis. t-test and ANOVA techniques were used to test hypothesizes. The research indicated that while the respondents agree with the communication pattern of executives and organizational communication pattern, they disagree with the block of their opinion and strongly disagree with the idea that the responsibility regarding the transition is for senior executives only. For the aspect of the transition understanding, the staffs did not understand as a whole and the impact of the
transition to them after changing. The research also showed that the staffs have merely to exposure for the information. The hypothesis testing showed that the staff opinion on the organizational communication pattern to make the understanding for changing to autonomous university varies according to age, education, salary, department, and whether line or staff. While the level of the understanding vary according to gender, age, salary, department, and personnel type. The level of the exposure varies according to age, education and department. From the research, to increase the efficiency of organizational communication the executives should 1) increase the number of communication channel especially the two way communication 2) initiate the meeting with their staffs and building the trust atmosphere 3) listen to the staff opinions in various ways and publish documents about the changes that will occur so that staffs can recognize the situation clearly and continuously.

Keywords: Communication, Organisational Communication, Autonomous University

International Journal of Interdisciplinary Social Sciences, Volume 6, Issue 2, pp.155-166. Article: Print (Spiral Bound). Article: Electronic (PDF File; 1.352MB).

Asst.Prof.Dr. Chetsada Noknoi

Lecturer, Economics and Business Administration Faculty, Thaksin University, Muang, Songkhla, Thailand

Chetsada Noknoi is a lecturer and Head of the Department of Business Administration, Faculty of Economics and Business Administration, Thaksin University, Thailand. His particular areas of interest are human resource management, marketing, and public administration. His recent papers are Buddhist doctrines and the building of learning organization, Buddhist monks’ role as human resource developers in Thailand, Marketing for human resource development: The way to sustainable competitive advantage, Buddhist doctrines and Sufficiency Economy, Talent management: A key factor to organizational competitive advantage, Good governance and citizen’s participation in public management, Workforce diversity: Sexual orientation discrimination in Thailand, Creating organizational competitive advantage through human resource strategy, Corporate culture and community of practice: Key factors affecting the success of knowledge management in Thailand, Have debit cards changed Thai consumer shopping behavior?, and Ecotourism management: A case study of Khao Pu–Khao Ya National Park, Thailand. His current research topics are related to diversity, equality, tourism management and consumer behavior.

Wannaporn Boripunt

Lecturer, Faculty of Economics and Business Administration, Thaksin University, Muang, Songkhla, Thailand

Wannaporn Boripunt is a lecturer in the Department of Business Administration, Faculty of Economics and Business Administration, Thaksin University, Thailand. Her particular areas of interest are information technology and marketing. Her recent papers are Have debit cards changed Thai consumer shopping behavior?, and Ecotourism management: A case study of Khao Pu–Khao Ya National Park, Thailand.

Sutee Ngowsiri

Lecturer, Faculty of Economics and Business Administration, Thaksin University, Muang, Songkhla, Thailand

Sutee Ngowsiri is a lecturer in the Department of Business Administration, Faculty of Economics and Business Administration, Thaksin University, Thailand. His recent papers are Have debit cards changed Thai consumer shopping behavior?, and Ecotourism management: A case study of Khao Pu–Khao Ya National Park, Thailand.

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