Rattanakosin Journal of Social Sciences and Humanities

The Role of Public Service Motivation and Digital Competencies in Driving the Capacity of Supporting Staff at Rajamangala University of Technology Group

2026-04-26T08:49:47+07:00

The transition toward digital universities has underscored the critical role of support personnel in enhancing organizational efficiency and service quality. Public service motivation and digital competencies are therefore important factors in driving support staff capacity within the Rajamangala University of Technology Group. This quantitative study aimed to examine the levels of public service motivation, digital competencies, and support staff capacity, and to analyze the influence of these factors on support staff capacity. The sample consisted of 377 support personnel. Data were collected using a validated and reliable questionnaire and analyzed through descriptive statistics and multiple regression analysis. The findings revealed that public service motivation, digital competencies, and support staff capacity were all at the highest level. Public service motivation explained 33.50% of the variance in support staff capacity (R² = .335, p < .001), with self-sacrifice for the public interest (Beta = .329, p < .001) and attraction to public service (Beta = .211, p < .001) as significant predictors. Digital competencies explained 47.70% of the variance (R² = .477, p < .001), with productivity and digital office tool proficiency exerting the strongest influence (Beta = .220, p = .001), followed by digital safety and data protection (Beta = .180, p = .008), and digital identity and digital well-being (Beta = .168, p = .009). The findings suggest that universities should strengthen support staff capacity through policies that promote public-mindedness alongside work-related digital competencies in order to improve administrative efficiency and service quality within the Rajamangala University of Technology Group.

The Development of Isan Dialect Learning Materials from the Phaya Khan Khak Folktale Using Handmade Books

2026-07-24T14:18:43+07:00

This qualitative study aimed to 1) examine the characteristics of Kham Pha-ya, or Isan poetic expressions, in the folk literature Phaya Khan Khak based on the transcribed manuscript from Wat Nart Phromwas, Mad Na Thom Subdistrict, Khok Si Suphan District, Sakon Nakhon Province, focusing on Isan vocabulary and expressions, language use, content presentation, and social and cultural values, and 2) develop a handmade book on Kham Pha-ya from the Phaya Khan Khak folk literature to promote learning of the Isan dialect. Content analysis was conducted on the transcribed Phaya Khan Khak literature, and the findings were used to develop a handmade book. The book was then preliminarily used with 40 students in Grades 4–6. The students read Kham Pha-ya, learned the meanings of Isan vocabulary, and practiced pronunciation or using the vocabulary presented in the book. The findings revealed that Kham Pha-ya is characterized by concise, vivid, and melodious poetic expressions in the Isan dialect. Its linguistic features include Isan vocabulary and expressions, repetition, rhyme, and figurative comparisons. The content reflects the beliefs, ways of life, and values of Isan communities, including karma, morality, gratitude, perseverance, patience, compassion, social relationships, and concepts of governance and leadership. These findings were used to select appropriate Kham Pha-ya and develop a handmade book incorporating vocabulary explanations, illustrations, and learning activities. The use of the learning material was preliminary and did not involve an evaluation of learning achievement through pre- and post-use comparisons.

An Ethnographic Study of Blessing Chants in the Wrist-tying Ritual among the Yor Ethnic Group in Ban Kok Kok

2026-08-14T09:40:24+07:00

This research article aimed to examine the characteristics of communication situations in the wrist-tying ritual of the Yor ethnic group at Ban Kok Kok and to analyze the meanings and roles of arm-tying expressions as oral literary texts of the Yor ethnic group in Ban Kok Kok. This qualitative study collected data from documentary research, ritual observation, and in-depth interviews with 15 key informants, including local scholars, elders, community leaders, and ritual specialists. The data were analyzed based on Dell Hymes’ ethnography of speaking framework using the eight components of the SPEAKING model, together with an analysis of the meanings of the texts from linguistic and cultural perspectives. The findings revealed that the arm-tying ritual is a cultural communication event in which setting, participants, purposes, sequence of acts, tone, channel, norms, and genre are systematically interrelated. The ritual is performed in the host’s home on important occasions, including Bun Samha, which is associated with cleansing the household and promoting auspiciousness. The arm-tying expressions are Yor dialectal texts with semi-poetic characteristics, featuring repetition, rhyme, soul-calling expressions, and blessings. They reflect beliefs about the soul, provide encouragement, express wishes for prosperity, and convey love, social bonds, and unity among community members. Therefore, arm-tying expressions are not merely words accompanying a ritual but cultural texts that transmit the language, beliefs, local wisdom, and ethnic identity of the Yor community.

The Effects of Perceived Value, Trust, Commitment, and Switching Costs on Student Lifetime Value in English Language Tutoring Institutes in Chonburi Province

2026-06-25T18:21:48+07:00

This study aimed to examine the effects of perceived value, trust, commitment, and switching costs on student lifetime value in English language tutoring institutes in Chonburi Province. The sample consisted of 385 individuals aged 18 years and above who had studied at English language tutoring institutes in Chonburi Province within the past five years. A multi-stage sampling method was employed. Data were collected using an online questionnaire and analyzed through descriptive statistics, t-test, one-way ANOVA, and multiple regression analysis. The results revealed that differences in gender, duration of prior study, and monthly tutoring expenses significantly affected student lifetime value at the .05 level, whereas age and tutoring frequency showed no statistically significant differences. These findings indicate that student lifetime value in English tutoring institutes is shaped more by accumulated learning experience and the level of educational investment than by general demographic characteristics. The multiple regression analysis showed that perceived value, trust, commitment, and switching costs jointly explained 59.6% of the variance in student lifetime value (R² = .596, Adjusted
R² = .592, F = 140.172, p < .001). Switching costs exerted the strongest positive influence (β = .540, p < .001), followed by trust (β = .129, p = .026) and perceived value (β = .103, p = .018), while commitment had no statistically significant effect. These results suggest that sustaining student lifetime value should focus on enhancing perceived value, trust, and continuity of learning experiences rather than relying solely on emotional commitment.