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