THE DEVELOPMENT OF THE LEARNING ORGANIZTION MODEL FROM THE DIGITAL TRANSFORMATION OF THE BANKING BUSINESS IN THAILAND

Abstract

The global digital transformation has influenced disruptive innovation and changed customer behavior and demand. As a result, banks in Thailand will need to learn and adapt their business operations in line with digital technological changes. By developing internal processes and developing employees' potential to learn, the Bank will be able to develop a model as a learning organization to run successful businesses amid the ever-volatile digital transformation. The objectives of this research were: 1) To examine the elements of a learning organization resulting from the digital transformation of the banking business in Thailand. 2) To examine the concept and elements of digital transformation in the banking business in Thailand. 3) To develop a learning organization model based on the digital transformation of the banking business in Thailand. The qualitative research methodology employed in this study involved conducting in-depth interviews with a total of 18 individuals. This group included 15 executives and employees from three major Thai commercial banks, as well as 3 experts. The Data were analyzed by content analysis according to the issues obtained from the interview and descriptive explanation to answer questions of research objectives. The results of the research found that 1) The learning organization of Thai banks comprises the key elements of learning, organization, people, knowledge, and technology. 2) The digital transformation of Thai banks encompasses various components, including customer experience, product innovation, digital services, digital operations, and digital organization. 3) The development of the learning organization model for the banking business in Thailand is based on three dimensions: customer service utilization, restructuring of branch services, and addressing cyber threats.