Corporate Identity Affecting the Personnel Performance of Community Development Department, Ministry of Interior

Abstract

This research aimed to: 1) study the identity of the Department of Community Development, Ministry of Interior; 2) study the public service performance of the personnel of the Department of Community Development, Ministry of Interior; 3) study the organizational identity affecting the public service performance of the personnel of the Department of Community Development, Ministry of Interior; and 4) propose appropriate guidelines for applying organizational identity to the public service performance of the personnel of the Department of Community Development. A mixed-methods research approach was employed. The sample used in this research consisted of 336 personnel of the Department of Community Development under the regional administration in the Northeastern region. The key informants were 12 executives and personnel of the Nakhon Ratchasima Provincial Community Development Office. The research instruments were a questionnaire with a five-point rating scale, with a reliability coefficient of 0.98, and a semi-structured interview form. The statistics used for data analysis were percentage, frequency distribution, mean, standard deviation, multiple regression analysis, and content analysis. The research results revealed that 1) the identity of the Department of Community Development, Ministry of Interior, was at the highest level overall (Mean = 4.30). When classified by aspect and arranged in descending order, the aspects were: the use and wearing of Thai fabrics, women's role development, community product development, the prototype community learning area under the Khok Nong Na Model, poverty problem solving (K.K.C.), poverty eradication and sustainable development of people of all age groups according to the Sufficiency Economy Philosophy, digital services for the public and the use of the “Click Chumchon” digital service platform, and grassroots economy and Pracharath development; 2) the public service performance of the personnel of the Department of Community Development, Ministry of Interior, was at the highest level overall (Mean = 4.25). When classified by aspect and arranged in descending order, the aspects were: promotion and upgrading of the grassroots economy, strengthening communities, developing the organization to be modern, highly competent, and governed by good governance, and building cooperation and promoting the roles of community development networks; 3) there were seven aspects of organizational identity affecting public service performance, namely: community product development (X3), the use and wearing of Thai fabrics (X₇), the prototype community learning area under the Khok Nong Na Model (X₂), women's role development (X₆), poverty eradication and sustainable development of people of all age groups according to the Sufficiency Economy Philosophy (X₁), poverty problem solving (X₅), and digital services for the public and utilization of the “Click Chumchon” digital service platform (X₈), which could predict public service performance by 80.20 percent (Adjusted R² = 0.802) with statistical significance at the 0.01 level. The prediction equation can be written as follows: Ŷtot = 0.277 + 0.245X₃ + 0.198X₇ + 0.107X₂ + 0.106X₆ + 0.100X₁ + 0.085X₅ + 0.083X₈; and 4) the guidelines for applying organizational identity included promoting the establishment of integrated cooperation agreements, supporting continuous training, expanding innovative operations, analyzing data to formulate operational criteria, summarizing lessons learned to identify best practices, promoting activities and public relations campaigns, and developing and improving systems to facilitate work performance.