Success in Creating a Digital Culture in Thai Industry Business

Abstract

            This research aims to 1) study the general characteristics of the sample group 2) study the level of importance of factors affecting the success of creating a digital culture, and 3) study the relationship between digital leadership factors, employee and team engagement factors, digital technology transformation factors, customer-centric factors, flexibility and agility factors. Digital leadership factors, employee and team engagement factors, digital technology transformation factors, customer-centric factors, and flexibility and agility factors affecting the success of creating a digital culture. This is a quantitative research using descriptive statistics and inferential statistics (reference). Descriptive statistics were analyzed using analysis techniques to find frequency, percentage, mean, and standard deviation. Inferential statistics (reference) were analyzed using multiple regression analysis techniques. The sample group was 400 Thai industrial business organizations. The research results found that the success of creating a digital culture depends on the digital technology transformation, employee and team engagement, digital leadership, flexibility and agility, and customer centricity, which are significant at .05 (p-value < .05). That is, when industrial business organizations have digital technology transformation, employee and team engagement, digital leadership, flexibility and agility, and customer centricity increase, the organization will be more successful in creating a digital culture. This finding will be useful for industrial businesses as well as academic circles.