Factors Influencing Effectiveness of the Strategy Communication in Sukhothai Thammathirat Open University
Keywords:
Effectiveness of Communication, Strategic communicationAbstract
The objectives of this research were to (1) study the effectiveness of strategy-related communications in Sukhothai Thammathirat Open University (2) study the factors that influenced the effectiveness of strategic communications in Sukhothai Thammathirat Open University (3) recommend the approaches to enhance strategic communication in Sukhothai Thammathirat Open University.
This research was a mixed methods research consisting of quantitative research using a survey method and quanlitative research. The population was 1,647 academic and support staff of Sukhothai Thammathirat Open University and five high-level administrators in charge of and directly involved in every mission of the university’s internal strategy communications. A sample size of 400 was determined using the Taro Yamane method, the sampling method was stratified random sampling, and the five administrators were all samples. The instrument was a questionnaire and an interview form. Data were statistically analyzed using frequency, percentage, mean, standard deviation, and multiple regression analysis.
The results of this research were: (1) the effectiveness of the strategic communication in Sukhothai Thammathirat Open University was not less than 80%, at a statistically significant degree at a level of .05. (2) The factors of internal organizational communications, external strategy and policies, and organizational leaders influenced the effectiveness of strategic communication in Sukhothai Thammathirat Open University at a statistically significant degree of .05, overall could jointly predict 74.80 % (3) The strategy that should be used were: the earnestly, thoroughly, and consistently implement the principles of internal organizational communication; pay more attention to news about national vision statements and development of the higher education system, leadership should emphasize persuading personnel to follow the university’s strategies, including personnel should also be encouraged to learn, commit and respond to the leaders’ strategies.
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บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของวารสารมหาวิทยาลัยสุโขทัยธรรมาธิราช
ข้อความที่ปรากฏในบทความแต่ละเรื่องในวารสารวิชาการเล่มนี้เป็นความคิดเห็นส่วนตัวของผู้เขียนแต่ละท่านไม่เกี่ยวข้องกับมหาวิทยาลัยสุโขทัยธรรมาธิราช และคณาจารย์ท่านอื่นๆในมหาวิทยาลัยฯ แต่อย่างใด ความรับผิดชอบองค์ประกอบทั้งหมดของบทความแต่ละเรื่องเป็นของผู้เขียนแต่ละท่าน หากมีความผิดพลาดใดๆ ผู้เขียนแต่ละท่านจะรับผิดชอบบทความของตนเองแต่ผู้เดียว
ห้ามนำข้อความทั้งหมด หรือบางส่วนไปพิมพ์ซ้ำ เว้นแต่จะได้รับอนุญาตจากกองบรรณาธิการวารสาร
