DIGITAL LEADERSHIP OF THAI COMMERCIAL BANKS

Abstract

The purpose of this research objectives were : 1) to study the digital leadership of Thai commercial banks; and 2) to study the problems and the obstacles affected the digital leadership of Thai commercial banks. This research was qualitative. The study selected from the senior bank executives, the middle and upper levels of 6 Thai commercial banks in Bangkok, namely:  Government Savings Bank, Krungthai Bank, Siam Commercial Bank Public Company Limited,  Bangkok Bank Public Company Limited, Kasikorn Bank Limited (Public); and Bank of Ayudhya Public Company Limited, the bank consultants and the businessmen, totaling of 18 key informants by in-depth interview. The results found that 1) the digital leadership in digital age management of Thai commercial banks concluded that: personnel management in the digital age was that leaders must enable the entire organization to move towards a whole new type of work. Digital knowledge and skills were: (1) to have knowledge and skills in the use of technology, (2) to comprehensive and informative management skills, (3) to communicate skills. through digital media, (4) to think, reason and decision - making skills, (5) to manage the technology organization skills; and (6) to live with others and networking skills. In creating a digital culture, leaders changed the organizational culture to be ready for the digital age, building a digital learning culture. The creation of digital learning innovation was that leaders must drive learning for people. Ability to use information was how to use “data” as “power” to drive the organization; and 2) the problems and the obstacles affected the digital leadership of Thai commercial banks were leaders face the pressure of rapidly changing technology, therefore needed to know how to adapt and develop the organization all the time.