DEVELOPMENT OF CORPORATE CULTURE IN THE DIGITAL ERA ACCORDING TO SANGAHAVATHU PRINCIPLES IN PRIMARY SCHOOL, PHRA NAKHON SI AYUTTHAYA DISTRICT, PHRA NAKHON SI AYUTTHAYA PROVINCE

Abstract

The purposes of this thesis were 1) to study the condition corporate culture in the digital era according to Sangahavathu principles in primary school, Phra Nakhon Si Ayutthaya District, Phra Nakhon Si Ayutthaya Province. 2) to study the method of corporate culture development in the digital era according to Sangahavathu principles in primary school, Phra Nakhon Si Ayutthaya district, Phra Nakhon Si Ayutthaya Province. 3) to propose guidelines for development corporate culture in the digital era according to Sangahavathu principles of primary schools Phra Nakhon Si Ayutthaya District. Mixed methods research was used combines the methods of quantitative and qualitative research. The questionnaire was used as a quantitative data collection tool from a sample of 217 teachers and an interview questionnaire was used to collect qualitative data from five experts. Quantitative data were analyzed by using descriptive statistics consisted of mean and standard deviation whereas qualitative data was analyzed by content analysis. Results found that 1) the condition corporate culture in the digital era according to Sangahavathu principles in primary school, Phra Nakhon Si Ayutthaya District, Phra Nakhon Si Ayutthaya Province in all 4 aspects was at a high level. 2) the method of corporate culture development in the digital era according to Sangahavathu principles in primary school, Phra Nakhon Si Ayutthaya district, Phra Nakhon Si Ayutthaya Province, It consists of the development to bring about changes in intentions, ideology, methods, processes, and behaviors that are regularly practiced as the norm and encourage everyone to follow and integrate with the Sangahavathu principles. 3) the guidelines for development corporate culture in the digital era according to Sangahavathu principles of primary schools Phra Nakhon Si Ayutthaya District is development of the organization to change the organization culture Integrate with Sangahavathu principles with participation of everyone. Promote a good relationship between personnel in the organization itself and between the organization and personnel more. This will result in working with happiness, unity and achieving the highest goals.