Application Development through Needed Characteristics for Applied Program Content to Support Organizational Communication of a Sugar Industry Group in Bangkok

Abstract

The purpose of this research were 1) to study needed characteristics for applied program content to support organizational communication 2) to assess operating conditions and expectations through needed characteristics for applied program content to support organizational communication 3) to study application development for the purpose through needed characteristics for applied program content to support organizational communication of a sugar industry group in Bangkok. This mixed research includes qualitative and quantitative methods. Data collected by interviewing 8 of key informants and collecting constructed questionnaire from 91 of samplings including board of directors and workers of a sugar industry group in Bangkok. The result of purpose 1 found that needed characteristics for applied program content to support organizational communication include 8 topics which are 1) Management 2) Sales and Marketing 3) Products 4) Purchasing 5) Electronic Information System 6) Human Resources 7) Buildings and Maintenance 8) Other. The result of purpose 2 found that the operational conditions were at a fair level overall  and expectations were at high level overall . It can be used to sort the order of priority need index (PNI). The research found that the organization prioritizes other topics (0.28), Management (0.25), Purchasing (0.22), Sales and Marketing (0.21), Products (0.21), Electronic Information System (0.19), Buildings and Maintenance (0.19) and Human Resources (0.17), accordingly. The result of purpose 3 found that the organization should specify the communication policy to consist with the problem, planning and dedicating a group of personnel or a department for monitoring and supervising the implementation and development. Also, providing training to all levels of personnel, leading to action in order to sustainably and effectively solve problems and develop the communication of the organization.