ORGANIZATIONAL BEHAVIOR IN THE THAI CONTEXT AND HUMAN RESOURCE MANAGEMENT IN THE DIGITAL ERA

Abstract

This academic article aims to study human behavior in the Thai context. It finds that Thai organizations continue to be influenced by patronage culture, intra-organizational relationships, and traditional customs, which impact management and working styles. Technological changes have played a significant role in transforming organizational structures and behaviors in the digital era. Human resource management must adapt by utilizing technology in recruitment, selection, and personnel development processes, including hybrid work arrangements and more flexible work systems. Additionally, developing Soft Skills and Digital Skills is essential for personnel to accommodate changes and increase work efficiency. Meanwhile, AI and Big Data are being employed to support human resource management by analyzing data for accurate decision-making that responds to organizational needs. The transition to the digital era still faces challenges in skill disparities and unequal access to technology among personnel. Therefore, human resource management must consider developing people to be ready for change and creating a balance between technology and cultural values. Organizations that can adapt appropriately will have opportunities for sustainable growth and development in the digital era.