การสร้างแนวคิดเชิงทฤษฎีที่เกี่ยวกับ ความสามารถในการสื่อสารระดับองค์กรในประเทศไทย / อุเทน ลิมปิศิริสันต์ = The conceptualization of communication competence at the organizational level Thailand / Uten Limpisirisant
To explore the conceptualization, the research methodology and the components of organizational communication competence in the Thai context. Ten in-depth interviews with top Thai organizational executives and 103 questionnaires were conducted in this study. Sixty communication characteristics of the organizational communication competence have been developed to be a 60-item questionnaire, which can be used for measuring the Thai organizational communication competence. The results of this study reveal as follows: 1) The conceptualization of organizational communication competence in the Thai context is the organization of which the management has abilities to encode and decode massages to the organizational members effectively. These abilities specifically involve with strategic communication knowledge (i.e., management communication, organizational identification, and organizational culture) and tactical communication capacities (i.e., organizational media selection and formal/informal communication network establishment). 2) The research method using questionnaire combined with interview and observation was found to be the most appropriate means to study communication competence at the organizational level in the Thai context. 3) Sixty communication characteristics of organizational communication competence which were found in this study can be categorized into 9 groups, consisting of management communication and organizational identification; globalization and technology management; organizational information management; organizational media selection; organizational follow-up, evaluation, and report; organizational communication network and structure; formal communication network; informal communication network; and organizational communication competence outcomes. 4) A reliability of the developed 60-item questionnaire for measuring the Thai organizational communication competence is .9738 or 97.38%.
