การพัฒนาประสิทธิภาพการสื่อสารภายในองค์กรของ คณะทันตแพทยศาสตร์ มหาวิทยาลัยเชียงใหม่

Abstract

The objective of the study was to explore the condition and propose guidelines for development of internal communication effectiveness of the Faculty of Dentistry, Chiang Mai University. The study methodology included collecting quantitative data of the 177 staff member by questionnaires. The data was analyzed by descriptive statistics, frequency, percent, and average. Qualitative data was collected from focus group discussion. The results revealed that most of respondents were female, married, age twenty to thirty years old, Chiang Mai resident, not in administrative position, bachelor degree or equivalent, belong to the Dental Hospital, and post the temporary staff member. They have worked at the Faculty of Dentistry for 26 years which monthly income from 10,000 20,000 Baht without receiving any income from other sources. The opinion on effectiveness of communication processes in individuals level, which included senders, messages, communication channels, and receiver domain, shown the average at high level. The feedback of respondents to the communication process in organization level was in moderate score. Recommendations for improving communication effectiveness within the organization are that the senior management should define policies and focus on internal communication. Also balance the upward and downward communication, consider the frame of mind of the personnel, be aware of the psychological differences. Giving opportunities in face to face meetings. Other suggestions included to provide opportunities for personnel to have access to senior management, determine the content and communication channels for the recipient, promote the use of online communications and internal communication, give priority to communication to the members in the organization. It was very important to communicate in order to create a brand within the organization so that people could recognize and accept what the direction and policy of the organization.