การจัดการความรู้การเพิ่มรายได้ค่าธรรมเนียมและค่าบริการของธนาคารเพื่อการเกษตรและสหกรณ์การเกษตร

Abstract

This research aims to (1) identify issues and factors affecting the inability to meet fee and service income targets at a branch of the Bank for Agriculture and Agricultural Cooperatives (BAAC) located in Chom Thong District, Chiang Mai Province; (2) design essential knowledge for enhancing work quality in boosting fee and service income at the BAAC branch in Chom Thong District, Chiang Mai Province; and (3) monitor and assess staff learning regarding increasing fee and service income. This study examines the challenges in increasing fee and service income at the BAAC branch in Chom Thong District by analyzing performance data from the past three years. It employs activities based on the Community of Practice (CoPs) approach and Knowledge Engineering processes, using qualitative data from interviews with managers and experts, knowledge exchange in CoPs activities, and After Action Review (AAR) sessions, alongside monthly progress tracking and performance evaluation. The findings reveal key issues affecting income, including inadequate communication, adherence to traditional work methods, insufficient use of technology, limited staff knowledge, and low motivation. Implementing CoPs activities with two teams (Lightning Team and Storm Team) showed that the Lightning Team, which focused on proactive work and applied marketing strategies (4Ps, 4Cs, and 4Es), outperformed the Storm Team. These results highlight the importance of developing knowledge management strategies to improve the bank’s operational efficiency in the future.