DEVELOPMENT OF PERSONNEL POTENTIAL IN SUBDISTRICT ADMINISTRATIVE ORGANIZATIONS AFFECTING CITIZEN SATISFACTION WITH SERVICES IN THE EASTERN REGION
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摘要
This research employed a quantitative approach using survey methodology to examine the influence of personnel development in Subdistrict Administrative Organizations (SAOs) on citizen satisfaction with public services in Thailand's eastern region. Data were collected from relevant documents, previous studies, and structured questionnaires. The study aimed to: (1) assess citizen satisfaction levels regarding SAO services; (2) evaluate public awareness of SAO personnel development and its impact on service quality; and (3) propose strategies for effective personnel development aligned with citizen expectations. A sample of 400 respondents revealed that the majority were female (55.0%), with the largest age group being 26–35 years (32.5%), and most holding a bachelor’s degree (30.0%). The primary occupational groups included private employees (27.5%) and farmers (22.5%). Among the service aspects evaluated, personnel's advisory capacity received the highest satisfaction score (Mean = 4.12±0.85), followed by transparency and fairness (Mean = 4.01±0.95), and politeness and friendliness (Mean = 3.97±0.13). The speed of service and the accuracy of information and documents were also rated highly (Mean = 3.84±0.99 and 3.85±0.98, respectively). Overall satisfaction with services was high (Mean = 3.96±0.15). Furthermore, 70.0% of respondents were aware of personnel development initiatives, and an equal percentage believed these initiatives positively impacted service quality. The area most in need of improvement were communication and public service skills (62.5%), followed by information technology utilization (55.0%). These findings highlight the importance of continuous personnel development to enhance service efficiency, responsiveness, and citizen satisfaction in local governance. The study provides practical recommendations for strengthening SAO personnel capabilities to meet community needs effectively.
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