Components and Competency Indicators of Digital Banking Personnel in Thailand

Abstract

Background and Aims: The rapid transformation in the digital era has significantly impacted Thailand’s digital banking sector, highlighting the critical importance of developing personnel competencies. Bank personnel are required to possess skills that align with technological advancements, cybersecurity capabilities, and data management proficiency. These competencies are essential for ensuring efficient digital banking operations and maintaining competitiveness within a challenging environment. Thus, the objectives of this research are to 1) examine the essential competency components for digital banking personnel in Thailand, 2) develop indicators that reflect these competency components, and 3) establish guidelines for applying these components and indicators in the context of digital banking personnel in Thailand.

Methodology: This study employs a mixed methods research approach, with the sample comprising 500 employees from five commercial banks in Thailand. Data collection involved the use of questionnaires, in-depth interviews with five senior executives, and focus group discussions with 10 digital banking staff. Quantitative data were analyzed using descriptive statistics, such as mean and standard deviation, while qualitative data were analyzed through content analysis.

Results: 1) Competency Components of Digital Banking Personnel in Thailand: The essential competencies consist of seven components: digital technology skills, digital problem-solving skills, teamwork communication skills, adaptability and continuous learning skills, responsibility for digital issues, customer service skills via digital systems, and data analysis skills for information management. 2) Development of Indicators Based on Digital Banking Personnel Competency Components in Thailand: A total of 35 indicators were developed, covering all seven competency components. The most crucial skill is digital technology knowledge, as it is the highest-rated competency among personnel and serves as a fundamental requirement for digital banking operations. 3) Guidelines for Applying Competency Components and Indicators for Digital Banking Personnel in Thailand: It is recommended that banks assess their specific digital needs to identify challenges and objectives, develop training plans with specialized experts, monitor and evaluate training outcomes, and implement continuous improvement strategies. This approach enables personnel to adapt and enhance their digital skills effectively.

Conclusion: The competencies of digital banking personnel in Thailand are of utmost importance, especially digital technology skills, which serve as a critical foundation for their work. Additionally, 35 competency indicators have been developed, helping banks assess and improve their staff's ability to cope with the changes in the digital era effectively. Banks should focus on analyzing their needs, planning specialized training, and continuously monitoring the results to develop digital skills in alignment with the advancements in the digital industry.