INTERNAL ORGANIZATIONAL COMMUNICATION FACTORS ENHANCING WORK MOTIVATION AND PERFORMANCE OF PERSONNEL: A CASE STUDY OF THE RAJABHAT UNIVERSITY GROUP IN SOUTHERN

Abstract

The objectives of this research were to 1) Study the influence of the working environment, knowledge sharing, and communication within the organization. 2) Study the influence of work motivation on performance achievement, 3) Investigate the causal relationship model between variables, including the role of motivational transmitters, and 4) Study the development of factors influencing the achievement of personnel in the Southern Rajabhat University Group. The research used a sequential descriptive combination model. Quantitative data were collected from 400 personnel, proportionally allocated to 5 Southern Rajabhat Universities, and interviewed 10 key informants who were specifically selected. Data analysis was conducted by confirmatory component analysis. Structural equation model and content analysis. The adjusted model was consistent with empirical data (χ² = 764.883, df = 732, p = 0.194, χ²/df = 1.045, CFI = 0.992, TLI = 0.991, RMSEA = 0.011). Result 1 showed that knowledge sharing ( = 0.330, p < 0.001) and communication within the organization ( = 0.410, p < 0.001) had a positive influence on motivation. Result 2 showed that motivation had a positive influence on achievement ( = 0.761, p < 0.001). Outcome 4 proposed that universities should develop a knowledge library. Establish clear and timely communication channels. Organize a system to listen to feedback. Promote recognition of work and development opportunities. In a systematic long-term manner.