GUIDELINES FOR THE DEVELOPMENT OF PUBLIC SERVICES TOWARD BECOMING A DIGITAL ORGANIZATION OF PHETCHABURI MUNICIPALITY, PHETCHABURI PROVINCE

Abstract

This research aimed to 1) Study the level of public service development of Phetchaburi Municipality. 2) Compare public opinions on the development of public services of Phetchaburi Municipality classified by personal characteristics. 3) Study the factors of digital organization that have a cause-and-effect relationship with the development of public services of Phetchaburi Municipality. 4) Study the guidelines for the development of public services towards becoming a digital organization of Phetchaburi Municipality. The sample group consisted of 390 people aged 18 and over of Phetchaburi Municipality and 10 key informants. Data were analyzed using percentages, means, standard deviations, one-way variance, multiple regression, and content analysis. Findings: 1) the development of public services in Phetchaburi Municipality is at a high level. 2) Individual characteristics, including different occupations, have different opinions on the development of public services in Phetchaburi Municipality, Phetchaburi Province. 3) Overall, factors related to digital organization, including digital thinking, digital knowledge and skills, and digital culture, have a cause-and-effect relationship with the development of public services in Phetchaburi Municipality, with a statistically significant relationship at the 0.001 level. Digital processes also have a statistically significant cause-and-effect relationship with the development of public services in Phetchaburi Municipality, with a statistically significant relationship at the 0.01 level. 4) Guidelines for developing public services towards becoming a digital organization in Phetchaburi Municipality include developing digital infrastructure, enhancing quality of life, maintaining peace, promoting the economy and tourism, managing environmental resources, and preserving culture, emphasizing the use of modern technologies such as AI, IoT, GIS, and digital platforms to enhance service efficiency, transparency, accessibility, and sustainability.