Leadership Communication Competencies Influencing Sustainability Culture in Thailand’s Chain Restaurant Businesses

Abstract

          This study aimed (1) to examine the leadership communication competencies present in Thailand’s chain restaurant businesses and (2)to analyze the roles and communication-related factors of leaders influencing the formation of sustainability culture within these businesses. A qualitative research design was employed. In-depth interviews were conducted with nine executives from large chain restaurant businesses in Thailand that operated multiple branches nationwide and formally declared sustainability policies. The participants were selected through purposive sampling. Data were analyzed using thematic content analysis.

           The findings revealed that leader’s communication competencies for fostering a culture of sustainability comprised four key dimensions: (1) message design competency, emphasizing clarity, conciseness, and the translation of policies into actionable practices; (2) relational communication competency, encompassing active learning, trust building, and positive reinforcement: (3) communication technology utilization competency, facilitating accessibility and continuity of communication across multiple business branches; and (4) shared meaning creation and persuasive communication competency, enabling employees to recognize the value of sustainability and translate this understanding into sustainable practices. Key factors that facilitated or hindered effective communication included top management support, internal communication structures, employee workload and technological readiness.

           The findings suggest that strengthening leaders’ communication competencies across all four dimensions can facilitate the effective implementation of sustainability initiatives in Thai chain restaurant business and foster an organizational culture that balances economic, social, and environmental responsibilities.