ปัจจัยที่ส่งผลต่อความพึงพอใจในการทำงานของพนักงานธนาคารเพื่อการเกษตรและสหกรณ์การเกษตรในยุคดิจิทัล กรณีศึกษาฝ่ายกิจการสาขาภาคเหนือตอนล่าง

Supot Komai; Pornpimon Kachamas

doi:10.14456/ajmt.2026.8

Authors

Supot Komai Master of Business Administration Concentration in Management, University of the Thai Chamber of Commerce
Pornpimon Kachamas Faculty of Business Administration, University of the Thai Chamber of Commerce

DOI:

https://doi.org/10.14456/ajmt.2026.8

Keywords:

Organizational Commitment, Job Satisfaction, BAAC, Digital Age, Organizational Factors, Motivation

Abstract

This study investigates the influence of motivation, organizational commitment, and organizational factors on job satisfaction among employees of the Bank for Agriculture and Agricultural Cooperatives (BAAC), Lower Northern Regional Branch Operations Division, in the context of digital transformation. A quantitative research design was employed. A total of 412 respondents were selected through stratified random sampling from a population of 2,373. Data were collected via a structured questionnaire (75 items), with content validity verified by experts (IOC = 0.897) and reliability confirmed through a pilot test (Cronbach’s α = 0.987). The data were then analyzed using descriptive statistics, exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and multiple regression analysis (Enter method). The results revealed that motivation, organizational commitment, and organizational factors each have a significant positive influence on job satisfaction. The model explained 81.2% of the variance (R² = 0.812). Among the sub-factors, Management System showed the strongest effect (β = 0.423), followed by Competence and Expertise (β = 0.217), Career Advancement Opportunity (β = 0.166), and Organizational Structure (β = 0.125). In contrast, some sub-dimensions — such as emotional commitment and challenging assignments — were not significant in the full model. These findings can inform human resource management practices in the digital age, especially in strengthening employee commitment and developing management systems responsive to technological change.

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