Effects of Organizational Communication Behavior on Communication Efficiency and Burapha University Lecturers’ Work Effectiveness

Abstract

               The purpose of this research was to construct and confirm that causal relationship model of organizational communication behavior on communication efficiency, and the work effectiveness of Burapha University lecturers was consistent with the empirical data. The proposed model included three latent variables: work effectiveness, organizational communication behavior, and communication efficiency, which were operationalized through 10 observed variables. The study's participants comprised 100 lecturers spread across 20 faculties. Data collection was performed via questionnaires, and the subsequent analysis employed descriptive statistics, Pearson Product-Moment Correlation Coefficient with statistical software package. Confirmatory factor analysis and structural equation modeling were performed with LISREL 8.72. The results showed that the modified model aligned well with the empirical data. A good model fit was demonstrated by the following statistical values: 𝜒²= 23.61, df = 24, p = 0.48, GFI = 0.95, AGFI = 0.90, CFI = 1.00, NFI = 0.91, NNFI = 1.00, RMSEA = 0.00, RMR = 0.02. Within the model, the variables explained 28% of the variance in communication efficiency and 76% of the variance in work effectiveness. The study concluded that organizational communication behavior directly influences communication efficiency and work effectiveness, as well as exerting an indirect effect on work effectiveness through communication efficiency.