| บทคัดย่อ(English) |
The purposes of the research on Persuasive Communication Process for Knowledge Management were to examine: 1) the communication process for gathering and transferring knowledge of theorganizations winning Thailand Quality Award (TQA) or Thailand Quality Class (TQC) ;2) thecommunication strategies for gathering and transferring knowledge of the organizations winningThailand Quality Award (TQA) or Thailand Quality Class (TQC) ;3) the influential factors onemployees' cooperation in gathering and transferring knowledge of the organizations winningThailand Quality Award (TQA) or Thailand Quality Class (TQC). The research methodologies were composed of qualitative and quantitative approach. To collectthe data, an interview with 6 executives and knowledge management staffs from 5 organizationswas conducted and a survey where 385 self-administered questionnaires with the sample who wereemployees under study was also used. Frequency distributions, percentage, mean, t-test, ANOVAand Pearson's Product Moment Correlation were statistical techniques used to analyze the datathrough SPSS computer program. The findings were as follows : 1. The communication process was consisted of 3 steps: giving KM Information, persuading the employees to join KM activities and performing consistently. The executives, the KM Committeeand supervisors were important sender meantime the receivers were all levels of employee.Verbal and nonverbal messages were used through formal and informal channel of communication. 2. Six communication strategies were used in KM management: communicator's credibility,rewarding, employees' participation, linking new KM and old working system, buildingperformance commitment and organizational communication climate. 3. The factors which effected gathering and transferring knowledge cooperation were gender,education and job satisfaction. |
