Development of Personnel Potential in Subdistrict Administrative Organizations Affecting Citizen Satisfaction with Services in the Eastern Region

Abstract

         This research is a quantitative study using survey research methods. The study collected data from documents, related research, and questionnaires to analyze and synthesize the impact of personnel potential development in Subdistrict Administrative Organizations (SAOs) on citizen satisfaction with services in the eastern region of Thailand. The objectives of this study were: 1) to assess the level of citizen satisfaction with the services provided by SAOs in the eastern region; 2) to evaluate public awareness of the personnel development initiatives of SAOs and their impact on service quality; and 3) to propose strategies for enhancing the efficiency of personnel development to better meet the needs of the public. The study surveyed 400 respondents, Regarding satisfaction with services, the ability of personnel to provide clear and useful advice received the highest score (Mean = 4.12±0.85), highlighting the importance of effective communication and consultation. Additionally, transparency and fairness (Mean = 4.01±0.95) and the politeness and friendliness of the personnel (Mean = 3.97±0.13) were also rated highly. The speed of service and accuracy of information had similar mean scores of 3.84±0.99 and 3.85±0.98, respectively. The overall satisfaction with services was rated at a high level, with a mean score of 3.96±0.15. The study found that 70.0% of respondents were aware of the personnel development efforts in SAOs, and 70.0% believed that such development positively affected service quality. The most critical area for development was communication and public service (62.5%), followed by the use of information technology (55.0%). Improving these two areas would enhance the efficiency of public services, ensuring faster, more convenient processes and higher satisfaction among local residents. Recommendations for future personnel development include enhancing technological skills through training in digital platforms to improve service efficiency, increasing transparency in service processes by clearly disseminating information about operations and results, and providing training in communication and public service skills to ensure effective, clear, and prompt responses to public needs.