Human Resource Transformation and Competitive Advantage: A Case Study of Krungthai Bank

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Rakchart Chaemchan


The objectives of this research are to examine the context, to determine key success factors and to develop effective model of HR transformation to create Competitive Advantage of Krungthai Bank. The research employs mix method research both quantitative and qualitative. The key Informants for the qualitative research are 20 specialists. The samples of the quantitative research are 400 personnel of Krungthai Bank’s headquarter. The research utilizes qualitative research using in-depth interviews while quantitative research using questionnaires and descriptive statistics and the structural equation model. The findings presented that Krungthai Bank tend to score high of mean value of organization culture, service quality, competitive advantage, human resource management and development, and HR transformation to create competitive advantage. Confirmatory factor analysis of successful factors found that the above factors affected the development of HR transformation to create competitive advantage. In addition, the relationship with structural model, it was expressed HR transformation and competitive advantage between modification indices (MI) employed in this research.  This new model related to the information and the hypotheses. After testing of the hypotheses, both direct and indirect effect were found between factors. The results revealed that HR transformation affected the positive side at the competitive advantage level significantly at 0.48. And the competitive advantage affected the positive side from organizational culture significantly at 0.60, service quality at 0.59, and human resource development at 0.58. Furthermore, according to the research, HR transformation and competitive advantage model of Krungthai Bank can be proposed for application.


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Chaemchan, R. (2019). Human Resource Transformation and Competitive Advantage: A Case Study of Krungthai Bank. Humanities and Social Sciences Journal of Graduate School, Pibulsongkram Rajabhat University, 13(2), 397-412. Retrieved from
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