Core Competency Management for Enhancing Operational Efficiency of Support Staff in Public Universities in Thailand’s Southern Border Provinces

Abstract

This mixed-methods research examines core competency management to enhance the operational efficiency of support staff in public universities across Thailand’s three southern border provinces. The objectives are: 1) to assess the level of core competencies and operational efficiency among support staff in these universities; 2) to investigate the core competencies that significantly affect their operational efficiency; and 3) to propose a core competency management model for improving the efficiency. This model focuses on internal personal attributes that influence behavioral responses in diverse situations, thereby impacting work performance. These attributes encompass knowledge, skills, and desirable traits, associated with five key competencies: 1) Achievement Motivation; 2) Service Mind; 3) Expertise; 4) Integrity; and (5) Teamwork.

The quantitative sample consisted of 331 support staff. Descriptive and multiple regression analyses revealed that core competencies and operational efficiency were rated at the highest level overall. Three competencies—teamwork collaboration, achievement orientation, and service quality—significantly predicted operational efficiency at a statistical significance level of 0.05.

The qualitative sample comprised key informants who are personnel from three public universities: Princess of Naradhiwas University, Yala Rajabhat University, and Prince of Songkla University, Pattani Campus. Three interviewees were selected from each university, resulting in a total of nine key informants participating in the study. Structured interview findings reveal that the proposed management model encompasses five key dimensions: 1) achievement (SMART goals, mentorship, and 360-degree assessment); 2) service mind (digital tools, cross-cultural skills, and electronic service systems); 3) expertise (development plans, knowledge management, and career progression plan); 4) Integrity (governance, transparency, and the ethics network); and 5) teamwork (cross-functional structures, open culture, and digital collaboration). The study findings propose that universities should develop an integrated core competency development plan, particularly emphasizing teamwork enhancement, achievement orientation, and service excellence. These competencies demonstrate a direct influence on operational efficiency. Universities should also implement specific initiatives, including team-building activities and cross-departmental knowledge exchange programs, in addition to establishing clear, measurable success indicators.