A Model for Improving Job Performance Efficiency of the Officers of Royal Thai Army Radio and Television Channel 5

Abstract

The research aimed to analyze factors affecting directly and indirectly the job performance
efficiency of Royal Thai Army Radio and Television Channel 5 officers, to design a model for
improving job performance of the television station officers, to implement and evaluate the
model. The research methodology was divided into three phases: factor analysis, model design,
and model implementation and evaluation. Phase 1 focused on factor analysis of direct and
indirect influences on the job performance efficiency consisting of nine factors : 1) achievement
motivation, 2) teamwork, 3) role perception, 4) emotional intellect, 5) leadership,
6) self-confidence, 7) good membership, 8) enthusiasm, and 9) work environment. The sample
subjects were 294 officers of the Royal Thai Army Radio and Television Channel 5. They were
selected by the proportional stratified random sampling method. The data was collected by
questionnaire, and the LISREL model was employed for multiple linear regression analysis
and structural equation model. Phase 2 : a model was designed for improving the job
performance of the officers of Royal Thai Army Radio and Television Channel 5 through
focus group, brain storming methods and workshops of fifteen research participants, and the
model was assessed by three experts for the implementation. Phase 3: the model was
implemented to eight officers of the Royal Thai Army Radio and Television Channel 5 in Roi-Ed
province. The Wilcoxon signed rank test was employed to analyze the results before and after
implementing the model at the .05 level of the statistical significance. The research findings
showed that the factors significantly affected the job performance efficiency of the officers of
the Royal Thai Army Radio and Television Channel 5 at the .05 level. The five high rated factors
included 1) teamwork (.65), emotional intellect (.41), enthusiasm (.30), role perception (.27) and
achievement motivation (.19). The percentage of variance of the results was .76%( R2 = 0.76) .
The model for improving the job performance of the officers consisted of four main areas with
12 activities: 1) Tai Chi dance, 2) role-play, 3) expectation of customers, 4) brain storming,
5) impressive services, 6) five S activities, 8) personnel development, 9) activities, roles and
responsibilities, 10) my impression, 11) creating motivation and 12) farewell activities. Lastly, the
findings indicated that the job performance of the channel 5 television station officer after
implementing the model significantly improved more than that of before implementing the

model at the .05 level. The six major areas of the job performance included teamwork,
emotional intellect, enthusiasm, role perception, achievement motivation and job performance