THE INFLUENCE OF HIGH-PERFORMANCE ORGANIZATIONS CREATIVITY DIGITAL TECHNOLOGY AND COMPETITIVE ADVANTAGES THAT EFFECT THE OPERATIONAL EFFECTIVENESS OF THE FISH MARKETING ORGANIZATION, MINISTRY OF AGRICULTURE AND COOPERATIVES
The Saphan Pla Organization is a state enterprise that aims to promote the growth and prosperity of the region's aquatic animal market and fishing industry. With the advent of newer technologies and globalization, the government sector has had to reengineer its operations to introduce new and efficient processes, which can help increase competitiveness and efficiency. The research aims to achieve the following objectives: 1) To investigate the levels of high-performance organizations, creativity, digital technology, competitive advantages, and operational effectiveness of the Saphan Pla Organization under the Ministry of Agriculture and Cooperatives. 2) To analyze the impact of high-performance organizations, creativity, digital technology, and competitive advantages on the operational effectiveness of the Saphan Pla Organization, under the Ministry of Agriculture and Cooperatives. 3) To develop a model for enhancing the operational effectiveness of the Saphan Pla Organization under the Ministry of Agriculture and Cooperatives. This research involves a combination of quantitative and qualitative research methods. The quantitative research involved a sample group of 460 personnel who work for the Bangkok Fish Bridge Organization, the Samut Prakan Fish Bridge Organization, the Samut Sakhon Fish Bridge Organization, and the Nakhon Si Thammarat Bridge Organization. The sample size was determined using the criterion of 20 times the observed variable, and a systematic sampling method was used. Data was collected using questionnaires and analyzed using structural Equations. For qualitative research, in-depth interviews were conducted with 20 executives and senior employees under the Saphan Pla Organization. The research results found that 1) the Saphan Pla Organization, Ministry of Agriculture and Cooperatives, shows a high level of high-performance organizations, creativity, digital technology adoption, competitive advantage, and operational effectiveness 2) high-performance organizations, creativity, digital technology, and competitive advantage positively influence the organization's operational effectiveness. These factors are statistically significant at the .05 level. 3) The researcher developed an effective operational model for the Saphan Pla Organization, called the HDBC Model (H =High-performance organization, D = Digital technology, B = Behavior Creativity, C = competitive advantage.) In addition, the qualitative research results have shown that the Saphan Pla Organization can improve its operational effectiveness by transforming it into an innovative organization. This can be achieved by providing employees in all sectors with knowledge of innovation management and by incorporating modern digital technology to develop service and operational systems that can better meet the needs and expectations of stakeholders and customers. The findings of this study can serve as a basis for formulating strategies to improve the operational efficiency of the Saphan Pla Organization under the Ministry of Agriculture and Cooperatives. This will help to elevate the standard of work, resulting in higher quality and increased efficiency in the future.
High-Performance Organization /Operational Effectiveness / Saphan Pla Organization / Ministry of Agriculture and Cooperatives.