COMMUNICATION MODELS FOR KNOWLEDGE MANAGEMENT AT THE FACULTY OF HUMANITIES AND SOCIAL SCIENCES, SUAN SUNANDHA RAJABHAT UNIVERSITY

Abstract

This study aimed to investigate faculty staff members’ knowledge and understanding of knowledge management principles, assess the communication channels employed for knowledge management, and propose strategies to enhance communication practices appropriate for staff within the Faculty of Humanities and Social Sciences, Suan Sunandha Rajabhat University. The research population comprised academic and academic- support staff, totaling 56 individuals. Data were collected through an online questionnaire and analyzed using descriptive statistics, including mean, standard deviation, and percentage. The results revealed that the majority of participants were female and academic staff, demonstrating a high level of understanding of knowledge management principles. The communication channels that received the highest satisfaction ratings were the faculty website/CMS (Mean = 4.75) and Facebook Page/groups (Mean = 4.70), reflecting the significance of digital platforms for knowledge dissemination and sharing. The main barriers to effective knowledge management were a lack of motivation and the absence of an evaluation or reward system for knowledge-sharing activities. Knowledge management was found to enhance work efficiency, particularly in terms of task coordination and operational convenience. Furthermore, satisfaction with communication channels showed a positive correlation with the application of knowledge in daily work. The study recommends developing user-friendly digital platforms to support knowledge exchange, fostering a culture of knowledge sharing, improving staff communication skills, and establishing clear evaluation and reward mechanisms to encourage sustained and active participation.