COMMUNICATION COMPETENCIES ISSUES AMONG PRIVATE SCHOOL ADMINISTRATORS IN THAILAND

Abstract

This research was a qualitative study aimed at examining the communication competency status of private school administrators. Data were collected from three types of private secondary schools under the Office of the Private Education Commission: general private secondary schools, religious-affiliated private secondary schools, and alternative private secondary schools, covering areas in Bangkok, vicinity, and provincial regions. The sample group was selected using purposive sampling, consisting of 3 school directors and 9 teachers, totaling 12 participants. The research instrument was a semi-structured interview form. Data collection was conducted during March 2025 through in-depth interviews to analyze communication competencies between school directors and teachers. The quality verification of the research instrument was conducted through content validity assessment by three experts. The evaluation results showed that the 22-item interview form had IOC values ranging from 0.67 to 1.00, with 16 items being acceptable (IOC ≥ 0.5), representing 72.7%, and 6 items requiring improvement. The average IOC value was 0.76, which met the acceptable criteria. Data analysis employed content analysis and synthesis methods.
The research findings revealed that most school administrators needed to develop communication competencies, particularly speaking skills as the highest priority, followed by coaching skills, team management, and personnel relationship building, respectively.