Developing Effective Communication Models and Processes: A Case Study of the Ban Pha Nam Handicraft Community Enterprise Group Pa Phai Subdistrict, Li District, Lamphun Province

Abstract

         This research aims to develop an effective communication process model and components for the Ban Pha Nam Handicraft Community Enterprise Group and to evaluate the effectiveness  of this communication model and components in the group's work. This is a qualitative research study, collecting data from all 25 members of the community enterprise group using in-depth interviews. The research instrument was a semi-structured interview questionnaire. Data analysis was performed using typology and taxonomy and content analysis.

         The research findings revealed that: 1) There are five communication models in the work of the Ban Pha Nam Handicraft Community Enterprise Group: top-down communication, bottom-up communication, diagonal communication, horizontal communication, and circular communication. 2) In developing the communication model and components, it was found that operational-level members had a good understanding of the communication components and applied all five communication models in their group work. 3) Evaluating the effectiveness of the communication model and components in the work of the Ban Pha Nam Handicraft Community Enterprise Group, it was found that the most suitable and effective communication model was top-down communication because it is fast, accurate, and completed on time, effectively reducing communication obstacles. The least suitable communication model was... In a circular communication structure, because all members have equal opportunities to disseminate information, the likelihood of content distortion is high, aligning with an organizational structure that has only one president.