APPLYING BUDDHIST PRINCIPLES TO CROSS-CULTURAL MANAGEMENT: A CASE STUDY OF RESTAURANT ENTREPRENEURS IN SONGKHLA PROVINCE

Abstract

Background and Objectives: Cross-cultural management is a crucial issue in the service industry, which interacts with customers and employees from diverse cultures. However, most studies focus on Western management frameworks, while the application of Buddhist ethics, a vital body of knowledge within the Thai social context, has been studied relatively limited. This is despite the fact that Buddhist principles have the potential to promote understanding, compassion, and peaceful coexistence amidst cultural differences. This research therefore aims to study the application of Buddhist principles in cross-cultural management by restaurant operators in Songkhla province and to synthesize management models that integrate Buddhist principles into service business administration.

Methodology: This qualitative research studies the experiences and perspectives of entrepreneurs managing in a multicultural context. The primary informants were 15 restaurant owners in Songkhla province who serve foreign customers or employ foreign staff. A purposive sampling method was used, and the number of informants was determined based on data saturation. The research instrument was a semi-structured interview questionnaire. Data analysis employed content analysis, involving transcription of interviews, data review, semantic coding, categorization of codes, and synthesis into key themes reflecting the application of ethical principles in cross-cultural management. Data reliability was verified using triangulation.

Main Results: The research findings indicate that entrepreneurs can concretely apply Buddhist principles to cross-cultural management, particularly Sangahavatthu 4 (Generosity, Kind Speech, Helpful Conduct, and Equality), which foster positive relationships with customers and employees from different cultures. Brahmavihara 4 (Loving-kindness, Compassion, Sympathetic Joy, and Equanimity) are used as guidelines for managing personnel with understanding and empathy. Meanwhile, Iddhipada 4 (Aspiration, Effort, Thoughtfulness, and Investigation) - Enhance entrepreneurial motivation and self-development. This data synthesis led to the development of a "Buddhist Cross-cultural Management Model for Restaurant Business," comprising three main dimensions: relationship, human management, and self-development. This model reflects the integration of Buddhist principles with modern cross-cultural management concepts, reducing conflict arising from cultural differences, increasing customer satisfaction, and promoting a supportive work environment.

Involvement to Buddhadhamma: The main highlight of this research is the application of Sangahavatthu 4 (Generosity, Kind Speech, Helpful Conduct, and Equality); Brahmavihara 4 (Loving-kindness, Compassion, Sympathetic Joy, and Equanimity); and Iddhipada 4 (Aspiration, Effort, Thoughtfulness, and Investigation) in cross-cultural management.

Conclusions: Research findings demonstrate that Buddhist principles can be effectively applied as a conceptual framework for cross-cultural management in the service industry, encompassing aspects such as relationship building, human resource management, and entrepreneurial potential development. This research therefore proposes a conceptual framework that integrates Buddhist principles with cross-cultural management within the service business context, providing a guideline for entrepreneurs to develop their organizations in a balanced and sustainable manner.