อิทธิพลของบรรยากาศการทำงาน และโอกาสในหน้าที่การงานต่อการมีส่วนร่วมของพนักงานและการรักษาพนักงานยุค Gen Z ในประเทศไทย
DOI:
https://doi.org/10.14456/ncrj.2026.2คำสำคัญ:
แบรนด์ผู้ว่าจ้าง, บรรยากาศการทำงาน, โอกาสในการพัฒนาอาชีพ, การมีส่วนร่วมของพนักงาน, การรักษาพนักงานบทคัดย่อ
งานวิจัยในอดีต ที่เกี่ยวข้องกับการสร้างแบรนด์ผู้ว่าจ้าง มักศึกษาเกี่ยวกับการดึงดูดผู้สมัคร ที่มีความสามารถสูง แม้ว่า จุดประสงค์เชิงกลยุทธ์ของการสร้างแบรนด์ผู้ว่าจ้าง คือ การดึงดูด และ รักษาบุคลากรเหล่านี้ หากต้องการรักษาพนักงานให้อยู่กับองค์กร การสร้างประสบการณ์ของแบรนด์ ผู้ว่าจ้างให้มีความโดดเด่น ถือเป็นเรื่องสำคัญ การมีส่วนร่วมของพนักงานอาจเป็นกลไกที่เชื่อมโยง ความสัมพันธ์ระหว่างประสบการณ์แบรนด์ผู้ว่าจ้างและการรักษาพนักงานให้อยู่กับองค์กรได้ ในขณะ ที่คนแต่ละยุคสมัยมีลักษณะที่แตกต่างกัน การศึกษาที่ผ่านมายังไม่เจาะจงคนแต่ละยุคสมัยเท่าใดนัก โดยเฉพาะคนกลุ่ม Gen Z ที่จะกลายเป็นกำลังสำคัญของตลาดแรงงานในอีกห้าปีข้างหน้า งานวิจัยนี้อิงกรอบทฤษฎีการแลกเปลี่ยนทางสังคม โดยมีจุดมุ่งหมายที่จะศึกษาบทบาทของอิทธิพล สื่อกลางของการมีส่วนร่วมของพนักงาน ระหว่างความสัมพันธ์ของประสบการณ์แบรนด์ผู้ว่าจ้างและ การรักษาบุคลากร จากมุมมองของคนวัยทำงานกลุ่ม Gen z ในประเทศไทย งานวิจัยนี้ใช้การสำรวจ ความคิดเห็นในรูปแบบออนไลน์ โดยมีแบบสอบถามที่ส่งกลับและนำไปใช้ในการวิเคราะห์ต่อไปได้ ทั้งหมด 163 ฉบับ จากคน Gen Z ที่มีงานทำ และอาศัยอยู่ในประเทศไทย จำนวนประชากรยึด ตามหลัก sample-to-ratio งานวิจัยนี้พบอิทธิพลสื่อกลางของการมีส่วนของพนักงาน การมีส่วน ร่วมของพนักงานเป็นอิทธิพลสื่อกลางที่สมบูรณ์ในความเชื่อมโยงระหว่างบรรยากาศที่ทำงานและ การรักษาพนักงาน ในขณะที่ การมีส่วนร่วมของพนักงานเป็นอิทธิพลสื่อกลางบางส่วนในความ สัมพันธ์ระหว่างโอกาสในการพัษฒนาอาชีพและการรักษาพนักงาน สำหรับคนทำงานกลุ่มGen z โอกาสในการพัฒนาอาชีพสามารถดึงดูดให้พวกเขาทำงานที่องค์กรต่อไปได้มีประสิทธิภาพมากกว่า บรรยากาศในการทำงาน งานวิจัยนี้ ได้มีการนำเสนอนัยยะเชิงทฤษฎีและเชิงการบริหารจัดการ ต่อไป
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