แรงจูงใจในความภักดีของพนักงานในเครือบริษัท ไทยรัฐออนไลน์ และ ไทยรัฐทีวี

Abstract

PURPOSES: This research aimed to analyse motivation towards employee loyalty in Thairath Online and Thairath TV companies. METHODS: It was a sample survey research.The research sample consisted of 172 employees whose work performance was higher than the standard level. Questionnaires were an instrument for data collection. The main statistical test was multiple linear regression analysis. RESULTS: The results showed that need for achievement and affiliation affected employee loyalty significantly at p < 0.05. CONCLUSIONS: Employee royalty could be established by means of strengthening needs for achievement and affiliation among employees of the organization.