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From Traditional to Digital: Transforming Local Administrative Organization Workflows in Thailand Through Social Listening Tools

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  • Krisada Prachumrasee

    (College of Local Administration, Khon Kaen University, Khon Kaen 40002, Thailand)

  • Panpun Ronghanam

    (College of Local Administration, Khon Kaen University, Khon Kaen 40002, Thailand)

  • Kasipat Thonmanee

    (College of Local Administration, Khon Kaen University, Khon Kaen 40002, Thailand)

  • Pakpoom Phonsungnoen

    (College of Local Administration, Khon Kaen University, Khon Kaen 40002, Thailand)

  • Pathompohn Mangma

    (College of Local Administration, Khon Kaen University, Khon Kaen 40002, Thailand)

  • Prasongchai Setthasuravich

    (Department of Civil Engineering, Graduate School of Engineering, The University of Tokyo, 7-3-1 Hongo, Bunkyo 113-8656, Tokyo, Japan)

  • Grichawat Lowatcharin

    (College of Local Administration, Khon Kaen University, Khon Kaen 40002, Thailand)

Abstract

Digital transformation offers transformative potential for public service delivery, yet many local administrative organizations (LAOs) in Thailand struggle with integrating digital tools effectively into their workflows. This study investigates the integration of social listening tools (SLTs) to enhance the efficiency and responsiveness of public service delivery in Thailand’s LAOs. The primary goal is to redesign traditional, manual workflows through the development of a digital-by-design framework, addressing inefficiencies in public engagement and service provision. Employing a mixed-method approach, this research combines interviews and focus groups with municipal staff from four municipalities in Northeast Thailand to identify challenges and co-create solutions. The redesigned workflow integrates digital practices into existing organizational structures and achieves a significant 282% improvement in efficiency, measured in transactions per manpower-hour. Additionally, the new process enhances operational speed, responsiveness, and public engagement. To ensure sustainability, this study recommends a phased implementation strategy and consistent staff training. This research contributes to the public administration literature by providing a practical, scalable framework for digital transformation in local governance. It underscores the potential of SLTs to modernize public sector workflows, enabling more dynamic, responsive, and citizen-centric interactions between LAOs and the communities they serve.

Suggested Citation

  • Krisada Prachumrasee & Panpun Ronghanam & Kasipat Thonmanee & Pakpoom Phonsungnoen & Pathompohn Mangma & Prasongchai Setthasuravich & Grichawat Lowatcharin, 2024. "From Traditional to Digital: Transforming Local Administrative Organization Workflows in Thailand Through Social Listening Tools," Social Sciences, MDPI, vol. 13(12), pages 1-19, December.
    • Handle: RePEc:gam:jscscx:v:13:y:2024:i:12:p:666-:d:1541447
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    2. NichapatBoonyarat & Syed Sofian & WanidaWadeecharoen, 2014. "The Antecedents Of Taxpayers Compliance Behavior And The Effectiveness Of Thai Local Government Levied Tax," IBT Journal of Business Studies (JBS), Ilma University, Faculty of Management Science, vol. 10(1), pages 23-38.
    3. Timothy J. Coelli & D.S. Prasada Rao & Christopher J. O’Donnell & George E. Battese, 2005. "An Introduction to Efficiency and Productivity Analysis," Springer Books, Springer, edition 0, number 978-0-387-25895-9, March.
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