The Development of the Competencies of Sales Representatives of the Pasteurized Milk Industry through an Electronic Media Training Program

Main Article Content

ปรียาภัทร์ สมใจ วันชัย ปานจันทร์ บุญมี พันธุ์ไทย วุฒิพล สกลเกียรติ

Abstract

This research has the following objectives: (1) To study necessary competencies of sales personnel in pasteurized milk industrial group of companies; (2) To develop training programs through electronic media to develop sales personnel’s competencies in pasteurized milk industrial group of companies; (3) To evaluate the training programs through electronic media to develop sales personnel’s competencies in pasteurized milk industrial group of companies.


The research results were as follows: Necessary competencies for sales personnel in pasteurized milk industrial group of companies were divided into 2 groups i.e. Core competency. and Technical competency. Development of training programs to develop necessary competencies for sales personnel in pasteurized milk industrial companies resulted in 7 units. In evaluation, experts found that the result of evaluation on appropriateness of the training programs was at an average level of 4.2-4.8 and Standard Deviation value at a level of 0.45-0.89, meaning that every element of the program was appropriate at a level of high to highest, and on the result of evaluation on consistency of the program showed the consistency index at a level of 0.80-1.00 which meant that the training program were lenient with each other. In addition, the competency evaluation of the personnel in pasteurized milk industrial group of companies guided that, after the trainings using the researcher’s developed programs, the competency of personnel in pasteurized milk industrial group of companies were higher than those before trainings at a statistically significant level at .05, and evaluation on the trainees’ satisfaction showed that the trainees’ satisfaction to the trainings at a higher level than verified criteria in all topics of the trainings.

Keywords

Article Details

Section
Research Article

References

Bernard, D. A., & Mathios, A. (2005). Factors affecting consumer choice and willingness to pay for milk attributes: Department of policy analysis and management. New York: Cornell University Press.

Chaisudthanon, R. (2012). The development of web-based training: On salesperson orientation at Sabina Public Co., Ltd. Bangkok: King Mongkut’s University of Technology North Bangkok, Faculty of Technical Education. [In Thai]

Comer, L. B. (2014). A new approach for teaching customer personality types in the personal selling course. Journal of Higher Education Theory and Practice, 14(2), 11-27.

Dales, M., & Hes, K. (1995). Creating training miracles. Sydney: Prentice Hall.

Delahaye, B. L. (2005). Human resource development: Adult learning and knowledge management (2nd ed.). Queensland, Australia: John Wiley & Sons.

Huapdi, S. (2010). Construction of web based training in media creating technique for sale presentation of Matichon Co., Ltd. Staff. Bangkok: Kasetsart University, Faculty of Education. [In Thai]

Isarankura Na Ayuthaya, P. (2012). The factors affection the work core competency of operation staff at Tre-atthaboon Co., Ltd. Master's thesis public and private management, Silpakorn University. [In Thai]

Jackson, R. W., & Hisrich, R. D. (1996). Sales and sales management. Englewood Cliffs, NJ: Prentice Hall.

Juito, S. (2008). Modern organization (4th ed.). Nonthaburi: Sukhothai Thammathirat Open University Peess. [In Thai]

Laohajaratsang, T. (2002). Principles of web design and creation for teaching and learning. Bangkok: Aroon Printing. [In Thai]

Lloyd, C., & Cook, A. (1993). Implementing standards of competence: Practical strategies for industry. London: Kogan Page.

Luanchamroen, S. (2005). Retailing management. Bangkok: Ramkhamhaeng University Press. [In Thai]

Mungkhalee, S. (2014). Thai development of a competency training progrom for operation header in the security business in Thailand. Ph.D. dissertation, Ramkhamhaeng University. [In Thai]

Office of the Royal Society. (1999). Dictionary of the Royal Academy B. E. 1999. Bangkok: Aksorn Charoan Tat. [In Thai]

Office of the Public Sector Development Commission. (2005). Performance of Thai civil servants. Bangkok: P. A. Living. [In Thai]

Sapkrasasin, W. (2011). Techniques for Creating E-book Media with MS Programs. Retrieved November 30, 2018, from https://202.41.160.40/elearning/km/01.pdf [In Thai]

Srinonyang, S. (2016). Approch reduction sales competency gap of Ensogo Company. Khon Kaen: Khon Kaen University, Faculty of Business Administration. [In Thai]

Tinnakorn Na Ayudhya, N. (2012). Development of a training program via electronic media for the competency development of middle-level adminstrators in the hotel business. Ph.D. dissertation human resource development, Ramkhamhaeng University. [In Thai]

Tongkeo, T. (1979). Competency: Principles and practices. Bangkok: Suan Dusit Rajabhat University. [In Thai]

Utakrit, N., Chaloeijanya, K., & Chianchana, C. (2016). Development of occupational standards and vocational qualification manual for sale representative of automotive parts for industrial business with competency standard. The Journal of KMUTNB, 26(1), 121-132. [In Thai]

Vanichkul, M. (2017). Dairy 2017 “Quality” and “standard” push up milk prices. Livestock Production Magazing, 33(794), 25-30. [In Thai]

Wiwatthanachat, S. (2006). Effective sales techniques (3rd ed.). Bangkok: Chulalongkorn University Press. [In Thai]

Yotsomsak, S. (2006). Human resource management principles and concepts. Bangkok: T. M. Press. [In Thai]