The management affecting the operational efficiency of the Agricultural Cooperative for Marketing of Nakhon Ratchasima The management affecting the operational efficiency of the Agricultural Cooperative for Marketing of Nakhon Ratchasima

Abstract

This study aimed to: (1) examine the management conditions of the Agricultural Cooperative for Marketing of BAAC Customers, Nakhon Ratchasima Limited; (2) analyze the factors affecting its operational effectiveness; and (3) propose management approaches that enhance operational effectiveness. A mixed-methods research design was employed. Quantitative data were collected using a questionnaire administered to a sample of 400 cooperative members, while qualitative data were obtained through in-depth interviews with 30 key informants, including the cooperative chairperson and members. Data were analyzed using descriptive statistics (mean and standard deviation) and multiple linear regression analysis. The findings revealed that: (1) all aspects of cooperative management were rated at a high level; (2) planning, organizing, directing, and coordinating significantly influenced operational effectiveness at the .05 level; and (3) effective management approaches should prioritize addressing financial losses to restore members’ confidence by analyzing costs and revenues, developing new income streams, and applying digital technologies to enhance transparency. These efforts should be complemented by strengthening price competitiveness, reducing process redundancies, increasing bargaining power to lower costs, and implementing public relations strategies to build trust within the community.