Crisis Affects Management Strategies of Administrators in Thai Private Higher Education Institutions: A Case Study of COVID-19 Pandemic

Abstract

According to the COVID-19 situation that affect Thai private higher education which causing many problems, such as, on-site teaching prohibition, digital working transformation, personnel infection managing, etc. Moreover, the crisis is still on going. Therefore, the administrators must have the strategies to manage the institutions to work among the crisis. The objectives of this research are as follows: 1) to created the strategies of the COVID-19 crisis management in Thai Private Higher Education Institutions, 2) to evaluated the strategies of the COVID-19 crisis management in Thai Private Higher Education Institutions. The exploratory sequential mixed method was utilized. 5 administrators in Thai private higher education institutions were in-depth interviewed. Then, the interview results were analyzed using content analysis to develop a questionnaire for gathering the quantitative data. The questionnaire was distributed and completed by 431 students from Thai private higher education institutions. The statistical methods were used descriptive statistics, average and standard deviation. Afterward, the results from both qualitative and quantitative research were combined to set the strategies of crisis management of COVID-19. In the final regime, these strategies were evaluated by in total of 10 administrators and crisis expertise. The results of this research gave 8 crisis management strategies, which are 1) building team unity, 2) Effective online teaching management, 3) Preventing the spread of COVID-19, 4) Controlling the efficiency and effectiveness of the Working from home, 5) Relief and assistance the remedial measures of COVID-19, 6) Creating communication unity, 7) Internal communicating, and 8) External Communicating.