ABSTRACT

            The main objectives of this research are i) to study efficiency of the working staff of Canon Marketing (Thailand) Company Limited in accordance with Iddhipada IV, ii) to compare efficiency of the working staff of Canon Marketing (Thailand) Company Limited in accordance with Iddhipada IV classified by personal characteristics, and iii) to study the guidelines of applying  Iddhipada IV for development of efficiency of the working staff of Canon Marketing (Thailand) Company Limited. The 271 samples of this study were randomly chosen from 500 working staffs of Canon Marketing (Thailand) Company Limited. The tool used for data collection was the questionnaire with the reliability value equal to 0.861. Program for social science research was employed  for data analysis by using statistical techniques such as frequencies, percentage, average, standard deviation(S.D) for describing data from variables or personal characteristics. The analysis was also done through t-test for analysis the hypotheses in order to test the average difference between the two groups and f- test by one-way analysis of variance (One-way ANOVA) and Least Significant Difference : LSD) were used for testing the difference between the averages from three or more groups.

The results of this study were concluded as follows:

The overall operations according to Iddhipada IV of staffs Canon Marketing (Thailand) Company Limited were found at high level. Having considered by aspects, it was also rated at the high levels at all aspects ranking from the most to the least in terms of means such as Chanda : will, Citta: thoughtfulness, Vimamsa : investigation, and  Viriya : effort, respectively.

          With regard to comparison of efficiency of the working staff of Canon Marketing (Thailand) Company Limited in accordance with Iddhipada IV classified by personal characteristics, it was noticed that all factors such as sex, age, level of education, monthly income, working section and working experiences were found no significant differences even at .05 level, thus rejecting the formulated hypotheses. 

Regarding to problems and obstacles, it was found that there was not enough income, unhygienic environments, uncovered welfare,  inadequate document technology, less car Parking and Parking payment, late documents, insufficient customers’ supervision, and inadequacy of working staff. The guidelines of applying  Iddhipada IV for development of efficiency of the working staff of Canon Marketing (Thailand) Company Limited were that there should be  creation of Chanda : will, Viriya : effort, Citta: thoughtfulness, and Vimamsa : investigation, to increase the efficiency of the working staff of Canon Marketing (Thailand) Company Limited.