The creation of trust culture in the organization of food cluster in Chiang Rai province

Abstract

The purposes of the study were to study characters and steps of trust available in Chiang Rai's cluster of food organization, to search for the possible promotion of trust culture among the cluster of food organizations of Chiang Rai and to synthesize models of trust culture in food organization of Chiang Rai.

This research uses qualitative methods with collecting data via 36 in-depth interviews, engage in group focus using an analysis, interpretation with descriptive statistics. Data were validated by employing the Triangular Techniques and were analyzed by qualitative methods. The results of the research found as followed:

The characteristics of trust at the individual level consist of 3 mains; components, namely personality traits to ability and interpersonal interaction and at the organizational level, it is a kind of trust that does not depend on anyone factor but depends on many factors i.e., competency, honesty, and sacrifice of leaders, favorable organizational structure and culture and return to society in the form of a learning center. However, Form of trust that exists in the organization Found that it can appear in 2 forms, namely the form of trust in the organization in the form of action Expressed in the form of participatory management That requires the cooperation of all members to act simultaneously to help each other. and a form of trust in the organization in the form of ideology. Ideological beliefs include a dedication to the organization Sacrificing self-interest for the group and values ​​about unity.

The methods to create trust culture in an organization used by the food processing groups in Chiang Rai based on the principles of ‘Care’ ‘Share’ and ‘Fair’. The 3 principles used could change group members’ attitudes, behavior and communication methods leading to trust in their organization.

To synthesize models of trust culture in the food organization of Chiang Rai, the results found in a 3-step process for enhancing trust, the name the first step to promote changing attitudes of group members is leaders must promote values and make a model by using the main Care Share Fair. The second step is promoting the group to change behavior for cooperation and sacrifice by using participatory management, transparency, auditing, and doing activities that benefit all parties to distribute fair compensation benefits to all parties. The third step is promoting the change in the use of communication language to promote trust by using reasoning communication Not forced or ordered by emotion and power.

Recommendations: the creation of trust culture must have a norm value leading to desirable behavior. In addition, members’ values also needed to be consistent with that of the organization. It is therefore plausible to create the trust process within the community increasingly. This can be done via various community activities that promote unity and trust.