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1. $>?($@)AB>C($?('D@'# (
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4. $>'E ($G"ก' H(ก*) @CI

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1. '# ( (Attitudes)
2. The Theory of Cognitive Dissonance
3. ($'$' Q %H'# (R& Sก$
4. Types of Job Attitudes
5. An Application: Attitude Surveys
6. How Employees Can Express Dissatisfaction
7. ก
 H($*$HCABA  (Responses to Job Dissatisfaction)
8. G&ก 
@($CABA ก?  $ H Qaก? @ 'ก (The Effect
of Job Satisfaction on Employee Performance)
9. ($CABR& Sก$กd &$e@(ก (Job Satisfaction and OCB)
10. ($CABA ก? R& ($CAB@&"ก() (Job Satisfaction and Customer
Satisfaction)
11. g

1
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ก ก
ก ก     MB503
  2
University of the Thai Camber of Commerce
.   !"#

# (Attitudes)

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ก ก
ก ก     MB503
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University of the Thai Camber of Commerce
.   !"#

The Theory of Cognitive Dissonance


Cognitive Dissonance %$ >C ($*$H(&) %H@'# (R& Sก$ $a
H i H ' # ( @( g ก  H BB $A  #   d
ก%e d &
RกH ก' lC  *$H * )
%$ ($HSก$ 'I B )(&)ก'
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('Iก$> B H A H @
ก&($*$H(&)@'# (R& Sก$*)



>$#% ?@#Aก

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ก ก
ก ก     MB503
  2
University of the Thai Camber of Commerce
.   !"#

($@'R ) ก@CI  %H'# (R& Sก$ 'I $'กB $ oBB'   $ G&ก 
H($ก' Bก
aR&)$ *$HHB d A e@) '($ก$ e H$ ก$ lCkก B กก
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Types of Job Attitudes


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(ก k "Bก'# ( @$ H  ก' IH Job Attitudes Bก' H  1 '# ( % *)
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(ก %e กH
Organization Commitment $e( $ '# (  H $ ($")Cก $ H H$d H % C@ก
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H(ก*)) H ก'

4
$% &' %ก()*
ก ก
ก ก     MB503
  2
University of the Thai Camber of Commerce
.   !"#

An Application: Attitude Surveys


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?B'# ( (Attitude Surveys) (e$eR


>$ $>'>C($")Cก  $ H
 ก? d  $ %'% ) R& (ก
  &?H Sample Attitude Survey

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5
$% &' %ก()*
ก ก
ก ก     MB503
  2
University of the Thai Camber of Commerce
.   !"#

%$ >Cก% ) R& A 


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>$ $e"
A H @(Hm&  ก B (*)H '# ( $ Hก? @( i 'I d  H*

How Employees Can Express Dissatisfaction


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Hก*)d 'I%$ 4 H
k B % *)BกH Rก (e  'ก  $ ($@ ' @' R@RHA
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A ก? A%) @CI ก&gH$  3 (e Loyalty G")a'ก ( ก&gH$ I(e 'ก  $
($B' กa' ก  H  (ก  $ ( $@ ' @' R@ BกaR&) $ $ RH @lC ก'E A H  @
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&'ก h A H @($    $ ก'E '  $>CA e@ก'E (ก  B
% *)Bกa

6
$% &' %ก()*
ก ก
ก ก     MB503
  2
University of the Thai Camber of Commerce
.   !"#

ก 
N
 (Responses to Job Dissatisfaction)

ก
 H($*$HCABA ก? Bกa B % *)Bกก R
Hก&gH$@
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Active 'I   "H)
'I %$ >C ($ก ee) ($AHABe@ก? RHA ก'
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H (?H Active 'I %$ >C ก $ ($ก ee) HA( H'@@A ก? lCB % *)
H (   "HA H@ Exit ก %eA H @ Voice ก 'I ก Active  B %Bg %$ $ก'
% ) 
ก? @' 'I $  "H&&RHA @h  ก' A H @(?H Passive   "H) &H ก&gH$

7
$% &' %ก()*
ก ก
ก ก     MB503
  2
University of the Thai Camber of Commerce
.   !"#

(   "HA ก&gH$@ Neglect R& Loyalty 'I $ ($m  $ ($ก ee)   ) &'ก h  %  "H
(e  "Hก'
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H a A (กd  H RH>)) l) $e(?H Destructive 'I %$ >C กกm Hก
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B
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B % *)H $eR


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$ ( $") C ก    d  # 
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$>'E Q ก? A%)ก'
( ก&gH$ I*)

8
$% &' %ก()*
ก ก
ก ก     MB503
  2
University of the Thai Camber of Commerce
.   !"#

ก
%B'ก($*$HCABA ก? @( A RH& ก&gH$ B % *)Bก>) "HA ก&gH$
@ Exit 'I G") ?G")
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' * "HA H Exit A  g  m 'I B % *)BกQ ก
%B'ก( RH& ก&gH$ 'I $ ($
RกHก'

9
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ก ก
ก ก     MB503
  2
University of the Thai Camber of Commerce
.   !"#

RH>)B >$Hก 
%ก&gH$ Neglect 'I A%)@ '
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%B'ก 'I (B )


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d Constructive A 


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A '  RH$' B d eH $กกH >)B ?ก'
&  ( A ก&gH$ Neglect A%)d Loyalty %e
G&'ก' A%)( A ก&gH$ Neglect 'I ก* "HA H Exit &

10
$% &' %ก()*
ก ก
ก ก     MB503
  2
University of the Thai Camber of Commerce
.   !"#

$>CA ก&gH$  3 Loyalty (ghB % *)Bก Loyalty 'I ก(e ก&gH$(  $ ($B'กa'ก H
(ก '*$H( B &กBก(ก $e(ก$  $ H ก& $ ($'
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ก& d Active A  g กBCB $>'E ( A RH& ก&gH$ 'I A%)d Voice   @(ก*)

P@ก#&
ก
  "#>Qก&ก
(The Effect of Job Satisfaction on Employee Performance)
G&ก 
@($CABA ก?  $  Qaก? @ 'ก 'I B % *)H
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HG&G&@  H* ก  'ก RH& ( 'I $ ($
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Routine (e ' H'  Qaก? 'I


BB ?กH$n RH>)>$H h ' I$ ($CAB B? H(ก I*%$ ( ก&gH$ IBB
ก
*)H$ ($CAB RH$e

ก'
G&  ? 'I BB *$H$ ($(&) A S j 'I $e

11
$% &' %ก()*
ก ก
ก ก     MB503
  2
University of the Thai Camber of Commerce
.   !"#

กBกก#Cก B' BC$>g*)H  'ก  $ ($CABA ก? 'I *$H$ ($B?d  


B )d  'ก  $>? *) H  ก' RH>)$A ก&'
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ก"S@
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($CAB$ G&HSก$กd &$e@(ก %$ >CA e@($")Cก d
Citizenship @(ก '   'ก 'I $ ($CAB$ก $ '# ( d 
กก'
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ก $ H(กBCB % *)H ($CAB 'I d oBB' eI n A
%& i) $ก 'A e@($")Cก@( k  ) กd Sก$ BB RA%)% A
e@($d &$e@(ก

12
$% &' %ก()*
ก ก
ก ก     MB503
  2
University of the Thai Camber of Commerce
.   !"#


ก?@#
&@ก (Job Satisfaction and
Customer Satisfaction)
($CABR& ($CAB@&"ก() ($CAB 'I %$ >C($CABA ก? $
G&$ก%e )  H* H($CAB@&"ก() ' 'I R H  H >) 'ก $ ($CABA ก
? H$ B $>($CABA%)ก@CI H&"ก()*)H ก  'ก 'I $ ($")Cก  Hก
? *$HHB d A e@ กA%)ก
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13
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ก
Robbins, S.P., Organizational Behavior. 13th ed. New Jersey: Pearson Education, 2008.

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