This is characterized by the achievement need emphasizing the internal drive toward achievement through hard work… Because of this Thai value, missionaries and Thai Christians who are work-oriented and perceive Christian missions as something they have to strive to do by their own efforts, and who evaluate their success by the number of saved souls, may be disappointed and discouraged constantly in their Christian witness to the Thai. (Mejudhon 2005, 159)
Komin’s research data indicates the achievement value of being ambitious and hard working to attain one’s goals has been consistently ranked as least important. All Thais, without exception, ranked the hardworking achievement value much lower than the group of social relationship values. A closer look reveals that 64.9 percent of the Bangkok Thai and 55.2 percent of the rural Thai perceive maintenance of good relationships as more important than work. A good relationship, not tasks, wins all.
– From a study done by Dr. Suntaree Komin, a Thai psychologist and a Fulbright scholar, who wrote a publication entitled Psychology of the Thai People: Values and Behavioral Patterns.