Post-pandemic shifts: Understanding what attracts thai software developers back to onsite work

Abstract

In the aftermath of the COVID-19 pandemic, many Thai tech companies have transitioned from remote or hybrid work models back to office-based environments. While remote work offered flexibility and work-life balance, the shift to Return-to-Office (RTO) policies has triggered resistance among developers. This qualitative study explores the motivations behind Thai developers' return using Smite, Klotins, and Moe’s Push-Pull Motivation Framework to examine both the challenges of remote work (push factors) and the attractions of office work (pull factors). Based on interviews with 10 developers, key push factors include social isolation, poor home setups, and blurred work-life boundaries, while pull factors include connection, career visibility, material perks, and structured routines. A uniquely Thai pull factor—Kreng Jai, a cultural value of respect and obligation toward seniors—also emerged as significant. The findings emphasize the need for culturally informed workplace strategies that balance employee motivation with organizational goals.