SOCIAL RESPONSIBILITY AND SERVICE QUALITY FACTORS AFFECTING THE CORPORATE IMAGE OF THE PROVINCIAL ELECTRICITY AUTHORITY IN SUPHANBURI PROVINCE

Abstract

                This research aimed to study: 1) the level of opinion of social responsibility factors, service quality factors, and the corporate image, and 2) the social responsibility and service quality factors affecting the corporate image of the Provincial Electricity Authorities in Suphanburi province. The samples selected by means of accidental sampling consisted of 400 users of the Provincial Electricity Authority in Suphanburi province. The instrument for collecting data was a questionnaire. The quality of the questionnaire was checked by using IOC technique. And the reliability testing by Cronbach's alpha coefficient was found at .98. The statistics used for analysis were frequency, percentage, mean, standard deviation, and multiple regression. It was found that the opinion level on the overall social responsibility and corporate image factors were at a high level. The opinions on the overall service quality factor were at the highest level. Regarding the hypothesis testing, it was found that social responsibility factors consisted of transparency, occupational safety and work environment, and social and environmental aspects that affected the corporate image of the Provincial Electricity Authorities in Suphanburi province with the predictive power of 65 percent, and service quality factors such as concrete aspect, trust, response to service providers, confidence and understanding and compassion that affected the corporate image of the Provincial Electricity Authorities in Suphanburi province with the predictive power of 76 percent, with a statistical significance level at .05.