Corporate Social Responsibility: Perceived Service Quality, Corporate Image, Trust and Generation C Consumer Behavior

Abstract

        The aims of this research were 1) to study the level of attitudes towards corporate social responsibility of Generation C consumers, 2) to study the relations among perceived service quality, corporate image, trust and Generation C consumer behavior, and 3) to describe the predicted factor of perceived and Generation C consumer behavior. Four hundred Generation C consumers between ages 18 to 44, took part in this study. The instrument used was an online questionnaire. The SPSS (Statistical Package for the Social Science) program was used for data analysis to determine the percentage, average, standard deviation and correlation. The preliminary results indicated that the Generation C consumer group in Thailand expressed attitudes were high level towards the general format of corporate social responsibility. There were statistically significant relations between perceived service quality, corporate image, trust and Generation C consumer behavior. The four corporate social responsibility patterns were perceived and Generation C consumer behavior’s predicted factor