Factors of Brand Image and Service Quality Affecting the Intention to Use the Peripheral Services of the Provincial Electricity Authority: A Case Study of Business Operators in the Samut Sakhon Industrial Estate

Abstract

          This research article aims to study; 1) the factors of brand image affecting the intention to use the peripheral services of the Provincial Electricity Authority; and 2) the factors of service quality affecting the intention to use the peripheral services of the Provincial Electricity Authority: A case study of business operators in the Samut Sakhon Industrial Estate. It was a quantitative research approach. The sample consisted of 127 business operators in the Samut Sakhon Industrial Estate. Statistical methods used for data analysis included multiple regression analysis.

          The findings revealed that 1) brand image factors related to brand reputation and logo significantly influenced the intention to use PEA’s peripheral services, with correlation coefficients ranging from 0.509 to 0.640. The multiple correlation coefficient (R) was 0.665, and the coefficient of determination (R²) was 44.30%, indicating moderate predictive power; and 2) service quality factors, including tangibility, assurance, reliability, and responsiveness, significantly influenced the intention to use PEA’s peripheral services, with correlation coefficients ranging from 0.467 to 0.629. The multiple correlation coefficient (R) was 0.731, and the coefficient of determination (R²) was 53.40%. The research suggests that brand image plays a crucial role in building trust. Additionally, when the PEA delivers services that meet high-quality standards, it can enhance satisfaction and create positive experiences for business operators. Furthermore, when customers are satisfied with those services, they are more likely to have a stronger intention to continue using the PEA's peripheral services