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Abstract

A research “Factors affects Thai Business Reputation” is a study of Criteria used by each group of business in Thailand to measure organization’s reputation, and a comparative study of organization’s reputation indicators from the perception of different groups of business. Qualitative Research was conducted in this study by an in-depth interview of 12 business executives who took the position in business organization as an executive, shareholder, advisor or board of directors from big, medium and small business, 4 samples each.

It was found in the research result that among 7 factors with positive reputation should have, business executive perceived 4 factors those were Products and Services factor that was good quality of products and services, Performance factor that was making good benefit and performance, Governance factor that was good corporate governance and Good Citizenship factor that was having responsible for their stakeholders.

The key factors for business success, the key informants perceived that Products and Services were the first factor affected business success followed by Performance factor. The different groups of business also have different point of views on Governance factors, Work place factor and Innovative factor that have affected business success.

The indicators for measuring business reputation, the key informants’ point of view were Products and Services factor followed by Governance factor. Key informants from small business perceived Innovative factor was also the important indicator for measuring business reputation and key informants from medium business perceived different factors depend on type of business.