ปัจจัยที่มีอิทธิพลต่อความมีชื่อเสียงของเอสซีจี ตามความคาดหวังของผู้มีส่วนได้ส่วนเสีย

Abstract

This research aims to identify  factors affecting corporate reputation of SCG in stakeholders’ expectation as well as aims to study the strategies that SCG uses in managing corporate reputation in stakeholder s’ expectation. It employed both quantitative and qualitative methodology. For quantitative data, the study used surveys from 4 sample groups: customers, employers, investors and SCG’s community groups. The research also employed in-depth interviews of 5 executives from office of corporate communication and investor relations for qualitative data. This research found that products and services, governance as well as citizenship were the three factors that significantly and statistically affected the reputation of SCG. At the same time SCG uses brand management as a strategy to manage their corporate reputation and as a frame to fulfill the expectation of stakeholders.