ปัจจัยสะท้อนความมีชื่อเสียงของธุรกิจโทรคมนาคมในประเทศไทย

Abstract

The objectives of this research are 1) to determine the most effective way to measure the corporate reputation of Thai telecommunication companies and 2) to determine the factors that reflect corporate reputation for business operating in this industry. Focusing on the perceptions of major stakeholders, consumers and the general public, this quantitative study comprised conducting a survey of 1,000 samples in Bangkok and a representative province in each of Thailand’s four regions. The RepTrak® Scorecard was applied as the study framework while the statistics employed include arithmetic mean, standard deviation and multiple regression. Yhe data were analyzed by SPSS for Windows.

The study’s findings suggest that among five telecommunication companies: Advanced Information System (AIS), Total Access Communication (DTAC), True Corporation (True Move), Telephone Organization of Thailand (TOT) and the Communication Authority of Thailand (CAT), the highest number of respondents had the highest positive corporate reputation perception of AIS in overall reputation factors based on four "emotional appeal" attributes (Esteem, Admire, Trust, and Liking).  Among mobile service providers postpaid AIS and their prepaid 1-2 Call services ranked first. The study also demonstrated that the corporate reputation indicators of telecommunication companies comprise seven factors and 23 attributes. The respondents placed the corporate reputation indicators in the following order: 1) Product and Service (3.71), 2) Performance (3.68), 3) Innovation (3.62), 4) Citizenship and Leadership (3.56), 5) Governance (3.52), and 6) Workplace (3.41). The multiple regression analysis was run to examine the relative contributions of attributes towards telecommunication companies' reputations. The results showed that Product and Service (ß = 0.52) as well as Governance and Performance were factors that influence a telecommunication business's reputation in descending order.