CONSUMER’S PERCEPTION ON BRAND IMAGE AND SERVICE QUALITY IN PROVINCIAL ELECTRICITY AUTHORITY SAMUT SAKHON A CASE STUDY OF SAMUT SAKHON INDUSTRIAL ESTATE

Abstract

This Objectives of this research were to: 1) to study general information of customers of Provincial Electricity Authority of Samut Sakhon: a case study of industrial estate Samut Sakhon; 2) to study the perceived image of Provincial Electricity Authority of Samut Sakhon: a case study of industrial estate Samut Sakhon; 3) to study the perceived quality of services of Provincial Electricity Authority of Samut Sakhon: a case study of industrial estate Samut Sakhon; and 4) to study the relationship between the perceived images and the perceived quality of services by customers of Provincial Electricity Authority of Samut Sakhon: a case study of industrial estate Samut Sakhon.

         For the research methodology, this is a survey research that collected data from questionnaire; it used purposive sampling to pick its samples, namely, 170 entrepreneurs who operate in industrial estate Samut Sakhon. We test the reliability of our tools by using Cronbach’s Alpha Formula with 30 samples which yield the reliability value of 0.884. This research used descriptive statistics, namely, frequency, percentage, average and standard deviation; and the test of differences was done by using T-test, F-Test, Multiple Comparison, Least Significant Difference (LSD) test; the correlation between variables was test by Pearson’s Correlation Coefficient; which yield the statistical significance of 0.05. Data was processed by using readily-available statistics computer application.

          The findings were as follows

         1) Users are mostly male. More female Aged between 41-60 years old, they are holding bachelor degree and higher. Most of our samples are head of engineering in a medium size-business that has the total energy consumption of more than 30 KW but less than 1,000 KW; and the total electricity cost of 250,000 – 500,000 Baht.

          For the level of satisfaction of customers, the highest one is toward the employee, follow by the organization, the services and the corporate social responsibility, respectively. Their level of perceived quality of services is high, with the highest level of satisfaction toward the reliability, follow by responding to services, and substantial of service; while the customer’s reassurance is ranked at moderate level.

         2) The hypothesis testing found found that personal factors, namely, level of education,  category of electricity  consumption, and  electricity cost ratio; are giving  different influences toward the perceived image of customers of Provincial Electricity Authority of Samut Sakhon: a case study of industrial estate Samut Sakhon; while the personal factors, namely, position in the business, category of electricity consumption, and electricity cost ratio; are giving different influences toward the perceived quality of services by customers of Provincial Electricity Authority of Samut Sakhon: a case study of industrial estate Samut Sakhon. For the correlation analysis, we’ve found that perceived image factors, namely, the organization, the employee, the services, the corporate social responsibility; are correlated with the perceived quality of service. That is, the perceived image has high level of positive correlation with the perceived quality of services by customers of Provincial Electricity Authority of Samut Sakhon; the substantial of services has the highest level of correlation, follow by reliability, responding to services and customer’s reassurance, respectively.