Corporate Social Responsibility Affecting Corporate Image: A Case Study of Krungsri Auto, Roi Et Branch

Abstract

The objectives of this study were to: 1) examine the level of social responsibility demonstrated by Krungsri Auto, Roi Et branch, 2) conduct an analysis on the corporate image of Krungsri Auto, specifically focusing on its Roi Et Branch, 3) conduct a comparative analysis of the perception of the corporate image among service users, 4) investigate the correlation and influence of social responsibility on the perception of the corporation's image among users of the Krungsri Auto Roi Et branch. The research utilized a sample group consisting of 380 individuals who were customers of Krungsri Auto service at the Roi Et branch.
The selection of participants was conducted by a random sampling method, ensuring that individuals were chosen based on their convenience. The instrument utilized for data gathering is a questionnaire. The statistical measures employed for data analysis included percentage, frequency, mean, and standard deviation. Hypothesis testing in statistics comprises various methods, such as the F-test and multiple regression analysis.

              Based on the findings of the study, it is evident that social responsibility has a significant impact on the organizational image. The case studies conducted on Krungsri Auto, Roi Et Branch, demonstrated
a commendable performance across all aspects, showcasing a high level of proficiency. There exists a strong positive relationship between social responsibility and the perception of company image. Regarding the concept
of social responsibility, the concept of environmental care refers to the practice of taking measures to protect and preserve the natural environment. Engaging in equitable business practices is associated with and
has a favorable impact on the perception of an organization's image in regard to community and social development, with a statistically significant level of 0.01. A statistically significant result was seen at the significance level of 0.05. The organization's image is unaffected.