ปัจจัยที่มีอิทธิพลต่อชื่อเสียงองค์กรและการจัดการชื่อเสียงองค์กรธุรกิจในประเทศไทย

Abstract

The purpose of this research is to examine corporate reputation management in Thailand and to develop and test the relationship of the measurement model of the result model of corporate reputation. In the first part, the qualitative research was conducted using the in-depth interview with 5 public relation executives from 5 prototype companies, who are the keys informant selected via the methods of purposive sampling. According to the study, it was found that all of the companies have the trend in corporate reputation management, with symmetric public relations, corporate identity and corporate image, issue and crisis management and corporate social responsibility, while considering the level of importance of the company’s stakeholders. Additionally, the findings revealed that the important factor influencing corporate reputation management in Thailand was the Monarchy Loyalty. In the second part, the qualitative research was conducted to develop and test the relationship of the measurement model and the result model of corporate reputation. The sample consisted 927 respondents. 327 respondents are employees and 600 are customers. In the casual model of corporate reputation in mix group, the two way symmetrical communication best describes corporate reputation at 87 percent. On the other hand, the result model or corporate reputation capital, the Strategy describes corporate reputation at most. However, the findings from testing for invariance of the casual model across the employees and customers revealed that not all coefficients are equivalent across the two groups. The employees are more concerned with corporate reputation and corporate reputation capital than customers.