Communication Model and Communities' Satisfaction towards Social Responsibility Activity Projects in Amata City Chonburi Industrial Estate

Abstract

Organizing social responsibility activities is one of the important roles in community relations. This quantitative research aimed to study communication models and satisfaction of communities surrounding Amata City Chonburi Industrial Estate towards social responsibility activities projects. The population of the research was residents in the community areas in Koh Loi subdistrict, Bang Hak subdistrict, Ban Kao subdistrict, Bang Nang subdistrict, Map Pong subdistrict, Na Pradu subdistrict, Khlong Tam Ru subdistrict, Don Hua Lo subdistrict, Nong Mai Daeng subdistrict and Phanthong subdistrict. The sample consisted of 600 people from multistage sampling. The research tool was a questionnaire. The statistics used in the research were frequency, percentage, mean, and standard deviation. The results of the research revealed that the top 3 communication channels accessed to by the samples were Facebook, meetings, and posters. Moreover, the communication channels that the sample group were most convenient to use for communication were: via Facebook, phone calls, and meetings, respectively.

          Most of the samples, about 72.50 percent had ever participated in social responsibility projects/activities. The satisfaction level towards all the projects organized by the community relations department of Amata at the highest level. The overall average point of satisfaction was 4.61. Regarding each aspect, it was found that the satisfaction of the AMATA Give First project, (distributing survival bags to help communities) had the highest average of 4.73, followed by the Amata fight against COVID-19 project (supporting local health care units, community isolation, or local hospitals) with an average of 4.71, and projects supporting community products, create jobs, generate income for the communities, for example, they had been supported by AMATA   had an average of 4.70.