Customer Perception on Corporate Image of Thailand Creative and Design Center, Chiang Mai Branch
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Abstract
The purpose of this study is to study organizational customer’s perception on corporate’s image of Thailand Creative and Design Center, Chiang Mai Branch (TCDC Chiang Mai). This study is divided into two parts which are: 1) Qualitative Research by using a semi structure interview with 3 officers of TCDC Chiang Mai’s: general manager, project manager, and knowledge management officer, to develop questionnaire by using semi-structure interview, and 2) Quantitative Research, the questionnaire regarding perception of corporate image of TCDC’s customers. The respondents are TCDC’s customers: entrepreneurs and designers, 100 respondents per group, total of 200 respondents. The results show that there is only one dimension of corporate image that its customers perceived at highest level, which is corporate strategy. Meanwhile, the other six dimensions of corporate image are perceived at high level, which are industry identity, corporate culture, corporate behavior, corporate communication, corporate structure, and corporate design. The results of difference between the two groups of organizational customers show no difference in perception of the seven dimensions of TCDC Chiang Mai corporate image, at 0.05 significant level. Customer’s perception on corporate image of TCDC Chiang Mai, which the sample is divided by their times of using TCDC Chiang Mai’s services within 1 year, customers who came to use TCDC Chiang Mai services more than six times have perceived corporate image of TCDC’s higher
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The articles published in the journals are the authors' opinions, not the opinion of the editorial team or administrative staff. The articles published is copyright of the Journal of Business Administration and Accounting, Khon Kaen University.
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