FURNITURE DESIGN CONVEYING CORPORATE STRATEGIC IDENTITY AND RESPOND TO FUNCTIONAL NEEDS: A CASE STUDY OF K BANK

Abstract

            This is a study. Design of furniture that reflects corporate identity and responsiveness to service delivery strategies: a case study of KASIKORNBANK. purpose To study the factors and processes of furniture design that characterize corporate identity and respond to the strategy of use. For use in corporate standard furniture design. And to propose furniture design guidelines that can convey the attributes and identity of the organization. And respond to the strategy of use. Kasikorn Bank branch is a case study. By analyzing the factors and processes of interior furniture design, it is possible to optimize the company's clarity and unique identity as well as improve the usability of furniture. In this study, there are 5 theoretical concepts which correspond to the strategy. Companies like customer behavior theory, knowledge theory, and environmental insights. A structured questionnaire was used to ask for understanding. By analyzing environmental issues in corporate identity and corporate strategy, the two issues were compared. It was found that the factors of organizational identity and organizational strategy were similar when the average values ​​were similar. Demonstrate the correlation coefficient. (Correlation) in each design factor. Show that corporate identity media and corporate media strategy. Can be the same or representative of each other.

Therefore, in this research, corporate identity can convey the corporate strategy and to align with the target group's perceived service as KASIKORNBANK