ปัจจัยการสื่อสารทางการตลาดที่มีผลต่อความรับผิดชอบทางสังคม ของบริษัทเทสโก้โลตัสในจังหวัดมหาสารคาม The Marketing Communications Affecting the Corporate Social Responsibility of Tesco Lotus Co. Ltd. in Maha Sara Kham province.

Abstract

 

ABSTRACT

This research was aimed to study 1) to the level of the corporate social responsibility 2) to the Marketing Communications affecting of corporate social responsibility and 3) to the suggestions about the Marketing Communications affecting social responsibility levels of TescoLotus Co. Ltd. The sample was 397 customers who used a service The instrument was the five rating scale questionnaire. The statistics were frequency, mean, standard deviation, and multiple linear regression analysis.

The research results found; the corporate social responsibility of Tesco Lotus Co. Ltd. in Maha Sara Kham province as overall and all aspect were at high level, sorting mean from highest to lowest; the health and welfare, the consumer rights, the education, the community and culture, the natural environment respectively. The Marketing Communications affecting of corporate social responsibility of Tesco Lotus Co. Ltd. were the promotion, the sale by an individual or a salesperson, the advertisement, and the direct marketing. suggestions about the Marketing Communications affecting social responsibility found that; there should be continuous advertisement, pay attention to service customers more, current the products promotion as many kinds, maintain the price on policy consistently, explore the needs of the community in CSR., focus on the great value when compared to quality of product, focus on the production and quality standards coupled with reasonable pricing, provide the educational opportunities to more schools, already care and maintain the quality of product better and produce the high standards quality and meet to demand, and care of customer care according to company policy.