The Impact Level Between Perceived Relative Advantage of Corporate Social Responsibility (CRS Project) and Customer Trust in Term of Demographic Characteristics and Brand Quality of State-Enterprises in Electricity

Abstract

The research aimed to study the degree of impact between perceived Relative Advantage of Corporate social responsibility project (CRS) and Customer Trust in term of demographic characteristics and perceived brand equity of State-owned enterprises in electric utilities. The target population of the study is 16,031,373 customers of the Provincial Electricity Authority. Random sampling was used to select the participants of the study, which were 400 regionally representative customers.  The main instrument employed in this study was a questionnaire and the data were analyzed by Statistics package and presented in descriptive statistics of frequency, percentage, mean score, standard deviation, and Inference statistics such as multiple regression analysis. The study found the variable of trust in term of perceived relative advantage, communication trust / dissemination, potential trust/ knowledge responsibility for the people health and welfare, environmental and cultural responsibility, the average monthly customer salary over 60,000 Baht and the age since 50 years old, can be predicted the statistically significant on the perceived brand equity of State-owned enterprises in electric utilities at 0.05. As the result can be explained the changing level of perceived brand equity of State-owned enterprises in electric utilities in over picture at 81.1%, follow by the influence of other variables which were not mentioned in this study at 18.9%.