full2011_inter.pdf - page 206

2011 International Conference on Alternative Energy in Developing Countries and Emerging Economies
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Abstract-- This research objective is identify reliable
energy corporate image dimensions and indicators, for the
best corporate image evaluation, because corporate image
indicators will provide SWOT analysis, and any suggestion
for organization to change, or develop their more suitable
activity(ies). The research procedure has used 2 step, first
qualitative data analysis for construct basic perception
issue, to development items of questionnaire, factor analysis
and test index of consistency are used for construct the
energy corporate image indicator. The result shown that
important dimension of energy corporate image compose of
5 dimension (39 items) : (1) association of executive and
organization moral & ethics, service and servant official, (2)
organization credibility (3) executive and organization
efficiency, (4) corporate image communication and sale
promotion, favour of product, and high value in stock
market, and (5) coverage and number of gas station.
Index Terms —corporate image, indicators, energy
corporate, corporate evaluation.
I. INTRODUCTION
Corporate image (CI) is an association of complex
individual cognitive emotion, and affection > 1@, >2@;
finally, became overall impression > 3@, > 4@ , >5@ or
reflection of reality about corporate. CI can be
constructed by direct experience, or indirect experience,
individual has been encountering with corporate
personnel, product, or service, etc.
CI play important role in value adding to product and
service of organizational raising communities supports
>6@ , moreover, brand royalty >7@. Thus, concentration of
CI communicating, and evaluating has become brighten
activities in this era, for example SCG rebranding;
corporate image communication has used for
repositioning corporate branding > 8@, or EGCO group
co.Ltd. [9] has take many social responsibility activity for
making mutual understanding with communities and
public. Hence, CI evaluations has used for analyzing
position of organization in public 1 mind > 10@ .
Many organizations have providing research agency
for evaluating their CI, for positioning corporate
reputations, and corporate brand, but reliable energy
corporate image indicator has not been developed by any
researcher. Though, many research topics, and corporate
image evaluation development image items or construct
of its; neither, has them developed reliable indicators nor.
The advantage of reliably and accuracy CI indicators
are evaluating organization position accurately, so finding
out CI image could be useful for evaluating accurately,
and reliably result. However, Many researches shown
that CI perception is depended on business line, type of
product/service, price of product/service > 11@ , > 12@, >13@,
>14@, > 15@ , >16@, energy corporate image may be varied by
environmental issue, financial issue (like volume in
market stock), product, the effect of energy produce, for
example> 17@ .So, research question for energy CI image
researching is
1. What is/are, and How many Energies corporate
image dimension(s) compose of?
2. Do the indicators of these image factors effect to
the degree of image assessment?
Specifically, the main objective of the research centers
on designing a valid and reliable scale for measuring the
energy corporate image in context of Thailand as
following issue:
1. To define Energy corporate image dimension.
2. To created standard energy corporate image
dimension.
The most important objective of this research is that
standardize energy CI indication, that can be developed
by empirical method of indicator development, statistical
factor analysis has been used to find out its dimension,
then specialist will be adjusted consistency of indicators
for validity checking. Thus, in this research must two
steps procedures: find out basic dimension(s) for first,
then developed and accurated indicators by specialist
Index of Consistency (IOC) checking.
II. METHOD
Researchers had carried out 2 phases in this research
of corporate image indicator focusing service businesses
as the follows:
A. Qualitative data analysis:
Focus group interview which was the sample group of
12 people. These people were the publics and had the
experiences in buying and/or exploiting gasoline aiming
to study basic structure of corporate image perception.
Hereafter, the outcomes were structured to be used as
structure interview for sample group of 30 people aiming
to study the detail and develop items of questionnaires
which were capable to evaluate corporate image focusing
service businesses. It cans be categorized the perception
structure as the following issues:
1. Corporate: corporate credibility, location and
building, corporate governance and corporate social
responsibility are relevant;
2. Quality and quality control, innovation of product;
3. Quality management controls, and innovation of
service;
4. Efficiency, moral and ethics of the executive;
Energy Corporate Image Indicators
B. Yubon and P. Supparerk
Communicaiton Arts Faculty, Chulalongkorn University, (Thailand)