2011 International Conference on Alternative Energy in Developing Countries and Emerging Economies
- 207 -
5.
Personality, service quality, moral, ethics and
responsibility of official staff; and
6.
Corporate
image
promotion:
corporate
communication and sale promotion are relevant.
B.
Construct Corporate Image Dimension
The composition analysis
and indicator examination
were as the follows: Survey Research had the objective to
study the composition of corporate image perception of
the organizations which produce/distribute gasoline as the
following details:
Sample
–
200 samples, who located in Bangkok,
Phatumthanee, Samuthprakarn, and Nonthaburi District,
Thailand were collected.
Instrument
–
Collecting instrument of survey research
in data collecting which is developed from Qualitative
data analysis
comprised with 47 questions, using the
measurement of 10 rating scale
)0
totally disagree
– 10
totally agree
(
The researcher then requested the
examination from the experts regarding construct
validity, content validity, and concurrent validity. The
experts found that every question item passed the validity
examination. Thereafter, the questionnaire was tested the
reliability with the method
of Cronbach’s alpha
coefficient
(
with reliability value not less than 0.70
)
The
analysis of 30 people who are the public and used to
exploit gasoline with the reliability value = 0.979. The
researcher then performed this questionnaire to collect the
data of 200 people from the sample group.
Data analysis
–
factor analysis statistic by rotating
core in the format of SPSS’s Varimax
for window version
15.0 in this analysis by letting every component to have
the most different factor. Every component must have
Eigen value, not less than 1.0. The research revealed the
5 compositions which were later evaluated by the
evaluation, marketing, and corporate communications
experts of PTT Public Company Limited (PTT)
to
evaluate the validity of question items (IOC) and the
important of indicator in each item as the following
phase:
Concurrent validity examination of each indicator in
every composition (IOC), is calculated by the following
equation:
ܫ
ܱ
ܥ
ൌ
σ
సభ
(1)
The researcher requested the evaluation from the
experts of PTT Public Company Limited (PTT)
to
evaluate the indicator of each component validity: IOC
(-1 for not approve, 0 = not clear, 1 = approve), including
the rating scale measurement of 10 scales (0 least
important -10 most important
(, to evaluate the indicators’
important of each composition
.
Reliable energy corporate image indicators must have
Cronbach’s Alpha ≥ 0.70 (Hair et.al, 198
4), Eigen value
≥1.00, and IOC ≥ 0.50.
III. R
ESULT AND
D
ISCUSSION
Document in Results and Discussions should follow
the guideline for technical work preparation (below.)
The result found that there are 5 dimensions of
produced/ distributed fuel image organization:
First dimension : the combination of the belief of
executive and organization morals, service of petrol
station, product quality, administration and service staff ;
Eigen value = 22.826. There are 12 questions which
qualified the IOC, Average of important factor =
9.47
.
It
means that important of reliability that the organization
have the ethical and moral executive, manage the
organization by good governance, have got social
responsibility, and responsible for effect which came
from their own organization, have got a clean, neat and
secure place, their products are good and safety, staff
have a good personality; service mind, have
communication skill, be swift service and keen on billing.
TABLE
I
F
ACTOR LOADING
,
IOC
,
WEIGHT DATA IN
1
ST
DIMENSION
1
st
dimension : the combination of
the belief of executive and
organization morals, service of
petrol station, product quality,
administration and service staff
Factor
loading
IOC
Weight
Run business with transparency
0.69
1.00
9.67
Not take advantage of consumer
0.71
1.00
9.67
Ethical and moral executive
0.66
1.00
9.67
Standard quality product
0.55
1.00
9.33
Safe for use, not explode, or leak
0.67
1.00
9.33
Service mind: respect all consumer,
smiley face
0.74
1.00
10.00
Well communication skill
0.79
1.00
9.67
Good personality of staff
0.72
1.00
9.00
Service rapidly
0.78
1.00
9.67
Well place of filling box
0.72
1.00
9.67
Modern and Cool gas station
decorate
0.62
1.00
9.00
Well security in gas station or head
office
0.75
1.00
9.67
Product not emit pollution
0.62
1.00
8.67
Convenience in paying
0.62
1.00
8.67
Fair play business
0.81
1.00
10.00
Not taken political side
0.80
1.00
9.67
Product not emit pollution
0.86
1.00
9.67
Organization have responsible for
effect which came from their own
organization
0.86
1.00
9.67
Second dimensions: Organization trustworthy: Eigen
value = 4.064
,
IOC passed question = 5
,
Average of
important factor
= 9.67. It means that the business
organization is a leading, successful, famous, modern,
high stability, running for a long term business, and can
develop their products as the customers demand.
TABLE
II
F
ACTOR LOADING
,
IOC
,
WEIGHT DATA IN
2
ND
DIMENSION
2
nd
dimension
:
Organization trustworthy
Factor
loading IOC Weight
Modern
0.81
1.00
10.00
Leader
0.81
1.00
10.00
Famous
0.80
1.00
9.33
Running for long term business
0.65
1.00
8.67
High stability
0.70
1.00
9.33
Successful in business
0.71
1.00
10.00
Developed their product as you demand
0.56
1.00
10.00
Third dimension:
The executive efficiency and
operation organization: Eigen value =
1.904 ,
IOC passed
