full2011_inter.pdf - page 209

2011 International Conference on Alternative Energy in Developing Countries and Emerging Economies
- 209 -
TABLE VI
FACTOR LOADING, IOC, WEIGHT DATA IN 5TH DIMENSION
CIs in this research TQM evaluation criteria
1st dimension : the
combination of the
belief of executive and
organization morals,
service of petrol station,
product quality,
administration and
service staff
(1) Leadership: public responsibility and
societal contribution
(2) business result: customer satisfaction
results, product and service quality
2nd dimension:
organizational
trustworthiness
(1) leadership: leadership process,
system, and organization
(2) customer and marketing focus :
competitive comparison and
benchmarking
3rd dimension : The
executive efficiency and
operation organization
(1) leadership: leadership skills of top
management
(2) business result: product and service
quality
(3) customer relation procedure
:customer satisfaction evaluate
4th dimension : The
promotion of
organization image; the
popular and rewarded
product, and high –
priced stock
(1) Key Quality Indicators for Operation
Procedure Level: public relation
procedure, and costumer relation
procedure
(2) engineering procedure : quality
checking
(3) customer and market focus:
determination of customer satisfaction
and marketing performance, and
(4) marketing procedure: campaign and
promotion.
5th dimension : Many
branches
Managerial Implication
The results found that the image factors of the
organization; in the dimension of credibility and
developed organization, leading, successful, modern,
transparency, developed product, and many branches.
Image of high performance executive. Image of good
quality staff; service minded e.g. smiley, cheerful, love to
service with honorable. So, energy organization should
focus on building and communicating the image in form
of inside – out strategy by assigning such the vision and
core value of the organization.
The vision and core value will be leading,
successful, modern, doing the operation by good
governance, developed the new product for customers
demand, selected and trained the staff to realize
something important and have got more service minded.
Afterward, the organization will assign the standard of
communication for broadcast the information and for
mutual understanding between the public and the
organization. This is to make the public and organization
feel credibility, trustworthy and to support the operating
organization by purchasing the product or energy from
the organization. The organization should broadcast the
information via the mass communication channel e.g.
broadcast the image of organization in TV channel, or
doing the public relations> 19@ .
Moreover, best at controlling of TQM, can
strengthen desired energy CI, for example set core value
as expertise and good person organization, then had
trained and developed their personal personality, and
services. For protecting conflict among energy corporate,
it best to plan and management organization
communication to all stakeholders, like mass media,
communities, and public; for promoting mutual
understand.
IV. CONCLUSIONS
The result found that the organization which is
produced and distributed energy have got 5 image
dimensions; (1) The combination of executive and
organization morals, managing energy distribution,
quality of product, operating organization and service
staff (2) The organization credibility (3) The executive
efficiency and operating system (4) Supportive
organization image, the rewarded and popular product,
the value of business organization, and (5) Variety of
service branches. The result found that the most
important factor for public is the factor 1 (Eigenvalue =
22.826), and for the expert, the most important indicator
is that compose of the questions about credibility and
organization development. 6 questions about the
organization is being a leader, successful, modern,
transparency, can develop their own product, have got
many branches. 2 questions for the executive: the
executive have got high performance and have visions.
And 1 question for service staff: the staff have service
mined e.g. smiley, enthusiastic service, service with
honor.
ACKNOWLEDGMENT
Authors would like to thank Chulalongkorn Graduated
Institute for funding the research, and Thansamrit
Songkiet Ph.D. at PTT, Thailand for evaluating those
indicators.
REFERENCES
[1] Gregory, J.. Marketing Corporate Image: The Company is your
Number One Product.. NTC Publishing Group, 1991
[2] Boulding,K.E.. The image : knowledge in life and society. 1st ed.
Ann Arbor : The University of Michigan, 1975.
[3] Hill,E.W.. Corporate images are not stereotypes. Journal of
Marketing 26(January) : 72-75. 1962.
[4] Gronroos,C. A service quality model and its marketing
implication. European Journal of Marketing 18(4) : 36-44. 1984.
[5] Abratt,R; Clayton, B; and Pitt, L.. Corporate objectives in sports
sponsorship. International Journal of Internet Marketing and
Advertising 6 : 299-311. 1987.
[6] Wongmontha, Seree: Why Image…How Its Important?.
Petchcharatkarnpim, Bangkok (Thailand), 1996.
[7] Klheechaya, Phanom.
[8] Bua-in, Siribhan. Interview, 2010, March 14th.
[9]http://www.ryt 9.com/s/prg/99962 /,23/03/52
[10] Advatage for developing better communication plan.
[11] Fombrun, C.J., Reputation: realizing value from corporation
image, Library of Congress Cataloging.(U.S.), 1996, pp. 138 –
145.
[12] Carlos Flavia´n, Eduardo Torres, and Miguel Guinalı´u .( 2004 .(
“Corporate image measurement: A further problem for the
tangibilization of Internet banking services” .The International
Journal of Bank Marketing. 22(5): 366-384.
[13] Dean Kazoleas, Yungwook Kim, and Marry Anne Moffitt.
) 2001 .( “Institutional image: a case study”. Corporate
Communications An International Journal. 6(4): 205-216.