การรับรู้ของลูกค้าในอำเภอเมืองเชียงรายต่อกิจกรรมด้านความรับผิดชอบต่อสังคมของธนาคารกรุงไทยจำกัด(มหาชน)

Abstract

The objective of this independent study was to study the perception of customers in Mueang Chiang Rai District towards corporate social responsibility activities of Krung Thai Bank Public Company Limited based on the concept and theory of customer perception towards corporate social responsibility by Krung Thai Bank, which aimed at creating knowledge in 4 dimensions namely education, arts and culture, society and the environment, and sports. The study focused on CSR-after-Process by Krung Thai Bank, which was in line with CSR by corporates for the development of communities and society, as well as the environment. The data for this study was collected using questionnaire distributed to 400 Krung Thai Bank’s customers in Mueang Chiang Rai District. The data was analyzed using descriptive statistics namely frequency, percentage and mean. From the study, it was found that most questionnaire respondents were female, 40-49 years old, single, and are government officials or state enterprise employees. Their monthly income was 10,001-20,000 baht and 20,001-30,000 baht. Most held Bachelor’s degree. The results of the study of customer perception towards the 4 dimensions of Krung Thai Bank’s CSR activities showed that in Education, the questionnaire respondents perceived about Krung Thai Young Business People Project the most. In Arts and culture, the respondents perceived about the Conservation of Thailand’s Traditions and Important Religious Days Project the most. In society and the environment, the respondents perceived about Krung Thai Green Heart Project the most. In sports, the respondents perceived about Supports for Thailand’s International Boxing Association Project the most. From the study of customer opinion towards CSR activities in the 4 dimension, it was found that in education, the respondents ranked the overall CSR activities at the “agree” level. The project that was ranked the highest was Krung Thai Weaving Dream for New Graduates Project, and the respondents agreed with all project’s objectives. In arts and culture, the respondents ranked the overall CSR activities at the “agree” level. The project that was ranked the highest was the Conservation of Thailand’s Traditions and Important Religious Days Project, and the respondents agreed with all project’s objectives. In society and the environment, the respondents ranked the overall CSR activities at the “agree” level. The project that was ranked the highest was KTB CSR Kids Camp Project, and the respondents agreed with all project’s objectives. In sports, the respondents ranked the overall CSR activities at the “agree” level. The project that was ranked the highest was KTB Young People Loving Balls Project, and the respondents agreed with all project’s objectives.