ระดับการยอมรับของลูกค้าต่อการประชาสัมพันธ์ของ การประปาส่วนภูมิภาคสาขาเชียงใหม่

Abstract

The purpose of this independent study was to research the acceptance level toward public relations, investigate factors that affect acceptance of public relations, and provide suggestions on developing public relations at the Provincial Waterworks Authority, Chiang Mai branch, with a sample group comprising 385 of its customers. Data were collected through a survey questionnaire and analysed by a statistical analysis program. The statistics used for this study were frequency, mean, percentage and standard deviation. The hypothesis of this study was tested by using Simple Regression Analysis and Multiple Regression Analysis, with statistical significance at 0.05. The results and conclusion of this study were as follows: 1) The Customer acceptance level toward public relations of the Provincial Waterworks Authority, Chiang Mai branch was at a high level. The major factor that influenced intentions relating to acceptance of public relations was Perceived Behavioral Control followed by Attitude Toward the Behavior and Subjective Norm. 2) There were three factors that related and affected the acceptance of public relations of the Provincial Waterworks Authority, Chiang Mai branch; Attitude Toward Behavior, Subjective Norm and Perceived Behavioral Control. These three factors related at the medium level and in the same direction as intention.

3) Intention in accepting public relations affected the acceptance behavior of public relations of the Provincial Waterworks Authority, Chiang Mai branch, at the medium level and in the same direction.