Image of the Provincial Electricity Authority at Noen Maprang District, Phitsanulok Province, According to the Opinions of Users

Abstract

The purposes of this research were to study the opinions of service users towards the corporate image of the Provincial Electricity Authority, Noen Maprang District, Phitsanulok Province, and to compare the opinions of service users with different personal factors. The sample group consisted of 385 users of the Provincial Electricity Authority, Noen Maprang District, Phitsanulok Province, who were selected by accidental sampling. The research instrument was a questionnaire, and the statistics employed for data analysis were frequency, percentage, mean, standard deviation, t-test, and ANOVA.

   The results revealed that, overall, the opinions of the service users towards the corporate image of the Provincial Electricity Authority, Noen Maprang District, Phitsanulok Province, were at a moderate level. When considering each aspect, the employee image, equipment image, and organizational culture image were rated at the highest level. The community activities image and business operation image were rated at a high level, while the executive image and organizational atmosphere image were rated at a moderate level. The product image was rated at the lowest level. The comparison of opinions indicated that service users with different personal factors had significantly different opinions towards the corporate image of the Provincial Electricity Authority at the .05 level of statistical significance.