การรับรู้ความรับผิดชอบต่อสังคมที่ส่งผลต่อภาพลักษณ์องค์กรของ ธนาคารออมสิน

Abstract

This study aims to examine the perception of corporate social responsibility towards the corporate image of the Government Savings Bank. In this research, a questionnaire collected data from a sample group of 400 bank customers aged 18 and above. The research findings indicated that consumers had a high level of perception of corporate social responsibility and opinions regarding the corporate image of the Government Savings Bank. The hypothesis testing revealed that the perception of corporate social responsibility, in terms of good corporate governance, business integrity, responsibility towards consumers, community and social development. The reports on social and environmental issues, significantly affected the corporate image of the Government Savings Bank at a statistical level of 0.05. These variables were able to predict 68.4% of the corporate image. The benefits of this research provided the Government Savings Bank with guidance for development and improvement, allowing them to identify errors or issues related to the perception of corporate social responsibility that affected the corporate image of the bank. Moreover, the study aimed to enhance products and activities that promoted a better corporate image for the Government Savings Bank aligned with its goal of becoming a socially responsible bank.