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|The Impact QSR’s CSR Program Influences on QSR Brand Choice in Bangkok
|Over last few year Corporate Social Responsibility is new trend for business use to improve public image of the brand and at the same time to promote community. A measurement of performance whether Corporate Social Responsibility strategy which quick service restaurant operated would be activities regards to food, sourcing and service that customer need. Improving social living, solving environmental issues, and ensuring the employee safety is also considered.
The intention of this study is to discover the attitude and perception of consumer toward Corporate Social Responsibility who purchasing food and beverage at keys quick service restaurant in Bangkok, also to improve effective activities of Corporate Social Responsibility which will be able to influential consumer on brand choice. The result analysis is obtained from 407 questionnaires during February 2016 which used random sampling from general people who have the knowledge of CSR and perceive that CSR effect their purchase decision. Then the qualified data is analyzed by using SPSS to generate statistic data from multiple choice questions or Likert Scale and summarize relationship between these responses.
The result of study found that overall of consumer perception towards the CSR dimensions in this study tend to have the positive feedback due to at least one of the CSR dimensions is significant. Particularly, CSR relate to Food and Employee got strongly significant impact on QSRs brand choice. Hence, QSRs should consider in investing much in CSR to Food and CSR to Employee activities as this fulfill the consumer need and improve brand choice towards their QSRs brand in the future.
|Independent Study (M.B.A)--Graduate School, Bangkok University, 2016
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|Independent Studies - Master
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