การมีส่วนร่วมรับผิดชอบต่อสังคมเพื่อการพัฒนาคุณภาพชีวิตผู้ด้อยโอกาสของสถานประกอบการในจังหวัดสงขลา

Abstract

The objective of this study was to investigate management of corporate social responsibility (CSR) and to analyze success factors of CSR operations of enterprises that could improve quality of life among the underprivileged in Songkhla Province. The enterprises in this study were Green River Panels (Thailand) Co., Ltd. on its elderly care project and scholarship project, Bangkok Hospital Hat Yai on its heart surgery project, and Siam Sempermed Corporation Ltd. on its community disability employment. Data for this qualitative study were collected through observations and in-depth interviews with 27 informants consisting of 6 administrators and CSR staff of the enterprises, 11 underprivileged persons participating in the projects, and 10 persons involved the projects. The data were categorized, interpreted, concluded and presented with analytical description. The study found that Green River Panels (Thailand) Co., Ltd. operated its elderly care project by requesting for cooperation from related organizations for site visits and assistance to the elderly, and gave assignments in accordance with each organization's work. The project could enable bedridden elderly persons to walk again. For its scholarship project, the company offered scholarships to students jointly selected by the schools and the company; then transferred scholarship money to students' bank accounts. The company followed up the students' performance continuously. For Bangkok Hospital Hat Yai, patients had quick access to heart surgeries; its efficient surgeries could help unconscious heart patients to live almost normal lives again. Regarding Siam Sempermed Corporation Ltd., employments were offered to people with disabilities in the community. The disability employment project started with only three disabled employees in the factory and had grown to a total of 45 with 42 more disabled employees who had been employed to work in workplaces near their homes such as Tambon Administrative Organizations (TAOs) and hospitals with cooperation from Hat Yai Hospital for coordination between persons with disabilities who needed work and organizations that desired to employ them. Concerning success factors for CSR operations, for Green River Panels (Thailand) Co., Ltd., they were clear policy, operational thought and ideology of returning profit to society, participation of all concerned parties, and close follow-ups. For Bangkok Hospital Hat Yai, the success factors were top-down and bottom-up communications, and clear policy. For Siam Sempermed Cooperation Ltd, the success factors were found to be clear policy, assignment of person in-charge, and cooperation with network partners. It is evident that CSR operations of the three enterprises could improve quality of life among the underprivileged, give them satisfaction, have a warm family, and make their families more secure.