Understanding Corporate Identity in the Office of Automotive Business in Bangkok through Building Users and Design Professionals

Abstract

The objective of this research is to investigate and understand the difference in physical factors that contribute to cooperate identity which can influence the perception of building users inside five automotive business offices in Bangkok in order to compare the perception level between groups of office building users and design professionals with some evaluations on the physical factors within the offices. The conclusion showed different approaches to interior design that can shape corporate identity and affect the actual building users. IntroductionVisible corporate identity in the physical environment not only plays a significant part in the overall aesthetics but also reflects the cooperate image that can support work values and strongly contribute to credibility management. The identity can also indicate the efficiency in the management peculiar to the company within the automotive businesses (Edmund R. Gray and John M.T. Balmer, 1998). The office environment that incorporates the concept of corporate identity in its designs shall give rise to outstanding, beautiful, and unique area compartmentalization. What's more, the business identity in a safe office environment can denote specific characteristics, capability, and the overall efficiency of employees and personnel within that organization. The corporate identity can practically be seen from the various physical factors such as light factors, colors used for decoration, style of furniture, styles of decoration, area shapes, area continuity, wall decorations and graphic works as well as the use of interior decoration materials in the office space. All these essential physical components can be used to show corporate identity as well as catch the general perception of employees within the organization along with all other parties relevant to the company's image --whether positively or negatively. The perception level, however, will largely depend on the quality and communication within the particular environment (Seyed, 2014).This research focuses on the investigation of perception level of physical factors denoting corporate identity between a group of office building users and a group of design professionals who also represent non-members of outsiders to the organization. The two teams will play important roles in the evaluation of the perception of eight physical factors used to communicate corporate identity. Note that these factors are variables from the previous research. These factors can relate and reflect corporate identity within an automotive business office. And in this research, we will also examine the roles they have on the perception level of building users and all other relevant individuals to the particular business.Hence, in this research, the author aims to uncover the relevant and pertinent issues, in particular on the perception level of physical factors denoting corporate identity among direct building users and from the viewpoints of design professionals, and in particular, on the user's satisfaction or any suggestion and...