Thailand has a rapidly growing pharmaceutical sector, which is the eighth largest in the Asia-Pacific region and one of the largest and most developed among the Association of Southeast Asian Nations (ASEAN) countries. This study examines how to provide the most appropriate approach to enhance Thailand’s pharmaceutical services to dispense medicine to end consumers. The main objective is to determine the most appropriate corporate image for Thai Pharmacy Retail Stores (PRSs) for entering the ASEAN market community. An exploratory mixed-method design characterized by qualitative and quantitative phases of data collection and analysis and the linking of data from these two separate data strands was adopted to conduct an in-depth interview with pharmacists and the owner of pharmacy retail stores as well as 405 respondents who had visited a pharmacy retail store and interacted with pharmacists during the previous year. The multiple linear regression (MLR) was applied to analyze the relative influences of perceived service quality and the cultural dimension on the corporate image. Findings reveal that the perceived service quality and cultural dimension contribute 50% towards the corporate image, and the perceived service quality had more effect than cultural dimension. This study mainly focuses on PRSs in Thailand, while the findings show other analyses concerning how to successfully create and promote an effective PRS image for ASEAN markets.

Abstract
1. Introduction
2. Literature Review
    2.1. Cultural Dimension
    2.2. Perceived Service Quality
    2.3. Corporate Image
3. Conceptual Framework and Hypotheses
4. Research Methodology
    4.1. Data Collection
    4.2. Questionnaire Design
    4.3. Data Analysis
5. Results
    5.1. Descriptive Analysis
    5.2. Reliability
    5.3. Inferential Analysis
    5.4. Multiple Linear Regression (MLR) Analysis
6. Discussion
    6.1. Culture and Corporate Image
    6.2. Perceived Service Quality and CorporateImage
7. Conclusions and Recommendations
References

• Worasak KLONGTHONG(Graduate School of Business, Assumption University) Corresponding Author
• Jakkrit THAVORN(Graduate School of Business, Assumption University)
• Suntaree WATCHARADAMRONGKUN(Department of Social and Administrative Pharmacy, Faculty of Pharmaceutical Sciences, Chulalongkorn University)
• Chittipa NGAMKROECKJOTI(Graduate School of Business, Assumption University)