ปัจจัยที่มีอิทธิพลต่อการตัดสินใจเลือกซื้อผลิตภัณฑ์ประกันชีวิต ของลูกค้าบริษัทกรุงไทย-แอกซ่า จำกัด(มหาชน) ผ่านช่องทางธนาคารกรุงไทย เขตเชียงใหม่ 1

Abstract

The study “Factors Affecting Customers’Decision to Purchase Bancassurance Products from Krungthai –Axa Company Limited at Krungthai Bank in Chiang Mai 1 Area” aims to examine the factors of the influence in purchasing life insurance of Krung Thai AXA Company Limited through Krung Thai Bank, Chiang Mai section 1 branch, and to find out the relationship between basic information and selection behavior in purchasing life insurance of 373 customers. The result finds that the majority of the data who purchase life insurance are female at the age between 31-50. Moreover, most of them work in public enterprises and private sectors, and are married with no children. In term of education, most of the customer have bachelor degree with the average income at 20,000-30,000 baht and more than 50,001 baht per month. In addition, the popular purchased insurance is saving with 100,000 - 200,000 life fund. The factor that is influent the most in purchasing life insurance is agent. The data prefer agents who are attentive and caring. The second influence is product since the company is experienced and stable. The last influence is price. The price is considered as lower compared to other companies and the customers are able to pay in installments. Furthermore, the Chi-Square which is examined from the purchasing behavior of the data shows that the average income is related to the life fund. Besides, the majority of the customers hold one life insurance with 25 years of contract, and they are recommended by friends or people who know the agents.