ส่วนประสมทางการตลาดบริการที่มีผลต่อผู้บริโภค ในจังหวัดสมุทรสาครในการเลือกซื้อประกันภัยรถยนต์ ส่วนบุคคล (ไม่เกิน 7 คน) ภาคสมัครใจผ่านทางธนาคาร พาณิชย์

Abstract

The objective of this independent study was to examine the service marketing mix affecting consumers in Sanut Sakhon Province in purchasing voluntary automobile insurance (Not over 7 persons) through commercial banks. The questionnaires were used to collect data from those who have purchased voluntary automobile insurance through commercial banks in Sanut Sakhon Province totaled 200 cases. Data was analyzed using descriptive statistics. The statistics such as frequency, percentage and average were used. The study found that the sampling group mostly were female, aged 20-29 years old, single, with a bachelor's degree, worked for private companies and has an average monthly income between 15,000 - 30,000 Baht. Most respondents purchased voluntary automobile insurance due to the need to lower their concerns of the damage to vehicles and property inside the car, gave precedence to the plans which covered the Third Party bodily injury and passengers on the insured vehicle, drove at medium speed (80 Km / HR.), owned one insured's personal vehicle, received insurance information from the bank staffs, purchased the 1st. Class voluntary automobile insurance, paid the insurance premium on the voluntary automobile insurance in cash, mostly had never had a car accident or damaged to the vehicle. Most respondents contacted insurance companies' staffs which banks were sales representative. The convenient way to report the accident was to call the insurance company that the banks were insurance agents. The convenient way to claim the compensation was to contact directly with the insurance company that the banks were insurance agents. The result of the study of the service marketing mix affecting consumers in Sanut Sakhon Province in purchasing voluntary automobile insurance (Not over 7 persons) through commercial banks found that the respondents focused on all clauses at high level which the first order was the product clause of the liability for damage to the insured vehicle, followed by the cost of premium of voluntary automobile insurance suited with the received coverage, the claim of compensation was in line with that the bank informed before purchasing the insurance, the distribution channel at the bank's branch, easy to find, convenience to traveling, sufficient parking space, the personnel aspect about bank's staff on advise and consult properly, using language to easy understanding, marketing promotion on advertising / Public Relations to provide the bank service of the voluntary automobile insurance products such as brochures, television, online media, and the physical environment that the bank has designated the service area of automobile insurance clearly.