ส่วนประสมการตลาดบริการที่มีผลต่อผู้บริโภคในอำเภอ เมืองเชียงใหม่ในการซื้อประกันภัยรถยนต์ส่วนบุคคลภาคสมัครใจ

Abstract

This independent study aimed to examine service marketing mix affecting consumers in Mueang Chiang Mai district towards purchasing voluntary private car insurance. Samples of this study were 300 new and used car owners who purchased the voluntary private car insurance. Questionnaires were used as the tool to collect data. Data obtained were, then, analyzed by the descriptive statistics, including frequency, percentage, and mean. The findings presented that most respondents were married female in the age of 30-39 years old. They worked as company employee, earned an average of monthly income at the maximum amount of 15,000 Baht. Their education background was bachelor’s degree. Reason of purchasing the voluntary private car insurance was to minimize the anxiety on damages which might occur with the car and the properties in the car. Type of coverage that they paid the first concern on was the responsibility to lives/bodies of the outsiders and the passengers in the car. There was only one car with the voluntary private car insurance. Most of them learned about the insurance from the insurance’s agent/broker. They mostly purchased Type 1 of the voluntary private car insurance. In a year ago, they paid 10,001-15,000 Baht for it in cash. The majority had never got a car accident or any damage on the car. If there was a car accident or damage on the car, the person whom they would contact to was a staff of the insurance company. They agreed that in case of having car accident or damage on the car, the most convenient way was to call to the insurance company and the most convenient way to ask for the compensation from the insurance company was to make the direct contact to the certain company. According to the study on marketing mix factors affecting their purchase of the voluntary private car insurance, the results revealed that the respondents respectively rated the following factors at high level: process, product, price, people, place, physical evidence, and promotion. Hereafter were shown the top ten elements affecting their purchase of the voluntary private car insurance: 1) conditions of the responsibilities to lives/bodies of the outsiders and the passengers in the car as well as the reliability of service centers/garages, 2) rapidness in offering service when having accident and conditions of the responsibilities to properties of the outsiders, 3) conditions of the responsibilities to damage of the insured car, 4) creditworthiness of the insurance company, 5) rapidness in the fine payment and stability of the insurance company, 6) availability of 24-hour-call center service to receive notices, 7) using technologies to serve customers , providing a stored car for the customers to use during the repairing process, and rapid premium checking, 8) fame and reliance of the insurance company, its background on the compensation payment, and conditions of the insured car’s using life, 9) availability to claim for the compensation at all branches of the insurance company, and 10) sufficient numbers of on-duty staff and availability to select the preferred coverage.