ส่วนประสมการตลาดบริการที่มีผลต่อความตั้งใจของผู้บริโภคในจังหวัดเชียงใหม่ในการซื้อซ้ำประกันภัยรถยนต์ประเภทสองบว ผ่านช่องทางธนาคารพาณิชย์

Abstract

This independent study aimed to examine service market mix factors affecting consumer intention to repurchase second plus class car insurance through commercial banks in Chiang Mai. The total 401 sets of data were obtained from consumers who purchased the second plus class car insurance from Thanachart Bank (as market leader) for 200 sets; and from Krung Thai Bank, Siam Commercial Bank, and Bank of Ayudhya (as market followers) for 67 sets of each. Then, all data were analyzed by the statistics namely frequency, means, t-test and the multiple regression analysis. The findings presented that most respondents were male in the age of 41-50 years old with an income of 15,001-30,000 Baht. They graduated in Bachelor’s degree and worked as employee/private company employee. Most of them purchased the second plus class car insurance because its premium rate was not too high; and it was the first time for them to purchase it. Reason of purchasing the second plus class car insurance from a bank was the convenience to make a purchase as they had to do transactions at that certain bank. Besides the second plus class car insurance, the respondents purchased the second class car insurance through commercial banks previously. Regarding the study on service marketing mix factors affecting consumer intention to repurchase second plus class car insurance through commercial banks, the results could be summarized into the form of multiple regression equation that Repurchase Second Class Car Insurance =1.161+ (0.480) Process factor+ (0.266) physical and presentation factor+(0.159) People factor - (0.422) Promotion factor with R 2 = 0.475 These equation’s figures could explain 47.50% of intention torepurchase second plus class car insurance through commercial banks.