กระบวนการตัดสินใจของผู้ปกครองในการซื้อประกันสุขภาพสำหรับเด็กเล็กแบบสัญญาเพิ่มเติมในจังหวัดเชียงใหม่

Abstract

This independent study aims to explore purchasing decisions for child health with Extended Health Insurance in Chiang Mai province. The questionnaire was applied as a tool for data collection. The focus samples of this study were specified to 400 parents who live or work in the Chiang Mai area with experience purchasing child health with Extended Health Insurance last year. Data were analyzed by descriptive statistics, including frequency, percentage, and means, and inferential statistics The results of the study were that most respondents were married females 31 – 40 years old with a child. They graduated with bachelor’s degrees and worked as business owners and employees in private companies. Their average revenue per month was greater than 40,001 baht. The study of the buying decision-making process of Extended Health Insurance for child health in Chiang Mai province discovered that the respondents were motivated to prevent or mitigate the risk from their children’s medical expenses. They also needed to receive comfortable treatment/service rapidly and needed to admit to the private hospital. Mostly the respondents spent 1 – 3 months collecting information from the relevant person and their personal experience used to purchase in the past and information online. The interesting data were related to the medical expense of children’s diseases, the premium, the coverage of comprehensive Insurance Benefits, the comfortable process when pay the medical expense/claim insurance, and the popular diseases in children (arrange by searching). During the evaluation and buying decision, the respondents compared 2 – 3 health insurance products with these sequence criteria; the premium, the coverage of comprehensive Insurance Benefits, the diseases covered by the insurance, the comfortable process when pay the medical expense/claim insurance and the reputation & reliability of hospitals/clinics that cooperate with the insurance company. The buying decision was influenced by their spouse, insurance agent including friends/acquaintances. In terms of post-purchase behavior, the respondents sensed that the health insurance for their kids was worth it. They would recommend this health insurance to others. Regarding the service marketing mix factors affecting buying decision-making process of Extended Health Insurance for child health in Chiang Mai province, the process factor had the highest importance level among the other factors. The respondents required the easy, convenient, and fast insurance claim process as the highest importance sub-factor. Secondly, in the people factor, the highest importance was to have an insurance agent/broker who assists quickly in the pre-buying process until the post-buying process. In price factor, the highest importance was the reasonable premium with its beneficial health insurance and coverage. In product factor, the highest importance was the benefits of cost-effective coverage. In place factor, the importance was to have insurance premium payment channels that are easily accessible both online and offline including convenient channels to contact insurance agents/brokers. In promotion factor, the most important thing was to provide news and information and to educate the customer.