ปัจจัยที่มีผลต่อการเลือกซื้อประกันชีวิต กรณีศึกษาการเลือกซื้อประกันชีวิต เอไอเอ ผ่านธนาคารกรุงเทพในพื้นที่ อำเภอเมือง จังหวัดเชียงใหม่

Abstract

This study examines the factors affecting life insurance purchases case study of choosing to buy AIA life insurance through bangkok bank in the area of muang district, chiang mai province. The research aims to investigate the factors, behaviors, and marketing mix (7P's) that influence the decision to purchase life insurance. Primary data was collected from 403 respondents, comprising 203 life insurance policyholders and 200 non-policyholders. The analysis employed percentage, frequency, and Likert Scale data, with estimations using a logit model. The findings reveal that the majority of respondents were female, aged 20-30 years, single, with a bachelor's degree, and earning less than 30,000 baht per month. Most respondents were employees or permanent staff, followed by business owners or self-employed individuals with average incomes of 70,000 baht or more. Regarding purchasing behavior, female consumers were more likely to buy AIA life insurance through bank counters, primarily opting for endowment policies for savings purposes. Most policies were still active, with sum assured ranging from 100,000 to 500,000 baht and annual premiums between 30,000 and 50,000 baht. Consumers showed interest in 10-year premium payment terms due to dividend payments. For non-policyholders of AIA life insurance through Bangkok Bank counters, the main objectives were health protection and savings accumulation, respectively. In terms of suggestions, respondents desired a reduction in claim processing time to 1-3 days and expressed a preference for a single, comprehensive life insurance policy covering all aspects. The analysis of factors influencing life insurance purchases revealed that respondents prioritized staff's ability to provide comprehensive product information, post-sale problem-solving capabilities, and efficiency in handling complaints, claims, and policy cancellations. Respondents also valued the modernity of office equipment. In conclusion, the analysis of factors affecting AIA life insurance purchases through Bangkok Bank counters demonstrated that women were more likely to buy life insurance than men. Additionally, the likelihood of purchasing life insurance through bank counters increased with both age and income.