COMPARISON OF CUSTOMER SATISFACTION TOWARDS PURCHASING LIFE INSURANCE THROUGH AGENTS VERSUS ONLINE SYSTEM OF SIAM COMMERCIAL BANK IN BANGKOK METROPOLITAN AREA
Keywords:
Comparison, Satisfaction Level, Purchasing decision, Purchasing, Online systemAbstract
Life insurance is a risk hedging for yourself and your family. Nowadays there are many risk factors in the life and health of many people, so people transfer risks to the life insurance business. People are more interested in buying insurance for themselves and their families. Some choose to buy insurance through agents. Some choose to buy insurance online. Therefore, there is an interest in a study on the comparison of customer satisfaction levels between purchasing life insurance through agents and through the online system of Siam Commercial Bank in the Bangkok area. The study aimed to examine the influence of personal factors and compare the customer satisfaction levels regarding the marketing mix components when purchasing life insurance through agents versus through SCB’s online system in Bangkok. The sample for this research consists of 400 customers who purchased life insurance through agents and online system. Questionnaires were used as the data collection tool. Data analysis employed t-tests and one-way ANOVA. If any differences were found in the analysis, pairwise comparisons would be made using the LSD method, and multiple regression analysis would be applied in the test.
The results of the hypothesis test showed that the personal factors of age, occupation, and monthly income, as well as the marketing mix factors in terms of contact channels, personnel, and processes affecting customer satisfaction with buying life insurance through agents and through the online system of Siam Commercial Bank in the Bangkok area. The recommendations from this study are to improve life insurance sales planning and marketing strategies, as well as to improve service delivery in order to meet customer needs in the best possible way.
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