FACTORS AFFECTING THE DECISION OF CUSTOMERS TO BUY HEALTH INSURANCE FOR CHILDREN (1 MONTH TO 10 YEARS OLD) OF A LIFE ASSURANCE COMPANY IN CHIANG MAI DISTRICT

Abstract

This research aims to examine the service marketing mix, the trust, and the customer buying decision for health assurance for children (one month to 10 years old) and life assurance in the Chiang Mai district. The sample is 400 subjects; the collecting data tool is a questionnaire and data analysis using descriptive statistics, including frequency, mean, and standard deviation, and inferential statistics, including Pearson and Multiple Linear Regression Analysis.

The results of this study revealed that most consumers are females 50 years old and above, with a private business, and the average monthly income is more than 35,001 baht. The marketing mix factors which are most important are the place and products. The essential trust factors are convenience and communication. The coefficient analysis predictor in b value of both variables as the service marketing mix 7P’s (X₁) is 0.412 and the Trust 5C’s (X₂) is 0.202 affecting the customer buying decision (Y) then, using the Stepwise Multiple Linear Regression Analysis, the testing result was significant at a p-value of 0.01. The result for the independent variables which predict the customer buying decision (Y) was 0.50 percent, and the predictive coefficient (R²) was equal to 0.605; the prediction equation is Y = 2.347 + 0.412 X₁ + 0.202 X₂