Smart sales system factors that influence of purchasing life insurance via Bank, siam commercial bank public company limited’s case study in Wisuthkasat Area

Abstract

This study has two major proposes to study marketing mix via "Smart Sales" system factors on a customer's decision behavior of buying life insurance via Siam Commercial Bank PCL. This methods research was quantitative research. The sample was selected 400 local people in Bangkok area from multistage random sampling by presented in the tables, percentage, average, standard deviation to comparative analysis and use inferential statistics to examine hypothesis by regression analysis. The results of a short empirical survey of the local in Wisuthikasat area are presented. These show that Smart Sales system influence to life insurance buying at statistically significant at level 0.05 by this prediction equations; Buying Decision = 2.586 – 0.077 (Product) – 0.146 (Price) + 0.387 (Place or Distribution) + 0.109 (Promotion) – 0.213 (People or Employee) – 0.477 (Physical Evidence) + 0.051 (Process). The independent variable effecting Siam Commercial Bank insurance buying decision which significantly found at the level of 0.05 was the physical evidence factor. They were the bank symbol, public relation brochure management, officer uniforms, customer acceptance of Siam Commercial bank in Wisuthikasat area branches stability respectively, including the negative information of the bank branches.