The Guidelines for Increasing customer of life insurance for the Society of Government Savings Bank in Sakon Nakhon Province

Abstract

          This research is a study of increasing the number of customers applying for social life insurance at Government Savings Bank, Sakon Nakhon District. It is a study using a mixed methods which are quantitative research conducted a questionnaire distribution to a group of 392 customers of the Government Savings Bank in Sakon Nakhon District who had the least performance in selling social life insurance. As for qualitative research, conduct an interview with Customers of Government Savings Bank, Sakon Nakhon District with government welfare cards but not purchasing social life insurance, totaling 10 cases, and branch managers and loan employees. There were 10 informants in this qualitative study. Statistical data analysis included percentages, means, standard deviations, frequency values, using t-test statistics to compare the differences in means of 2 groups and using analysis of differences. One-way variance (One-Way ANOVA) and the use of binary logistic regression statistics. The results of this research found that the reasons why customers not deciding to buy social life insurance is have insufficient income to pay insurance premiums because they have low income and at present, the customer has already purchased life insurance with another company and the social life insurance has a too small coverage limit. The factor that makes the decision to buy social life insurance is the low premium, employees and trustworthiness of the bank and impressive service provided by employees. As for the guidelines for increasing the number of social life insurance customers, the Government Savings Bank should adjust its marketing strategy in terms of marketing promotions, improve advertising and public relations for social life insurance, give souvenirs to customers who apply for social life insurance and impressive service provided by employees as for the guidelines for increasing the number of social life insurance customers.