Studying ways to Increase Payment Protection Insurance Sales of Government Savings Bank in Sakon Nakhon Province

Abstract

          From the results of the operation of selling life insurance to protect the credit line of the Government Savings Bank. In Sakon Nakhon Province There is a continuous decrease in sales volume. The researcher is therefore interested in studying ways to increase life insurance to protect the Government Savings Bank credit line in Sakon Nakhon Province. The objective is to study the causes of problems that affect sales. and find solutions to solve the problem of deciding to get life insurance to protect the Government Savings Bank credit line in Sakon Nakhon Province. This research is a study of Problem Based Solving using a combination of quantity and quality. The sample group includes customers who have loans of the Government Savings Bank. In Sakon Nakhon province, 349 cases, and 1 employee of Government Savings Bank business in Sakon Nakhon district, 1 person per branch, and 1 assistant loan manager of Government Savings Bank in Sakon Nakhon district, 1 person per branch, by selecting 5 branches with the lowest premiums for selling insurance to protect the maximum amount in 2022. The tools used in this qualitative research study included: In-Depth Interview and quantitative research used questionnaires. (Questionnaire) The concepts used in the study include the marketing mix from the customer perspective. (7Cs), fishbone diagram, TOWS Matrix, SWOT Analysis and evaluation of Richard Rumelt (2012). The study results found that The causes of the problem come from customers not seeing the importance of buying insurance, employees lacking sales skills, coverage not meeting customer needs, and the bank's marketing. The solution to the problem is to use a preventive strategy by increasing the knowledge and expertise of employees in selling insurance and following up with every customer equally, providing services both before and after selling insurance to make customers trust and have a good attitude, and being able to develop the potential of employees in competition with insurance company partners.