Main Article Content
The research article was aimed to 1) study the service marketing strategy and the value perception of life insurance agents in lower northern Thailand; and 2) study the causal relationship model of service marketing strategy and value perception of life insurance agents in lower northern Thailand. The questionnaires were constructed as a research tool for collecting data from 953 life insurance agents in lower northern Thailand. The statistics used for analysis were frequency distribution, percentage, mean, standard deviation, skewness, kurtosis and structural equation modeling: SEM.
The research findings indicated that the life insurance agents in lower northern Thailand in the sample group applied a service marketing strategy to make value perception at a high level ( =3.63). They also applied all service marketing strategies: customer needs, competence courtesy/caring, communication, comfort cleanliness/comfortable, convenience choice, cost and coordination continuity/complete respectively at a high level ( =3.64) and also acquired value perception from the clients at a high level ( =3.61). The developed model of service marketing strategy to make value perception of life insurance agents in lower northern Thailand was created consistently with and suitably to the empirical data and had the ability to predict at good level and acceptably at 65.3% with its acceptance more than 40%. The casual relationship showed that educational and working experience were correlated with the service marketing strategy. Moreover, the service marketing strategy was correlated with value perception at the statistical significance of 0.05.
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