กลยุทธ์การเพิ่มยอดขายกรมธรรม์ประกันชีวิต ธนาคารกรุงไทย สาขาประทาย จังหวัดนครราชสีมา Strategy to Increase Life Insurance Sale of Krung Thai Bank, Prathai Branch, Nakhonrachasima Province

Abstract

The purposes of this research were to study the purchasing behavior of the customers and factors affecting purchasing life insurance in Krung Thai Bank, Prathai Branch, Nakhon Ratchasima and to study the best strategy to increase life insurance sale of Krung Thai Bank, Prathai branch, Nakhon Rachasima province. The samples of present study were 155 of the customers who purchased life insurance at Krung Thai Bank, Prathai branch, Nakhon Rachasima. Questionnaires were used as a research tool to collect the data. The data were analyzed through STATA statistic program. Statistics used in presenting data were percentage, frequency, mean, and standard deviation. It was found that the marketing mix and organization images had an effect on the life insurance purchasing decision of customers at Krung Thai Bank, Prathai Branch, Nakhon Ratchasima at high level. The factor most affecting the customers’ buying decision was The KTB staff. The factors less affecting their decisions were organization images and the products respectively. Based on the results, the present study designed sale stimulating projects or guidelines to increase the life insurance sales as follows: 1) Special care for the special customer like “YOU”, 2) Morning Talk and 3) a little bit saving for your life, let us take care of you. Finally, it was estimated that implementing those projects could increase life insurance sales and help achieve the sales goals of Krung Thai Bank, Prathai Branch, Nakhon Ratchasima.