FACTORS OF MARKETING MIX AND SERVICE QUALITY ON THE DECISION TO BUY LIFE INSURANCE FROM MINGYA INSURANCE BROKERS CO, LTD.
คำสำคัญ:
Marketing Mix, Service Quality, Purchasing Decision, Life Insuranceบทคัดย่อ
The purpose of this study is to investigate the marketing mix factors that influence the decision to purchase life insurance from Mingya Insurance Brokers Co., Ltd., and the service quality factors that influence the same decision. The study population included consumers who had purchased life insurance from Mingya Insurance Brokers Co., Ltd., with a total sample size of 385 participants. A questionnaire was used as the primary research instrument for data collection. Descriptive statistics such as frequency, percentage, mean and standard deviation were used to analyze the data. In addition, inferential statistics were applied to test the research hypotheses using Partial Least Squares Structural Equation Modeling (PLS-SEM) to assess the relationships between independent and dependent variables.
The results showed that both marketing mix and service quality had a statistically significant influence on the decision to purchase life insurance from Mingya Insurance Brokers Co., Ltd., with a predictive power of 35.2 percent. Based on these results, it is recommended that Mingya Insurance Brokers Co., Ltd. improve product flexibility, promotional strategies and service accessibility while enhancing data security, responsiveness and reliability to increase consumer confidence and promote the decision to purchase life insurance.
References
Al-Amin, N., Alfia, N., Subeno, H., Andespa, W., & Sabri. (2023). The effect of claim service quality on the decision to buy sharia insurance products: A case study on sharia insurance in Indonesia. In 5th Graduate International Conference Proceedings (pp. 396-407). Rumah Jurnal UIN Sjech M. Djamil Djambek Bukittinggi.
Ann, I., Anyanwu, A. V., & Nnamocha, O. (2019). Tangibles and empathy dimensions (of SERVPERF model) and customer satisfaction in the use of ATMs. Strategic Journal of Business and Social Science, 2(2), 1-23.
Bista, M. B., & Upadhyay, H. P. (2023). Factors affecting purchase decision of life insurance policy of customers in Chitwan. International Journal of Silkroad Institute of Research and Training, 1(2), 101-105. https://doi.org/10.3126/ijsirt.v1i2.61768
Cochran, W. G. (1977). Sampling techniques (3rd ed.). John Wiley & Sons.
Guan, L. P., Yusuf, D. H. M., & Ghani, M. R. A. (2020). Factors influencing customer purchase intention towards insurance products. International Journal of Business and Management, 4(5), 70-79.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Pearson.
Henseler, J., Hubona, G., & Ray, P. A. (2016). Using PLS path modeling in new technology research: updated guidelines. Industrial management & data systems, 116(1), 2-20. https://doi.org/10.1108/IMDS-09-2015-0382
Ismail, M., Haeruddin, M. I. W., Mustafa, F., & Khatmi, M. N. (2023). The effect of the four marketing mix factors on customer loyalty (Case study: consumers of Boots Café Makassar). Asian Journal of Economics, Business and Accounting, 23(6), 1-11. https://doi.org/10.9734/ajeba/2023/v23i6936
Johnson, E. C., & Karlay, J. S. (2018). Impact of service quality on customer satisfaction, Case study: Liberia Revenue Authority [Unpublished master’s thesis]. University of Gävle.
Kavitha, N., Saran, G. & Vignesh Ram, G. (2023). Factors influencing consumer buying behaviour in modern era. ComFin Research, 11(3), 14–19. https://doi.org/10.34293/commerce.v11i3.6476
Kitapci, O., Akdogan, C., & Dortyol, I.T. (2014). The impact of service quality dimensions on patient satisfaction, repurchase intentions and word-of-mouth communication in the public healthcare industry. Procedia - Social and Behavioral Sciences, 148, 161–169. https://doi.org/10.1016/j.sbspro.2014.07.030
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.
Lim, P. G., Hasliza, D. M. Y., & Abdul Ghani, M. R. (2020). Factors influencing customer purchase intention towards insurance products. International Journal of Business and Management, 4(5), 70-79.
Mingya Insurance Brokers Co., Ltd. (2024). Company overview and history. https://www.mingya.com.cn/
Muhammad, G. S., Suciratin, & Refan. (2019). An empirical analysis of marketing mix in the life insurance industry to purchase decisions of life insurance products. Journal of Business, Management, and Accounting, 1(1), 8-19.
Olivieri, A., & Pitacco, E. (2015). Introduction to insurance mathematics: technical and financial features of risk transfers. Springer.
Pakurár, M., Haddad, H., Nagy, J., Popp, J., & Oláh, J. (2019). The service quality dimensions that affect customer satisfaction in the Jordanian banking sector. Sustainability, 11(4), 1-24. https://doi.org/10.3390/su11041113
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.
Rundle-Thiele, S., Dietrich, T., & Carins, J. (2021). CBE: A framework to guide the application of marketing to behavior change. Social Marketing Quarterly, 27(3), 175-194. https://doi.org/10.1177/15245004211021643
Santoso, A., Subagyo, H., & Arifin, M. (2019). Effect of promotion mix on insurance product purchase decisions: The case of Zurich Kediri, Indonesia. Advances in Social Science, Education and Humanities Research, 383, 474-479. https://doi.org/10.2991/icss-19.2019.26
Sitohang, N., & Hutapea, J. F. (2023). The influence of claim service quality on the decision to purchase a loss insurance policy at PT Sompo Insurance Indonesia. International Journal of Management and Informatics, 2(1), 15-25.
Urasyanandana, K. (2021). Effect of marketing mix (4ps) on the intention to purchase ceramic course [Unpublished master’s thesis]. Mahidol University.
Vrtana, D. & Krizanova, A. (2023). The power of emotional advertising appeals: Examining their influence on consumer purchasing behavior and brand–customer relationship. Sustainability, 15, 1-18. https://doi.org/10.3390/su151813337
Yuan, C., & Jiang, Y. (2015). Factors affecting the demand for insurance in China. Applied Economics, 47(45), 4855-4867. https://doi.org/10.1080/00036846.2015.1037437
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2018). Services marketing: Integrating customer focus across the firm (7th ed.). McGraw-Hill Education.
Downloads
เผยแพร่แล้ว
How to Cite
ฉบับ
บท
License
Copyright (c) 2025 วารสารการจัดการโซ่คุณค่าและกลยุทธ์ธุรกิจ
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
