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Krisana Kitcharoen. Factors influencing consumer purchase decision of insurance towards word of mouth: A case study of foreigners living in Thailand. (). Burapha University. Library. : , 2022.
Factors influencing consumer purchase decision of insurance towards word of mouth: A case study of foreigners living in Thailand
Name: Krisana Kitcharoen
LCSH:
Consumer behavior
LCSH:
Life insurance
LCSH:
$aVisitors, Foreign
-- Thailand
Abstract:
The purpose of this study is to determine factors influencing consumers purchase decision on life, health and accidental insurance through word of mouth among foreigners living in Thailand. Customer satisfaction, trust and loyalty were hypothesized to have a significant relationship on word of mouth which mediates the consumer decision to purchase insurance packages. The conceptual framework of this study is adapted from the theoretical studies of the decision-making behavior, naturalistic decision-making and relative attitude behavior relationship. The pilot test of 35 respondents was accounted with Cronbachs Alpha reliability test. The sample (n = 380) were collected from online and offline questionnaires by using convenience and snowball sampling method. The data was anatomized by using Confirmatory Factor Analysis (CFA) and Structural Equation Model (SEM) to confirm validity, reliability, goodness-of-fit and hypotheses testing. As a result, customer loyalty has the greatest influence on word of mount, followed by customer trust. Word of mount also significantly impacts buying decision. However, customer satisfaction is found to have no significant on word of mount. Marketers are recommended to build brand awareness and image to gain trust and loyalty, provide training programs for sales agents to increase customer satisfaction and bring new technology to enhance positive word of mouth to accomplish customers purchase decision.
Burapha University. Library
Address:
CHONBURI
Email:
buulibrary@buu.ac.th
Created:
2022
Modified:
2022-07-21
Issued:
2022-07-21
บทความ/Article
application/pdf
ISBN:
1686-7165
BibliograpyCitation :
Journal of global business review. Vol 24, No 1 (Jan.-Jun. 2022), p. 34-50
eng
©copyrights Burapha University
RightsAccess:
ใช้เวลา
0.021223 วินาที
Krisana Kitcharoen
| Title | Contributor | Type |
|---|---|---|
| Factors influencing consumer purchase decision of insurance towards word of mouth: A case study of foreigners living in Thailand
มหาวิทยาลัยบูรพา Krisana Kitcharoen | บทความ/Article |