Show simple item record

dc.contributor.authorDeangdej, Pornpunen_US
dc.contributor.authorพรพรรณ แดงเดช
dc.date.accessioned2016-09-02T10:14:26Z
dc.date.available2016-09-02T10:14:26Z
dc.date.issued2016-09-02
dc.identifier.urihttp://repository.rmutp.ac.th/handle/123456789/1974
dc.descriptionวิทยานิพนธ์ (บธ.ม.) -- มหาวิทยาลัยเทคโนโลยีราชมงคลพระนคร, 2557en_US
dc.description.abstractThis study has two major proposes to study marketing mix via "Smart Sales" system factors on a customer's decision behavior of buying life insurance via Siam Commercial Bank PCL. This methods research was quantitative research. The sample was selected 400 local people in Bangkok area from multistage random sampling by presented in the tables, percentage, average, standard deviation to comparative analysis and use inferential statistics to examine hypothesis by regression analysis. The results of a short empirical survey of the local in Wisuthikasat area are presented. These show that Smart Sales system influence to life insurance buying at statistically significant at level 0.05 by this prediction equations; Buying Decision = 2.586 – 0.077 (Product) – 0.146 (Price) + 0.387 (Place or Distribution) + 0.109 (Promotion) – 0.213 (People or Employee) – 0.477 (Physical Evidence) + 0.051 (Process). The independent variable effecting Siam Commercial Bank insurance buying decision which significantly found at the level of 0.05 was the physical evidence factor. They were the bank symbol, public relation brochure management, officer uniforms, customer acceptance of Siam Commercial bank in Wisuthikasat area branches stability respectively, including the negative information of the bank branches.en_US
dc.description.sponsorshipRajamangala University of Technology PhraNakhonen_US
dc.language.isothen_US
dc.subjectMarketingen_US
dc.subjectManagementen_US
dc.subjectLife insuranceen_US
dc.subjectConsumer behavioren_US
dc.titleSmart sales system factors that influence of purchasing life insurance via Bank, siam commercial bank public company limited’s case study in Wisuthkasat Areaen_US
dc.title.alternativeปัจจัยของระบบงาน Smart saels ที่มีอิทธิพลต่อพฤติกรรมการตัดสินใจซื้อประกันชีวิตผ่านธนาคารของลูกค้า กรณีศึกษาธนาคารไทยพาณิชย์ จำกัด (มหาชน) เขตพื้นที่วิสุทธิกษัตริย์en_US
dc.typeThesisen_US
dc.contributor.emailauthorarit@rmutp.ac.th


Files in this item

Thumbnail

This item appears in the following Collection(s)

Show simple item record