dc.contributor.author | Deangdej, Pornpun | en_US |
dc.contributor.author | พรพรรณ แดงเดช | |
dc.date.accessioned | 2016-09-02T10:14:26Z | |
dc.date.available | 2016-09-02T10:14:26Z | |
dc.date.issued | 2016-09-02 | |
dc.identifier.uri | http://repository.rmutp.ac.th/handle/123456789/1974 | |
dc.description | วิทยานิพนธ์ (บธ.ม.) -- มหาวิทยาลัยเทคโนโลยีราชมงคลพระนคร, 2557 | en_US |
dc.description.abstract | This 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.sponsorship | Rajamangala University of Technology PhraNakhon | en_US |
dc.language.iso | th | en_US |
dc.subject | Marketing | en_US |
dc.subject | Management | en_US |
dc.subject | Life insurance | en_US |
dc.subject | Consumer behavior | en_US |
dc.title | Smart sales system factors that influence of purchasing life insurance via Bank, siam commercial bank public company limited’s case study in Wisuthkasat Area | en_US |
dc.title.alternative | ปัจจัยของระบบงาน Smart saels ที่มีอิทธิพลต่อพฤติกรรมการตัดสินใจซื้อประกันชีวิตผ่านธนาคารของลูกค้า กรณีศึกษาธนาคารไทยพาณิชย์ จำกัด (มหาชน) เขตพื้นที่วิสุทธิกษัตริย์ | en_US |
dc.type | Thesis | en_US |
dc.contributor.emailauthor | arit@rmutp.ac.th | |