Analysis of factors affecting the choice of good insurance product

Analysis of factors affecting the choice of good insurance product

張維慶(Truong Duy Khanh)

指導教授 ： 桂慶中

共同指導教授 ： Bui Thi Mong Trang(Bui Thi Mong Trang)

義守大學/管理學院/企業管理學系/碩士(2016年)

摘要

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關鍵字

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並列摘要

Nowadays, life insurance is no longer strange for Vietnamese people. The development of the life insurance market has generally contributed to the development of the country’s economy. This industry has attracted many employees, has created jobs for many people, has helped to increase income for households and has improved the current life of residential components in the society. However, in order to decide to buy insurance, customers still consider some factors such as the insurance company, the insurance product, customer service… These factors are always combined during the process of understanding and deciding to buy insurance of customers. Thus, it is important for insurance companies to understand their customers to diversify products, to improve product quality and to meet increasing needs of the market as well as the requirement of its own development. This study aims to explore factors which affect the decision to purchase products of life insurance. The research discovered that the Decision to buy life insurance is influenced by 11 factors. Specifically, 9 factors having positive influence on the “Decision to buy life insurance” are: (1) Psychological characteristic, (2) Events in life, (3) Knowledge of life insurance, (4) Motive to buy life insurance, (5) Awareness of product value, (6) Company’s reputation, (7) Suitable distribution channel, (8) Previous insurance buying experience, and (9) Family opinion.

並列關鍵字

life insurance ； customer’s decision ； psychology ； knowledge ； events

參考文獻

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