Factors Affecting Consumer’s Decision to Repurchase Voluntary Auto Insurance in Samut Sakhon Province

Abstract

          The objectives of this study were 1. To study the marketing mix factors that affect consumers' decision to repurchase voluntary auto insurance in Samut Sakhon Province. And 2. To study the factors of quality of after-sales service that affect consumers' decision to repurchase voluntary car insurance in Samut Sakhon province. Using quantitative research methods Collect questionnaires from a sample of people who have experience in buying voluntary car insurance located in Samut Sakhon province. 400 people used purposive sampling methods through questionnaires and then analyzed descriptive statistics and sub-analyses. The study found that 1. Marketing mix factors that affect consumers' decision to repurchase voluntary auto insurance in Samut Sakhon province are prioritized as follows: Factors related to Place, Price, Process, People, Promotion, Physical environment, and Product respectively and 2. Quality of after-sales service factors that affect consumers' decision to repurchase voluntary auto insurance in Samut Sakhon province are prioritized as follows: Empathy Assurance Responsiveness Tangibles, and Reliability respectively, Statistically significant at the level of 0.05.