The Effectiveness of Service Quality of Thai Life Assurance Public Company Limited, Buriram Branch

Abstract

Background and Objectives: Service quality is an important tool in business management. Currently, organizations are very aware of the importance of service quality because it affects business success. This research aims to 1) study the effectiveness level of service quality of Thai Life Insurance Public Company Limited, Buriram Branch, 2) study opinions and suggestions for developing service quality of Thai Life Insurance Public Company Limited, Buriram Branch to be more effective.

Research Methodology: This research determined the sample size according to the Krejcie and Morgan table, using simple random sampling, resulting in a total of 373 samples. A questionnaire was used as a tool for data collection and processed using a ready-made statistical program. The percentage, mean, and standard deviation were presented.

Results: The results were found to be at a high level overall. When considering each aspect, it was found that the aspect of access to the minds and empathy of service recipients was at a moderate level, while the rest was at a high level. The aspect with the highest average value to the aspect with the lowest average value is the tangibility of the service, followed by the reliability, the responsiveness to service recipients, the assurance of service recipients, and the access to the minds and empathy of service recipients respectively.

Conclusion: From the results of this study, comments and suggestions were received, namely that the company should increase the number of service personnel and personnel who are experts in each area for speed and responsiveness to the needs of service recipients, and increase service channels by using mobile application technology to be a modern service channel, allowing service recipients to conduct transactions by themselves without having to come to the company for service.