ตัวชี้วัดความมีชื่อเสียงขององค์กรในธุรกิจประกันชีวิตในประเทศไทย

Abstract

This research is to examine the corporate reputation indicators of life insurance business. It demonstrated and compared differences on how personal in life insurance business and general public prioritized these indicators. The study applied both qualitative and quantitative research methods. The qualitative research was conducted by in-depth interview with 5 public relations executives from 5 insurance companies. The quantitative research was conducted by distributing questionnaires to 2 sampling groups of life insurance staff and general public, each of which consisted of 100 persons. For indicator prioritization was analyzed using frequency distribution functions and mean determination. An independent sample t-test was then applied to statistically evaluate the results.

The qualitative study showed that the corporate reputation indicators of life insurance business comprised 7 factors and 23 attributes. And the quantitative study showed that life insurance staff put the corporate reputation indicators into the following orders : 1) Product and Service Factor 2) Governance Factor 3) Performance Factor 4) Leadership Factor 5) Innovation Factor 6) Workplace Factor 7) Citizenship Factor. General public group ranked these indicators almost in the same order as that of life insurance staff except Ranks 2 and 3. The general public put Performance Factor at number 2, ahead of Governance Factor at number 3. Lastly, it was found from the average of prioritization scores the life insurance staff gave higher importance scores than general public for each of these factors.