SERVICE CHANNEL DEVELOPMENT STRATEGIES AND MARKETING COMMUNICATION MIX FOR SERVICE AFFECTING THE PERCEIVED QUALITY AND SERVICE DICISION OF INSURED PERSON ARTICLE 40 IN PATHUM THANI PROVINCE
Keywords:
Service channel development strategies, Marketing communication mix for service, perceived qualityAbstract
The objectives of this survey research were: (1) to survey personal factors and their opinion toward channel of service, marketing communication mix for
service, perceived quality of service and decision making on choosing of service among insured person article 40 in Pathum Thani Province; (2) to compare the
different of personal factors toward different perceived quality of service of channel in Pathum Thani Province; (3) to analyze the influence of marketing
communication mix for service toward perceived quality of service in Pathum Thani Province; (4) to analyze influence of marketing communication mix for service
toward decision making on choosing of service among insured person article 40 in Pathum Thani Province; and (5) to analyze influence of service channel
development strategies toward decision making on choosing of service among insured person article 40 in Pathum Thani Province. There were 600 samples; The
samples were conducted by stratified sampling and systematic sampling. The method in which the data was collected by questionnaires. The statistics were used
to test hypothesis were descriptive, t-test, f-test and multiple regression analysis. The results of this research suggest that : (1) The personal factors were
female, with 41-50 years of age and married, high school degree and worked as merchant, with income between 5,001–10,000 Baht/month. The sample group was
very concerned about service channel development strategies, marketing communication mix for service and perceived quality of service at high level. In
term of their decision making on choosing of service, the highest factor was wordof- mouth, followed by repeat visit. (2) The different of personal factors in term of
their age and average monthly income, difference is these factors had different influence toward perceived quality of channel of service of Pathum Thani Province.
(3) Marketing communication mix for service, in term of publicized material, public relations media, media design, organization, promotion and public relations, had
influence over customer’s perceived quality of channel of service. (4) Marketing communication mix for service, in term of publicized material, public relations
media, media design, organization, promotion and public relations, had influence over decision making on choosing of service among insured person article 40 in
Pathum Thani Province. (5) Service channel development strategies, in term of channel of service’s characteristic, numbers of channel of service and location of
channel of service, had influence over decision making on choosing of service among insured person article 40 in Pathum Thani Province.
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