A STUDY OF FACTORS AFFECTING THE SUCCESS OF THE LIFE INSURANCE BUSINESS IN THAILAND

Soontaree Poungsumlee, Jiraphorn Sawasdiruk, Chompoo Saisama, Bundit Pungnirund, Suaida wonganawat

ABSTRACT:

The objective of this research is to study the potential variables of human resources, digital marketing strategy, management innovation, life insurance benefits and the success of the life insurance business in Thailand. The research used mixed methods. In this research, the population is 243,333 life insurance agents in Thailand. The sample size must be at least 20 times the observed variable. There were 17 observational variables, the researcher therefore determined the sample size of 340 samples. The result showed that Human Resource Potential (HRPTT) was at a high level. The average was 3.66. Digital Marketing Strategy (DGMS) was at a high level with an average of 3.56. Management Innovation (MNINO) was at a high level with an average of 3.57. Life insurance benefits (IBNF) were moderate with an average of 3.41. The success of the life insurance business in Thailand (SUCIN) was at a high level with an average of 3.59.

KEYWORDS: Life Insurance, Human Resource, Thailand

DOI: 10.62788/Q4k1N6z8pF

PUBLISHED IN: ICMIESS 2023 Conference Proceedings

DATE OF CONFERENCE: 1st - 2nd MAY 2023

CONFERENCE LOCATION: OKINAWA, JAPAN

PUBLISHER: EDUCATION STUDIO (THAILAND) CO., LTD.

ELECTRONIC ISBN: 978-616-7901-68-8

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