Evaluate the factors that impact Vietnamese customer’s buying decision for non-life insurance product.
In this research, the author aims examine the factors that affect the customers’ inclination and purchase decision on non-life insurance products and measure the different impacts weights of these factors, based on the results to propose some recommendation for insurers to improve service quality...
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| Other Authors: | |
| Format: | Theses |
| Language: | English |
| Published: |
2020
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| Subjects: | |
| Online Access: | http://repository.vnu.edu.vn/handle/VNU_123/70377 |
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| Institution: | Vietnam National University, Hanoi |
| Language: | English |
| Summary: | In this research, the author aims examine the factors that affect the customers’
inclination and purchase decision on non-life insurance products and measure the
different impacts weights of these factors, based on the results to propose some
recommendation for insurers to improve service quality in the future. To archive the
reliable answer to the research’s question, this study adopts qualitative research
method, online survey via social media platform and face-to-face interview was
applied to collect the data from 319 respondents. The results suggest that there are
two factors indirectly impact on consumer’s purchase decision through consumer’s
inclination, which are personal income and risk recognition, and four factors
directly impact on the consumer’s final decision, including consumer’s inclination,
sale promotion, insurer’s reputation and insurer’ online communication quality. The
author suggests some recommendations for insurance companies to enhance
business activities, including diversifying products, building a professional
consultant teams, and improve companies imagine. |
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