Quality of Service of Life Insurance Agents Classified by Personal Characteristics of Life Insurance Agents
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Abstract
The purpose of this study was to 1) problems condition and service quality of life insurance agents in Thailand and 2) compare the service quality of life insurance agents, classified according to the personal characteristics of the agents. The sample size was determined using Taro Yamane’s formula (1973) at a statistical significance level of .05. Multi-stage sampling was employed, with a total of 400 licensed life insurance agents participating. The research instrument was a questionnaire using a 5-point Likert scale. The data were analyzed using frequency and percentage to summarize the general characteristics of the sample, the t-test to compare differences between two groups, one-way ANOVA to compare differences among multiple groups, and the Test of Homogeneity of Variances to examine whether the variances of each group were equal before conducting ANOVA.
The research concludes that 1) Personal characteristics of life insurance agents: The majority of respondents were female (290 people, 72.5%). Most were aged over 40 years (144 people, 36.0%). Regarding company affiliation, 128 respondents (32.0%) were with AIA Thailand. In terms of position, 234 respondents (58.5%) worked in sales, and most had a bachelor’s degree (276 people, 69.0%). 2) Comparison of service quality of life insurance agents according to their personal characteristics: Hypothesis testing showed that age was associated with a statistically significant difference in service quality at the .05 level. However, gender, company affiliation, department/position, and education level did not show statistically significant differences in service quality at the .05 level
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