The Marketing Strategies and Customer Relationship Management Influencing Health Insurance Purchase Decisions of Consumers in Ubon Ratchathani Province
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Abstract
This quantitative research aimed to: (1) examine marketing strategy factors, (2) investigate customer relationship management (CRM) factors, and (3) analyze the influence of these factors on consumers’ health insurance purchase decisions in Ubon Ratchathani Province. The population consisted of 513,620 individuals who had previously purchased health insurance in Ubon Ratchathani Province. The sample size was determined using the Krejcie and Morgan formula, yielding 400 respondents. Stratified random sampling was employed. Data were collected through an online questionnaire with a reliability coefficient of .979. Data were analyzed using descriptive statistics (frequencies, percentages, means, and standard deviations) and inferential statistics via multiple regression analysis using the Enter method. The findings revealed that most respondents were female, aged between 31 and 40 years, held a bachelor’s degree, worked as government or state enterprise employees, earned a monthly income of 20,001–40,000 baht, and were married. Overall, marketing strategies and customer relationship management were rated the highest. The results further indicated that marketing strategy factors, namely product, price, promotion, physical evidence, and service process, significantly influenced health insurance purchase decisions. In addition, customer relationship management factors, including database development, relationship program development, and customer retention, were found to have a statistically significant influence on purchase decisions. The study highlights that integrating effective marketing strategies and systematic customer relationship management can enhance consumers’ health insurance purchase decisions and strengthen the competitive advantages of health insurance businesses.
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