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The present study aimed to examine behavior and satisfaction of consumers in Chiang Mai Municipality in purchasing life insurance policy with health insurance rider. The needed information was compiled by questionnaire format from 100 samples representing individuals in various occupations including government officer, state enterprise worker, private business employee, and private business operator. The analysis was performed upon the results of descriptive statistics and Likert’s rating scale of satisfaction.
In the group of government officers, the majority of questionnaire respondents were female, 47 years old on average, bachelor’s degree graduate, and having 30.001 – 50,000 baht monthly income. Their primary objective of purchasing life insurance policy with health insurance rider was to get compensation for the difference between actual medical services expense and their sickness benefits from the government. They commonly insured with the AIA Company at an average 408,000 baht insurance premium per person, for covering the medical services expense at averagely 2,290 baht per person, and paying on the average 19,987 baht premium installment per year per person. The attribute contributing most to their satisfaction with the purchase of life insurance policy with health insurance riding was found to be the corporate image of the insurance company, followed by their confidence in the insurance company providing this line of insurance services.
In the group of state enterprise workers, most samples were characterized as male, 38 years old on the average, bachelor’s degree graduate, and with 10,001 – 30,000 baht monthly income. Their main objective of buying life insurance policy with health care coverage was to get compensation for the difference between actual medical services expense and their entitlement to sickness benefits from employment. They generally insured with AIA Company at an average 379,000 baht insurance premium per person, for covering medical services expense averagely 1,902 baht limit per person, and paying on the average 12,839 baht premium installment per year per person. Their most satisfaction with the purchase of life insurance policy with health insurance riding was derived primarily from the corporate image followed by the aspect of knowledge and advisory cability of the insurance selling agent.
In the group of private business employees, the samples typically were female, aged averagely 33, with bachelor’s degree education, and having 10.001 – 30,000 baht monthly income. Their main objective of buying this insurance policy was to get coverage for medical services expense above the welfare limit given by their employer/company. Most of them insured with Muangthai Life Assurance Company, at 252,000 baht insurance premium per person on the average, for covering medical services expense at averagely 1,647 baht limit per person, and paying on the average 10,007 baht premium installment per year per person.They rated their most satisfaction with the purchase of life insurance policy with health insurance riding for the aspect of the insurance selling agent’ quick response to solve related problems, followed by the honesty of insurance company’s workers. In the group of the self-employed or private business operators, the majority of samples were male, 36 years old on the average, bachelor’s degree graduate, and having 10,001 – 30,000 baht monthly income. Their main objective of buying life insurance policy with health insurance riding was to get quick claim for medical services expense. They generally insured with Muangthai Life Assurance Company, at averagely 400,300 baht insurance premium per person, for entitlement to coverage for medical services expense up to 2,790 baht per person on the average, and paying pro rata premium at averagely 20,207 baht per year per person. They expressed their most satisfaction from the purchase of life insurance policy with health insurance riding with the attribute of corporate image of the insurance company, followed by the confidence in the insurance company.
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