• Krisana Kitcharoen


Insurance, Customer satisfaction, Trust, Loyalty, Word of mouth, Consumer purchase decision, Customer behavior theory


The purpose of this study is to determine factors influencing consumer’s purchase decision on life, health and accidental insurance through word of mouth among foreigners living in Thailand. Customer satisfaction, trust and loyalty were hypothesized to have a significant relationship on word of mouth which mediates the consumer decision to purchase insurance packages. The conceptual framework of this study is adapted from the theoretical studies of the decision-making behavior, naturalistic decision-making and relative attitude behavior relationship. The pilot test of 35 respondents was accounted with Cronbach’s Alpha reliability test. The sample (n = 380) were collected from online and offline questionnaires by using convenience and snowball sampling method. The data was anatomized by using Confirmatory Factor Analysis (CFA) and Structural Equation Model (SEM) to confirm validity, reliability, goodness-of-fit and hypotheses testing. As a result, customer loyalty has the greatest influence on word of mount, followed by customer trust. Word of mount also significantly impacts buying decision. However, customer satisfaction is found to have no significant on word of mount. Marketers are recommended to build brand awareness and image to gain trust and loyalty, provide training programs for sales agents to increase customer satisfaction and bring new technology to enhance positive word of mouth to accomplish customer’s purchase decision.


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