Relationship between Service Quality and Repeated Purchase Intention of Insured Persons Under the Security Service Law, Article 33 of Social Security Office, Bangkok

Abstract

The objectives of this study were to investigate: 1) service quality and repeated purchase intention of insured persons under the security service law; 2) compare the repeated purchase intention of the insured persons under the security service law, of Social Security Office, Bangkok, classified by individual factors; and 3) the relationship between service quality and the repeated purchase intention of the insured persons under the security service law, article 33 of Social Security Office, Bangkok. Samples in this study were 400 insured persons under the security service law, article 33. A questionnaire was used as the research instrument in this study. Statistics used in this study were percentage, means, standard deviation (SD), t-test, F-test, and analysis of variance (ANOVA). Results of this study revealed: 1) levels of service quality overall were at a high level. In investigating each aspect, it was found that tangibles, assurance, and readiness to respond to customers were averaged at a high level, whereas levels of the repeated purchase intention overall were at a high level too. 2) Comparing the repeated purchase intention classified by individual aspect, it was found that those who had different ages had different levels of repeated purchase intention with the statistical significance at 0.05; however, having different sex, status, education level, and monthly income had no statistical significance of repeated purchase intention. And 3) service quality correlated with repeated purchase intention of insured persons under the security service law, article 33 of Social Security Office, Bangkok overall was at 0.01 of statistical significance.