DOI: 10.14457/tu.the.2020.348
title: The key success factor to create better international single-trip travel accident insurance in Thailand

description: International Single-Trip Travel Accident Insurance is the insurance product which aims to strengthen the confidence of the insured person while traveling internationally and being regarded as one of the most important tourism risk mitigation methods. It is becoming even more important with the rising in number of people traveling abroad and uncertainty or risk associated with tourism activities. Recently, Covid-19 pandemic situation has caused the unexpected global travel restriction which further leads to the drastic decrease in sales of International Single-Trip Travel Accident Insurance of non-life insurance industry However, the desire for travel never fade away and people will start to travel again as soon as the situation return to normal state. Consequently, non-life insurance companies still have an opportunity to boost the sales of International Single-Trip Travel Accident Insurance after Covid-19 pandemic situation around the world has become better.This study is contemporary topic in applied marketing for non-life insurance company in Thailand which aim to identify customers’ awareness, perception and factor that affect the buying decision towards International Single-Trip Travel Accident Insurance. The key finding of this study is to identify the key success for non-life insurance companies to enhance product and service for International Single-Trip.Travel Accident Insurance. The study was conducted by qualitative and quantitative analysis. As for the qualitative analysis, it focused on the secondary data found on reliable sources on the Internet and in-depth interview. As for the quantitative analysis, an online questionnaire was conducted and completed by 215 respondents. Quantitative data was analyzed and interpreted by Statistical Package for the Social Sciences (SPSS) The research result revealed that the majority of the respondents heard about this insurance from online travel booking platform followed by recommendation from family and friends, social media platform respectively. They agreed that this insurance is important when travelling internationally pre and post Covid-19 pandemic situation. They perceived the value of this insurance as a tool which can help reduce tourism risks that may occur while travelling internationally. Top 5 purchase factors which the respondents paid attention to the most when decide to purchase this insurance after Covid-19 pandemic situation were Coverage benefit , Easy claim process and fast claim service, The available time for the client to contact the company for claim process, Fast, accurate and easy-to-understand response from insurance company and Flexible channel for clients to ask the insurance company to make a claim payment. some purchase factors were significantly different between age range and household income per month of the respondents. Digital technology tended to be the major tool for insurance company to help develop their sales and claim service to fulfil all potential customers’ need. Furthermore, Customer focus, Professionalism and integrity of sales staff and Additional value-added service were statistically significant with repurchase intention of the respondents. From overall results of this study, the key success for non-life insurance company to selling this insurance is to develop their product and service in accordant with the buying decision process of their customers. Begin with selecting the right platform to provide the clear content about this insurance. Also, invest more on technology and train the staffs to enhance company image, sales and claim service and smooth all processes to reach the satisfaction of overall potential customers.