2026-07-26T22:01:48Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/2796 2024-05-29T10:50:52Z 1582963436320:1582965660463 user-yueco

FACTORS INFLUENCING CUSTOMER ATTITUDE TOWARDS CAR INSURANCE BUYING BEHAVIOUR ON FIRST NATIONAL INSURANCE (FNI) (Win Nwe Khine, 2019) Win Nwe Khine This paper aims to explore the factors influence on car insurance customer attitude and to analyze the influencing customer attitude on buying behavior of First National Insurance (FNI) car insurance. This study is thoroughly done based on responses of 120 respondents from FNI car insurance customers with structure questionnaire. The result shows that both social factors and marketing factors influence on customer attitude. The result proves that marketing factors affect on cognitive and affective attitude and social factors affect on affective and conative attitude. In addition, it is found that all three attitudes positively affect buying behavior of car insurance at FNI. Among three attitudes, conative has the greatest contribution to increase the buying behavior of customers. Therefore, it is suggested that FNI should more focus on people, price, promotion and place among marketing factors and nurturing good reputation of business to attain the positive word of mouth behavior of customer in order to influence customer attitude and encourage buying behavior of customers. 2019-12-01 http://hdl.handle.net/20.500.12678/0000002796 https://meral.edu.mm/records/2796