VALUE CHAIN ACTIVITIES THAT AFFECT BRAND EQUITY AIA CO., LTD. OF CUSTOMERS IN BANGKOK

Abstract

This study case objective to study value chain activities that affect the brand value of AIA Co., Ltd. of customer in Bangkok. The purpose is (1) To study value chain activities that affect the brand value of AIA Co., Ltd. in Bangkok. (2)To study about the core value chain activities that affect the brand value of AIA Co., Ltd. in Bangkok. (3) To study about value chain support activities that affect AIA Co., Ltd.'s brand value in Bangkok.     (4) To study opinions on the core value chain activities of AIA Co., Ltd. in Bangkok. (5) To study opinions on value chain support activities of AIA Co., Ltd. in Bangkok. (6) To study the opinions of AIA Co., Ltd. in Bangkok.

The results showed that the respondents were mostly the respondents were female, with an age range of 30-34 years. Single status, bachelor degree, private company employees, average monthly income 10,001 - 20,000 baht, there are 2 - 4 family members, life insurance with 1 - 5 insurance policies. They also hold the company for   1 - 5 years. If the value of insurance premiums per year is less than or equal to 10,000 baht. So the value of life in death case is 300,001 – 600,000 baht. All of the result it come from two reasons is stability of life and relieve in uncertainty. Accordingly Personal Accident Insurance with rider of accidental indemnity get it by agent with Ipos+ application because they receive the data and introduction from their families.

The results of hypothesis testing showed that value chain activities that affect brand equity AIA Co.,Ltd. of customer in Bangkok by statistically at significant level 0.05 . Including sub-factor of value chain activities is “Primary activities of value chain that affect brand equity AIA Co.,Ltd. of customer in Bangkok by statistically at significant level 0.05” and “Support activities of value chain that affect brand equity AIA Co.,Ltd. of customer in Bangkok by statistically at significant level 0.05”.