An Application of Saṅgahavatthu for Life Insurance Sales in Phrae Province

Abstract

The research consisted of the following objectives: 1) to study concepts and theories of life insurance sales in Phrae province; 2) to study Saṅgahavatthu (the Four Bases of Social Solidarity) in Theravada Buddhism; and 3) to apply Saṅgahavatthu for life insurance sales in Phrae province. The study applied mixed-methods research in which the quantitative data was collected from 237 persons of insurance seller and a sample of 50 persons of the insured by employing questionnaires. The acquired data were analyzed by using frequency, percentage, means, standard deviation (S.D.). While the qualitative data were collected from 10 key informants who had the qualifications in line with the research questions by employing interview forms. The acquired data were proceeded by content analysis. The results of the research are found as follows:

1) An application of Saṅgahavatthu for life insurance sales in Phrae province overall is at a high level ( = 3.96), in which the aspect on Piyavācā (Kindly Speech) has the highest level, followed by Samānattatā (Impartiality), Attacariyā (Useful Conduct), and Dāna (Giving), respectively.

2) An application of Saṅgahavatthu for life insurance sales in Phrae province is found in the following aspects: (1) On Dāna refers to providing important information on the insurance policy in a sincere manner, willingly providing advice to the insured by considering mainly the benefits of the insured; (2) On Piyavācā by having the art of speaking, the language used for communication and providing information that is easy to understand. Building credibility by being a good listener; (3) On Attacariyā by developing the personality, building a good relationship and paying respect for one another in order to make the insured feel pleasant; and (4) On Samānattatā by providing attention to the insured consistently even after the sale, being responsible for and providing advice to the insured at all times, giving affirmation that the insured will receive a good service from the insurance sellers.

3) The guidelines for applying Saṅgahavatthu for life insurance sales in Phrae province are found as follows: (1) On Dāna refers to providing the information on the importance of buying life insurance, choosing the life insurance that meets the needs of the insured, being resourceful and sharp in responding the questions and giving advice on life insurance; (2) On Piyavācā refers to honesty, sincerity in giving service, being straightforward in providing real information on life insurance in order to maintain the maximum benefit of the insured; (3) On Attacariyā refers to the discipline of the insurance seller and the responsibility for the insured as well as having patience and diligence in working, developing oneself to have expertise and skills in insurance sales; (4) On Samānattatā refers to the consistency in keeping the standards of service in order to protect the benefits of the insured, talking with the insured in order to understand and acknowledge the needs of the insured, taking care and providing advice at all times, and building a good relationship among the insurance sellers.