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Insurance is an intangible product. It is a long term or even a life time promise for protection. Thus, insurance purchasing decision needs to be built upon a foundation called trust. While corporate image is one of the determinants for trust, service provided by salespersons is also important. This study uses the “Customer Satisfaction Survey” conducted from the policyholders of T Life Insurance Company as data source to examine the effects of corporate image and salesperson service quality on life insurance repurchasing intention. The original sample size is 1,087 policyholders. After excluding samples with incomplete information, the sample size reduces to 892 policyholders. This study controls the service quality provided by other departments and use Logistic regression analysis to test the effects of corporate image, salesperson service quality on the repurchasing intention. The results show that the corporate image of customer satisfaction has a significantly positive impact on repurchase intention. Also, while service provided by claim process, 0800 service department, and contract conservation have insignificant effect on repurchase intention, service satisfaction on salesperson appears to be the most important factor affecting repurchasing intention. Other important findings indicate that the earlier the policyholders purchased the policy, the lower the repurchasing intention.
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