| Summary: | 碩士 === 樹德科技大學 === 金融系碩士班 === 105 === Life insurance products in today''s society is an indispensable link, not only for personal life more than a layer of security but also become the economic backing of many families. After opening foreign insurance companies in 1986, Taiwan''s life insurance industry faced many serious challenges. In order to meet the needs of customers, life insurance industry to provide more diversified products to enhance customer repurchase intention. In this study, the life insurance customers were taken as the object of the study. This study uses the customers of life insurance products as subjects and collects 128 valid internet questionnaires. Partial Least Squares (PLS) method is applied in the investigation to explore the effect of quality, perceived value on customer satisfaction, trust, and repurchase intention. Analytical results indicate that product quality, service quality, and perceived value significant positively affects customer satisfaction. Customer satisfaction affects interpersonal trust and company trust. Similarly, interpersonal trust and firm trust significant positively affects repurchase intention. Price consciousness has no mediator effect between trust and repurchase intention.
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