LOYALTY TO PRODUCTS AND SERVICES AND THE SELECTION OF VOLUNTARY MOTOR INSURANCES IN THE UPPER SOUTHERN REGION

Abstract

The purposes of this study were to compare satisfaction with broker services for voluntary motor insurances in the upper southern region; to investigate influencing factors of the satisfaction with the broker services for voluntary motor insurances in the upper southern region; and to examine influencing factors of opportunities for repeats in the use of the broker services for voluntary motor insurances in the upper southern region. This study applied the American Customer Satisfaction Index as its conceptual framework. Survey data were collected from 400 buyers of the voluntary motor insurances in the upper southern region, who were obtained through a stratified random sampling. The questionnaire data were analyzed by a bivariate analysis, a regression model, and an ordered probit model. Results revealed that clients of Company A demonstrated higher satisfaction in the broker services for voluntary motor insurances than those of the Company B with statistical significance; the influencing factors of the satisfaction with the broker services for voluntary motor insurances with statistical significance included quality perception, value perception, and image; and the influencing factors of the opportunities for repeats in the use of the broker services for voluntary motor insurances with statistical significance included image, complaint reporting, and loyalty.