| dc.description.abstract | The insurance industry has achieved remarkable growth in the economy in recent years. However, the renewal ratio is still low in this promising sector. The objective of this research is to explore the elements that affect the repurchase intention of the organizational customer for general insurance in Vietnam. This study attempted to test the relationships between seven independent variables including interpersonal skills (INS), technology (TLGY), premium (PREM), reliability (RELT), reputation (REPU), risk coverage (RISCO) on organization customer repurchase intention (ORPINT) through organization customer perceived value (ORPERVA).
Questionnaire was elaborately developed based on important theories and expert opinions, then, approaching by quantitative method, the questionnaire was distributed to 547 companies using insurance services nationwide. By mainly using quantitative approach, the study has found that interpersonal skills, premium, reliability, reputation and risk coverage have significant positive relationships while technology procures negative practical implication on ORPINT with ORPERVA as an intervening variable.
Based on finding analysis, recommendation was raise to improve insurance policy renewal rate in Vietnam business-to-business (B2B) context while taking perception value into account which would as a part contribute to the development of the hold service industry. | en_US |
