Open AccessEffects of Marketing Models and Service Quality on Customer Repurchase Intentions: Evidence from Taiwan’s Life Insurance Industry
Author(s) -
TsengChung Tang,
LiChiu Chi,
Hsu-Tong Deng,
Yueling Li
Publication year - 2020
Publication title -
international journal of business and applied social science
Language(s) - English
Resource type - Journals
ISSN - 2469-6501
DOI - 10.33642/ijbass.v6n7p7
Subject(s) - marketing , service quality , business , likert scale , sample (material) , relationship marketing , quality (philosophy) , service (business) , services marketing , marketing management , psychology , developmental psychology , philosophy , chemistry , epistemology , chromatography
In this study, we investigated the effects of marketing models and service quality on customer repurchase intentions by utilizing survey questionnaires and using life insurance as the product being studied. The sample consisted of 400 customers who responded to an anonymous 34-item, five-point Likert scale questionnaire. The hypotheses were tested and all of them were supported by the data; hence, there are a significant relationship among marketing models, service quality, and customer repurchase intentions. Specifically, although marketing models and service quality are both significantly positively related to repurchase intentions, repurchase intentions correlated more strongly with service quality than with marketing models. Moreover, we found evidence that both marketing models and service quality can significantly predict repurchase intentions. The research results have both theoretical and practical implications.