중국 생명보험회사의 서비스 품질이 재구매의도에 미치는 영향에 관한 연구 -소비자 만족과 서비스 가치 매개효과 중심으로

Recently, with the rapid development of online purchases, insurance companies are becoming more competitive and more innovative. They have to adopt various strategies in order to draw customers’ attention who have already joined their products. This study is related to the effect of China Life Insurance’s service quality on consumers’ repurchase intentions; and the mediating effect of consumer satisfaction and service value. In practice, this research compared and analyzed consumers who have joined Chinese domestic life insurance. The questionnaires were collected through online questionnaire tools, and a total of 314 valid questionnaires were collected. Data analysis was performed using SPSS 22.0 and AMOS 24.0 and PROCESS 3.3. Based on the finding of this study, it could draw a meaningful and possible conclusions as follows: The First, service quality has a positive impact on consumer satisfaction, service value, and repurchase intention. Second, consumer satisfaction and service value have partial mediating effects in the relationship between service quality and repurchase intention. The results of this study confirmed that consumers’ repurchase intentions of Chinese life insurance companies can be judged, as well as strategic plans to improve service quality and increase competitiveness, and put this study forward theoretical and practical opinions.