Customer Relationship Management and Service Quality Influencing Life Insurance Purchase Decisions Through Trust in Life Insurance Agents in Bangkok Metropolitan Area
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Abstract
The purpose of this study is to determine the factors influencing life insurance purchase decisions through trust in life insurance agents in the Bangkok metropolitan area. Customer relationship management and service quality were hypothesized to have significant relationships with trust, which mediates life insurance purchase decisions. The sample (n = 600) was collected from online and offline questionnaires using convenience and snowball sampling methods. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with Smart PLS, alongside Confirmatory Factor Analysis (CFA), to assess validity, reliability, and model fit, as well as to test the proposed hypotheses. The results of the structural model analysis revealed that customer relationship management, service quality, and trust have significant direct effects on insurance purchase decisions at the .01 level of statistical significance. In addition, customer relationship management has a significant indirect effect on purchase decisions through trust at the .05 level ( = .036, p = .037). Similarly, service quality demonstrates a significant indirect effect on purchase decisions through trust at the .01 level, confirming the mediating role of trust in the proposed model.
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References
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