The Image of non-life insurance companies affecting customer loyalty in non-life insurance business in Thailand
Keywords:
Image, Customer Loyalty, Non-Life InsuranceAbstract
This research aims to 1) study the level of brand image and the loyalty of customers in non-life insurance business in Thailand, 2) study the relationship between brand image factors and customer loyalty in non-life insurance business, and 3) examine the influence of the customer’s career as the moderator on the brand image and customer loyalty in non-life insurance business. Quantitative research was used. Data was collected from 446 customers of non-life insurance business using a questionnaire and quota sampling. The data was analysed using descriptive and inferential statistics, including frequencies, percentages, means, standard deviations, and multiple linear regressions. Research results revealed that customers had a high level of perceived brand image and had a moderate level of the loyalty. Results from multiple linear regression revealed that image factors of non-life insurance company had a statistical influence on the loyalty of customers in non-life insurance business in Thailand. Therefore, the customer’s career had influenced as the moderator as well. In regard to recommendations, non-life insurance companies should be made aware of the importance of enhancing the image of the organization, seriously due to the brand image is a key element in their business operations that related to the trust of the customer.
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