Service quality, brand equity, and product value affecting customer’s repurchase decision on social insurance products of Government Savings Bank in Lamphun Province

Abstract

The objectives of this study were 1) to study the level of service quality, brand value and value for money of the product, 2) to study the decision to repurchase social life insurance of the Government Savings Bank customers in Lamphun Province, and 3) to test the influence of service quality, brand value and value for money on the decision to repurchase social life insurance of the Government Savings Bank customers in Lamphun Province. The research was a mixed-method study that consisted of qualitative research by in-depth interviews with 7 informants and collecting 282 questionnaires from customers of social life insurance of the Government Savings Bank in Lamphun Province in 2024. The statistics were percentage, mean, standard deviation and hypothesis was tested by multiple regression analysis. The qualitative study results found that the majority of customers was satisfied the overall service quality of the Government Savings Bank, especially the staff service and had an awareness of the brand value of social life insurance in terms of brand awareness, quality perception, brand association and brand loyalty, as well as the perception of value in terms of value for money and value for money in terms of benefits. The quantitative study results found that service quality, brand value and value for money of the product had a positive influence on the decision to repurchase social life insurance of the Government Savings Bank customers in Lamphun Province. At a significance level of .05.