The Customer’s Brand Trust For Life Insurance Services

Abstract

The research was conducted to identify the factors affecting the brand trust of customers to life insurance services. The research data was collected through a survey of 171 customers participating in life insurance by convenience sampling method. Using the Structural Equation Modelling method (SEM), the research results show that the customer’s brand trust to the life insurance services is influenced by five factors: Organizational Size, Perceived Risk, Perceived Quality, Brand Reputation and Social Influence. In particular, the Perceived Risk has a negative impact on brand trust while the Brand Reputation has the strongest effect on the brand trust in life insurance services.