The Effects of Brand Loyalty, Brand Image, and Service Quality on the Intention to Repurchase Car Insurance Online

Abstract

              This study aimed to: 1) examine the levels of brand loyalty, brand image, and service quality affecting the intention to repurchase car insurance online, and 2) analyze the effects of these factors on consumers’ repurchase intention. A quantitative research method was employed using a sample of 400 consumers with previous experience purchasing car insurance online. Data were collected via a questionnaire and analyzed using descriptive statistics and multiple regression analysis.

              The findings revealed that: 1) the respondents reported high levels of service quality (M=4.19, SD=0.54), brand image (M=4.15, SD=0.47), and brand loyalty (M=3.90, SD063).2) Moreover, service quality (Beta=.321), brand loyalty (Beta=.280), and brand image (Beta=.222) significantly influenced the intention to repurchase car insurance online at the .05 level. Together, these three variables accounted for 44.1% of the variance in repurchase intention (R²=0.441).