The Impact of Insurance Services Quality on the Intention to Buy Universal Life Insurance considering the Mediating Role of Previous Buying Experiences in an Insurance Company

The purpose of the present study is to investigate the effect of insurance services quality on the intention to buy Universal Life insurance and to investigate the mediating effect of customers’ previous buying experiences on the relationship between above mentioned factors.

This study, in terms of its purpose, is categorized as an applied research and based on methods and data collection is a descriptive-correlational survey research. Required data collected by passing questionnaires among   217 customers of an insurance company in Khorasan Razavi province using simple random sampling method. We take questionnaire from Kuster et al. (2016) study, which its validity and reliability was confirmed. For the purpose of the research, five hypotheses are developed that test the relationship between variables and are analyzed using PLS software of structural equations.

The findings indicate that the insurance services quality (before buying and during buying), as well as the customers’ past buying experiences have a significant effect on the intention to buy insurance services. The customers’ previous buying experience also plays a significant mediator role in the relationship between insurance service quality and customers’ intention to buy.

The results show that the insurance services quality can creates a positive experience for customers, which in return influences the customers’ purchasing intention. Therefore, according to the findings, managers and decision makers of the insurance industry should offer more appropriate insurance services and more diverse insurance policies that increase the customers’ purchasing incentive.