The Importance of Psychological Factors, E-Service Quality, and Perceived Value in Maintaining Indonesia Life Insurance Customer Loyalty

Insurance customers in Indonesia are motivated and attach importance to the quality of electronic services and the perceived value exceeds the expected value. Therefore, this paper aims to examine the influence of psychological factors, electronic service quality, and perceived value on customer loyalty of life insurance companies in Indonesia. Through a literature review, a hypothesis was developed by exploring previous research related to the impact of psychological factors, electronic service quality, and perceived value on customer loyalty. The survey was conducted on 165 life insurance customers in Indonesia. The collected data was analyzed using Structural Equation Modeling (SEM). The validity and reliability of the measurements were confirmed before testing the research hypotheses. The results of the study reveal that psychological factors, electronic service quality, and perceived value influence customer loyalty of life insurance companies in Indonesia.