FACTORS INFLUENCING CONFIDENCE, TRUST, SATISFACTION, AND CHOICE OF SERVICES FROM PRIVATE INSURANCE BROKERS IN THE DIGITAL AGE

Abstract

The objective  of  this research were  (1)  to study aims to investigate the factors related to corporate image, perceived service quality, trust, customer satisfaction, and the decisionmaking process in choosing private insurance brokerage services in the digital age. (2) to examine the confirmatory components of the empirical data of the factors of company image, perceived service quality, trust, customer satisfaction, and decision to use the services of private insurance brokerage companies in the digital age. (3) to examine the goodness-of-fit of structural equation models in the decision-making process for selecting private insurance brokerage services in the digital age. This research is a mixed-methods study combining quantitative and qualitative research. The study population consisted of 381,495 clients of a private insurance brokerage company. The sample size was determined according to the law of clarity (Hair, et al, 2010) A total of 460 participants were sampled, This qualitative research employed structured, open-ended, in-depth interviews with eight key informants: entrepreneurs and experts in the private insurance brokerage business in the digital age. Data was collected using interview questionnaires. Statistical analysis employed percentages, means, standard deviations, and structural equation modeling techniques.

Major Findings: (1) Factors influencing confidence, trust, satisfaction, and choice of services from private insurance brokers in the digital age include company image, perceived service quality, trust, customer satisfaction, and the decision to use their services, all at a high level. (2) The confirmatory factors of corporate image, perceived service quality, trust, and customer satisfaction influence service choice decisions. The structural equation modeling model's fit with the empirical data was measured with values ​​of c2 = 30.894, df = 20, CMIN/DF = 1.545, P-value = .057, GFI = .994, AGFI = .937, CFI = .999, RMSEA = .033, and RMR = .005. and (3) Factors related to company image, perceived service quality, trust, and customer satisfaction, which influence service choice decisions, are interconnected with each other.