Title: Determinants of organisational customers' perceived value and repurchase intention: an empirical study of B2B general insurance across Vietnam

Authors: Nguyen Xuan Nhi; Mai Ngoc Khuong; Mai Thuy Minh Doan; Phung Minh Phuong

Addresses: Faculty of Business Administration, Nguyen Tat Thanh University, Ho Chi Minh City, 700000, Vietnam ' School of Business, International University – Vietnam National University, Ho Chi Minh City, 700000, Vietnam ' School of Business, International University – Vietnam National University, Ho Chi Minh City, 700000, Vietnam ' Faculty of Business Administration, Nguyen Tat Thanh University, Ho Chi Minh City, 700000, Vietnam

Abstract: The insurance industry has achieved remarkable growth. However, the policy renewal ratio remains low in this promising sector. This research aims to identify the factors affecting the general insurance repurchase intention of the organisational customers in Vietnam. This study analysed the relationships between organisational customers' repurchase intention (ORPINT) and seven independent variables: interpersonal skills, technology, premium, reliability, reputation, and risk coverage with organisational customer perceived value (ORPERVA) as the moderating variable. A questionnaire was developed and distributed to 547 companies availing of insurance services nationwide. It was found that interpersonal skills, premium, reliability, reputation, and risk coverage all have significant positive relationships while technology has a negative effect on ORPINT with ORPERVA. Based on these findings, it is recommended that the business-to-business (B2B) insurance policy renewal rate in Vietnam should be improved by considering the organisational customers' perceived value, thereby contributing to the overall development of the insurance industry.

Keywords: general insurance; organisation customer; perceived value; repurchase intention; interpersonal skills; technology; premium; reliability; reputation; risk coverage.

DOI: 10.1504/JGBA.2019.107516

Journal for Global Business Advancement, 2019 Vol.12 No.5, pp.693 - 720

Received: 11 Dec 2019
Accepted: 28 Jan 2020
Published online: 31 May 2020 *

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