Analysis on Factors Influencing Customers Repurchase Intention of Insurance Policy: A Study of Health Maintenance Organization Providers in General Santos City

This study examines the factors influencing customers repurchase intention of health insurance policies from Health Maintenance Organization (HMO) providers in General Santos City. With a focus on service quality and customer satisfaction, the research explores the relationship between these factors and customers' intention to repurchase their health insurance policies. Using a quantitative approach, data were collected from 315 respondents through surveys, focusing on key dimensions such as tangibility, reliability, responsiveness, assurance, and empathy. The results indicate a moderate yet significant correlation between service quality perception and repurchase intention, with service quality contributing 46.6% to the variation in repurchase behavior. Additionally, customer satisfaction was found to have a significant impact, contributing 43.7% to repurchase intention. The study concludes that enhancing service quality and prioritizing customer satisfaction are crucial for increasing customer retention and repurchase intention. The findings offer valuable insights for HMO providers in improving service strategies to foster customer loyalty and satisfaction in the highly competitive health insurance market.