Attribute to Loyalty Attitude of Customers in Life Insurance: A Study for Vietnam

The main objective of this study is to identify, evaluate and measure the attributes of customer loyalty in the life insurance sector: from attitude to behavior, through a quantitative survey study according to a convenient sampling form with a small scale of 246 current customers of insurance companies in Vietnam at present. Using statistical tools, Cronbach's alpha analysis, factor analysis, and correlation analysis. Research results show that conative loyalty is critical for customers to maintain life insurance policies, while cognitive product loyalty and affective loyalty is not the core factor. The research results suggest some implications for the life insurance company to increase customer loyalty.