Loyalty of Customers in Life Insurance: A Research on Demographic Aspect in Hanoi

The main objective of this study is to identify, evaluate, and analyze customer loyalty in the life insurance sector. Previous studies have examined the influence of factors on customer loyalty, but demographic characteristics have yet to receive much attention. Through quantitative survey research using convenient sampling with a small survey including 138 existing customers of life insurance companies in Vietnam, this study uses statistical tools, analyzes Cronbach's alpha analysis, factor analysis, and ANOVA analysis. Research results show no difference in customer loyalty in different gender groups, but there are significant differences in age, education level, and duration of insurance participation. The research results suggest some implications for life insurance companies to improve the effectiveness of communication and marketing activities in the current context.