Customers' Perceived Value of Healthcare Insurance Services in Vietnam

The main objective of this research is to identify, evaluate, and analyze the emotional value received by customers in the healthcare sector. Previous studies have examined the influence of factors on attitudes and intentions to participate in health insurance. Still, the perceived value discovered from demographic characteristics has yet to be widely recognized. Through quantitative survey research using the small survey convenience sampling method, including 242 current customers of insurance companies in Hanoi city, this study uses statistical and analytical tools: Cronbach's alpha, factor analysis, and ANOVA analysis. Research results show no difference in customer loyalty among different gender groups, but there are significant differences in age and insurance participation time. The research results contribute suggestions for insurance businesses to improve the effectiveness of communication activities and continue to market in the current context.