Satisfaction of Customers with Life Insurance Agents: A Study for Hanoi

Like many other financial services industries, life insurance faces a rapidly changing market, new technology, economic uncertainties, fierce competition, and increasingly demanding customers. A changing climate has created a series of unprecedented challenges. Like companies in other business fields, life insurance considers customers the most important asset. This study explores consumer satisfaction related to life insurance agents' consulting services through a small-scale quantitative survey in Hanoi city. The results were analyzed using SPSS software through descriptive statistical analysis, Cronbach Alpha, and factor analysis.