Abstract
The insurance industry has achieved remarkable growth. However, the policy renewal ratio remains low in this promising sector. This research aims to identify the factors affecting the general insurance repurchase intention of the organisational customers in Vietnam. This study analysed the relationships between organisational customers' repurchase intention (ORPINT) and seven independent variables: interpersonal skills, technology, premium, reliability, reputation, and risk coverage with organisational customer perceived value (ORPERVA) as the moderating variable. A questionnaire was developed and distributed to 547 companies availing of insurance services nationwide. It was found that interpersonal skills, premium, reliability, reputation, and risk coverage all have significant positive relationships while technology has a negative effect on ORPINT with ORPERVA. Based on these findings, it is recommended that the business-to-business (B2B) insurance policy renewal rate in Vietnam should be improved by considering the organisational customers' perceived value, thereby contributing to the overall development of the insurance industry.
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