Determinants of demand for non-life insurance: Case study of Bao Viet Insurance Corporation - Thang Long Branch

This study identified the factors influencing the decisions of customers to purchase non-life insurance provided by Bao Viet Insurance Corporation's Thang Long Branch in Vietnam. This study used a quantitative technique based on primary data sampled randomly from 300 non-life customers. The study’s findings show that variables such as personal income, consumer risk recognition, customer's inclination to purchase insurance services, insurer's online communication quality, and insurer's reputation have significant impacts on the decisions of customers to purchase non-life insurance. Based on the study’s findings, some recommendations are proposed to enhance Thang Long Branch’s communication, distribution channel system, service quality, and customer satisfaction.