Consumer satisfaction is the emotional response, whether positive or negative, experienced upon assessing a product in relation to its anticipated value. Especially in life and health insurance consumer satisfaction, perceived quality denotes the customer's evaluation of a product's superiority. This perception of quality positively impacts customer satisfaction. Therefore, it is important to identify quality factors that can influence life and health insurance consumer satisfaction. The quality factors are determined based on the weighting method. Factors that achieve the weight of factor 0.5 and above are selected. The selected factors are price, expected value, insurance policy, tangibility, reliability, assurance, responsiveness, empathy, technology security, information security, and regulation. These factors are then mapped with the quality dimension which are product quality, service quality, and security quality. The satisfaction model of life and health insurance is proposed based on identified quality factors. This paper contributes to the research on the life and health insurance consumer satisfaction model in China which integrates product quality, service quality, and security quality factors in one model that can be used as a guideline to insurance companies in improving consumer satisfaction.
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