Purpose: This research aim to investigate the influence of service quality attributes towards customers' loyalty on health insurance products. In addition, this research also tested the mediation role of perceived value in between service quality and customers' loyalty on health insurance...

Increasing competition in the marketplace makes it difficult to differentiate brand based on the traditional attributes such as price and quality alone. Other attributes of a brand such as ethical and compassionate are becoming more important. “Good” brand or brand that is associated with...