One of the most common ways of mitigating financial risks is by purchasing a life insurance policy. However, the advantages of maintaining a life insurance plan are greatly affected by customer satisfaction and word-of-mouth and are measured by policy renewals per year, also known as Persistency. This paper sought to explore the different factors affecting word-of-mouth and Persistency among policyholders from the perspective of life insurance agents and financial advisors using a model based on the framework used in a study by Leon and Choi (2020), the Conceptual Research Model Moderated by Choice. The participants in this study consisted of the Pinoy Insurance Talks (P. I. T.) Facebook group members. A total of 264 life insurance agents (192 females, 71 males, one non-binary) aged 19 to 65 years old took part in the study. The reliability of the responses was examined by obtaining Cronbach Alpha values, which range from 0.769 to 0.947. Using SmartPLS, the path coefficient for each construct was calculated. Results showed that there is significant interrelation among the following variables: (a) Plan Satisfaction (PLS) towards Provider Satisfaction (PRS), Persistency (PER), and Word-of-Mouth (WOM); (b) Provider Satisfaction (PRS) towards Word-of-Mouth (WOM); and (c) Plan Value (PV) towards Plan Satisfaction and Provider Satisfaction (PRS). On the other hand, Interaction (INT) appeared to have a nil relevance on Provider Satisfaction (PRS), same with Provider Satisfaction (PRS) towards Persistency (PER), including Service Quality (SQ) towards Provider Satisfaction (PRS). Based on findings, the authors, therefore, recommend for insurance companies to consider the plan, brand credibility, and product suitability when developing campaigns or initiatives interconnected with word-of-mouth and Persistency to achieve customer satisfaction. Life insurance agents are also encouraged to emphasize ensuring that the plan they are offering matches the needs of their customers.
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