The Impact of Insurance Needs Satisfaction on Consumers’ Purchase and Repurchase Intention

The purpose of this research was to examine the impact of insurance needs satisfaction on consumer’s purchase intention and repurchase intention. The satisfaction of needs touches the core of private insurance as well as the core of marketing. Specifically, this research examines whether needs satisfaction is a factor that affects the formation of the purchase intention and repurchase intention variables. In order to examine all the above, a qualitative research was held in inductive manner, under the research philosophy of phenomenology via depth interviews. Depth interviews were conducted in June of 2022 out of five professionals of the Greek insurance market. The thorough analysis of primary data and coding of the findings with interdisciplinary approach combined with the subjectivity and reflexivity of the researcher contributed to the completion of the construction of the theory. The correct coverage of the needs affects the fulfillment satisfaction of the customer’s insurance needs, and as a sequence, the needs satisfaction (needSat) affects the purchase intention as well as the repurchase intention.