Author(s): Nurittamont, W.
The purposes of this research were (1) to explore the value perception and trust influence on satisfaction and purchasing decisions to endowment insurance (2) to investigate the satisfaction as a mediator variable and (3) to test the marketing communication as a moderator variable. Purposive sampling was used and a questionnaire as a tool to collect data from 400 participants that purchased endowment insurance. The data was analyzed by descriptive and inferential statistics for test hypotheses. The results revealed that value perception and trust influencing on the satisfaction and purchasing decision to endowment insurance. The findings indicate that satisfaction was a partial mediator variable and the marketing communication was a moderator variable of this study. The results will be a guideline for life insurance that firm to enhancing value perception of the life of insurance and building trust to consumers, and efficiency to marketing communication that lead to drive business success.