This study, taking C Life Insurance Company as an example, investigated the relationships among customers? perception before buying the insurance, customers? performance after buying the insurance, customers? satisfaction and customers? loyalty. It aimed to provide information for the company as it seeks to develop the market, improve customers? purchasing willingness, and foster the relationship with customers. Questionnaires were administered to 320 participants, customers of C Life Insurance Company in Taichung city and county, Changhua county and Nantou county. Only 200 questionnaires (62.5%) were collected, among which only 187 were valid. The software SPSS was used to analyze the data and the results were found as follows. 1. Significant correlations were found between customers? perception and customer?s performance. 2. Significant correlations were found between customers? perception and their satisfaction. 3. Significant correlations were found between customers? performance and customers? satisfaction. 4. Significant correlations were found between disconfirmation and customers? satisfaction. 5. Significant correlations were found between disconfirmation and customers? loyalty.
