Abstracts This survey is done, based on the medium-large sized insurance company, Kuo-Hwa Life Insurance Company. It is focused on the interactions of its marketing, service quality, insurer¡¦s expected service, perceived service, perceived service quality, customer satisfaction, loyalty, persistency, repurchase and recommendation, in order for the company to evaluate and establish guidelines of the marketing st-rategy. Those who were questionnaired are the insurers over 18-years-old in the metropolitan areas of Tainan. The personnel of Customer Service within the company have distributed 800 questionnaires. Among these, 586 questionnaires were returned with 20 of them void, making it 566 valid. EXCEL, SPSS statistics software were applied to analyze the insured age, marital status, education, annual income and occupation, to better understand tleir perceived service quality, satisfaction, loyalty, persistency and the intention of repurchase of other products from Kuo-Hwa Life Insurance. The research has resulted in: Positive reflection between Perceived Service versus Perceived Service Quality; Positive reflection between Expected Service versus Perceived Service Quality; Positive reflection between Perceived Service versus Satisfaction; Positive reflection between Perceived Service Quality versus Satisfaction; Positive reflection between Expected Service versus Satisfaction; Positive reflection between Satisfaction versus Persistency and Repurchase of Other Insurance Products; Positive reflection between Customer Satisfaction versus recommendation.