Car insurance is one of the most important types of insurance for the insurance companies. Customer service quality is an important assess item to evaluate the renew if insure upon expiring. Using existing car insure policy holders as the subject, this study attempt to understand the relationship between service quality, perceived value, customer satisfaction, customer loyalty and willingness to buy (renewal rate). This study found that enhancement in the quality of service, perceived value, customer satisfaction, customer loyalty are positively correlated. Also can be found in the service quality improvement, perceived value, customer satisfaction, customer loyalty is a positive willingness to re-purchase the relationship. Hence, improved in service quality is important in influence customer renewal rate.