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As the times progress and the enhancement of the public educational level, life insurance has been paid much attention day by day. Especially, medical insurance plays an important role in all sorts of life insurance. Medical insurance is the invisible merchandise. While customers buy the invisible products, they usually place an importance on invisible factors. The study problem into the direct impact on service quality, brand image and price fairness; This research anticipates after applying structural equation modeling (SEM), while customers buying the medical insurance; service quality and brand image has direct and positive impact on the customer satisfaction, service quality and brand image has no direct and positive impact on the customer loyalty. But service quality and brand image has direct and positive impact on the customer loyalty through customer satisfaction. After analysis, customer satisfaction has a direct and positive effect on customer loyalty. Finally, after measure of price fairness, whether it is a direct impact on customer satisfaction, customer loyalty, or indirectly affect customer loyalty through customer satisfaction, all have no significant impact.