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This empirical study using the SERVQUAL model is on factors that affect a pension Service User's intention to stay insured. The researcher surveyed insured persons of the Pension for Scientists and Engineers. With six independent variables-tangibility, reliability, responsiveness, empathy, utility and stability-the independent variables' respective influence on the intervening variables is analyzed. The results show that reliability, responsiveness, stability and utility are essential elements for a financial welfare service provider, and they have proportional effects on the perceived value. As for an organization that provides online services without branches, it turns out that tangibility and empathy do not affect the perceived value. This study is expected to be used as a fundamental reference for similar studies and help improve the service quality of welfare-related organizations.