Mediating Role of Customer Trust in the Relationship between Promotion on Customer Satisfaction

Abstract

Today, the COVID-19 pandemic has hit the world since March 2020 and has affected the insurance industry insurance companies are facing a sharp decline in the value of stocks, bonds, and property. This study aims to identify customer satisfaction levels during pandemics in using insurance services. This quantitative study uses a survey questionnaire of 97 respondents. The data was analysed using Partial Least Square, which was assisted by the statistical software SmartPLS-3. The result indicated that the promotion significantly and positively affects customer satisfaction. Besides that, this study found that customer trust does not mediate the relationship between promotion and customer satisfaction. In conclusion, this study has successfully identified the promotion effect on customer satisfaction and the role of customer trust in customer satisfaction.