PENGARUH KUALITAS LAYANAN, KEPUASAN SERTA CITRA PERUSAHAAN TERHADAP LOYALITAS PELANGGAN

Abstract

In recent years, the development of insurance in Indonesia has shown a rapid increase, but there are still many people who are less interested in using insurance products due to the lack of socialization regarding the understanding of what are the rights and responsibilities of insurance policyholders. Therefore, this study aims to analyze the influence of service quality, customer satisfaction, and company image in shaping customer loyalty of insurance sector companies in Jakarta. This study used 190 respondents collected by distributing questionnaires using Google Form media. Furthermore, respondents' responses were analyzed using the Structural Equation Model (SEM) method with the Partial Least Square (PLS) approach. The results of this study show that service quality affects customer satisfaction and customer loyalty as well as a significant influence of customer satisfaction on the company's image. However, the study did not find a significant effect of customer satisfaction and company image on customer loyalty and customer satisfaction did not mediate the effect of service quality on customer loyalty. Factors such as providing quality service to customers play an important role in increasing satisfaction and creating customer loyalty towards the company. Therefore, insurance companies need to make better efforts in providing quality services so that customer satisfaction increases and leads to the formation of a positive image and loyal customer attitude in the future.