Analisis Pengaruh Kualitas Pelayanan, Nilai Pelanggan, Kepuasan Pelanggan, Serta Trust Terhadap Loyalitas Nasabah (Studi Kasus Nasabah Asuransi Manulife Di JawaTengah)

Abstract

Insurance business in Indonesia is a business that has great potential in the future, but the lack of trust, perceived benefit after purchase of the policy, as well as the quality of services provided by insurance company make business insurance lead having some problems in developing its business, especially to attract new customers. A low level of customer satisfaction on the performance of the company is also one of the factors customers become reluctant to continue the insurance policy. This research will be discussed on the analysis of the effect of service quality, customer value, trust, and customer satisfaction on customer loyalty. This is done to determine what parts should be improved to make insurance customers become loyal customers to the insurance company that has clients follow. In this study we will be able to know what factors are dominant among variables such as service quality, customer value, and trust in influencing customer satisfaction and keep customers loyal to the insurance companies that they’re follow The object of this research is a life insurance company Manulife, as well as respondents who selected is Manulife life insurance customers who live in the region Of Central Java