Pengaruh Kualitas Layanan dan Nilai Pelanggan terhadap Kepuasan Nasabah serta Kepercayaan Merek pada Perusahaan Asuransi Jiwa

Authors

  • nina halonen UNIVERSITAS NEGERI JAKARTA
  • Usep Suhud
  • Mohamad Rizan

Abstract

This research aims to determine the effect of service quality and customer value towards brand trust on life insurance companies. The subject in this research are customers who have active life insurance policy at life assurance companies. The sampling technique was purposive sampling, generating 250 respondents. This research uses quantitative methods. Data collection was carried out by distributing questionnaires using a 5-point Likert scale with 220 total valid responses. Data analysis method used in this study is Structural Equation Modeling (SEM) using Amos version 24. The results showed that service quality had a positive and significant effect on customer satisfaction, customer value had a positive and significant effect on customer satisfaction, customer satisfaction had a positive and significant effect on brand trust, service quality had a positive and significant effect on brand trust, customer value had a positive and significant effect on brand trust.

Keywords: Service quality, customer value, customer satisfaction, brand trust, life insurance

 

References

Arisutha, D. (2005). Dimensi Kualitas Pelayanan. Jakarta: Gramedia Pustaka.

Darwin, S. (2014). Analisis pengaruh kualitas layanan terhadap loyalitas pelanggan dengan kepuasan dan kepercayaan pelanggan sebagai variabel intervening pada asuransi jiwa Manulife Indonesia-Surabaya. Jurnal Strategi Pemasaran, 2(1), 1-12.

Esmaeilpour, M., Sayadi, A., & Mirzaei, M. (2017). Investigating the impact of service quality dimensions on reputation and brand trust. International Journal of Business and Economic Sciences Applied Research, 10(3), 7-17.

Fadli, M. F. (2018). Pengaruh orang, proses, kualitas layanan dan nilai pelanggan terhadap kepuasan pelanggan pada PT Prudential Life Assurance Pontianak. Jurnal Ekonomi Integra, 7(1), 015-032.

Ferinadewi, E. (2008). Merek dan Psikologi Konsumen, Implikasi pada Strategi Pemasaran. Yogyakarta: Graha Ilmu.

Ghazali, I. (2017). Structural Equation Modeling Konsep dan Aplikasi dengan Program Amos 24. Semarang: Badan Penerbit Universitas Diponegoro.

Heri, H. (2017). Analysis the effect of service quality, customers value, customer satisfaction and customer trust on corporate image. IOSR Journal of Business and Management, 19(6), 38-46.

Hurriyati, R. (2005). Bauran Pemasaran & Loyalitas Konsumen. Bandung: Alfabeta.

Irawan, H. (2008). Membedah Strategi Kepuasan Pelanggan. Cetakan pertama, Jakarta: PT Gramedia.

Kotler, P., & Armstrong, G. (2005). Manajemen Pemasaran, jilid I dan II. Jakarta: PT Indeks.

Kotler, P., & Armstrong, G. (2008). Prinsip-Prinsip Pemasaran edisi 12. Jakarta: Penerbit Erlangga.

Leninkumar, V. (2016). The effect of service quality on customer loyalty. European Journal of Business and Management, 8(33), 44-49.

Marcos, A. M. B., & de Matos Coelho, A. F. (2018). Communication relational outcomes in the insurance industry. Asia Pacific Journal of Marketing and Logistics. 30(5), 1294-1318.

Minta, Y. (2018). Link between satisfaction and customer loyalty in the insurance industry: Moderating effect of trust and commitment. Journal of Marketing Management, 6(2), 25-33.

Moreira, A. C., & Silva, P. M. (2015). The trust-commitment challenge in service quality-loyalty relationships. International Journal of Health Care Quality Assurance. 28(3), 253-266

Nguyen, H. T., Nguyen, H., Nguyen, N. D., & Phan, A. C. (2018). Determinants of customer satisfaction and loyalty in Vietnamese life-insurance setting. Sustainability, 10(4), 1-16.

Prameka, A. S., Do, B. R., & Rofiq, A. (2017). How brand trust is influenced by perceived value and service quality: mediated by hotel customer satisfaction. APMBA (Asia Pacific Management and Business Application), 5(2), 73-88.

Purwa, I. B. N. S., & Ardani, I. G. A. K. S. (2018). Peran kepercayaan nasabah dalam memediasi pengaruh kualitas pelayanan terhadap kepuasan nasabah. E-Jurnal Manajemen Universitas Udayana, 7(1), 192-220.

Raharja, A. T., & Khasanah, I. (2015). Analisis pengaruh kualitas pelayanan, kualitas produk, dan nilai pelanggan terhadap kepuasan pelanggan (Studi pada nasabah PT. Prudential Life Assurance Semarang). Diponegoro Journal of Management, 4(1), 240-251.

Rai, A. K., & Medha, S. (2013). The antecedents of customer loyalty: An empirical investigation in life insurance context. Journal of Competitiveness, 5(2), 139-163.

Rangkuti, F. (2013). Customer Service Satiscaction & Call Centre Berdasarkan ISO 9001. Jakarta: Gramedia Pustaka Utama.

Setiawan, H., & Sayuti, A. J. (2017). Effects of service quality, customer trust and corporate image on customer satisfaction and loyalty: an assessment of travel agencies customer in South Sumatra Indonesia. IOSR Journal of Business and Management, 19(5), 31-40.

Steiner, P. H., & Maas, P. (2018). When customers are willing to disclose information in the insurance industry. International Journal of Bank Marketing, 36(6), 1015-1033.

Suki, N. M. (2013). Customer satisfaction with service delivery in the life insurance industry: An empirical study. Jurnal Pengurusan (UKM Journal of Management), 38(6), 101-109.

Susanti, R. (2019). “Baru 1,7 Persen Penduduk Indonesia Yang Miliki Asuransi.” Kompas.com. https://ekonomi.kompas.com/read/2018/11/17/200454426/baru-17-persen-penduduk-indonesia-yang-miliki-asuransi (diakses pada 3 February 2020).

Weerakkodi, P. 2018. Impact of service quality on customer satisfaction:with reference to life insurance services in Sri Lanka. IQSR journal of business and management. 5(2), 83-98.

Zhang, J., & He, Y. (2014). Key dimensions of brand value co-creation and its impacts upon customer perception and brand performance. Nankai Business Review International. 5(1), 43-69.

Published

2020-12-10

How to Cite

halonen, nina, Suhud, U., & Rizan, M. (2020). Pengaruh Kualitas Layanan dan Nilai Pelanggan terhadap Kepuasan Nasabah serta Kepercayaan Merek pada Perusahaan Asuransi Jiwa . Jurnal Bisnis, Manajemen, Dan Keuangan - JBMK, 1(2), 296-307. Retrieved from http://pub.unj.ac.id/index.php/jbmk/article/view/79

Most read articles by the same author(s)

1 2 > >>