Kekuatan Dimensi Kualitas Pelayanan dalam Menjaga Loyalitas Nasabah pada Jasa Asuransi

  • Dara Balinda Utami Nur Islam Universitas Muhammadiyah Sukabumi
  • Erry Sunarya Universitas Muhammadiyah Sukabumi
  • Asep M Ramdan Universitas Muhammadiyah Sukabumi

Abstract

This study aims to determine the effect of the strength of service quality dimensions on customer loyalty at the Sukabumi Life Vision Agency Insurance Service (PT. Prudential Life Assurance), and to see how much influence the strength of service quality has on customer loyalty either partially or simultaneously. This research method is an associative descriptive method with path analysis as a data analysis technique. The results showed that the quality of service through the dimensions of Tangible, Reliability, Responsiveness, Assurance, and Empathy on customer loyalty had a simultaneous effect on customer loyalty at the Life Vision Agency Sukabumi Insurance Service (PT. Prudential Life Assurance), this was indicated by the total direct and indirect effect. indirect amounted to 6.601293138%. Service quality through the dimensions of Tangible, Reliability, Responsiveness, Assurance, and Empathy has a partial effect on customer loyalty at the Sukabumi Life Vision Agency


 Insurance Service (PT. Prudential Life Assurance) namely Tangible by 5.060%, Reliability by 8.684%, Responsiveness by 11.317%, Assurance of 11.927% and Empathy of 8.596% of the five dimensions show that the most dominant influence on Customer Loyalty at Life Vision Agency Sukabumi are Reliability/ Reliability, Responsiveness/ Responsiveness, and Assurance/ Guarantee. In conclusion, the more reliable the Agent and responsive in providing services and security in the transaction and administrative processes, the more Customer Loyalty to Life Vision Agency Sukabumi will increase.

Keywords: Service Quality, Customer Loyalty

References

Graha, S, M, I., & Made, W. (2016). Pengaruh Kualitas Pelayanan Terhadap Kepuasan dan Loyalitas Pelanggan Hardy’s Negara. Jurnal Ekonomi dan Bisnis, 5(2), 1-12. https://docplayer.info/42245907-Pengaruh-kualitas-pelayanan-terhadap-kepuasan-dan-loyalitas-pelanggan-hardy-s-negara.html

Kotler, P., & Kevin, L. K. (2016). Marketing Management. England: Harlow

Lukman, J. S., & Dian, R, S. (2017). Hubungan Antara Kenyamanan Pelayanandengan Loyalitas Pelanggan: Studi pada Mahasiswa Universitas Diponegoro Pengguna Layanan Go-Jek di Semarang. Jurnal Empati, 6(4), 150-159. Https://Ejournal3.Undip.Ac.Id/Index.Php/Empati/Article/Download/20004/18888

Maman, S., Sri, S., Sri, M., Dedeh, S., & Devy, K. (2017). Pengaruh Kualitas Layanan dan Kewiraniagaan terhadap Kepuasan Nasabah Kredit Pensiun serta Dampaknya pada Loyalitas Nasabah. Jurnal Aplikasi Bisnis, 17(2), 49-59. https://Journal.Uii.Ac.Id/Jabis/Article/Download/10887/8398

Sangadji, M. E., & Sopiah, S. (2013). Perilaku Konsumen. Yogyakarta: Andi

Steven, D., & Yohanes, S. K. (2014). Analisis Pengaruh Kualitas Layanan terhadap Loyalitas Pelanggan dengan Kepuasan dan Kepercayaan Pelanggan sebagai Variabel Intervening pada Asuransi Jiwa Manulife Indonesia. Jurnal Manajemen Pemasaran Petra, 2(1), 1-13. https://Media.Neliti.Com/Media/Publications/134874-Id-Analisis-Pengaruh-Kualitas-Layanan-Terha.Pdf

Prudential Indonesia. (2017). Prudential Indonesia. https://www.prudential.co.id/id/our-company/
Published
2022-03-23
How to Cite
Nur Islam, D., Sunarya, E., & Ramdan, A. (2022). Kekuatan Dimensi Kualitas Pelayanan dalam Menjaga Loyalitas Nasabah pada Jasa Asuransi. Journal of Management and Bussines (JOMB), 4(1), 50-64. https://doi.org/https://doi.org/10.31539/jomb.v4i1.722
Abstract viewed = 0 times
pdf downloaded = 0 times