FACTORS AFFECTING CUSTOMER LOYALTY IN INSURANCE INDUSTRY (A CASE STUDY OF PT. PRUDENTIAL LIFE ASSURANCE INDONESA, GLORY VISION AGENCY, JAKARTA)

Abstract

Insurance Industry plays crucial roles in Indonesian economy development and becomes fundamental element for the development. PT Prudential Life Assurance Indonesia is one of company that engages in the field of insurance that combines insurance product related to investment (unit link). The development of insurance companies in Indonesia is experiencing a pretty rapid growth after the Government issued a deregulation in the 1980s and strengthened with the appearance of the LAW Number 2 of 1992 about Business Insurance. In this situation improving customer loyalty is needed to improve business performance. Customer Loyalty is the random nature of the purchase, revealed by continuous unit of decision making by observing one or more alternative products from a number of similar products and is a function of psychological process. The objective of this research is to find out the influence of Service Quality, Customer Satisfaction and Brand Image towards Customer Loyalty in PT Prudential Life Assurance Indonesia based on the research result. This research use questionnaire to gather data, the respondent was taken from Prudential client at Glory Vision Agency in Sukaresmi, Lippo Cikarang. Data is calculated using SPSS as the instrument of the research. As for the result by several methods, shows that Service quality, Customer Satisfaction and Brand Image has correlation toward Customer Loyalty in PT. Prudential Life Assurance Indonesia amounted to 32.1%. However, Customer Satisfaction has no significant effect to the Customer Loyalty and needed an improvement, and Service Quality and Brand Image has influences the client of Prudential insurance on their loyalty.