Analisis Relationship Driver, Relationship Marketing, dan Loyalitas Nasabah di Perusahaan Asuransi Jiwa DEF

Ghaliyahati, Afra (2021) Analisis Relationship Driver, Relationship Marketing, dan Loyalitas Nasabah di Perusahaan Asuransi Jiwa DEF. Masters thesis, IPB University.

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Official URL: http://repository.ipb.ac.id/handle/123456789/10599...

Abstract

Generally, life insurance will make a long period contract between the company and the customer. Trust plays a very important role in building relationships, especially in service businesses which are full of uncertainty, risk and lack of information between related parties. Therefore, life insurance companies need to build trust in which the company can fulfill its obligations to customers until the end of the contract after the customer has paid the insurance premium. Insurance companies need to create a marketing strategy that provides good service and creates two-way communication by building and managing long-term mutually beneficial relationships with customers. Commitment from customers is also important to maintain a relationship with the life insurance company until the agreement ends. There are six latent variables in this study, namely economic content (EC), resource content (RC), and social content (SC) as exogenous variables. Trust (KP), commitment (KM), and loyalty (LY) as endogenous variables. The objectives of the research are (1) Identifying and analyzing customer characteristics of life insurance company DEF, (2) Analyzing the effect of economic content, resource content, and social content on customer trust and commitment, (3) analyzing the effect of trust and commitment on customer loyalty, ( 4) Formulating majerial implications to increase customer loyalty. This research was conducted at the life insurance company DEF in January-December 2020. The approach used in this study is a survey of customers of the DEF life insurance company. The type of data used is primary data that comes from filling out a structured questionnaire. The sampling technique used was purposive sampling. The sample requirements in this study are customers of the DEF life insurance company who have been customers for at least 1 year, namely 55 customers. The data processing technique used in this research is Structural Equation Modeling (SEM) based on variants, namely Partial Least Square (PLS) with SmartPLS and descriptive analysis using SPSS and Microsoft Excel. Based on the results of the characteristics of the respondents in this study, the majority of respondents were female (69%), aged 40-49 years (40%), married (82%), and the number of family members ≤ 4 people (80%). The education level of respondents is dominated by bachelor (71%) who work as private employees (53%). The customer's largest monthly expenditure is in the range of> Rp. 3,000,000, - (72.7%) and domiciled in DKI Jakarta (27.3%). Respondents' biggest perception of life insurance is that life insurance requires customers to pay a premium within a specified time limit. Most of the respondents have experience using life insurance other than DEF life insurance in the last 10 years in various other life insurance (65.5%) and experience taking insurance benefits before the contract expires (60%) with the most reason being urgent financial needs (57, 6%). Some respondents have also made life insurance claims in the last 1 year (52.7%) and only 30.9% of respondents experienced difficulties in the claim process in the form of long claim payments. All respondents have understood the benefits of the product and the procedure for filing a DEF life insurance claim (100%) and almost all respondents stated that their life insurance is suitable for their needs (94.5%). Before purchasing DEF life insurance, respondents also searched for information related to life insurance, with the most searched categories being premium (98.2%), payment period (98.2%), total benefits (98.2%) ), and the type of risk borne (98.2%), from the source of the most information obtained was insurance agents (76.4%). Most of the respondents indicated that the main priority that was considered the most before deciding to use life insurance was the premium paid by the respondents (41.8%). The variables that have a significant effect on customer trust are economic content and resource content. An indicator that has a relatively large contribution to the economic content variable is choosing a life insurance company because the benefits received are in accordance with the costs incurred by customers. The indicator that has a relatively large contribution to the resource content variable is DEF life insurance company that obeys the rules and laws so that customers feel safe. Meanwhile, social content has no significant effect on trust. Trust has a significant effect on customer commitment. The indicator that has a relatively large contribution to the variable of trust is that the DEF life insurance company can be trusted because it can run a business. Meanwhile, economic content, resource content and social content have no significant effect on commitment. Trust has no significant effect on loyalty. Commitment has a significant effect on customer loyalty. The indicator that has a relatively large contribution to the commitment variable is more profitable if it remains a customer of the DEF life insurance company. The managerial implication that can be applied to companies to increase customer loyalty is by increasing the commitment of DEF life insurance company customers to maintain relationships. Based on descriptive analysis, the index value of the largest commitment variable is more profitable if it remains a customer of the life insurance company DEF. This indicator is considered the most important to form customer commitment. For this reason, companies can create programs to increase loyalty, such as giving gifts, special points, or other benefits when becoming a customer of a DEF life insurance company so that customers will experience additional benefits if they remain a customer.

Item Type: Thesis (Masters)
Additional Information: Softfile Fulltext silahkan download di Official URL
Uncontrolled Keywords: kepercayaan, komitmen, loyalitas, relationship driver commitment, loyalty, relationship driver, trust, Structural Equation Modeling, SEM, Partial Least Square, PLS, SEM-PLS
Subjects: Manajemen Pemasaran
Depositing User: SB-IPB Library
Date Deposited: 12 Nov 2022 08:45
Last Modified: 12 Nov 2022 08:45
URI: http://repository.sb.ipb.ac.id/id/eprint/3921

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