PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN DAN LOYALITAS PELANGGAN JP-GRAHA PADA PT. JASA RAHARJA PUTERA CABANG DENPASAR

Abstract

Insurance Industry in Indonesia in order to remain exist with the current
economic conditions shall require that the insurance industry can compete with
other insurance industries, hence it will be need a good marketing strategy. One of
appropriate approach  usage for customer satisfaction that is by  improve service
quality. As the passing of free trade in global competition, the issue of service quality
become one of the important and very necessary to get serious consideration for
any company to survive. Service quality alone is not enough to win the competition,
but must build a positive image among customers to arise loyalty. The aim of this
study was to ï¬ nd out the simultaneous effect of tangible, reliability, responsiveness,
assurance and empathy towards JP-Graha customer’s satisfaction at PT Jasa
Raharja Putera Branch of Denpasar.
These study were used explanation study by purposive sampling method so that
obtained number of sample were 90 people. Techniques of data analysis were use
analysis factor and path analysis.
The results has been obtained that tangible variables have signiï¬ cant effect on
customer satisfaction variables, reliability variable have signiï¬ cant effect on
customer satisfaction, responsiveness variable have signiï¬ cant effect on the customer
satisfaction variables, assurance variables have signiï¬ cant affect on customer
satisfaction variables, emphaty variable have signiï¬ cant effect on the customer
satisfaction variable, customer satisfaction variables have signiï¬ cant effect on the
customer loyalty variables.
Implications of these study in order the management should to conduct improvement
and consummation on the factors that have affect on customer satisfaction that are
tangible variables require attention at the ofï¬ ce layout to make it look more modern
and attractive. On the dimensions of reliability and responsiveness, especially
regarding the company’s ability to provide services as promised through selfimprovement,
and more
sensitive to customer complaints.