Service Quality and Reputation Toward Customer Trust in Life Insurance Corporation

摘要

The low of customer trust is discussed on insurance sector. Companies should pay attention to this aspect because trust plays an important role in the engagement of long-term relationship between company and consumers in insurance services. Zurich Gold Lion is one of the insurance company which has a problem with customer trust. This study aims to identify and measure the impact of service quality and reputation on customer trust. This research applies descriptive verification method and research data is collected from 150 respondents of Zurich Gold Lion customer by multiple regression analysis techniques. It is discovered that service quality and reputation positively affected customer trust, service quality positively affected 35,8% customer trust while reputation affected 7% on customer trust. In addition, a factor in building a good service quality is the quality of interaction between service provider and customer, while the workplace environment is a factor in creating perceptions of the customer to the company's reputation.