Marketing Challenge of Import Insurance Product in Indonesia

摘要

Insurance company has a tough challenge to face the increase of marketing competition, particularly in maintaining and increasing the number of loyal customers. The insurance company with increasing number of loyal customers will be more assured in profit-making. Customers are loyalbecause customers believe in the ability of insurance companies to fulfill their promises to customers. The aim of this was to examine and analyze the variable of service quality, service charges, and trust that have an impact on customer loyalty. The total sample was 155 imported companiesand analysis techniques used in this research was Structural Equation Modeling (SEM) using AMOS program 21. Statistical test results were interpreted as a conclusion described in the study. The conclusions and the results showed that the service quality has no significant and positive effecton trust. Service charges significantly and positively affect trust. Service quality is significantly and positively affects the customer loyalty. Meanwhile, service charges have no significant and negative effect on customer loyalty, and trust has significant and positive effect on customerloyalty.