PENGARUH KUALITAS PELAYANAN TERHADAP udLOYALITAS NASABAH DENGAN KEPUASAN DAN udKOMPLAIN ud(Studi Kasus Pada Nasabah Asuransi Jiwa Di AJB Bumiputera ud1912 udKantor Cabang Magelang)

摘要

General purpose of the thesis writing is to construct a model that can explain udthe service quality toward customer loyalty with satisfaction and complaint udbecomes mediation variable in AJB Bumiputera 1912 Magelang Branch office. udMeanwhile, specifically, there are five purposes expected, which are to explain udthe influence of (1) service quality toward customer loyalty, (2) service quality udtoward customer’s satisfaction, (3) satisfaction toward customer’s loyalty, (4) udsatisfaction toward customer’s complaint, (5) satisfaction toward customer’s udloyalty. udThe data collection technique is done by survey in which the respondents are uddirectly asked to complete the designed questionnaire. Meanwhile the statistic udtesting used is structuralequation model(SEM). SEM is used as analysis media udbecause (1) it can estimate the double dependent correlation that is related to each udother, (2) its ability to rise the unobserved concept in the correlation and to uddetermine the measurement error in estimation process, and (3) its ability to udaccommodate a set of correlation between independent variable and dependent udvariable as well as to reveal latent variable. udTesting result derived indicates positive and significant correlation between udvariable in four correlation interactions, which are (1) service quality and loyalty ud(CR = 3,289), (2) service quality and satisfaction (CR = 3,555), (3) satisfaction udand loyalty (CR = 2,765), (4) satisfaction and complaint (CR = -3,589), (5) udcomplaint and loyalty (CR = 0,09). udPositive and significant correlation between variables indicates that there are udany positive influences among the variables. Meanwhile, the insignificant udcorrelation indicates that there is no influence among variables. Meanwhile the udmarketing stimulus that can be done is (1) optimize customer’s satisfaction by udmean of increasing service quality and (2) complaint intensity can not become udreference of decreasing loyalty, it does mean that customer’s complaint can not be uda priority for AJB Bumiputera 1912 Insurance of Magelang Branch Office, udconversely AJB Bumiputera must try to minimize the complaints perceived by udcustomers. ud(Keyword : Service Quality, Satisfaction, Complaint, Loyalty)