Relationship Marketing Influences Toward Customer Loyalty Through Service Quality and Customer Satisfaction in Jiwasraya Customers

Sunarti, Sunarti (2019) Relationship Marketing Influences Toward Customer Loyalty Through Service Quality and Customer Satisfaction in Jiwasraya Customers. Masters thesis, STIE Perbanas Surabaya.

Abstract

The purpose from this research is for examining influence significance of RelationshipMarketing toward customer loyaltythrough Service Quality and customer satisfaction. The population inthis research consists of the personal life insurance customers of Jiwasraya, Co. Ltd. The research involves 95 customers of personal life insurance of Jiwasraya, Co. Ltd chosen randomly. The data analysis used is Partial Least Square (PLS). The analysis results show that Relationship Marketing has positive significant influencestoward Service Quality, Customer Satisfaction, and Customer Loyalty. The analysis resultsalso find that Service Quality has positivesignificant influences towardvariablesof Customer Satisfaction and Customer Loyalty.Theseresults alsosupportthe previous researchthatCustomer Satisfaction has positive significant influences toward Customer Loyalty

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