The Influence of Price and Quality of Service to Customer Satisfaction and the Impact on Customer Loyalty in Pt. Asuransi Wahana Tatasales Office Medan
Journal Title: IOSR Journal of Economics and Finance (IOSR-JEF) - Year 2018, Vol 9, Issue 5
Abstract
One of the services that are increasingly needed by society today is insurance services. The need for insurance services is increasingly, both by individuals and businesses in Indonesia. Insurance promises protection to the insured against the risks faced by individuals and the risks faced by the company. In such responsibilities, there are three factors that are considered important to maintain the survival of insurance companies, namely price, service quality, and customer satisfaction. These three factors are also used as variables in this study with the aim of finding the influence of price and service quality on customer satisfaction and its impact on customer loyalty. The population in this study all customers of PT Asuransi Wahana Tata Medan by usingsampling techniques accidental as many as 93 samples. The analytical method is a path analysis method. The results showed that prices have a positive and significant influence on customer satisfaction, service quality has a positive and significant influence on customer satisfaction, prices do not have a positive and insignificant influence on customer loyalty, service quality does not have a positive and insignificant influence on customer loyalty, Customer satisfaction has a positive and significant influence on customer loyalty, prices directly affect customer loyalty.
Authors and Affiliations
Elwin Royen Sitompul, Paham Ginting
Keywords
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- EP ID EP414939
- DOI 10.9790/5933-0905030108.
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