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The development of insurance services in Indonesia in until 2015 resulted an increase in the competition level. Competition among insurers must be followed by an increase in the level of service. The growth performance of PT. Prudential Life Assurance in the year of 2014 were below the industry level. This study analyzes one of the reasons that customer satisfaction comes especially from the quality of service. This study tried to determine the variables of service quality affects the customer satisfaction. This study tried to determine the service quality variables affecting the customer satisfaction. The Research conducted on customers of PT. Prudential Life Assurance Bandung. The descriptive quantitative research methods was implemented by involving three independent variables such as Emphaty (X1), Responsiveness (X2) and Assurance (X3) and one dependent variable Customer Satisfaction (Y). Nonprobability purposive sampling was used in this study. The Ordinal Measurement scale and likert are used as measuring instruments. By using the multiple linear regression analysis, the result showed that all variables simultaneously affect service quality customer satisfaction by 161.187. The result also showed that the coefficient of determination are 55% meaning that 45% were influenced by other factors not discussed in this study. It is suggested for further research in order to add the factor of Product Quality and Price to obtain a higher Rsquare, as well as doing the same research in different business sectors.

PENGARUH EMPHATY, ASSURANCE DAN RESPONSIVENESS TERHADAP KEPUASAN NASABAH PT. PRUDENTIAL LIFE ASSURANCE BANDUNG