Open AccessPENGARUH KINERJA PRODUK, PELAYANAN DAN SUMBERDAYA MANUSIA TERHADAP NIAT PEMBELIAN ULANG MELALUI CITRA PERUSAHAAN DAN KEPUASAN PELANGGAN PT ASURANSI JIWASRAYA
Author(s) -
Ida Aju Brahma Ratih
Publication year - 2017
Publication title -
ekuitas (jurnal ekonomi dan keuangan)
Language(s) - English
Resource type - Journals
eISSN - 2548-5024
pISSN - 1411-0393
DOI - 10.24034/j25485024.y2009.v13.i2.2135
Subject(s) - business , customer satisfaction , product (mathematics) , service (business) , marketing , statistic , trustworthiness , human resources , business administration , resource (disambiguation) , management , computer science , mathematics , economics , statistics , computer security , computer network , geometry
Business environment, including in insurance industry,y is very dynamic and hypercompetitive, particularly in time of financial crises. Every company is continuously demanded to make any improvement to face some changes and competitive advantages for achieving its ultimate goals (company performances’ growth and development). Therefore, the efficiency, effectiveness and productivity of the company must be increased. on its product, service as well as human resource performances. When these performances are continuously improved, they may improve their customers’ trustworthy on the company’s product and or services, create the company’s image and customers’ satisfaction which can be proved by their intention to repurchase.The objectives of this study are to examine the effects of product, service and human resource performances on repurchase intention through company image and customer satisfaction of PT Asuransi Jiwasraya. 115 customers from 245 customers of six branch offices of PT Asuransi Jiwasraya Surabaya Region were selected as respondents, using simple random sampling technique and participated in this study. The data were collected in 2004 using questionnaires and analyzed using Structural Equation Modelling (SEM) analysis, which were processed using Amos 5.0 version of statistic computer program. Results of this study proved that product, service as well as human resource performances have positive and significant effects on company image as well as on customer satisfaction. Customer satisfaction also had a significant effect on repurchase intention. However, company image had insignificant effects on repurchase intention. Therefore, out of nine hypotheses proposed, only one hypothesis was rejected, which was the significant effect of company image on repurchase intention. This finding reminds an important empirical evidence on the development of customer behavior theories and practices.