Open AccessThe Role of Customer Satisfaction in Mediating the Effect of Service Claim and Brand Image on Customer Loyalty at PT Asuransi Sahabat Artha Proteksi in Jakarta
Author(s) -
Felisia NG,
Melitina Tecoalu,
Soegeng Wahyoedi
Publication year - 2022
Publication title -
britain international of humanities and social sciences (biohs) journal
Language(s) - English
Resource type - Journals
ISSN - 2685-3868
DOI - 10.33258/biohs.v4i1.598
Subject(s) - customer satisfaction , loyalty business model , business , customer delight , customer retention , marketing , customer advocacy , advertising , service quality , loyalty , service (business) , psychology
The purpose of this study was to determine the role of customer satisfaction in mediating the effect of Service Claim and Brand Image on Customer Loyalty at PT Asuransi Sahabat Artha Proteski in Jakarta. This research was conducted using the Probability Sampling method with the type of Simple Random Sampling. Researchers distributed questionnaires to 100 respondents who were customers of PT Asuransi Sahabat Artha Proteksi in Jakarta. Data analysis using SmartPLS Analysis version 3.3. The results of this study indicate that service claims have a positive and significant effect on customer loyalty. Brand image has a positive and significant influence on customer loyalty. Service claims have a positive and significant effect on customer satisfaction. Brand image has a positive and significant influence on customer satisfaction. Customer satisfaction has a positive and significant influence on customer loyalty. Customer satisfaction mediates the effect of service claims on customer loyalty. Customer satisfaction mediates the effect of brand image on customer loyalty.