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

Abstract

The purpose from this research is for examining influence significance of RelationshipMarketing toward customer loyalty through Service Quality and customersatisfaction. The population in this research consists of the personal life insurancecustomers of Jiwasraya, Co. Ltd. The research involves 95 customers of personal lifeinsurance of Jiwasraya, Co. Ltd chosen randomly. The data analysis used is PartialLeast Square (PLS). The analysis results show that Relationship Marketing haspositive significant influences toward Service Quality, Customer Satisfaction, andCustomer Loyalty. The analysis results also find that Service Quality has positivesignificant influences toward variables of Customer Satisfaction and CustomerLoyalty. These results also support the previous research that CustomerSatisfaction has positive significant influences toward Customer Loyalty