ANALYSIS OF TRUST, COMMITMENT, COMMUNICATION AND COMPLAINT HADLING TOWARDS CUSTOMER LOYALTY CASE STUDY IN PT. ASKRINDO (Persero)

Abstract

The level of competition in the marketing of insurance services takes place very tight these days, it makes every company engaged in the insurance sector continues to develop and retain customers. This condition is necessary marketing plan, known as the right marketing strategy in order to achieve long-term goals. Marketing strategy is a market development strategy involved in the changing business environment and the need to achieve a level of customer loyalty.

The population in this research is the customer of  PT. Askrindo (Persero), with a total sample of 90 respondents was obtained by using purposive sampling method. The data used is primary data collection method of data through questionnaires. The analysis tool used is multiple regression.

The results obtained in this study are: Faith effect on customer loyalty with the positive direction, the result is evidenced by t is greater than the value t table is 2.351> 1.662. Significance t less than 5% (0.021). Commitment effect on customer loyalty with the positive direction, the result is evidenced by the value of t is greater than the value t table is 2.422> 1.662. Significance t less than 5% (0.017). Communication effect on customer loyalty with the positive direction, the result is attested by the value of t is greater than the value t table is 6.201> 1.662. Significance t less than 5% (0,000). Handling complaints effect on customer loyalty with the positive direction, the result is attested by the value of t is greater than the value t table is 2.114> 1.662. Significance t less than 5% (0.037).

Keywords: Trust, Commitment, Communication, Complain Handling, Customer Loyalty