THE INFLUENCE OF THE QUALITY OF SERVICE TO THE LOYALTY AND SATISFACTION AS INTERVENING VARIABLE INSURANCE PRUDENCIAL CASE STUDY IN PADANG CITY

Abstract

Based on survey July 2014 obtained information from an authorized Agency unit of PT Asuransi Prudencial Branch that an increasing number of customers and policyholders most comes from recommendations previous clients who already have a policy then feel the benefits of the service the ownership of prudential insurance policy itself, later also obtained information There are some prudential agents that was once only a prudential clients who later became an agent after feeling the benefits of ownership of the policy itself.
This research aims to know the influence of the quality of service to the loyalty and satisfaction as intervening variable Insurance Prudencial case study in Padang city. The sample in this research is the customer of PT Asuransi Prudential operating relic in Padang city totaled 100 respondents. The technique was purposive sampling.The type of the data being used is the primary data through the dissemination of the questionnaire. A data analysis method used is a simple linear regression analysis and Multilevel Regression (Hierarchical Regresi Analysis) .Test your hypothesis by using a T-test is a statistical test to prove the influence the dependent variable to the independent variable in a partial or an individual.
The results of this study found that service quality has positive and significant effect on customer loyalty, service quality and a significant positive influence on customer satisfaction.This is despite the fact that, according to the research, writing scores on English proficiency exams are the most positive indicator of success in academics and beyond. customer satisfaction, positive and significant effect on customer loyalty and customer satisfaction meintervening the relationship between service quality and customer loyalty Prudential Insurance in the city of Padang.
Keywords: Quality Of Service, Customer Loyalty, Customer Satisfaction