Life Insurance Customer Loyalty

Perspectives of Agent Character, Relational Selling Behavior, and Relationship Quality

DOI

10.2991/aebmr.k.201222.012How to use a DOI?

Keywords

Life Insurance, Agent Character, Relational Selling Behavior, Relationship Quality, Customer Loyalty

Abstract

As global insurance rises in recent years, the opportunity of life insurance tends to be growing as well. However, life insurance in Indonesia shows the contrary situation with a phenomenon of declining customer loyalty. Hence, there were some pressures for the insurance companies to highly focus on the quality of insurance agents that still play a crucial role in retaining the customers of life insurance. Previous studies still lacked the focus of the insurance agent to influence customer loyalty in the life insurance sector. Thus, this research aims to analyze the influence of agent character and relational selling behavior, mediated by relationship quality, on customer loyalty of 100 customers of life insurance products in Jakarta. Using quantitative analysis, this research utilized Partial Least Square Structural Equation Modelling (PLS-SEM) with SmartPLS version 3.2.7 to analyze the data. The findings signify that there is a positive and significant relationship between variables. Similarly, the agent character and relational selling behavior have positive and significant influence on relationship quality. Furthermore, the relationship quality has positive and significant influence on customer loyalty. This study presented the implications towards life-insurance companies to educate the agent to be more customer focused.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Shifa Mahdiya Ainiyah
AU  - Liza Agustina Maureen Nelloh
AU  - Cut Sjahrifa
PY  - 2020
DA  - 2020/12/23
TI  - Life Insurance Customer Loyalty
BT  - Proceedings of the International Conference on Business and Management Research (ICBMR 2020)
PB  - Atlantis Press
SP  - 85
EP  - 90
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.201222.012
DO  - 10.2991/aebmr.k.201222.012
ID  - Ainiyah2020
ER  -