The effect of service quality on customer loyalty

A case study at AXA Mandiri Palembang


  • Bella Claudia Octaviana Sriwijaya University, Palembang, Indonesia
  • Isnurhadi Sriwijaya University, Palembang, Indonesia
  • Muchsin Saggaff Shihab Sriwijaya University, Palembang, Indonesia
  • Marlina Widiyanti Sriwijaya University, Palembang, Indonesia


AXA Mandiri, customer loyalty, insurance company, service quality


This study aims to determine the effect of service quality on customer loyalty. The independent variable in this study is service quality, and the dependent variable is customer loyalty. The method used in this study is quantitative because it uses data processing to produce numbers. This study uses a survey based on the research technique because it collects data by asking respondents directly through a questionnaire. The population in this study are customers at AXA Mandiri Palembang at Bank Mandiri Lemabang Palembang branch office, totaling 250 customers with active policy status starting from 2022-2023. The research sample is part of the population in this study, as many as 250 active policy customers from 2022-2023 at the Palembang Lemabang branch office. The research results are t count > from t table value of 6.231 with a significant value of 0.000 <? = 0.05. means that there is an influence between service quality and customer loyalty.


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How to Cite

Octaviana, B. C., Isnurhadi, I., Shihab, M. S., & Widiyanti, M. (2023). The effect of service quality on customer loyalty: A case study at AXA Mandiri Palembang. International Journal of Social Sciences, 6(3), 159-167.

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