The effect of service quality on customer loyalty: A case study at AXA Mandiri Palembang

Bella Claudia Octaviana; Isnurhadi Isnurhadi; Muchsin Saggaff Shihab; Marlina Widiyanti

doi:10.21744/ijss.v6n3.2173

Authors

Bella Claudia Octaviana Sriwijaya University, Palembang, Indonesia
Isnurhadi Sriwijaya University, Palembang, Indonesia
Muchsin Saggaff Shihab Sriwijaya University, Palembang, Indonesia
Marlina Widiyanti
marlinawidiyanti68@yahoo.co.id
Sriwijaya University, Palembang, Indonesia

Keywords:

AXA Mandiri, customer loyalty, insurance company, service quality

Abstract

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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