KEPUASAN PELANGGAN TERHADAP CITRA PERUSAHAAN DAN SWITCHING BARRIER SERTA DAMPAKNYA TERHADAP LOYALITAS PELANGGAN INDUSTRI JASA ASURANSI DI BALI

Abstract

As the development of the research made by by Andres Kuusik,(2007), the primary purpose of thisresearch is to examine as an empirical hipothesis- the hipothesis is about the effect of the customer statisfaction,the image of the corporation, switching barrier, and the loyality of the customer with the insurance. This research found that the loyality of the customer of insurance service directly affected by the consumer’s statisfaction after did the purchase. Meanwhile the image of the corporation and switching barrier will affect the loyality of the consumer of the insurance service. The other results show the consistency of the relation of the statisfaction of the consumer will not make the consumer to move but the statisfaction of the consumer of the insurance services industry has the significant influence with loyality of the consumer. The result of the analisis will explain the relationship between the statisfaction of the consumer with image and switching barrier and also the relationship between the statisfaction of the consumer ,image and switchin barrier with the loyality of the consumer. Insights based on the result of this study will helpful in solving proble,s and making decisions related to the program marketing services, the best strategy as the key strategy to be applied effectively in the market place. The collect data will be held with data primer, and the data primer collected by quitioner. Sampling technic used with puposive sampling , the respondent in this research will be 200 customers of insurance in Bali. The Model will be examined by using two-step approach to structural equation modeling (SEM).

Keyword : customer statisfaction , the image of the corparation, switching barrier, the loyalty of the customer,structural equation modeling (SEM)