SATISFACTORY INFLUENCE AS MEDIATOR BETWEEN QUALITY OF SERVICE AND LOYALTY, CHOICE OF LIFE INSURANCE SERVICES OF AIA CUSTOMERS

Abstract

This research aims to: 1) study the quality of services, customer satisfaction and loyalty for using insurance services of the AIA life insurance company and 2) to study customer satisfaction as a mediator that correlates the influence of service quality on loyalty to life insurance services of the AIA life insurance company. The sample of the population used in this study is the AIA customer who holds 400 policies from the representative office in Ban Chang, Rayong province. As quantitative research, tools used in the research were questionnaires and analyzed by mean and standard deviation analysis of structural equation model using PLS Graph 3.0.
From quantitative research, it was found in service quality that customer satisfaction and service loyalty was overall averagely very high. When considering in detail, the quality of service focused on the concrete has the highest average in customer service process. Service satisfaction has the highest average and loyalty to AIA life insurance in Ban Chang, Rayong province, aspect of attitude and psychology has the highest in average.
The results of the structural equations analysis showed that 1) quality of service influences of customer satisfaction the statistical significance was 0.01 was 0.973 (t = 78.400), 2) quality of service influence on loyalty to AIA life insurance was 0.874 (t = 72.500), 3) customer satisfaction has an influence on AIA's loyalty to life insurance at 0.912 (t = 36.000).