KUALITAS HUBUNGAN ( RELATIONSHIP QUALITY ) DALAM JASA PENJUALAN : PENGERUH HUBUNGAN INTERPERSONAL TENAGA PENJUALAN PADA PERUSAHAAN ASURANSI
Penulis: Farida Jasfar – Universitas Trisakti Jakarta [ 25/6/2007 ]
Research on relationship marketing in the sectors of service industries seems very important due to this sector?s development both in international economy and in national economy. One of the developing services industries developing in Indonesia economy which is undergoing crisis is insurance industry. This research attempts to find out the whole correlation among characteristic, ( such as company characteristic, entrepreneurs relationship characteristic ) and those of entrepreneurship quality, consumers? perception toward prices and relationship quality and consumers loyalty which was conducted in insurance industries. The measurement used for each dimension of empirical indicators? level is Liker Scale with the valid questionnaires distributed to 680 respondents in eight life insurance industries based in Jakarta. The result shows that there is significant relationship between the whole characteristics and consumers? loyalty. By using Structural Equity Modeling it proves that the quality of the whole characteristics can increase the consumers? loyalty of the insurance industries. However, there is a slight difference among few factors such as characteristic, quality of entrepreneurship and relationship quality variable in which it shows the difference between theory and the result of this research.
Keywords : company characteristic, entrepreneurship characteristics, Entrepreneurship relationship characteristics, quality of Entrepreneurship, quality of relationship and consumers? loyalty