Building Customer Loyalty Based on Service Quality, Company Image, Customer Value and Experiential Marketing

Abstract

The this study purpose is to test the effect of service quality, company image and customer value on experiential marketing and customer loyalty at PT Asuransi Jasaraharja Putera Indonesia. Total 200 respondents are selected. The data is collected by purposive sampling technique. The research model is developed from five variables. It consists of three exogenous variables, one intervening variables and 1 endogenous variables. Seven hypotheses are tested by Structural Equation Modeling (SEM) through Analysis of Moment Structure (AMOS) version 5.0. The findings are follows. First, Service Quality has significant effect on Experiential Marketing. Second, Company image has significant effect on Experiential Marketing. Third, Customer value has significant effect on Experiential Marketing. Forth, Service Quality has significant effect on customer loyalty. Fifth, company image has significant effect on customer loyalty. Sixth, Customer has significant effect on customer loyalty. Seventh, Experiential Marketing has significant effect on Customer Loyalty.