The Effect of Service Quality, Location, and Company Image on Customer Satisfaction at PT Reliance Insurance Indonesia

Abstract

With the increasing number of customer complaints and the need to improve customer satisfaction at PT Asuransi Reliance Indonesia, researchers are interested in examining service quality, location, and company image as factors influencing customer satisfaction. The purpose of this study is to analyze the effect of service quality, location, and company image on customer satisfaction at PT Asuransi Reliance Indonesia. This study uses a quantitative method with a population of 845 customers. The sample was selected using a purposive sampling technique, resulting in 100 respondents. The results show that, simultaneously, the independent variables (service quality, location, and company image) have a significant effect on customer satisfaction. Partially, service quality, location, and company image also have a significant influence on customer satisfaction. These three variables are the most dominant factors affecting customer satisfaction at PT Asuransi Reliance Indonesia. The conclusion of this study is that service quality, location, and company image significantly influence customer satisfaction both partially and simultaneously.