The Impact of Customer Experience Quality on Customer Loyalty in Motor Vehicle Insurance Industry: The Mediating Role of Relationship Quality
Andreas Imanuel Tobing(a*), Elevita Yuliati (b)

a) Faculty of Economics and Business, University of Indonesia, Indonesia
b) Faculty of Economics and Business, University of Indonesia, Indonesia

Abstract

Cultivating high-quality relationships with customers is important to nurture customer loyalty especially in the financial service and insurance industry which is characterized as a highly intangible and complex industry. However, there is only a dearth of research that examines the role of relationship quality and its relations with the customer experience and loyalty in the insurance industry setting. The purpose of this study is to investigate the impact of Customer Experience Quality on Customer Loyalty and the mediating role of Relationship Quality in the motor vehicle insurance industry. Based on data collected from 225 motor vehicle insurance customers, analyzed using PLS-SEM, it is concluded that Customer Experience Quality does not directly impact Customer Loyalty, thus the mediating role of Relationship Quality is paramount of importance in order for insurance companies to establish sustainable relationships and nurture loyalty. These findings highlight new insights on customers^ behavior towards the motor vehicle insurance industry.

Keywords: Insurance industry- Relationship quality- Customer experience- Customer loyalty

Topic: Marketing Management