How to Make Loyal Life Insurance Customers during COVID-19 Pandemic

Dini Septiani

How to Make Loyal Life Insurance Customers during COVID-19 Pandemic

Keywords : Customer loyalty, COVID 19 pandemic, perceived value, insurance agents and e-service quality.


At the end of 2020, the COVID pandemic attacked Indonesia which caused restrictions on activities in various business sectors including the life insurance sector. Insurance companies are limited in marketing their products. For the survival, the company must maintain the loyalty of its customers as they are the main source of profit in the long run. For this reason, the company must find out the factors that affect customer loyalty. Fear of the covid pandemic is a driving factor for customers to extend their insurance policies as a way to protect from financial risks. Perceived value is an important variable for insurance companies to increase the greater benefits provided to customers compared to the costs paid. Although all insurance companies have implemented digital information technology in order to improve the efficiency and effectiveness of the company's operations including in providing services to customers, the role of insurance agents cannot be eliminated, especially for complicated insurance products. We discuss the influence of perceived value, the COVID 19 pandemic, insurance agents, and the quality of electronic services on insurance customer loyalty.


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