Strategi Mempertahankan Loyalitas Pelanggan (Studi Kasus pada PT Asuransi Jiwasraya, Medan)

Abstract

This research was conducted in PT.Asuransi Jiwasraya which is one of the first and oldest insurance in Indonesia. PT.Asuransi Jiwasraya have many products that can be relied upon to face rivals. This research to determine and define how the right strategy to maintain customer loyalty in order to remain able to compete with other insurance companies. Forms of research used in this research is descriptive using qualitative analysis. The research method is the ever interview, observation, documentation. Data were analyzed using matrix IFAS and EFAS, quadrant swot, swot matrix. The results of this study indicate that the appropriate strategy to maintan customer loyalty, namely: to maintain the image that has been good, adding partnership with other companies, increasing its client base and increase product innovation.