Enhancing Unit-linked Insurance Consumer Loyalty: The Role of Service Quality, Information Asymmetry, and Agent Marketing Strategies

Enhancing Unit-linked Insurance Consumer Loyalty: The Role of Service Quality, Information Asymmetry, and Agent Marketing Strategies

Unit-linked insurance (PAYDI), Indonesia's top-selling life insurance product, has driven industrial growth in the last two decades through effective agent marketing. However, its complexity, blending protection, and investment have drawn criticism for consumers’ detriment and increasing compl...

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Bibliographic Details
Main Authors: Edi Yoga Prasetyo, Ujang Sumarwan, Nur Hasanah
Format: Article
Language:English
Published: Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB University 2024-02-01
Series:Journal of Consumer Sciences
Subjects:
agent service quality
consumer loyalty
consumer satisfaction
information asymmetry
PAYDI insurance
Online Access:https://journal.ipb.ac.id/index.php/jcs/article/view/53012

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