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| dc.description.abstract | This research investigates the effect of product attributes and customer
interest to customer loyalties of Bumiputera 1912 life insurance (AJB
Bumiputera 1912). The product attributes consist of core benefit, basic product,
expected product, augmented product, and potential product. Specifically the
objective of this research is to investigate which product attribute has the biggest
effect to customer loyalties. The samples comprise of 4.000 respondents, collected
using purposive sampling. This research used questionnaire as research
instrument and regression analysis to investigate the effect between
independents and dependent variables. The results of this research show that
all variables, product attributes and customer interest, affect positively to
customer loyalties, while expected product, has the biggest effect. The analysis
shows that the coefficient determination (R2) is 99,6%. This suggest that 99,6%
variation of customer loyalties explained by product attributes and customer
interest, while the rest, 0.4% explained by variables outside the model. The
research imply that to increase customer loyalties, Bumiputera 1912 should
increase product attributes and customer interest, especially expected product
that has the biggest effect. | en_US |
