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Nur Hasanah
School of Business, IPB University, Bogor, Indonesia
Social Sciences

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Enhancing Unit-linked Insurance Consumer Loyalty: The Role of Service Quality, Information Asymmetry, and Agent Marketing Strategies Edi Yoga Prasetyo; Ujang Sumarwan; Nur Hasanah
Journal of Consumer Sciences Vol. 9 No. 1 (2024): Journal of Consumer Sciences
Publisher : Department of Family and Consumer Sciences, Faculty of Social and Human Ecology, IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jcs.9.1.142-162

Abstract

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 complaints about insurance agent practices. This study aimed to achieve critical objectives by examining consumer perceptions of agent-provided service quality and distinguishing between active and lapsed policyholders as a measure of loyalty. It also seeks to construct a model that delineates the impact of service quality on consumer satisfaction and loyalty with information asymmetry as a moderating variable. This study used a cross-sectional research design, and gathered data through electronic questionnaires distributed to PAYDI insurance consumers. Purposive sampling was used to select participants, resulting in 159 respondents meeting the study’s criteria. Data analysis was conducted using Partial Least Squares Structural Equation Modelling (PLS-SEM). These findings underscore the critical influence of agent reliability and empathy on consumer satisfaction with information asymmetry emerging as a key moderator between satisfaction and loyalty. These results imply that reinforcing agent training in reliability, empathy, and efforts to minimize information asymmetry significantly enhances consumer satisfaction and loyalty in the insurance sector. This research suggests that companies should develop a Key Performance Indicator (KPI) and incentives for agents to enhance both customer acquisition and post-purchase services, ensure transparent information sharing, and set measurable satisfaction targets such as the Net Promoter Score (NPS). Future studies should focus on operational diversity and alternative proxies of firms.
Intention to Use and Over-Ordering in Online Food Delivery Services: An Extension of the Theory of Planned Behavior Desta Permasih; Arif Imam Suroso; Nur Hasanah
Journal of Consumer Sciences Vol. 9 No. 3 (2024): Journal of Consumer Sciences
Publisher : Department of Family and Consumer Sciences, Faculty of Social and Human Ecology, IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jcs.9.3.315-337

Abstract

Online food delivery (OFD) services can shape consumer habits through regular use. Although promotions attract consumers, they may also encourage food waste. This study analyzes factors influencing the intention to use OFD services and over-ordering behaviors by extending the Theory of Planned Behavior (TPB) with variables such as sales promotion and leftover reuse. The study used purposive sampling and collected data from an online survey of 253 OFD service users in Jabodetabek. Descriptive analysis and Partial Least Squares-Structural Equation Modeling (PLS-SEM) were applied. Results showed that most of the OFD users in this study were female residents of Bogor and Jakarta, aged 25 - 35 years old, single, holding a bachelor's degree, employed, with monthly incomes of IDR5,000,000 and IDR10,000,000, and spending IDR1,000,000 - IDR2,000,000 per month on food. Intention to use was influenced by attitude and subjective norms, while over-ordering was influenced by sales promotion and intention to use. The leftover reuse variable did not significantly influence the intention to use or over-ordering. Implications include encouraging continued OFD use through targeted advertising and features to help users manage consumption behavior, such as setting order reminders, providing nutritional information, and offering personalized portion recommendations. This study’s novelty lies in introducing a new variable and demonstrating that sales promotions can encourage over-ordering.
Co-Authors Arif Imam Suroso Desta Permasih Edi Yoga Prasetyo Ujang Sumarwan