<![CDATA[Insurance Industry in Indonesia in order to remain exist with the currenteconomic conditions shall require that the insurance industry can compete withother insurance industries, hence it will be need a good marketing strategy. One ofappropriate approach usage for customer satisfaction that is by improve servicequality. As the passing of free trade in global competition, the issue of service qualitybecome one of the important and very necessary to get serious consideration forany company to survive. Service quality alone is not enough to win the competition,but must build a positive image among customers to arise loyalty. The aim of thisstudy was to fi nd out the simultaneous effect of tangible, reliability, responsiveness,assurance and empathy towards JP-Graha customer’s satisfaction at PT JasaRaharja Putera Branch of Denpasar.These study were used explanation study by purposive sampling method so thatobtained number of sample were 90 people. Techniques of data analysis were useanalysis factor and path analysis.The results has been obtained that tangible variables have signifi cant effect oncustomer satisfaction variables, reliability variable have signifi cant effect oncustomer satisfaction, responsiveness variable have signifi cant effect on the customersatisfaction variables, assurance variables have signifi cant affect on customersatisfaction variables, emphaty variable have signifi cant effect on the customersatisfaction variable, customer satisfaction variables have signifi cant effect on thecustomer loyalty variables.Implications of these study in order the management should to conduct improvementand consummation on the factors that have affect on customer satisfaction that aretangible variables require attention at the offi ce layout to make it look more modernand attractive. On the dimensions of reliability and responsiveness, especiallyregarding the company’s ability to provide services as promised through selfimprovement,and moresensitive to customer complaints.]]>
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