Özet:

This research is descriptive and explanatory survey which addresses the issue of commitment between the customer and insurance company. Comprehensively, the purpose of this study was to examine the influence of economic content, resource content, social content and the emotional content the trust and satisfaction and the consequency relationship commitment of life insurance customers. The sample 393 of the research are customer of the 10 best life insurance companies which are located in Jakarta. Data is obtained from the questionnaire, which the respondents were selected by random sampling method. The analysis technique used in this study a Structural Equation Model (SEM) using LISREL 8.8 program. The analysis result that together the economic content, resource content, social content and the emotional content influence the trus which the determinant of R2 = 0.70 or there is a significant influence between the economic content, resource content, social content and emotional content the trust by giving contribution of 70 %. The amount of trust influence is formed by two key indicators, the social content and the emotional content with each coefficient value of 0.43 and 0.44. Together the economic content, resource content, social content and the emotional content influence the satisfaction with the determinant of R2 = 0.91 or there is influence between economic content, resource content, social content and the emotional content to the satisfaction with the contribution of 91 % . An enormous influence on the satisfaction is also influenced by two indicators they are social content with the coefficient value of 0.26 and the emotional content of 0.67. Together trust and satisfaction influence the relationship commitment with the value of R2 = 0.69. It means that together the trust and satisfaction influence the commitment with the contribution of 69%. The amount of commitment relationship influence is formed by the two variables of trust and satisfaction, with each coefficient value of 0.41 and 0.47. This study found that the relationship commitment is the result of satisfaction of product quality, price, information, and service given as well as the trust that was built by the company through the employee reptation (agents) are honest and trusted. Customer satisfaction can be realized driven by emotional bonding because the customers believe that the insurance company is quite well-known and the insurance company can provide the product quality which is suitable with what an expected and gives believe to the customers on their choices. Key Words: Economic Content, Resource Content, Social Content, Emotional Content, Trust, Satisfaction and Relationship Commitment.

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