Measuring Customer Loyalty Using Net Promoter Score: Analysis in Insurance Companies

Abstrakt

The insurance industry operates in a highly competitive environment, where understanding
customer loyalty is crucial for strategic business development. The Net Promoter Score
(NPS) serves as a key performance indicator to gauge customer loyalty by measuring their
likelihood to repurchase and recommend services. This study focuses on analyzing NPS
implementation in Indonesian insurance companies to identify factors influencing customer
loyalty and areas for improvement. The research objectives include evaluating the impact
of customer experience, market segmentation, and loyalty-supporting factors on NPS
scores. Data were collected through an NPS survey conducted from May to September
2023, targeting 1,195 valid respondents from 25 branches across Indonesia. The survey
assessed customer perceptions across 13 product and service dimensions, including product
diversity, claim process ease, and digital service support. Findings revealed an NPS score of
62.43, significantly higher than the industry average, indicating strong customer loyalty.
Key strengths included certainty of benefits and clarity of service flow, while weaknesses
were identified in digital service support and claim settlement speed. Segmentation
analysis showed variations in loyalty by customer type, gender, age, and tenure. The study
highlights the need for targeted improvements in digital services and claims processes,
alongside better data distribution across branches. Implications suggest that insurers can
enhance loyalty by addressing identified weaknesses and leveraging strengths in
promotional campaigns. This research provides foundational insights into NPS
effectiveness in Indonesia’s insurance sector, offering actionable recommendations for
industry practitioners