Customer Relationship-Building Behavior and Policy Renewal Intention: The Mediating Roles of Trust and Customer Engagement
Abstract
This study examines the effect of customer relationship-building behavior (CRBB) on policy renewal intention through the mediating roles of trust and customer engagement among customers of PT Jasa Raharja Putera's JP-ASTOR motor vehicle insurance product. Using a quantitative approach, data were collected from 152 active policyholders and analyzed using partial least squares structural equation modeling (PLS-SEM). The results show that CRBB positively influences trust and customer engagement. trust positively affects customer engagement and policy renewal intention, while customer engagement also enhances policy renewal intention. Furthermore, trust and customer engagement mediate the relationship between CRBB and policy renewal intention. These findings highlight the importance of relationship-building behaviors in strengthening customer relationships and encouraging long-term policy renewal.
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