Insurance industry in Indonesia is one of the fastest growing in the world. The growth of Indonesia young demographic and the expanding of middle class society with the improvement of financial literacy and life expectancy, make Life Insurance market in Indonesia really attractive for the investors. In the insurance industry market, excellent quality of service is one of the important thing to differentiate the service to other competitors. In order to continue to compete in the market, insurance company need to continue to improve its quality of service to be able to meet the customer needs and expectations. The main objective of this study is to identify the relationship between variables of Service Quality to Customer Satisfaction, Service Quality to Customer Trust, Customer Satisfaction to Customer Trust, Customer Satisfaction to Customer Loyalty and Customer Trust to Customer Loyalty. In this study, Allianz Life Indonesia customers with age 25-55 years old discussed as the subject of the study. The questionnaire was distributed in 2019 to the Indonesian people that live in Java Island that has Allianz Life Indonesia Insurance Policy on the basis of random sampling selection. This research used Structural Equation Modelling (SEM), with the variable from previous study adopted to identify the relationship. The result of this study showed that all relationship between variables were positive and significant in Allianz Life Indonesia customers. Related to the Service Quality, the highest significant component was reliability. In latent variables examination, the highest relationship goes to the relationship between Service Quality and Customer Satisfaction. Besides that, Customer Satisfaction also has significant effect on Customer Loyalty. With that result, Service Quality must be built by strong reliability with other components as complementary. In addition to that, Customer Loyalty was built by repeating Customer Satisfaction experience to used Allianz Life Indonesia insurance product.

Keyword: Service Quality, Customer Satisfaction, Customer Trust, Customer Loyalty