One of the most important things for the company's growth is the customers. According to Zairi (2000) customers are the purpose of what we do, and they do not depend on us, instead we very depend on them. And refer to Kumar et al (2009) high quality of service will result in high customer satisfaction and increased customer loyalty. This study analyzed the effect of service quality, customer satisfaction to customer loyalty in one of reinsurance company PT XYZ, Tbk for general facultative reinsurance (nonlife) in Jakarta, year of 2020. This study analyzed the effect of service quality to customer satisfaction, the effect of customer satisfaction to customer loyalty and the effect of service quality to customer loyalty. This study also analyzed the mediating role of customer satisfaction in the effect ofservice quality to customer loyalty and also analyzed and moderating role of type of customer (insurance company and reinsurance broker) in the effect of service quality to customer loyalty. This study used quantitative approach and the sampling technique was using proportional random sampling. The sample collected from survey of questionnaire in this study is 60 respondents from the customer of general facultative PT XYZ, Tbk. The analysis technique used in this study is PLS (Partial Least Square), Structural Equation Model (SEM). The result showed there is a positive effect between service quality customer satisfaction, then service quality positively effect customer loyalty and customer satisfaction positively effect customer loyalty. This study also indicates that service quality positively effect customer loyalty with customer satisfaction as a mediator. And the last finding is, the effect of service quality to customer loyalty is moderated by type of customer, which found that the effect of service quality to customer loyalty is stronger for customer: Reinsurance broker.This study hopefully can deliver a useful and positive influence for the researchers in the future study. Moreover, this study hopefully could help general facultative of PT XYZ and other reinsurance company in providing and improving their service quality.

Keywords: Service Quality, Customer Satisfaction, Customer Loyalty, type of customer, facultative, reinsurance,