THE EFFECTS OF CAR INSURANCE CUSTOMER PERCEPTION TOWARD PUBLIC RELATION AND CUSTOMER LOYALTY

Abstract

The purpose of this research is to explain the effect of customer perception on PublicRelationtoward brandimage and  to customer loyalty.  Research used surveywhere   carinsurace customer is the population.  Research result showed that range score of public relation perception, brand image, and customer loyalty    have good value.  According to SEM analysis result shows that the higher the customerpersceptionon public relation causes  the higher the brand image.  and the higher the brand image  causes higher customer loyalty.  So, public relation has positive effect to brand image and customer loyalty.   Hence, public relation as a marketing tool should be developed internally to craft the more comprehensive marketing strategy to make customer be loyal and winning  the competitions.