Analisis dampak layanan nasabah terintegrasi untuk hubungan bisnis jangka panjang : Penerapan Integrated Partnership Model di PT. Asuransi LMN

Abstract

ABSTRAK

Industri asuransi memiliki karakteristik hubungan layanan yang kompleks dan berjangka panjang karena melibatkan berbagai aktor, sumber daya, proses, dan kanal interaksi sepanjang perjalanan nasabah. Penelitian ini bertujuan menganalisis peran layanan nasabah terintegrasi dalam membangun hubungan bisnis jangka panjang melalui perspektif service ecosystem. Penelitian menggunakan pendekatan konseptual-deskriptif pada contoh kasus di PT. Asuransi LMN dengan mengembangkan kerangka yang menghubungkan service ecosystem integration, customer value creation, customer experience, trust, relationship commitment, dan long-term business relationship. Hasil kajian menunjukkan bahwa PT. Asuransi LMN telah menjalankan beberapa aksi korporasi melalui implementasi programnya yakni Integrated Partnership Model (IPM) dengan mengintegrasikan aktor, informasi, pengetahuan, proses, teknologi, dan kanal pelayanan menjadi fondasi penciptaan nilai fungsional, relasional, dan strategis bagi nasabah. Nilai tersebut diwujudkan melalui pengalaman nasabah yang konsisten, mudah, transparan, dan responsif, yang selanjutnya memperkuat kepercayaan terhadap kompetensi, integritas, dan reliabilitas perusahaan. Kepercayaan yang terbentuk secara berkelanjutan mendorong relationship commitment dan meningkatkan kecenderungan nasabah untuk mempertahankan, memperluas, serta mengembangkan hubungan bisnis. Penelitian menyimpulkan bahwa hubungan bisnis jangka panjang merupakan hasil dari proses sistemik yang dimulai dari integrasi ekosistem layanan hingga pembentukan kepercayaan dan komitmen hubungan. Perusahaan asuransi direkomendasikan untuk memperkuat tata kelola lintas fungsi, integrasi data dan proses, kesinambungan kanal, pengelolaan customer journey, serta menghubungkan indikator pengalaman nasabah dengan retensi dan pengembangan hubungan bisnis.

ABSTRACT

The insurance industry is characterized by complex and long-term service relationships involving multiple actors, resources, processes, and interaction channels throughout the customer journey. This study aims to analyze the role of integrated customer service in building long-term business relationships from a service ecosystem perspective. Using a conceptual-descriptive approach and a case study of PT Asuransi LMN, this study develops a framework linking service ecosystem integration, customer value creation, customer experience, trust, relationship commitment, and long-term business relationships. The findings indicate that PT Asuransi LMN has undertaken several corporate initiatives through the implementation of its Integrated Partnership Model (IPM), which integrates actors, information, knowledge, processes, technology, and service channels as a foundation for creating functional, relational, and strategic value for customers. This value is manifested through consistent, convenient, transparent, and responsive customer experiences, which subsequently strengthen customer trust in the company’s competence, integrity, and reliability. Trust developed continuously over time fosters relationship commitment and increases customers’ willingness to maintain, expand, and further develop their business relationships. The study concludes that long-term business relationships result from a systemic process that begins with service ecosystem integration and progresses toward the development of trust and relationship commitment. Insurance companies are therefore recommended to strengthen cross-functional governance, data and process integration, channel continuity, customer journey management, and the alignment of customer experience indicators with customer retention and business relationship development.