The study looked at how good service quality and customer satisfaction affect customer loyalty at a reinsurance company in Jakarta in 2020. They found that better service quality leads to happier customers, which in turn makes them more loyal. Customer satisfaction plays a key role in this relationship. The type of customer, whether an insurance company or reinsurance broker, also influences how service quality affects loyalty. Overall, providing great service and keeping customers happy are crucial for building loyalty in the insurance industry.