Abstract

This study examines a model that links Holistic Value Co-Creation Capability (HVCC) with Sustainable Relationship (SR). HVCC is the perception of Sharia insurance customers that Sharia insurance salesmen can participate actively, to create not only transactional values but also religious values. This study was conducted on 177 sharia insurance customers in Central Java. The sampling technique used was purposive sampling. The regression analysis technique is used to observe the relationship between variables using SPSS version 16 software. The results showed the perception of sharia insurance customers on the ability of salesmen to be actively involved in creating holistic value co-creation had been proven to strengthen customers’ desire to establish long-term relationships. The capability of the “people” element in insurance services can be used as a solid basis as a unique and inimitable differentiation for the sustainability of the service industry that offers religious products. The results of this study have succeeded in completing the concept of value co-creation by internalizing religious values, especially Islamic values.