| The purpose of this study is understand how customer orientation of services employee (COSE) affects customer retention (CR) with customer satisfaction (CS) as a mediation variable in insurance industry. This reseach was conducted by distributing questionnaires to 261 respondents from PT Asuransi Wahana Tata in Jakarta, Indonesia by using simple random sampling method. The proposed research model meets nine categories of goodness of fit (GOF) which one was categorized as a good fit, two were categorized as a moderate fit and six categorized as an acceptable fit. The result showed that from the all hypotheses proposed, all hypothese werw accepted. This study found that COSE has affect to customer retention (CR) directly and indirectly with customer satisfaction (CS) as a mediation variable. |