Comparative Service Quality Analysis of the Non-Life Insurance Sector in Twin City of Odisha - Using Servqual Model

Service firms in the developing country like other organizations now feel the importance of customer centric philosophies and turning to quality improvement to facilitate managing their businesses. The service quality has become a highly instrumental co-efficient in the aggressive competitive marketing. For success and survival in today's competitive world, presenting quality service is an importance for any enterprise. SERVQUAL as an effective approach to measure the quality of provided services and also analysis the gaps between customer expectations and perceptions of the service organization like non-life insurance sector in India. The present study has focused on finding of to assess the comparative service quality level of the Public sector and Private Sector Non-life Insurance Companies. The primary data has been collected from 200 respondents from Cuttack and Bhubaneswar city in Odisha. The study has found that there are seven major dimensions which impact on customer perception of service quality, like as tangibility, reliability, responsiveness, assurance, empathy, product availability and product convenience. Another aim of this paper is to point out how management of service improvement can become more logical and integrated with respect to the prioritized service quality dimensions and their affections on increasing or decreasing service quality gaps.