Measuring services quality in Life Insurance Industry in Mehsana District of north Gujarat: An empirical investigation

Most researchers agree that service quality is extremely important for the achievement of the business goal. According to the Economic Survey 2011 – 12, service sectors continue to perform well. Service sectors are growing at 9.4% and its share in GDP has increased to 59%. This shows that service industry covers almost half of the GDP. This paper describes experience of service quality for Life Insurance business through validated instrument consists of six dimensions namely assurance, technology, tangibles, personalized financing, competence and corporate image. This research highlights analysis of customer expectations and their experience of services. The primary data collection was done through questionnaire; an analysis of data was done by using SPSS (statistical software version 17) with possible graphical or tabular presentation and finally findings and results were summarized. Further the analysis of means highlighted the preference for expectation for quality of services with tangibles is the most important dimension followed by personalized financing, corporate image, assurance, competence and technology. The gap score shows that there is enough room available for improvement in all the aspect of quality of services. It is expected that findings from such survey would constitute vital input for life insurers in designing marketing strategies, which are important for service-improvement journey.