Service quality and customer satisfaction: An empirical analysis of Indian Life Insurance

Insurance services need to introspect sensitivity towards the quality of services offered in the current scenario of globalization,. In this context, this study examined the customers’ perception on service quality offered by the life Insurance companies in and around Srinagar city. The SERVQUAL scale is administered to measure the commuter's perception on service quality. A survey was conducted among the commuters who were regularly availing insurance services. A random sample of 534 respondents were taken for data collection, among them 512 were finalized for final analysis. The study concluded that the service quality delivery meets the perception of commuters. In general, people of cities of J and K are benefited with the service quality delivery by Insurance Company. This paper brings out a service quality image which can be adopted by other cities whose population depends on services.