Managing Service Quality in the Life Insurance Sector: An Empirical Analysis

Dr. Deepak Gupta


With the liberalization in insurance sector, service quality has become an important means of differentiation and path to achieve business success. Insurance sector plays a vital role in India’s service sector. The present paper is an attempt to study the customer’s perception about service quality offered by the life insurance companies operating in Delhi NCR using SERVPERE scale. One of the main objectives of this research study is to identify the factors affecting the service quality in the life insurance sector which plays a crucial role in creating customers’ perception regarding the quality of service delivered. A modified SERVPERE questionnaire on five point Lickert scale from 1 (strongly disagree) to 5 (strongly agree) on a sample of 251 respondents has been used. The study showed that six factors play a vital role in influencing the perception of customers towards service quality of life insurance company. The study indicated that among the various service quality dimensions, Empathy (with the largest β value) is the best predictor followed by Reliability, Responsiveness, Tangibles, Assurance, and Convenience.

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