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Relationship between Service Quality and Customer Satisfaction : An empirical study of Indian Life Insurance Industry

Sunayna Khurana


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Life Insurance is pure service in which customer face more difficulty in evaluation of quality as compared to goods. Moreover there is also a pure competition in life insurance industry in India.

Each service provider is doing hard to satisfy their customers by match the customer’s expectation with their service offering  but customer’s expectation are keep on going high. This paper analyses the relationship between service quality and customer satisfaction.Sample of 200 customers of ten life insurance companies in Haryana state were selected with the help of random number table. Responses of customers were analyzed with the help of factor analysis. Multiple Regressions was used to test the relationship between Service Quality and Customer Satisfaction in life insurance Industry. The study found that customer expectations and perception toward tangibility, assurance, competency & credibility dimension of service quality have more impact on customer satisfaction. That means customers are more conscious towards statements related to these dimensions.


Service Quality, Customer Satisfaction, Life Insurance

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