Perceptions of the Customers Towards Insurance Companies in Bangladesh - Study Based on the Service Quality (SERVQUAL) Model

Abstract

This is the law of nature that people have to live and play with hazards and to some extent insurance policy can free people from those frustrations. Even if this is true, people of Bangladesh still don’t prefer to insure themselves. One may think that the people of Bangladesh are risk lover; on the other hand other may contradict by saying that their low purchasing power doesn’t permit them to avail insurance policy. This paper will highlight those issues relating to non popularity of insurance companies in Bangladesh. To find marketing side problems, Service Quality Gap-model of service marketing will be fitted to the insurance industry of Bangladesh.

Keywords: Job Satisfaction, Quality (SERVQUAL) Model