A Study on Impact of Service Quality on Customer Satisfaction in the Indian Insurance Industry

8 Pages Posted: 16 Dec 2012

See all articles by Mihir Dash

Mihir Dash

Alliance University - School of Business

Swati Gunwant

Alliance University

Date Written: September 15, 2012


Service quality is a dominant issue in business today. Not only is superior quality linked to business success (Philips, Chang and Buzzell, 1983), but some consider service quality to be a prerequisite for the survival in the marketplace (Parasuraman, Zeithmal and Berry, 1988). Service quality was traditionally, albeit mistakenly, equated with courtesy (Benett and Higgins, 1988). Over the years, however, service quality has become more important to service businesses. In the early twentieth century, service quality has been reported as having apparent relationship to customer satisfaction (Boltan and Drew, 1991; Boulding et al, 1993).

The results of the present study confirm the same in the context of the Indian insurance industry. The most important parameters that influence perception of overall service quality found in the study are appealing brochures, pamphets; time related promises being kept; services being provided at the promised time and employees’ individual attention to customers.

Keywords: service quality, customer satisfaction, insurance industry

JEL Classification: M31

Suggested Citation

Dash, Mihir and Gunwant, Swati, A Study on Impact of Service Quality on Customer Satisfaction in the Indian Insurance Industry (September 15, 2012). Available at SSRN: https://ssrn.com/abstract=2190075 or http://dx.doi.org/10.2139/ssrn.2190075

Mihir Dash (Contact Author)

Alliance University - School of Business ( email )

Chikkahagade Cross,
Chandapura-Anekal Road, Anekal
Bangalore, Karnataka 562106
9945182465 (Phone)

Swati Gunwant

Alliance University ( email )

Bangalore, 562106

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