A study on the effect of service quality dimensions on satisfaction and loyalty of insurance service customers

The more complicated the competition markets become the greater the efforts of organization for using the tools and techniques which guaranty their survival in the competitive market become. Today, dominant paradigm of competition is satisfaction and customer loyalty as source of income and profitability and in service organization it is done through promoting the level of quality in services. Regarding the features of service, service organizations need to identify the customers’ expectations from the product (services start to produce and fulfill their needs. The better the customers feel their needs are fulfilled suitably, their satisfaction from the organization will increase.One major model which is widely used to evaluate the quality of service companies from the customers perspective is the Servqual model- the model which is used in the present research. One major service organizations to play an important and determining role in economic development of countries are the insurance companies. In the present article, the purpose is to identify the service quality gap relating to 5 dimensions of service quality which are tangibility, reliability, responsiveness, assurance and empathy factors using service quality model (Servqual)Also to determine with which dimension is the greatest gap according to insurers of insurance industry. The results prove that the service quality in insurance companies, effect on customer satisfaction. Other hypotheses are determined according to the test as well.Insurer Companies haven’t been able to fulfill their insurers (customers’ dissatisfaction); in a way that the gap between the expectations of customers of insurance services and their understandings about the service they have received is so obvious and this gap is even greater in responsiveness dimension and reliability and it is smaller in tangibility dimension. Also the results from the Friedman test for determining the importance of each service quality dimensions shows that from the perspective of insurers in insurance companies, the reliability has the greatest and tangibility has the smallest priority.

Keywords:

Service quality , customer satisfaction , loyalty , insurance industry , Servqual model