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The IUP Journal of Management Research :
An Assessment of Service Quality Among General Insurance Policyholders in Punjab:
An Empirical Study
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The effective achievement of organizational goals and objectives largely depends upon delivery of service quality, and it has received significant attention from policyholders and researchers in the field of general insurance. Hence, the present paper studies the service quality among the policyholders in the state of Punjab consisting of heterogeneous policyholders in terms of sex, age, educational background, occupation, income, number of persons earning in a family, and place of residence. An assessment of service quality and gaps thereof has been done based on 39 variables through a model given by Parasuraman et al. (1985) and related dimensions based on the literature. Paired t-test has been employed to assess whether the service quality gap between policyholders’ expectation and perception is significant or not, which indicates a statistically significant difference on 25 variables out of 39 in the case of public sector policyholders, and 18 variables out of 39 in the case of private sector. A correlation analysis applied on the variables, viz., overall service quality, customer satisfaction, purchase intention and overall corporate image, shows that in the case of public sector, correlation is maximum between overall service quality level and the overall corporate image of the insurer, while in the case of private sector, the correlation is maximum in the case of overall service quality level and customer satisfaction. This paper fulfills a long-felt need to identify the service quality gaps affecting the Indian general insurance industry. Therefore, this study can add new dimensions that can be used to improve the service quality level and provide an enhanced level of satisfaction to policyholders.

 
 

Service quality is essential for the survival of any business or organization. During the past few decades, service quality has become a major area of attention for practitioners, managers and researchers owing to its strong impact on business performance, lower costs, customer satisfaction, customer loyalty and profitability (Leonard and Sasser, 1982; Gammie, 1992; Taylor and Cronin, 1994; Hallowell, 1996; Chang and Chen, 1998; Gummesson, 1998; Lasser et al., 2000; Silvestro and Cross, 2000; Newman, 2001; Sureshchander et al., 2002; and Guru, 2003). Dale and Oakland (1994) stated that quality has to be managed, it will not just happen; numerous frameworks have been introduced in order for quality to be managed properly. Roest and Peters (1997) mentioned that service quality is a relativistic and cognitive discrepancy between experiences-based norms and performances concerning service benefits. Pollack (2009) defined service quality perception and a clear form of service quality measurement. Over a period of time, a series of research on service quality has been carried out in a wide range of services including insurance, banks, hospitality, travel and tourism, government and public services, IT and software, and advertising. The present study envisages and assesses the perception and expectation of the general insurance policyholders towards various service quality dimensions.

 
 

Management Research Journal, An Assessment of Service Quality, Among General Insurance Policyholders in Punjab, An Empirical Study