An examination of the non-life insurance sector in India's perceptions of service quality
With the liberalization in insurance sector, service quality has become an important means of differentiation and path to achieve business success. Insurance sector plays a vital role in India’s service sector. The present paper is an attempt to study the perception of customer service quality offered by public and private sector general insurers using SERVPERE scale. A modified SERVPERE questionnaire on five point Lickert scale from 1 (strongly disagree) to 5 (strongly agree) on a sample of 200 respondents has been used to study the perception of customer service quality offered by public and private general insurers. The study showed that six factors play a vital role in influencing the perception of customers toward service quality of general insurance company. The study indicated that among the various service quality dimensions, Empathy (with the largest β value) is the best predictor, followed by Reliability, Responsiveness, Assurance, Tangibles and Convenience.