Abstract
Liberalization has introduced a lot of competition among the life-insurance companies in India. As consumer, the king of the market is always treated as an important feature every company tries to attract customers by committing a bundle of promises. However, the actual picture is still far away from reality. Keeping this in mind, present study is designed to assess satisfaction level among life-insurance policyholders and to calculate the linear relationship among the five dimensions of SERVQUAL Model. A sample size of 355 policyholders is drawn on the basis of random sampling. The data have been collected using a well structured questionnaire. The responses regarding the satisfaction level among policyholders are measured with the help of descriptive as well as statistical tools. Factor analyses, Pearson Correlation, Cronbach's Alpha reliability test, SERVPERF and SERVQUAL Model have been computed to assess the satisfaction levels among the life-insurance policyholders. The SERVQUAL Model has been fitted with five dimensions viz; product satisfaction, pre-sale service, post-sale service, office service and over-all service quality. This was to ensure a comprehensive measure of quality, which incorporates the linear relationship of the variables into the measurement.
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