A Study on Service Quality in Public Sector Non-Life Insurance Companies with Special Reference to United India Insurance Company, Madurai

Rathika Kathirvelraj; S Raja

Rathika Kathirvelraj Assistant Professor, Department of Commerce, Lady Doak College, Madurai, Tamil Nadu, India
S Raja Head of the Department, Department of Commerce, Vivekananda College, Thiruvedagam, Tamil Nadu, India

Keywords: service quality, customer satisfaction, customer loyalty, expectations, perceptions

Abstract

Service quality plays a significant role in the success of any organisation. It is an assessment of how well a delivered service conforms to the client's expectations. Business operators need to assess the service quality provided to their customers, in order to identify the problem areas where in improvement is needed and to assess customer satisfaction, so that the service quality provided can be further improved. In Non-Life Insurance business, the public sector companies are facing myriad challenges due to the aggressive marketing tactics of private insurance companies. Hence improving service quality is essential to compete in the Industry. This paper intends to identify the specific service elements which need to be improved in United India Insurance ltd .The SERVQUAL instrument developed by Parasuram, Berry and Zeithmal which has been widely accepted as a measure of service quality has been used for analysis.