Analyzing customer satisfaction with service quality in life insurance services

Life insurance players have started realizing that their business depends on customer service and customer satisfaction. This research, using confirmatory factor analyses, proposes a six dimensional service-quality instrument consisting of 'assurance', 'personalized financial planning', 'competence', 'corporate image', 'tangibles' and 'technology' in life insurance. A causal model, using structural equation modeling, is suggested to investigate the effects of the proposed service quality instrument on customer satisfaction ('satisfaction with agents', 'satisfaction with functional services', 'satisfaction with company' and finally with 'overall satisfaction'). The proposed framework attempts to provide a blueprint for appropriate course of action (by life insurance service providers) to create a base of satisfied customers through quality services. [PUBLICATION ABSTRACT]