SERVICE QUALITY MEASURES ACROSS THE CUSTOMER DEMOGRAPHICS OF LIFE INSURANCE INDUSTRY: STUDY IN THE SELECTED DISTRICTS OF WEST BENGAL
Description
Delivering Service Quality is indispensible for generating customer satisfaction and loyalty over a period of time. In this dynamic world with easy accessibility and availability of information the expectation level of customers are always high. Thus it is necessary for the service providers to raise their level of quality and position it effectively in the mind of the customers for enhancing their perception level. Measuring quality gaps and providing effective strategies to address such gaps at frequent intervals are the need of the hour to serve the customers better. Also for planning and implementing strategies it is essential to know the impact of demographic factors on service quality measures (expectations, perceptions and gap). This will help them to formulate differential marketing strategies and customize service delivery activities according to target market preferences. The present study focuses on any significant difference of quality expectations, perceptions and gaps among various demographic attributes and also between private and public life insurance companies in West Bengal. The statistical tool used for the process is one way ANOVA. The output depicts that there are significant differences of opinion among different demographic attributes of the customers’ perceptions and service quality gaps.