THE EFFECTS OF SERVICE QUALITY ON CUSTOMER SATISFACTION: THE CASE OF GLOBAL INSURANCE COMPANY CLAIMS SERVICE

Abstract

The purpose of this stud is to examine the Effect of Service Quality on Customer Satisfaction in the case of Global Insurance Company Claim Service using five dimensions of SERVQUAL model. The research used descriptive and explanatory research design to describe the service quality dimensions and to understand the relationship between the variables. From the entire population of 455 samples of 211 respondents were selected using simple random and convenient sampling techniques respectively. Both primary and secondary methods of data collection were applied and questionnaire was used as a source of primary data. Data analysis was done using descriptive and inferential statistics in order to present the perception of the respondents. The findings of the descriptive statistics showed that customers agreed with the service provided and the regression analysis indicates that the service quality dimensions tangibility have a negative insignificant effect. The other dimensions empathy, assurance, reliability and responsiveness have significant effect on overall customer satisfaction. Person correlation analysis was conducted to examine the relationship between service quality dimensions and customer satisfaction and the results shows that all the five dimensions of service quality have a strong positive and significant relationship with customer satisfaction. It was recommended that GIC claims service needs to give more emphasis and due attention to empathy and reliability dimensions of service quality to improve the level of customer satisfaction.