MEASUREMENT OF SERVICE QUALITY IN INSURANCE BUSINESS AND EXAMINATION OF CORRELATION BETWEEN PERCEIVED AND EXPECTED SERVICE QUALITY: ANTALYA CITY INSTANCE
SİGORTACILIK SEKTÖRÜNDE HİZMET KALİTESİNİN ÖLÇÜLMESİ VE ALGILANAN HİZMET KALİTESİ İLE BEKLENEN HİZMET KALİTESİ ARASINDAKİ İLİŞKİNİN İNCELENMESİ: ANTALYA İLİ ÖRNEĞİ

Author : Turan ŞENER
Number of pages : 497-510

Abstract

It is thought that, the most important way for service industry companies to maintain their existence is to provide a high quality service. The difference between the clients' perceived and expected service quality perception will reveal whether businesses provide a good quality service or not. The study, conducted in order to measure the service quality of companies in service industry, was held on clients of casco, which hosts a high competence by insurance agents run in the city Antalya. The questionnaire, developed by adapting a widely used service quality measurement SERVQUAL scale into insurance industry, was applied on clients of insurance agents in a face to face questionnaire method and at total, 367 practicable survey forms were obtained. The obtained data was evaluated through the statistical techniques. According to the findings of this study, a discrepancy between the perceived and expected service quality in insurance industry has been revealed and a discrepancy among the casco clients' service quality perspective in accordance with their level of income, has been detected.

Keywords

Service Quality, Customer Satisfaction, Service Marketing, Insurance Industry

Read: 692

Download: 228