Service quality and its impact on customers’ behavioural intentions and satisfaction: an empirical study of the Indian life insurance sector
Abstract
The purpose of this paper is to investigate customer-perceived service quality dimensions, satisfaction, and behavioural intentions in the context of the Indian life insurance sector. The study explores the relationship between service quality, satisfaction, and behavioural intentions by linking both constructs at their dimensional level. A modified SERVQUAL instrument was used to capture customers’ perceived service quality, followed by exploratory factor analysis to study the dimensionality of service quality, satisfaction, and behavioural intentions in the Indian life insurance industry. Structural equation modelling was used to probe the influence of the dimensions of service quality, satisfaction, and resultant behavioural intentions. The results of this study validate previous research findings that identify reliability and responsiveness as key dimensions of service quality. Reliable and responsive customer support had significant impacts on customer satisfaction and behavioural intentions in the Indian life insurance industry. The results will assist Indian life insurance companies in improving their operations.
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Service quality (e.g., reliability and responsiveness) are key factors that effectively evoke insurance customers' affective/satisfaction evaluation.
“Ramamoorthy et al.’s (2018) indicated that service quality (e.g., reliability and responsiveness) are key factors that effectively evoke insurance customers’ affective/satisfaction evaluation.”
From Health insurance policy renewal: an exploration of reputation, performance, and affect to understand customer inertia (2022) · cites this paper as Ramamoorthy et al. 2018
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- Authors
- Ramamoorthy, R., Gunasekaran, A., Roy, M., Rai, B. K., & Senthilkumar, S. A.
- Affiliations
- Department of Management Studies, James College of Engineering and Technology, Nagarcoil, India
- University of Massachusetts Dartmouth (US)
- Pondicherry University (IN)
- Corresponding author
- Gunasekaran, Angappa
- ORCID
- Gunasekaran, Angappa
- Venue
- Total Quality Management & Business Excellence
- Publisher
- Informa UK Limited
- Published
- 2016-10-10
- Volume
- 29
- Issue
- 7-8
- Pages
- 834-847
- ISSN
- 1478-3363 (ISSN-L)
- 1478-3371
- OpenAlex
- W2531007709
- Cited by
- 46
- References
- 72
- Citations by year
- 2026: 1 · 2025: 6 · 2024: 2 · 2023: 10 · 2022: 2 · 2021: 6 · 2020: 7 · 2019: 11 · 2018: 1
- FWCI
- 7.78
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Total Quality Management & Business Excellence (publishedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Customer Service Quality and Loyalty
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
- Social Sciences › Business, Management and Accounting › Marketing › Service and Product Innovation
- Keywords
- service quality, customer satisfaction, behavioral intention, life insurance, SERVQUAL, reliability, responsiveness, customer service
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