SERVICE QUALITY DIMENSIONS AND ITS IMPACT ON CUSTOMER’S BEHAVIORAL INTENTIONS

-Ubaid Ur Rehman, Muhammad Ilyas, Usman Aslam, M. Kashif Imran

Abstract


The market of life Insurance has obtained considerable
development with respect to awareness about insurance, terrorism,
target killing, and uncertainty in world. In 2014-15, the growth rate
was 29% that showed life Insurance market has a key contribution in
Pakistan’s economy. The core rationale of this research is to
investigate the services quality aspects and its influence on corporate
customer’s behavioral intentions. This research has two objectives
first; determine the perceptions of corporate customers concerning
the quality service of group life insurance. Second, is to examine the
behavioral intentions of corporate customers with respect to numerous
aspects of service quality. About 218 responses from corporate
customers are gathered with the help of structured questionnaires
and by using simple random sampling method. The major antecedents’
of behavioral intentions are personalized competence and planning.
Conversely, in this study, assurance is not found as a predictor of
behavioral intention of corporate customers. This is first study in the
perspective of group life insurance in Asia as well as in the context of
developing country.


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DOI: http://dx.doi.org/10.22555/pbr.v18i1.674

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