| dc.description.abstract | During the recent years, life insurance
industry experienced great reforms to improve their
market density and penetration. When it comes to
provide service to the customers, they lack behind in
resulting to customer dissatisfaction. Therefore there is
a need to understand the quality of service required by
the customers and meet their need successfully. Then
it creates the loyal customers.After reviewing several
specialized papers, the underpinnings of service quality
are Tangibility, Reliability, Responsiveness, Empathy,
Assurance, Helpfulness and Problem solving. As sample
frame, personal administrated survey questionnaire with
randomly selected 100 sample life insurance customers
as unit of analysis are targeted to investigate their loyalty
towards the life insurance industry. Responses were
measured on a 5 point Likert scale ranging from 1 (Strongly
Disagree) to 5 (Strongly Agree). A number of quantitative
and qualitative methods including correlation analysis
and regression were used to analyse the data Using
SPSS version 23. According to the findings Tangibility,
Reliability, Responsiveness, Assurance, Helpfulness and
Problem solving have positive relationship with customer
loyalty in life insurance industry. Assurance and Problem
Solving highly relate with customer loyalty. That means
Assurance and Problem Solving are the main issues of
service quality towards customer loyalty. In order to build
a loyal customer there is a need to improve the quality
of the delivering services. Organizations that are aiming
to nature loyal customers should pay close attention to
issues of service quality | en_US |
