Abstract:
There is widespread customer dissatisfaction in the
insurance industry, stemming from insurers’ failure to
satisfy customers’ needs. Therefore, further research to
improve the industry’s understanding of service quality is
required. Using data from the Greek and Kenyan insurance
industries, service quality is measured using the SERVQUAL
methodology to identify quality determinants and existing
quality gaps in the industries. Quality improvement
strategies are recommended in each case. Some observations
are made on the efficacy of the SERVQUAL diagnostic in
assessing service quality in the insurance industry.