The International Institute for Science, Technology and Education (IISTE)
Abstract
Globalisation and open market system have created the complex competitive environment not only for the manufacturing sector but also for the service sector. Recent developments in global economy have led the service companies especially the insurance companies to plan and execute their strategies towards increasing customer satisfaction and loyalty through improved service quality. The present study focuses on developing a valid and reliable instrument to measure customer perceived service quality and comparing these between Indian and Chinese Insurance companies. The resulting validated instrument comprised of six dimensions: assurance, personalized financial planning, competence, corporate image, tangibles and technology. The study finds that although both the countries are operating in similar service environment but the responses to these service quality components differ from customers of one country to another. Keywords: Service Quality, Cross Cultural, Insurance, GAP analysis
