Customers Perception Regarding Service Quality (An Empirical Study of Life Insurance Corporation (LIC) of India)

Abstract

This research is conducted with a view to study the impact of occupational category and income level on three important dimensions of service quality- employee-customer relations, company’s interaction and responsiveness towards the customers in NCR region. To achieve this objective, a well structured questionnaire was designed on 5-point Likert scale and responses of 240 LIC policyholders were obtained and analyzed by applying counts, percentages, means, grand means and ANOVA. The study reveals that the customers are only satisfied with employee-customer relations. The company is not in regular touch with their customers. The company officials take much care of the customers belonging to higher income category. In case of employee-customer relationship, businessmen and private sector employees are more satisfied with the LIC executives than public sector employees and professionals. In the case of responsiveness of LIC employees, the respondents are of the view that company is not taking proper attention regarding claim settlement, grievance handling, services on lapsed policy, proper information about products and policy servicing. Keywords : Service Quality, Employee-Customer Relations, Interaction and Responsiveness

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