Marketers in Life Insurance Services have always been concerned with theCustomer Perceived Service Quality and Behavioural Intentions of the customers. Theintensified competition has compelled the marketers to be more strategic in acquiring, dealing and keeping customers. In view of significance of selected constructs, presentstudy reveals the level of service quality perceived, sense of satisfaction and loyaltyfelt by the customers of life insurance providers in India. A relationship model of theall the selected behavioural constructs is also purposed and tested with highreliability.A comprehensive analysis of available literature review laid the foundation of thestudy, initially. Later, first hand data was accessed from the randomly selectedrespondents from representative population of residents of Delhi and Haryana (NCR)who has taken life risks coverages from any of the life insurance service providers.The data analyzed, portrays agreeable/ good level of Service Quality perceived by thecustomer. Core Services provided to customers comes out as the top rated dimensionof service quality, followed by Human Elements and Process of Service Delivery, Social Responsibility and lastly, Physical Evidence. The customers of life insuranceservices are also found satisfied and loyal with the service providers.Further, the structural equation established for selected variables confirms significantrelationships among them. The model developed portrays a significant influence ofservice quality on customer satisfaction. One unit change in Service Quality leads to0.61 units change in Customer Satisfaction and 0.57 unit change in Customer Loyalty.On the other hand, change of 0.23 unit in customer loyalty is derived from change inunit of customer satisfaction.The marketers were suggested according to the service delivery gaps and probableaspects to improve satisfaction and loyalty among customers. Established relationshipmodel of service quality, customer satisfaction and loyalty may help in furtherresearches on gap areas identified.
