Abstract:
This study investigates the effect of service quality on customer satisfaction of life
insurance companies in Kandy District. Main objective of the study is to evaluate the
impact of service quality on customer satisfaction. Data were collected from two
hundred (200) Life insurance policy holders in Kandy District. A questionnaire was
the main instrument of data collection and Univariat, bivariate and Multivariate
analysis techniques were used for analysis. The study focuses through six dimensions
namely: tangible, assurance, competence, personalized financial planning, corporate
image, and technology.
According to the Univariat analysis, level of customer satisfaction and service quality
dimension of Life insurance companies in Kandy District are at high level in the
Kandy district. According to the bivariate analysis there are moderate positive
relationship between service quality dimensions and customer satisfaction of life
insurance companies in Kandy District. According to the multivariate analysis all the
service quality dimensions positively effect on customer satisfaction and there are no
differences in Service Quality and satisfaction of Life Insurance Companies in Kandy
District on demographic factors of life insurance policy holders in Kandy District