Measuring the Underlying Dimensions of Service Quality in Insurance Sector India

India is considered as a country having one of the largest customer data base. It is one of the fastest developing countries; given this fact organizations are focusing on developing an effective strategy to retain their customer base by delivery enhanced quality services to its customers. Insurance sector in this context understands the importance of long term relationship management; they are functioning with a more customer centric approach. The aim of this paper is to study the impact of service quality dimensions in Insurance sector. For the purpose of the study, data is collected from over 500 customers of Insurance companies within India, by the help of a self designed questionnaire. The dimensions are measured by applying correlation which resulted in observation that assurance is generated for the company by being responsive and providing tangibles and further with the assurance trust is generated which helps in maintaining long term relationship.