Review of Literature

“An Empirical study of service quality dimensions of Public and Private Life
Insurance companies and its impact on customer satisfaction with special

reference to Bareilly dist.”
Review of Literature
(Dwivedi ,2019) made a comparative study of public and private life insurance companies in India in
post liberalization span wherein he found that Indian insurance industry has come a long way post
liberalization as it has reported increase in both life insurance density and penetration. The size of life
insurance market has been increased with growing economy.
Kumar & Shinde 2011) did a SWOT analysis of Insurance industry of India wherein he analyzed that de-
regulation has brought tremendous change in this sector due to excessive completion. Innovations and
distribution and improvements in market penetration will follow as public and private insurers compete to
market their products.
(Agarwal & Mishra, 2017) did a study on Indian Insurance sector and found that industry has faced many
challenges to reach to it’s present position.
(Krishna, 2015) made a comparative study of public and private life insurance companies of India. Solvency
ratio, current ratio and debt equity ratio have been calculated to measure financial performance.
(Jingxue Y., Soo Cheong, J ,2008) did a study on Service Quality wherein they told that it refers to customers’
perception and value- judgement of a product or service.
(Prentice, C, 2013) explained that Service Quality is extensively recognized as a driver of an organization’s
profitability and means for achieving a competitive advantage .
1. Grönroos C., ‘A service quality model and its marketing
implications’, European Journal of marketing, 1984, 18, (4), pp 36-
44.
2. Crosby LA, Stephens N., ‘Effects of relationship marketing on
satisfaction, retention, and prices in the life insurance industry’,
Journal of marketing research,1987, 24, (4), pp 404-11
3. Gremler DD, Gwinner KP, ‘Rapport-building behaviors used by
retail employees’, Journal of Retailing, 2008, 1, 84, (3), pp 308-24.
4. Jingxue, Y., SooCheong, J., ‘The effects of quality and satisfaction
on awareness and behavioral intentions: exploring the role of a wine
festival’, J. Travel Res., 2008, 46, (3), pp 279–288.
5. Alexandris, K., Dimitriadis, N., Markata, D., ‘Can perceptions of
service quality predict behavioral intentions? An exploratory study
in the hotel sector in Greece’, Manag. Serv. Qual.: Int. J., 2002, 12,
(4), pp 224–231.
6. Parasuraman, A., Zeithaml, V., Berry, L., ‘A conceptual model
quality and its implications future research’, J. Mark., 1995, 49, pp
41–50
7. Prentice, C., ‘Service quality perceptions and customer loyalty in
casinos’, Int. J.Contemp. Hosp. Manag., 2013, 25, (1), pp 49–64.
8. Prentice, C., & Kadan, M., ‘The role of airport service quality in
airport and destination choice’, Journal of Retailing and Consumer
Services, 2019, 47, pp 40-48.
9. Adil, M., Al Ghaswyneh, O. F. M., & Albkour, A. M.,
‘SERVQUAL and SERVPERF: A Review of Measures in Services
Marketing Research’, Global Journal of Management and Business
Research Marketing, 2013, (13), (6), pp 64-76
10. Parasuraman, A., Zeithaml, V. A., & Berry, L. L.,‘A conceptual
model of service quality and its implications for future research’,
Journal of marketing, 1985, 49, (4), pp 41-50.
11. Ozatac, N., Saner, T., & Sen, Z. S., ‘Customer satisfaction in the banking sector: the case of North Cyprus’, Procedia Economics
and Finance, 2016, 39, pp 870-878
12. Sasser WE, Olsen RP, Wyckoff DD., ‘Management of service operations: Text, cases, and readings’, Allyn & Bacon; 1978.
13. Gronroos, C., ‘A service-orientated approach to marketing of services’, European Journal of marketing, 1978, 12, (8), pp 588-601
14. Parasuraman, A., Berry, L. L., & Zeithaml, V. A., ‘Perceived service quality as a customer‐ based performance measure: An
empirical examination of organizational barriers using an extended service quality model’, Human resource management, 1991, 30,
(3), pp 335- 364.
15. Cronin, J.J. and Taylor, S.A., ‘Measuring Service Quality: A Re- examination and Extension’, Journal of Marketing, 1992, Vol. 56,
No. 3, pp. 55-68.
16. Cronin, J.J. and Taylor, S.A., ‘SERVPERF Versus SERVQUAL: Reconciling Performance-Based and Perceptions-Minus-
Expectations Measurement of Service Quality’, Journal of Marketing, 1994, 58, pp 125-131.
17. Fragoso, J. T., & Espinoza, I. L., ‘Assessment of banking service quality perception using the SERVPERF model’, Contaduría y
Administración, 2017, 62, (4), pp 1294-1316
18. Meesala, A., & Paul, J., ‘Service quality, consumer satisfaction and loyalty in hospitals: Thinking for the future’, Journal of
Retailing and Consumer Services, 2018, 40, pp 261-269.
19. Gera et al, R., ‘Evaluating the Effects of Service Quality, Customer Satisfaction, and Service Value on Behavioural Intentions with
Life Insurance Customers in India’, International Journal of Service Science, Management, Engineering, and Technology, 2017, 8,
(3), pp 1-20. DOI: 10.4018/IJSSMET.2017070101
20. Wolfinbarger, Mary and Mary C. Gilly, ‘eTailQ: Dimensionalizing, Measuring and Predicting Etail Quality’, Journal of Retailing,
2003, 79, (3), pp 183–98.
21. Siddiqui, M. H., & Sharma, T. G., ‘Analyzing customer satisfaction with service quality in life insurance services’, Journal of
Targeting, Measurement and Analysis for Marketing, 2010, 18, (3-4), pp 221- 238
22. Licata, JaneW., John MichaelWeber and Patricia Fleniken Reed, ‘Satisfaction Surveys: Staying on the Right Side of the Tracking’,
Bank Marketing, 1998, 30, (12), pp 16–44.
23. Woodside, A.G., Frey, L.L., Daly, R.T., ‘Linking service quality, customer satisfaction, and behavioral intention’, J. Health Care
Mark, 1989, 9, (4), pp 5–17
24. Hult, G. T. M., Sharma, P. N., Morgeson III, F. V., & Zhang, Y., ‘Antecedents and Consequences of Customer Satisfaction: Do
They Differ Across Online and Offline Purchases?’, Journal of Retailing, 2019, 95, (1), pp10-23.
25. Kumar, R. M. G., Jothimurugan, T., & Anbuoli, P., ‘Importance of SERVQUAL dimensions in leveraging service quality in
insurance industry from the perspective of different cultural and socioeconomic environment-a SEM approach’, International
Journal of Services and Operations Management, 2018, 30, (1), pp 98-119.
26. Omar, M. S., Ariffin, H. F., & Ahmad, R., ‘Service quality, customers’ satisfaction and the moderating effects of gender: A study
of Arabic restaurants’, Procedia-Social and Behavioral Sciences, 2016, 224, pp 384-392.
27. Ariff, M. S. M., Yun, L. O., Zakuan, N., & Ismail, K., ‘The impacts of service quality and customer satisfaction on customer
loyalty in internet banking’, Procedia-Social and Behavioral Sciences, 2013, 81, pp 469-473
28. Krejcie RV, Morgan DW, ‘Determining sample size for research activities. Educational and psychological measurement’, 1970,
30, (3), pp 607-10.

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“An Empirical study of service quality dimensions of Public and Private Life

Insurance companies and its impact on customer satisfaction with special

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