Abstract

Service quality is a mirror of institutions performance is known as final measure of customer’s satisfaction especially in the field of service which stick the customers for whole life. The purpose of this study was to measure life insurance services attitude by assessing employee’s and Agents perception of selected Gujarat state life insurance companies. A convenience sampling technique was used in which total 92 employees and 56 Agents of life insurance have participated in the survey. A structured questionnaire has-been adopted to measure the service attitude of selected Gujarat state life insurance employees, Agents about their Services quality. Here in this research ANOVA test, Mean scores, and Independent samples t-test was used for significance, and variance analysis. Results revealed that no significance difference of opinion was found between the perceptions of employees and Agents in all the dimensions of service quality.