IMPACT OF SERVICE QUALITY ON CUSTOMER LOYALTY IN LIFE INSURANCE SECTOR: THE MEDIATING EFFECT OF CUSTOMER TRUST

Abstract

The aims of this article is to analyze the Impact Of Service Quality On Customer Loyalty In Life Insurance Sector with The Mediating Effect Of Customer Trust. The primary data has been collected through structure questionnaire by using google form. A descriptive research design is used and the result of this study is based on 72 respondents collected through purposive sampling technique. Statistical tools such as descriptive statistic, one-way ANOVA, independent t-test, correlation analysis, and regression is used to measure the relationship between the variables. The result of this study shows that service quality and customer trust both has an significant relationship with customer loyalty. The study found that trust had a greater influence on determining customer loyalty than service quality. Also there is no any significant effect of demographic factors on customer loyalty. The findings of this article suggest, the insurance company have to increase the quality of service to make a loyal customer and improve the customer trust by providing various scheme and premium. Keywords: Service Quality, Customer Trust, Customer Loyalty, Life Insurance Sector