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Abstract
The service quality has become a highly instrumental co-efficient in the aggressive competitive marketing. For success and survival in today's competitive environment, delivering quality service is of paramount importance for any economic enterprise. The underlying model of SERVQUAL (Parsuraman et al., 1988) with five dimensions is used to evaluate the impact of service quality on customer satisfaction. The present study aims to measure customers' perception and expectation towards life insurance service quality. Data has been collected from 500 customers from the five cities of Uttar Pradesh (progressive State of India). Besides, the study also investigates the relationship between customer expectation and perception of service quality dimensions and customers overall satisfaction of life insurance service quality.
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