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| Article Name : | | | EXPECTATIONS OF URBAN AND RURAL LIC CUSTOMERS: A SERVQUAL APPROACH | | Author Name : | | | Ashok S. Banne , Sarang S. Bhola | | Publisher : | | | Ashok Yakkaldevi | | Article Series No. : | | | GRT-4521 | | Article URL : | |  | Author Profile View PDF In browser | | Abstract : | | | Insurance has become an integral part of man's financial planning. People buy life insurance with different expectations depending up on their income, locality, gender, dependents, education, occupation awareness about need of life insurance etc. Customers form their expectations about life insurance products or services on the basis of their past experiences, experiences of others, advice of friends, relatives, information provided by marketers as well as competitors. There is always a certain minimum desired level of service performance the customers are ready to accept. Customer satisfaction or issatisfaction mainly depends up on the fulfillment or non fulfillment of customer expectations about services rendered by the insurers. The present research is an attempt to know the expectations of urban and rural customers of LIC towards SERVQUAL parameters of Parasuraman et.al. (1985). One Sample't' test and ANOVA have brought in use to test the hypothesis. The hypothesis, 'the quality expectations of customers from the LIC of India differ from customer to customer' is rejected to the limit of comparison of agreement of customers from urban and rural area towards SERVQUAL parameters. | | Keywords : | | |
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