Service quality factors affecting purchase intention of life insurance products

Enkhjargal Chimedtseren, Meysam Safari


This paper investigates the service quality factors affecting purchase intention of life insurance products of the customers. Despite of rapid growth of economy and attractive significant development, life insurance industry still faces challenges improving its growth. In order to improve service quality, there is a need to improve service design and delivery of service. As sample frame, personal administered survey questionnaire with non-probability sampling technique with the total of 215 samples comprising insurance customers as unit of analysis were targeted to investigate their purchase intention towards life insurance products. The finding of the structural model it was revealed that lack of problem solving skills and tangibility are the main issue of service quality towards increasing customer satisfaction. From the validation of the framework, it is obvious to make sure that all the quality functions must be in accordance with increasing competitive advantage along with in line with the organizational objectives.

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