THE ROLE OF QUALITY INSURANCE SERVICES ON AMOUNT OF INSURED WILLINGNESS BASED ON THE SERVQUAL MODEL

Abstract

This study was conducted aims to evaluate the quality of insurance services on insured interest rate based on the SERVQUAL model in the Sina insurance branch in Gilan (2013). For this purpose, is performed analysis of results after sampling from statistical population 468 individuals and implementation of the tool on a sample size number of 210 use descriptive statistics methods and testing inferential statistics bivariate and multivariate regression than describe. The results showed that:
1. Insurance services quality has an impact on willingness of insurance makers
2. Insurance services guaranteed has an impact on willingness of insurance makers
3. Insurance services trust to staff has an impact on willingness of insurance makers
4. Insurance services response has an impact on willingness of insurance makers
5. Insurance services physical size and appearance has an impact on willingness of insurance makers
6. Insurance services employees empathy has an impact on willingness of insurance makers