A Study of Effective Factors in the Insured’s Satisfaction of life Insurance with the Use of SERVQUAL Model (A Case Study: Novin Insurance Company)

Nowadays, the manufacturing and servicing organizations consider the level of customer satisfaction as an important criterion in measuring the quality of their work, and this trend is still rising. For the time being, because of the vital importance of insurance industry in the growth and prosperity of the countries’ economies, the need for it is inevitable. Accordingly, in this research, we investigate factors affecting the insured’s satisfaction of life insurance with the use of SERVQUAL Model in Novin Insurance Company. This model is one of the most popular models that is used in the service sector in the field of quality assessment. The methodology of the research is descriptive-survey. In this study, sampling method is simple random and the statistical population is the insured of life insurance of Novin Insurance Company in Tehran city and the number of samples is 361 people. The results have been examined using Structural Equation Model and the data have been analyzed using SPSS software and SMART PLS. The results of this research indicate that the insured’s satisfaction of life insurance of Novin Insurance Company has not been affected by the physical dimension and that other dimensions of SERVQUAL Model have affected the insured’s satisfaction of life insurance of Novin Insurance Company. Also, research results demonstrate that in four dimensions of SERVQUAL model there exists a gap between the expected quality and insured’s understanding of the quality of services and that the largest gap is related to empathy and the smallest gap is related to reliability