SERVQUAL method in studying Bancassurance Service Quality for an individual customer in the Life Insurance Sector in Poland and the UK: a comparative analysis

摘要

This article discusses the SERVEQUAL method which measures the bancassurance quality of life insurance service offered to individual customers residing in Warsaw and in London in the years 2017 and 2018. There were discrepancies described between customer perceptions and expectations of the level of the service offered. Moreover, this paper presents both pros and cons of this method. It is extremely important to know this method in the context of systematically changing customer requirements and expectations. The popularity of this method makes it widely used. On the basis of the research conducted, we can conclude that it is possible to measure the level of customer satisfaction. High insurance service quality is a condition necessary to retain customer loyalty and satisfaction.