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TWO WHEELER GENERAL INSURANCE IMPACT OF SERVICE QUALITY ON POLICY HOLDERS SATISFACTION AND LOYALTY

Dr. T. THIRUPATHIAssistant Professor and Head

C. BALAMURUGAN,Ph.D Research Scholar,

PG and Research Department of CommerceGovernment of Arts College (Autonomous), Salem

ABSTRACT

Motor Insurance contributes to one third of the premium income for the

general insurance industry in India. The growth of the economy and consequently, the

standard of living of the people, further supported by the increased choice for the

customer and entry of large number of automobile players led to a sharp increase in

motor insurance. The study aims to identify the two wheeler general insurance

companies’ impact of service quality on policy holders’ satisfaction and loyalty in

Salem Division. The study was done based on convenient sampling techniques using

interview schedule with a sample of 60 policy holders. The Statistical tools used in

the study are Percentage analysis, one sample t-test, Reliability analysis, Path

Analysis. The major finding of the researcher is the service qualities have impact on

policy holders’ satisfaction and policy holders’ loyalty.

Key Words: Service Quality,Satisfaction, Loyalty, Policy Holders, General Insurance

1. INTRODUCTION1Insurance is defined as the simple mechanism of some people who are

exposed to the same level of risks of suffering destruction of damage to their

properties, that are likely to be caused by perils like accident, fire, floods earthquakes,

etc., coming together and agreeing to share the loss sustained any one of the

members’; that is, the loss of one or more members is spread among all. Risk is

uncertainty of a financial loss. It should not be confused with the chance of loss which

is the probable number of losses out of a given number of exposures. It should not be

confused with peril which is defined as the cause of loss or with hazard which is a

condition that may increase the chance of loss. Finally, risk must not be confused with

loss itself which is the unintentional decline in or disappearance of value arising from

1 Ms. Tnr. Kavitha et.al. (2012) “Customers’ Attitude towards General Insurance - A Factor Analysis Approach”, IOSR Journal of Business and Management (IOSRJBM) ISSN: 2278- 487X Volume 3, Issue 1 (July-Aug. 2012), PP 30-36

a contingency. Wherever there is uncertainty with respect to a probable loss there is

risk. Every risk involves the loss of one kind or the other. The function of insurance is

to spread the loss over a large number of persons who have agreed to co-operate with

each other at the time of loss. The risk cannot be averted but loss occurring due to a

certain risk can be distributed amongst the agreed persons. However, now that this

activity is organized, the insurance companies collect the contributions in the form of

premium even at the stage of agreeing to share the loss. The insurance is also defined

as a social device to accumulate funds to meet the uncertain losses arising through a

certain risk to a person insured against the risk.

2. SERVICE QUALITY

Service quality is the consumer’s judgment about an entity’s overall

excellence or superiority. It is a form of attitude and results from a comparison of

expectations to perceptions of performance received (Zeithmal et.al., 1985) the

service quality attributes are SERVQUAL type adopted from Mehta and Lobo,

(2004). These include: Assurance, Personalized financial planning, Tangibles,

Corporate image, Similarity with agent and Competence. To analyze the service

quality the researchers have used 28 variables in this study.

3. Customer Satisfaction

2Cronin & Taylor (1992) the customer satisfaction is based on customer

experience about service provided by the organization. In other words, service quality

consider as determinant of customer satisfaction because service quality is consider as

output of service providers. Researchers have been trying to clearly explain the

meaning and measurement of customer satisfaction. To measure the customer

satisfaction the researcher used 13 variables in the present study.

4. Customer Loyalty

3Loyalty can be defined as fidelity. Loyalty arises without any duress, but a

awareness of past experience. An effort to create customer satisfaction tends to

influence customer’s behavior. While, concept of customer loyalty more stresses on

buyer’s behavior. Loyalty is often stated by marketing experts and business. Loyalty

2 Dr. Ariff Syah Juhari et.al., (2016) “Service Quality and Customer Loyalty in Malaysian Islamic Insurance Sector Exploring the mediating effects of Customers Satisfaction”, International Journal of Academic Research in Business and Social Sciences, March 2016, Vol.6, No.3 ISSN: 2222-6990.3 Jamaluddin et.al., (2017) “Impact of Service Quality and Customer Satisfaction on Customer Loyalty: A Case study in a Private Hospital in Indonesia”, IOSR, Journal of Business and Management (IOSR0JBM), e-ISSN:2278-487X ,Vol 19, issue 5, pp 23-33.

is a difficult concept to discuss in daily context, but it is more difficult to analyses the

meaning. The loyalty of the policy holders is measured with the help of 10 variables.

5. REVIEW OF LITERATURE

Author’s

Name

Study Area

Publication Major Findings Research Gap

Dr. Shobha et.al. (2014)

Perception of the Policyholders towards Service Quality of the Life Insurance Corporation of India in Bangalore Division

International Journal of Research in Commerce, IT & Management

This study suggest measures such as special events for policyholders, provisions of prompt service, improvement in infrastructure, improving reliability, creativity and innovativeness, understanding the customers, customer contact programmers, providing update information, staff involvement, user friendly skills, customer compliant monitoring cell and quality improvement strategy will improve service quality of the LIC of India.

A further research could focus on expanding the study to other non-life insurance companies and also expending the geographic reach of the study. A study can be done to measure the gap between expectation and perception of service quality for public and private insurance companies.

Anantha Raj et.al. (2014)

Assessing the Relationship between Service Quality and Customer Satisfaction in the Malaysian Automotive Insurance Industry

Middle-East Journal of Scientific Research ISSN 1990-9233

This study indicates that good relationship exists between service quality dimensions (reliability, empathy, assurance, responsiveness and tangibility) and customer satisfaction. This study could benefit other financial service companies to gauge and enhance their customer satisfaction level with improved service performance.

This study should use different sampling units which are more generalizable and conduct the study nationwide. The proposed model can also be extended to other service industries or nation-wide sampling. In terms of measurement issues, future research may use multiple items to strengthen the reliability of satisfaction construct.

U.Thasl A Study on Internatio This study concluded that The study done by

im Ariff et.al. (2016)

Policyholders Perception towards Motor Vehicle Insurance (with Special Reference to Pollachi Taluk)

nal Journal of Multidisciplinary Research and Modern Education ISSN:2454-6119

competition has already set in and public sector and private sector players should take steps to recapture the market according to the perception of the motor insurance policyholders. The future growth of the motor insurance sector will depend on how effectively the insurers are able to come up with product designs suitable to our context and how effectively they are able to change the perceptions of the Indian customers and make them aware of the insurable risks.

various studies in the insurance sectors, it is clear that study in the motor insurance is very limited. The areas like customers’ awareness, perceptions and satisfaction towards motor insurance are not studied in depth it is the need of the hour to concentrate on such areas.

Dr. Masood H Siddiqui et.al. (2010)

Measuring the Customer Perceived Service Quality for Life Insurance Services: An Empirical Investigation

International Business Research

This study strives to develop a valid and reliable instrument to measure customer perceived service quality in life insurance sector. The resulting validated instrument comprised of six dimensions: assurance, personalized financial planning, competence, corporate image, tangibles and technology. These findings can be transformed into effective strategies and actions for achieving competitive advantage through customer satisfaction and retention.

The study can be further extended to investigate the causal relationship between service quality, customer satisfaction, loyalty and retention. Such a study would enhance the level of understanding for managers and academicians.

Javaid Ahmad Bhat et.al. (2015)

Investigation of Service Quality and behavioral intentions: A life insurance perspective

European Academic Research ISSN:2286-4822

The study also found strong correlation between customer satisfaction and customer loyalty. Hence, service provider must focus not only on maintaining existing services but also improving the service standards a the customer satisfaction mean score is just average. It is also

Further study besides examining the impact of service quality on satisfaction and loyalty may also investigate the mediating effect of customer satisfaction between service quality and

recommended that the service provider should arrange for prompt redressal of grievance which will help in securing the loyalty of customers.

customer loyalty.

Meghdoot Ghosh (2016)

Estimating the impact of Service Quality on Customer Perception in Private Sector Life Insurance Companies in West Bengal – A SERVQUAL based approach

Pacific Business Review International

This study found that the maximum un weighted negative GAP score occurred for Reliability, Tangibility and Assurance dimensions followed by Empathy and Responsiveness. Independent sample t test is being performed and it is evident that the gaps recorded in all dimensions are statistically significant. Problem also lies with other dimensions especially with tangibility and assurance.

Further study can be conducted by taking larger sample. Further comparative study of private and public sector insurance company’s can be conducted to find out the gap of expected and actual satisfaction level of customers.

Prof. M. Nasir Zamir Qureshi (2015)

An Assessment of Service Quality, Customer Satisfaction and Customer Loyalty in Life Insurance Corporation of India with Special Reference to Srinagar District of Jammu and Kashmir

Pacific Business Review International

This study findings indicate that there is a service quality shortfall i.e. perceptions are lower than expectations in all the six service quality dimensions of the study with personalized financial planning followed by Competence and Assurance being more concerned dimensions.

This study the data were collected from the Srinagar district of J&K while customers from other areas of the country many More over the impact of service quality variables on Customer Satisfaction and Customer Loyalty has not been studied. In further researchers may study the mediating effect of Customer Satisfaction between Service Quality and Customer Loyalty

Masood H. Siddiqui et.al

Analyzing Customer Satisfaction with

Journal of Targeting, Measure

This study shows that service quality dimensions influence customer satisfaction

The studied variables a longitudinal study would have been

(2010) Service Quality in Life Insurance Service

ment and Analysis of Marketing

with agents, functional service and with company, which, in turn, has an impact on overall satisfaction .In practical terms; this means that improving service quality increases satisfaction with agents, functional services and with company, all three of which ultimately enhance the overall customer satisfaction vis-à-vis life insurance.

more appropriate, so to have a better understanding of how perceptions about service quality relate to satisfaction and loyalty. Further investigation in future might examine the service needs and requirements as well as drivers of satisfaction for specific customer types.

Dr. Ariff Syah Juhari et.al. (2016)

Service Quality and Customer Loyalty in Malyasian Islamic Insurance Sector Exploring the mediating effects of Customer Satisfaction

International Journal of Academic Research in Business and Social Sciences ISSN:2222-6990

This study indicate that reliability positively influence customer satisfaction in Malaysian tactful. The policy holders is Malaysian tactful perceived that their company provides service as promised. Policy holders also satisfied with organization services in terms of problem solving, timely services within reasonable operating hours and solving the problem on urgent basis.

The researcher should further test these service quality dimensions in others sectors to examine the role of service quality in customer satisfaction.

6. STATEMENT OF THE PROBLEM

In our country, the General Insurance companies, part of financial sector, are

expected to show profits, though they are service-oriented organizations. The days are

gone, when the General Insurance companies were set up with an exclusive motto of

―service instead of profit. The recent economic reforms urge the General Insurance

Companies to introduce various insurance products in order to make profits by

directing the schemes at target group of customers. The need for development of

various insurance schemes is thus once again recognized and it will now be possible

to introduce a variety of need based various insurance products in our own market,

similar to those in the overseas markets. This study will help the Two Wheeler

General Insurance Impact of Service Quality on Policy Holders Satisfaction and

Loyalty.

7. OBJECTIVES OF THE STUDY

To study the impact of Service Quality on Two Wheeler Policy holders Satisfaction and Loyalty.

8. HYPOTHESIS

There is no significant difference between the sample mean values and the populations mean value.

There is a service quality impact on policy holder satisfaction and Loyalty.

9. SCOPE OF THE STUDY

The study restricted to motor i.e. Two Wheeler Insurance only, the other

insurances such as Health Insurance, Fire Insurance, and Home Insurance, marine

Insurance etc., are exceeded

10. RESEARCH METHODOLOGY

Research Deign Descriptive ResearchSource of Data Primary & Secondary DataData Collection instrument Interview Schedule / QuestionnaireStudy Area Salem DivisionSample Techniques Convenience SamplingSample Size 60Research Tools used Percentage Analysis

One Sample t - testReliability AnalysisPath Analysis

11. ANALYSIS OF DATA

Table No.1 Demographic Characteristics of the Respondents

Demographic Characteristics Respondent Percent Total No. of Respondent

Gender Male 39 65.0 60Female 21 35.0

Age GroupYoung Age 17 28.3

60Middle Age 27 45.0Old Age 16 26.7

Educational Qualification

Illiterate 6 10.0

60

Below SSLC 4 6.7SSLC 6 10.0HSC 7 11.7Under Graduate 21 35.0Post Graduate 6 10.0Any others 10 16.7

Occupation Self Employee 2 3.3 60Govt. Employee 31 51.7Private Employee 11 18.3

Businessman 5 8.3Professional 3 5.0Agriculture 6 10.0Others 2 3.3

Monthly IncomeLess than Rs.15,000 15 25.0

60Rs.15,000-20000 7 11.7Above Rs.20000 38 63.3

Type of Insurance

Public Insurance 30 50.0 60Private Insurance 30 50.0

Source: Primary Data

65 per cent of respondent were male.

45 per cent of respondent are belonging to middle age group.

35 per cent of respondent are belonging to under graduate level.

52.7 per cent of respondent are belonging to Government Employee.

63.6 per cent of respondent are belonging to the monthly income category of

Above Rs.20, 000 per month.

50 per cent of respondent were public and private general insurance

companies.

11.2 One Sample t – test – Significant Test

The One Sample t Test determines whether the sample mean is statistically

different from a known or hypothesized population mean. The One Sample t -test is a

parametric test.

In the following table with the help of one sample t test the researcher try to ideal the significance of the 13 variable related to policy holders satisfaction.

H0: There is significant difference between the sample mean values and the populations mean value.

Table No.2 Two Wheeler General Insurance Policy Holders Satisfaction based on One Sample t - test

Factors N Mean SD t – value

P – value

H0

Accepted/Rejected

Significant Level

Availing your current insurance company’ services have been a good experience.

60 4.47 0.947 36.528 0.000** Rejected Highly Significant

The overall services offered by your insurance company are satisfactory


You are satisfied with your decision to avail the service of your current insurance company


You feel relaxed availing your current insurance services 60 4.22 0.904 36.143 0.000** Rejected Highly

Significant

Your choice to select your current insurance company was a wise one


Insured experience of excellent service from the insurer 60 4.42 0.850 40.270 0.000** Rejected Highly

SignificantPleasure insured does enjoy with the insurer brand 60 4.00 1.042 29.749 0.000** Rejected Highly

SignificantProvision of best care to the insured as a customer 60 4.38 0.885 38.376 0.000** Rejected Highly

SignificantEfforts made on realization of needs/expectations of the insured


Level of insured’s satisfaction with the existing insurance service


Absence or disappointment with the insurer 60 4.33 0.896 37.475 0.000** Rejected Highly

SignificantTrust toward of disappointment with the insurer 60 4.17 0.763 42.309 0.000** Rejected Highly

SignificantInsurers efforts to respond insured complaints 60 4.12 0.783 40.719 0.000** Rejected Highly

SignificantSources: Primary Data

The above Two wheeler General Insurance Policy Holders Satisfaction table

drawn based on One Sample t-test explains that the 13 variables considered to analyze

the Policy holders’ satisfaction are significant at 1 percentage level, highly significant.

It also proceed that out of 13 variable the most dominating variable for “Availing your

current insurance company’ services have been a good experience”, and “Efforts

made on realization of needs/expectations of the insured”, because the mean scour are

higher than the other variable mean scours. In the following table with the help of one

sample t test the researcher try to ideal the significance of the 10 variable related to

policy holders Loyalty.

Table No.3 Two Wheeler General Insurance Policy Holders Loyalty based on One Sample t – test


P – value

H0

Accepted/Rejected

Significant Level

Even if another insurance company’s price is lower, you will go on using current insurance company’s service only


You are willing to say positive things about your current insurance company to other people.


You intend to continue availing services from your current insurance company only


You will encourage friends and relatives to avail the services offered by your current insurance company


Giving Positive word-of-mouth 60 4.25 0.704 46.755 0.000** Rejected Highly Significant

Get a pleasure for being a customers in the respective insurer


Recommend to others to be a customer 60 4.30 0.889 37.478 0.000** Rejected Highly

SignificantHaving the insured’s identification with is my pleasure


Take the respective insurer as first choice for future 60 4.27 0.800 41.326 0.000** Rejected Highly

SignificantPlan to continue purchasing the same services with the insurer 60 4.23 0.745 44.024 0.000** Rejected Highly

SignificantSources: Primary Data

The above Two Wheeler General Insurance Policy Holders Loyalty table

drawn based on One Sample t-test explains that the 10 variables considered to analyze

the loyalty are significant at 1 percentage level, highly significant. It also proceed that

out of 10 variable the most dominating variable for “You intend to continue availing

services from your current insurance company only”, and “Take the respective insurer

as first choice for future”, because the mean scour are higher than the other variable

mean scours. In the following table with the help of one sample t test the researcher

try to ideal the significance of the 28 variables related to service quality.

Table No.4 Two Wheeler General Insurance Service Qualities based on One Sample t – test


P – value

H0 Accepted/Rejected

Significant Level

Assurance - Trained and well informed agents 60 4.15 0.880 36.545 0.000 Rejected Highly

SignificantAssurance - Approaching from customer’s point of view

60 4.15 0.988 32.520 0.000 Rejected Highly Significant

Assurance - Trusting agents when explaining policies 60 4.12 0.940 33.906 0.000 Rejected Highly

SignificantAssurance - Clarity in explaining policy’s terms and conditions


Assurance - Understanding intimately specific needs 60 4.33 .914 36.707 0.000 Rejected Highly

SignificantPersonalized financial Planning - Provision of flexible payment schedule


Personalized financial Planning - Availability of flexible product solution

60 4.03 .991 31.528 0.000 Rejected Highly Significant

Personalized financial Planning - Provision for convertibility of products


Personalized financial Planning - Insurance company restructuring policies as customers life changes


Personalized financial Planning - Insurance company taking due care of customers life style preferences


Competence - Staff dependable in handling customer’s problems


Competence - Efficient staff 60 3.95 1.032 29.645 0.000 Rejected Highly Significant

Competence - Easy access to information 60 4.33 0.914 36.707 0.000 Rejected Highly

SignificantCompetence - Prompt & Efficient Grievance handling mechanism


Competence - Prompt and hassle free claims settlement 60 4.30 0.944 35.276 0.000 Rejected Highly

SignificantTangibles - Adequate no. of branches 60 4.32 0.833 40.119 0.000 Rejected Highly

SignificantTangibles - Accessible location of the branch 60 4.08 0.743 42.562 0.000 Rejected Highly

SignificantTangibles - Good ambience of the branch 60 4.02 0.792 39.297 0.000 Rejected Highly

SignificantTangibles - Processing good certification and credentials 60 3.92 1.094 27.737 0.000 Rejected Highly

SignificantTangibles - Agents and Employees neat and professional in appearance


Corporate Image - Innovativeness in introducing new products


Corporate Image - Courteous agents 60 3.72 0.804 35.786 0.000 Rejected Highly

SignificantCorporate Image - Value for money 60 3.75 0.654 44.402 0.000 Rejected Highly

SignificantCorporate Image - Simple and less time consuming procedure for purchasing a insurance


Corporate Image - Financially stable company 60 4.30 0.908 36.699 0.000 Rejected Highly

SignificantTechnology - Easy online transaction 60 4.25 0.932 35.322 0.000 Rejected Highly

SignificantTechnology - Prompt complaint handling 60 4.35 0.936 36.013 0.000 Rejected Highly

SignificantTechnology - Online Proactive information through e-mail or SMS


Sources: Primary Data

The above Two wheeler General Insurance Service Quality table drawn based

on One Sample t-test explains that the 28 variables considered to analyze the service

quality are significant at 1 percentage level, highly significant. It also precedes that

out of 28 variables the most dominating variable for “Prompt & Efficient Grievance

handling mechanism” and “Staff dependable in handling customer’s problems”,

because the mean scour are higher than the other variable mean scours.

11.3 RELIABILITY ANALYSISFor the purpose of analyzing the “Policy Holders Satisfaction of General

Insurance Companies”, the researcher has used 13 variables. All the factors reliability

was separately tested with Cronbach's Alpha method and the value is 0.670

respectively. Analyzing the “Policy Holders Loyalty of Two Wheeler General

Insurance”, the researcher has used 10 variables. All the factors reliability was

separately tested with Cronbach's Alpha method and the value is 0.659 respectively.

Analyzing the “Service Quality of Two Wheeler General Insurance”, the researcher

has used 28 variables. All the factors reliability was separately tested with

Cronbach's Alpha method and the value is 0.481, 0.658, 0.607, 0.636, 0.437 and

0.413 respectively.

11.4 PATH ANALYSIS

There is a kind of statistical techniques used to identify the impact of service quality to policy holder’s satisfaction and loyalty.

Service Quality Impact of Two Wheeler General Insurance on Policy Holder Satisfaction and Loyalty

Ho: There is a service quality impact of two wheeler general insurance on policy holder satisfaction and loyalty.

Table No.5 Service Quality Impact of Two Wheeler General Insurance on Policy Holder Satisfaction and Loyalty

CMIN DF P CMIN/DF GFI NFI RMSEA

Standard/ Required - - More than - 0.05 0-3 1 1 0.08

Actual 5.071 4 0.280 1.268 0.980 0.957 0.067

The above model fit table for path analysis shows that the chi-square value is

5.071 with degrees of freedom 4 having the p value o.028 is more than o.05 at 5 per

cent level of significant, it an indication for a good model. Further, the GFI and the

NFI values 0.980 and 0.957 respectively near to one it is also an indication of good

model and the RMSEA (Root Mean Square Error Approximation) is less than 0.08.

Based on the p value the null hypothesis is accepted at 5 per cent level of significant,

i.e., there is a significant effect on service quality component on policy holder’s

satisfaction and loyalty (Based on the service quality component provided by the two

wheeler general insurance companies the policy holders satisfaction may vary and

based on the satisfaction the loyalty of the policy holder varying.

11. FINDINGS There is significant difference between the “Availing your current

insurance company’ services have been a good experience”, and “Efforts made on realization of needs/expectations of the insured”, because the mean scour are higher than the other variable mean scours.

There is significant difference between the “You intend to continue availing services from your current insurance company only”, and “Take the respective insurer as first choice for future”, because the mean scour are higher than the other variable mean scours.

There is significant difference between the “Prompt & Efficient

Grievance handling mechanism” and “Staff dependable in handling customer’s problems”, because the mean scour are higher than the other variable mean scours.

It is precede the impact on service quality on policy holders’ satisfaction and loyalty.

12. CONCLUSION From the study it can be concluded that public insurance companies have to

offer some additional facilities to insured. Micro insurance products must be

promoted to provide the benefit of insurance to poor people of the society. In order to

compete both private and public players have to focus on exact needs of insured. As

the insurance sector is completely depends on insured, general insurance companies

have to try satisfying the potential of policy holders.

REFERENCEBooks

1. M.N. Mishra and S.B.Mushra (2016), Insurance Principles and Practice Twenty – Second Revised Edition 2016 ISBN: 97-89-385-6760-79 Code:07G 023 S.Chand & Company Pvt.Ltd. (AN ISO 9001: 2008 Company) New Delhi.

2. Kothari C.R. (2009), “Research Methodology”, Wishwa Prakashan Publication, Chennai.

Journals1. Anantha Raj et.al. (2014) Assessing the Relationship between Service

Quality and Customer Satisfaction in the Malaysian Automotive Insurance Industry Middle-East Journal of Scientific Research Middle-East Journal of Scientific Research 20(9): 1023-1030, 2014 ISSN 1990-9233.

2. Dr. Ariff Syah Juhari et.al., (2016) “Service Quality and Customer Loyalty in Malaysian Islamic Insurance Sector Exploring the mediating effects of Customers Satisfaction”, International Journal of Academic Research in Business and Social Sciences, March 2016, Vol.6, No.3 ISSN: 2222-6990.

3. Bitner, M.J. and Hubert, A.R. (1994) Encounter satisfaction versus overall satisfaction versus quality. In: R.T. Rust and R.L. Oliver (eds.) Service Quality – New Directions in Theory and Practice. Thousand Oaks, CA; Sage Publications, pp: 72-94.

4. Crompton, J. L. and MacKay, K. J. (1989) Users’ perceptions of the relative importance of service quality dimensions in selected public recreation programs. Leisure Sciences 11: 367 – 375.

5. Ms. Tnr. Kavitha et.al. (2012) “Customers’ Attitude towards General Insurance - A Factor Analysis Approach”, IOSR Journal of Business and Management (IOSRJBM) ISSN: 2278- 487X Volume 3, Issue 1 (July-Aug. 2012), PP 30-36.

6. Murfi N, D. E. Sclegelmilch, B. B. and Diamantopoulos, (1995) Perceived service quality and medical outcome: An interdisciplinary review and suggestions for future research. Journal of Marketing Management 11 (1 – 3): 97 – 117.

7. McDougall, G. H. G. and Levesque, T. (2000) Customer satisfaction with services: Putting perceived value into the equation. Journal of Services Marketing 14 (5): 392 – 410.

8. Soteriou , A . C. And Stavrinides , Y . (2000) an internal customer service quality data envelope analysis model for bank branches. International Journal of Bank Marketing 18 (5): 246 – 252.

9. Oliver, R. L. (1997) Satisfaction: A Behavioral Perspective on the Consumer New York: McGraw-Hill.

10. Parasuraman, A., Zenithal, V. A. & Berry, L. L. (1985) a conceptual model of service quality and its implications for further research. Journal of Marketing 48 (fall): 41 – 50.

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