An application to determine customer satisfiction at different assurance branches: Bursa sample

Assurance sector having increasing customer portfolio has a wide service range as a growing market. Asseting customer satisfiction at this secton in which supporting its customers againgst hazards is greatly related to given service quality. Given service quality may be used as a determinator of customer satisfiction.In this performed research, relation between service quality and customer satisfiction was examined by using SERVQUAL inventory on subjected 400 assurance customers taking service from assurance firms at Bursa city.In the research, wishes and perceiving of customers from service quality were determined, and relation between wished and perceived service quality was evaluated. Research was examined at five sub categories as Physical Environment, Reliability, Operation, Safety and Emphaty. Afterwards, differences of these five categories were examined according to age, gender, education level, assurance branch and type of assurance firm.According to results, customer satisfiction level had difference for all sub categories of service quality. Wheras Physical environment, operation and emphaty had difference based on gender, there was no difference for safety and reliability. According to analysis results, all sub categories had difference based on type of firm. There was no difference on safety and reliability based on income levels. There was no difference for all sub categories based on education level.Key Words: Service Quality; Assurance; Customer Satisfiction.