A research on the service quality of intermediate insurance companies

The main purpose of this study is to examine the relationship between the service quality perception and service quality value perception of the services provided by insurance agencies, which are important representatives of the service sector, and the effect of the service quality perception sub-dimensions on the service quality value perception. In addition, this study examined whether the perception of service quality and value perception of service quality make a difference in terms of socio-demographic variables. Quantitative method was used in this research, and the service quality perception scale consisting of 22 statements and 5 dimensions and the service quality value perception dimension consisting of 5 statements were used to collect data. In addition, a questionnaire form consisting of 3 parts and including the socio-demographic characteristics of the participants was used. Of the participants, 274 were women, 112 were in the age range of 41 and above, 151 had a bachelor's degree, 110 had an average income of 3000 TL or less, 132 received service for car insurance, 262 It was found that 126 of them were tradesmen, 240 of them were married, and 141 of them received service from the insurance company for 4-7 years. According to the data obtained, there is a statistically significant, moderate relationship between the perception of service quality and the perception of service quality value (r=0.503; p<0.01), and that responsiveness, one of the sub-dimensions of service quality, has a positive effect on the perception of service quality value. It was found that there was a significant and significant effect (t=11.896, p<0.001). As a result, it has been evaluated that those who receive service from different sectors will have different service quality perceptions according to the sector from which the service is received. For this reason, it has been predicted and suggested that similar studies in different sectors will make significant contributions to the literature in terms of service quality.