Service Quality Study in the Property and Casualty Insurance Market Using the Quality Function Deployment Methodology

The aim of this project is to study the dimensions of service quality in non-life insurance market, applying the Quality Function Deployment (QFD) methodology.To achieve the purpose of the paper, a specific service quality scale was developed to reflect the most important service quality elements in the insurance industry. For the first time in any insurance market or insurance service quality research, the Insurance Service Quality Function Deployment (ISQFD) matrix was developed especially for the insurance sector. Furthermore, the SIQUAL scale has been developed which is specifically designed to analyse service quality in the insurance industry.We interviewed over 300 insurance customers (mainly car and home insurance policy holders) and 17 insurance experts – including company directors, researchers, public institution members, private institution members and consultancy directors from the insurance sector.By applying what we propose in this research study, insurance companies can develop their business and focus their actions on what is more efficient in the long term, increase their customers' satisfaction and loyalty. This research represents the first QFD analysis in the European insurance market and it is the first study based on a specific service quality scale, establishing a solid basis for future research in insurance service quality