Title: Modelling the antecedents of behavioural outcomes in Indian life insurance services: a SEM approach

Authors: Rajat Gera

Addresses: Institute of Management Technology, Raj Nagar, Ghaziabad 201001, Uttar Pradesh, India

Abstract: This paper empirically tests the effect of perceived service quality on behavioural outcomes of customers of life insurance services in India. The interactive and causal effects of the service that encounter variables are empirically tested using structural equation modelling with life insurance customers in the National Capital Region of Delhi, India. The results provided empirical support for a modified model, wherein service quality, customer satisfaction and value perceptions are antecedents of future intentions of customers and the need for a comprehensive approach to service quality in life insurance that includes agent service quality, value perceptions and overall customer satisfaction.

Keywords: life insurance; perceived service quality; customer satisfaction; perceived value; behavioural outcomes; India; structural equation modelling; insurance services.

DOI: 10.1504/IJBIR.2011.042448

International Journal of Business Innovation and Research, 2011 Vol.5 No.5, pp.526 - 545

Received: 08 May 2021
Accepted: 12 May 2021

Published online: 11 Sep 2011 *

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