SERVICE QUALITY DIMENSIONS AND ITS IMPACT ON CUSTOMER’S BEHAVIORAL INTENTIONS

The market of life Insurance has obtained considerabledevelopment with respect to awareness about insurance, terrorism,target killing, and uncertainty in world. In 2014-15, the growth ratewas 29% that showed life Insurance market has a key contribution inPakistan’s economy. The core rationale of this research is toinvestigate the services quality aspects and its influence on corporatecustomer’s behavioral intentions. This research has two objectivesfirst; determine the perceptions of corporate customers concerningthe quality service of group life insurance. Second, is to examine thebehavioral intentions of corporate customers with respect to numerousaspects of service quality. About 218 responses from corporatecustomers are gathered with the help of structured questionnairesand by using simple random sampling method. The major antecedents’of behavioral intentions are personalized competence and planning.Conversely, in this study, assurance is not found as a predictor ofbehavioral intention of corporate customers. This is first study in theperspective of group life insurance in Asia as well as in the context ofdeveloping country