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One of the most sensitive actions taken in attracting and satisfying needs of customers is establishing a dynamic information mechanism and feedback process between organization and customers. Furthermore, the ever-increasing importance of employees in competitive environment is noticeable. Therefore, both employees and customers are concerned as sources of information that is a determinant factor in organizational success .The aim of this study is finding the differences between perception of employees and customers toward service quality in Insurance industry of Iran. The dimensions of SERCQUAL model (Tangibles, Reliability, Assurance, Responsiveness, and Empathy) were adopted to design the research questionnaire. 254 out of 420 questionnaires were completed by customers and employees. The questionnaires were analyzed by Pearson, Kolmogorov- Smrirnov, and T-test. The results showed that there is a significant difference between the perceptions of staffs and customers toward the Tangibles dimension while the perceptions of both groups toward other dimensions are similar.

Item Type:	Refereed Article
Keywords:	employees perception, customer perception, service quality
Research Division:	Commerce, Management, Tourism and Services
Research Group:	Business systems in context
Research Field:	Business systems in context not elsewhere classified
Objective Division:	Economic Framework
Objective Group:	Management and productivity
Objective Field:	Management
UTAS Author:	Farivar, F (Dr Farveh Farivar)
ID Code:	124162
Year Published:	2011
Deposited By:	TSBE
Deposited On:	2018-02-11
Last Modified:	2018-04-09
Downloads:	101 View Download Statistics