The impact of service quality on customer satisfaction; an empirical study

This research study attempts to find out the impact of the quality of service on the satisfaction level of customers in the public sector General Insurance companies in Cochin.

International Journal of Management (IJM) Volume 11, Issue 3, March 2020, pp 76–88, Article ID: IJM_11_03_009 Available online at http://www.iaeme.com/ijm/issues.asp?JType=IJM&VType=11&IType=3 Journal Impact Factor (2020): 10.1471 (Calculated by GISI) www.jifactor.com ISSN Print: 0976-6502 and ISSN Online: 0976-6510 © IAEME Publication Scopus Indexed THE IMPACT OF SERVICE QUALITY ON CUSTOMER SATISFACTION; AN EMPIRICAL STUDY Joshy K T Research Scholar, Department of Management Studies, Karunya Institute of Technology and Sciences, Coimbatore, Tamil Nadu, India Dr.F.J Peterkumar Associate Professor, Department of Management Studies, Karunya Institute of Technology and Sciences, Coimbatore, Tamil Nadu, India Sunil Vakayil Director, RVS Institute of Management Studies and Research, Coimbatore, Tamil Nadu, India ABSTRACT Customer satisfaction is viewed as an end rather than a means, as far as organizational goals are concerned This is because ensuring customer satisfaction will automatically end up with achievement of organizational objectives Many management writers consider service quality as the most important factor determining customer satisfaction This research study attempts to find out the impact of the quality of service on the satisfaction level of customers in the public sector General Insurance companies in Cochin The required data is collected from the customers of these companies in Cochin The study reveals that the employee service quality of public sector General Insurance companies in Cochin has a significant positive impact on customer satisfaction The study recommends improvement in quality of service in organizations to ensure higher level of satisfaction among customers Key words: Customer satisfaction, organizational goals, Public Sector General Insurance, service quality Cite this Article: Joshy K T, Dr.F.J Peterkumar and Sunil Vakayil, The Impact of Service Quality on Customer Satisfaction; an Empirical Study, International Journal of Management (IJM), 11 (3), 2020, pp 76–88 http://www.iaeme.com/IJM/issues.asp?JType=IJM&VType=11&IType=3 http://www.iaeme.com/IJM/index.asp 76 editor@iaeme.com Joshy K T, Dr F.J Peterkumar and Sunil Vakayil INTRODUCTION The aim of any organization will be to build up a happy customer base because it will ultimately lead them to the attainment of organizational goal One of most important factors that contribute to the customer satisfaction is the quality of service of the employees Service quality is a perception from the customer’s side about the quality of service received by them Parasuraman et.al (1985) says that service quality is the difference between expected and actual service received and observes that when the former improves, the latter also goes up The impact of employee’s service quality on customer satisfaction has been a topic of discussion among organizational heads in the past many decades Today the organizations give the highest priority for service quality as they know that it is the ultimate method to increase their customer’s satisfaction LITERATURE SURVEY Parasuraman et.al (1985) compared the customer’s expected and actual service using SERVQUAL developed by them As per their paper published in 1988, service quality dimensions are Tangibility, Reliability, Responsiveness, Assurance and Empathy Olu ojo et.al (2010) in their study found that service quality showed a significant positive impact on customer satisfaction Mohsin Zafar et.al (2011) found that service quality had a very significant effect on customer satisfaction Van Dinh et.al (2012) studied the effect of service quality on the satisfaction level of customers and found that service quality is positively related to customer satisfaction Jasmina Lumanaj et.al (2013) in their study observed that service quality positively affects competitive edge and relations with the clients Rahhal et.al (2015) in their study of relationship between service quality, customer satisfaction and customer retention found that the service quality dimensions other than empathy has significant influence on customer satisfaction whereas empathy has insignificant relation Minh et.al (2015) found that dimensions other than tangibility had significant impact on the satisfaction level of customers Al-Azzam et.al (2015) observed that better is the service quality, higher is the customer satisfaction Kumar et.al (2019) made a study on the impact of service quality on customer satisfaction and customer loyalty The study has found that service quality has a positive impact on customer satisfaction Sukhvinder Singh Paposa et.al (2019) studied the impact of service quality on customer satisfaction in Life Insurance Industry in India The study revealed that all the service quality factors has significant positive influence on customer’s satisfaction OBJECTIVES OF THE STUDY • • • To examine the impact of service quality factors and customer satisfaction on demographic factors of customers To analyze the relationship between the service quality and customer satisfaction To study the impact of service quality factors on customer satisfaction RESEARCH METHODOLOGY The target population of this study is the customers of the four public sector General Insurance companies in Cochin City in Kerala A detailed questionnaire for collecting data from customers is prepared The service quality questions are based on SERVQUAL developed by Parasuraman et.al (1988) The factors on which these questions are based upon are tangibles, reliability, responsiveness, assurance and empathy Part of the questionnaire has demographic questions and Part has 25 service quality questions and 10 customer satisfactions questions The responses to the part questions are based on 5-point Likert scale http://www.iaeme.com/IJM/index.asp 77 editor@iaeme.com The Impact of Service Quality on Customer Satisfaction; an Empirical Study DATA COLLECTION Convenience sampling is used to select samples The questionnaire was prepared in Google Form were sent through e-mails/WhatsApp to 300 customers of Public sector General Insurance customers in the city of Cochin The Google Form survey was made open from 1st of August to 31st October 2019 Fully completed forms received from customers were 81 ANALYSIS OF DATA 6.1 RELIABILITY Cronbach Alpha value for Tangibility (TAN), Reliability (REL), Responsiveness (RES), Assurance (ASS), Empathy (EMP), Satisfaction (SAT) are 0.818, 0.868, 0.865, 0.796, 0.848 and 0.913 Since the values are above 0.7, it is inferred that the constructs and questionnaire are reliable 6.2 SOCIO- ECONOMIC AND DEMOGRAPHIC PROFILE OF CUSTOMERS TABLE 1- SOCIO-ECONOMIC AND DEMOGRAPHIC PROFILE OF CUSTOMERS PROFILE VARIABLE Company Policy Type Occupation Age Gender Marital Status Qualification Experience with company GROUPS New India United India National Oriental Fire Motor Health Personal Accident Shop Self-employed Salaried Retired Up to 30 years 31 to 40 years 41 to 50 years 51 to 60 years Above 60 Male Female Unmarried Married Below 10 Undergraduate Graduate Postgraduate and above One year to years to years to 10 years Above 10 FREQUENCY 22 20 18 21 47 22 32 37 12 16 20 20 12 13 58 23 10 71 14 47 17 17 29 11 15 % 27.2 24.7 22.2 25.9 6.2 58.0 27.2 7.4 1.2 39.5 45.7 14.8 19.8 24.7 24.7 14.8 16.0 71.6 28.4 12.3 87.7 3.7 17.3 58.0 21.0 11.1 21.0 35.8 13.6 18.5 Source: Primary data http://www.iaeme.com/IJM/index.asp 78 editor@iaeme.com Joshy K T, Dr F.J Peterkumar and Sunil Vakayil The above percentage analysis shows that 27.2% of respondents are from New India Insurance which is the highest followed by Oriental Insurance with 25.9%, United India Insurance with 24.7% and National Insurance with 22.2% Motor policy customers are the highest with 58% followed by health policy with 27.2%, Pers Accident insurance with 7.4%, Fire insurance with 6.2% and Shop insurance with 1.2% Regarding occupation of customers salaried class is the highest with 45.7% followed by self-employed with 39.5% and retired people with 14.8% Highest percentage of respondents are from the age group of 31-40 and 4150 with 24.7% each followed by up to 30 with 19.8%, above 60 with 16% and 51-60 with 14.8% Highest number of respondents are male with 71.6% and females are 28.4% 87% are married and 12.3 are unmarried Regarding qualification of the respondents, the highest percentage is graduates with 58% followed by Postgraduates with 21%, undergraduates 17.3% and below 10 with 3.7% Regarding insurance experience 35% are having 4-6 years’ experience followed by 2-3 with 21%, above 10 with 18.5%, 7-10 with 13.6% and 1year 11.1% 6.3 GENDER INFLUENCE ON THE CONSTRUCTS H0 = There is no significant difference in the customer perceptions on service quality dimensions Tangible, Reliability, Responsiveness, Assurance, Empathy and Satisfaction considering their gender H1 = There is significant differences in the customer perceptions on service quality dimensions Tangible, Reliability, Responsiveness, Assurance, Empathy and Satisfaction considering their gender Since the respondents belong to only two groups, Z-test is used to find out whether there are any statically significant differences in the customer perceptions on service quality dimensions considering their gender TABLE - CLASSIFICATION BASED ON GENDER CONSTRUCTS GENDER Male TAN Female Male REL Female Male RES Female Male ASS Female Male EMP Female Male SAT Female MEAN 18.1034 17.6957 17.7586 18.0435 16.7719 17.2609 17.4828 17.9565 17.1724 17.8696 34.8276 35.5217 ZO SIGNIFICANCE REMARK 0.559 0.578 Not Significant 0.314 0.754 Not Significant 0.571 0.569 Not Significant 0.616 0.540 Not Significant 0.871 0.386 Not Significant 0.465 0.643 Not Significant Source: Primary data 6.3 INFLUENCE OF MARITAL STATUS ON THE CONSTRUCTS H0 = There is no significant difference in the customer perceptions on service quality dimensions Tangible, Reliability, Responsiveness, Assurance, Empathy and Satisfaction considering their marital status http://www.iaeme.com/IJM/index.asp 79 editor@iaeme.com The Impact of Service Quality on Customer Satisfaction; an Empirical Study H1 = There is significant difference in the customer perceptions on service quality dimensions Tangible, Reliability, Responsiveness, Assurance, Empathy and Satisfaction considering their marital status Since the respondents belong to only two groups, Z-test is used to find out whether there is any statically significant differences in the customer perceptions on service quality dimensions considering their marital status TABLE – CLASSIFICATION BASED ON MARITAL STATUS CONSTRUCTS MARITAL STATUS MEAN ZO SIG REMARK TAN Unmarried 18.1000 0.128 0.899 Not Significant Married 17.9718 REL Unmarried 17.4000 0.430 0.668 Not Significant Married 17.9014 RES Unmarried 16.5556 0.328 0.742 Not Significant Married 16.9577 ASS Unmarried 16.5000 1.218 0.227 Not Significant Married 17.7746 EMP Unmarried 16.5000 0.906 0.368 Not Significant Married 17.4930 SATS Unmarried 33.7000 0.741 0.461 Not Significant Married 35.2113 Source: Primary data From the above table it may be observed that for Tangible, Reliability, Responsiveness, Assurance, Empathy and Satisfaction, the significance values are greater than 0.05, and hence the Null hypothesis is acceptable Therefore, it is concluded that there is no significant difference in the customer perceptions on service quality dimensions Tangible, Reliability, Responsiveness, Assurance, Empathy and Satisfaction considering their marital status 6.4 INFLUENCE OF DIFFERENCE IN COMPANIES ON CONSTRUCTS H0 = There is no significant difference in the customer perceptions on service quality dimensions Tangible, Reliability, Responsiveness, Assurance, Empathy and Satisfaction who are of different companies H1 = There is significant difference in the customer perceptions on service quality dimensions Tangible, Reliability, Responsiveness, Assurance, Empathy and Satisfaction who are of different companies Since the respondents belong to four company groups, One-Way ANOVA is used to find out whether there is any statically significant differences in the customer perceptions on service quality dimensions who are of different companies TABLE - CLASSIFICATION BASED ON INSURANCE COMPANY CONSTRUCTS TAN INSURANCE COMPANY New India United India National Oriental New India http://www.iaeme.com/IJM/index.asp MEAN F 19.2273 17.0500 18.4444 2.806 17.1905 19.1364 80 SIGNIFICANCE REMARK 0.445 Not Significant 0.124 Not Significant editor@iaeme.com Joshy K T, Dr F.J Peterkumar and Sunil Vakayil CONSTRUCTS REL RES ASS EMP SAT INSURANCE COMPANY United India National Oriental New India United India National Oriental New India United India National Oriental New India United India National Oriental New India United India National Oriental MEAN F SIGNIFICANCE REMARK 16.7500 18.3333 17.0952 18.5909 15.9500 16.8889 16.0500 18.5909 16.4500 18.2778 17.1429 19.0909 17.3500 16.3333 16.4762 37.8636 33.2000 35.7222 33.1905 1.978 2.860 0.428 Not Significant 2.186 0.096 Not Significant 3.515 0.452 Not Significant 0.067 Not Significant 3.218 Source: Primary data From the above table it may be observed that for Tangible, Reliability, Responsiveness, Assurance, Empathy and Satisfaction, the significance values are greater than 0.05, and hence the Null hypothesis is acceptable Therefore, it is concluded that there is no significant difference in the customer perceptions on service quality dimensions Tangible, Reliability, Responsiveness, Assurance, Empathy and Satisfaction who are of different companies 6.5 INFLUENCE OF CCUPATION ON CONSTRUCTS H0 = There is no significant difference in the customer perceptions on service quality dimensions Tangible, Reliability, Responsiveness, Assurance, Empathy and Satisfaction who are of different occupation H1 = There is significant difference in the customer perceptions on service quality dimensions Tangible, Reliability, Responsiveness, Assurance, Empathy and Satisfaction who are of different occupation Since the respondents belong to three groups, One-Way ANOVA is used to find out whether there are any statically significant differences in the customer perceptions on service quality dimensions who are of different occupation TABLE – CLASSIFICATION BASED ON OCCUPATION CONSTRUCTS OCCUPATION Self employed Salaried TAN Retired Self employed REL Salaried http://www.iaeme.com/IJM/index.asp MEAN F SIGNIFICANCE REMARK 17.9375 18.1081 0.073 0.930 Not Significant 17.7500 17.5000 Not Significant 0.502 18.3514 0.696 81 editor@iaeme.com The Impact of Service Quality on Customer Satisfaction; an Empirical Study CONSTRUCTS OCCUPATION Retired Self employed Salaried RES Retired Self employed Salaried ASS Retired Self employed Salaried EMP Retired Self employed Salaried SATS Retired MEAN 17.1667 16.6563 17.5405 15.5455 17.3750 18.1351 16.6667 17.2188 17.7027 16.7500 34.9063 35.8919 F SIGNIFICANCE REMARK 1.588 0.211 Not Significant 1.177 0.314 Not Significant 0.443 0.644 Not Significant 1.320 0.273 Not Significant 32.6667 Source: Primary data From the above table it may be observed that for Tangible, Reliability, Responsiveness, Assurance, Empathy and Satisfaction, the significance values are greater than 0.05, and hence the Null hypothesis is acceptable Therefore, it is concluded that there is no significant difference in the customer perceptions on service quality dimensions Tangible, Reliability, Responsiveness, Assurance, Empathy and Satisfaction who are of different occupation 6.6 INFLUENCE OF AGE OF CUSTOMERS ON CONSTRUCTS H0 = There is no significant difference in the customer perceptions on service quality dimensions Tangibility, Reliability, Responsiveness, Assurance, Empathy and Satisfaction considering the difference in age groups H1 = There is significant difference in the customer perceptions on service quality dimensions Tangible, Reliability, Responsiveness, Assurance, Empathy and Satisfaction considering the difference in age groups Since the respondents belong to five groups, One-Way ANOVA is used to find out whether there is any statically significant differences in the customer perceptions on service quality dimensions considering the difference in age groups TABLE 6- CLASSIFICATION BASED ON AGE CONSTRUCTS AGE MEAN F SIGNIFICANCE REMARK Up to 30 years 18.3750 31 to 40 years 17.9500 TAN 41 to 50 years 17.4500 0.457 0.767 Not Significant 51 to 60 years 18.7500 Above 60 17.6923 Up to 30 years 17.3125 REL 31 to 40 years 18.8000 41 to 50 years 17.3000 51 to 60 years 18.6667 http://www.iaeme.com/IJM/index.asp 82 0.822 0.515 Not Significant editor@iaeme.com Joshy K T, Dr F.J Peterkumar and Sunil Vakayil Above 60 17.0769 Up to 30 years 16.8000 RES 31 to 40 years 17.8000 41 to 50 years 17.4000 1.388 0.246 Not Significant 51 to 60 years 16.7500 Above 60 15.0769 Up to 30 years 16.8750 ASS 31 to 40 years 18.3500 41 to 50 years 17.7500 0.891 0.473 Not Significant 31 to 40 years 18.2500 41 to 50 years 17.4500 0.630 0.642 Not Significant 51 to 60 years 18.1667 Above 60 16.6923 Up to 30 years 17.1875 EMP 51 to 60 years 16.8333 Above 60 16.6154 Up to 30 years 34.1875 SAT 31 to 40 years 36.6000 41 to 50 years 35.0000 0.999 0.413 Not Significant 51 to 60 years 36.0833 Above 60 32.6923 Source: Primary data From the above table it may be observed that for Tangible, Reliability, Responsiveness, Assurance, Empathy and Satisfaction, the significance values are greater than 0.05, and hence the Null hypothesis is acceptable Therefore, it is concluded that there is no significant difference in the customer perceptions on service quality dimensions Tangible, Reliability, Responsiveness, Assurance, Empathy and Satisfaction considering the difference in their age groups 6.7 INFLUENCE OF QUALIFICATION ON CONSTRUCTS H0 = There is no significant difference in the customer perceptions on service quality dimensions Tangible, Reliability, Responsiveness, Assurance, Empathy and Satisfaction considering the difference in the qualification H1 = There is significant difference in the customer perceptions on service quality dimensions Tangible, Reliability, Responsiveness, Assurance, Empathy and Satisfaction considering the difference in qualification of customers Since the respondents belong to five groups, One-Way ANOVA is used to find out whether there are any statically significant differences in the customer perceptions on service quality dimensions considering the difference in qualification of customers http://www.iaeme.com/IJM/index.asp 83 editor@iaeme.com The Impact of Service Quality on Customer Satisfaction; an Empirical Study TABLE – CLASSIFICATION BASED ON QUALIFICATION CONSTRUCTS TAN REL RES ASS EMP SAT QUALIFICATION Below10 Undergraduate Graduate Postgraduate and above Below10 Undergraduate Graduate Postgraduate and above Below 10 Undergraduate Graduate Postgraduate and above Below 10 Under graduate Graduate Postgraduate and above Below 10 Undergraduate Graduate Postgraduate and above Below 10 Undergraduate Graduate Postgraduate and above MEAN 17.6667 18.3571 17.8298 18.1765 17.0000 18.0714 17.8298 17.8235 19.0000 17.0000 16.3830 17.9412 20.3333 17.5714 17.4255 17.7059 17.0000 17.5000 17.2340 17.7059 38.0000 35.0714 34.6809 35.4118 F SIGNIFICANCE REMARK 0.148 0.930 0.069 0.976 Not Significant 1.254 0.296 Not Significant 0.823 0.485 0.105 0.957 0.311 0.818 Not Significant Not Significant Not Significant Not Significant Source: Primary data From the above table it may be observed that for Tangible, Reliability, Responsiveness, Assurance, Empathy and Satisfaction, the significance values are greater than 0.05, and hence the Null hypothesis is acceptable Therefore, it is concluded that there is no significant difference in the customer perceptions on service quality dimensions Tangible, Reliability, Responsiveness, Assurance, Empathy and Satisfaction considering the difference in qualification of customers 6.8 INFLUENCE OF EXPERIENCE ON CONSTRUCTS H0 = There is no significant difference in the customer perceptions on service quality dimensions Tangible, Reliability, Responsiveness, Assurance, Empathy and Satisfaction considering the difference in experience of the customers H1 = There is significant difference in the customer perceptions on service quality dimensions Tangible, Reliability, Responsiveness, Assurance, Empathy and Satisfaction considering the difference in experience of the customers Since the respondents belong to five groups, One-Way ANOVA is used to find out whether there are any statically significant differences in the customer perceptions on service quality dimensions considering the difference in experience of customers http://www.iaeme.com/IJM/index.asp 84 editor@iaeme.com Joshy K T, Dr F.J Peterkumar and Sunil Vakayil TABLE - CLASSIFICATION BASED ON EXPERIENCE CONSTRUCTS EXPERIENCE One year to years TAN to years to 10 years Above 10 One year to years to years REL to 10 years Above 10 One year to years RES to years to 10 years Above 10 One year to years ASS to years to 10 years Above 10 One year to years EMP to years to 10 years Above 10 One year to years to years SAT to 10 years Above 10 MEAN 18.1111 18.4118 17.5517 17.8182 18.4000 16.8889 18.0588 17.3793 18.4545 18.6000 15.8889 17.9375 16.3448 16.9091 17.5333 17.0000 17.9412 17.1034 17.9091 18.4000 16.3333 16.8235 17.5862 18.2727 17.5333 33.6667 35.9412 34.1724 35.6364 36.0000 F SIGNIFICANCE 0.322 0.863 0.508 0.730 REMARK Not Significant Not Significant 0.863 0.490 Not Significant 0.582 0.676 Not Significant 0.593 0.668 Not Significant 0.472 0.756 Not Significant Source: Primary data From the above table it may be noted that for Tangible, Reliability, Responsiveness, Assurance, Empathy and Satisfaction, the significance values are greater than 0.05 Therefore, it is concluded that there is no significant difference in the customer perceptions on service quality dimensions Tangible, Reliability, Responsiveness, Assurance, Empathy and Satisfaction considering the difference in qualification of customers 6.9 INTER RELATIONSHIP BETWEEN VARIABLES Correlation analysis is done between the variables Tangibility, Reliability, Responsiveness, Assurance, Empathy and Satisfaction to find the inter relationship between them The following table shows the correlation between all the constructs under study http://www.iaeme.com/IJM/index.asp 85 editor@iaeme.com The Impact of Service Quality on Customer Satisfaction; an Empirical Study TABLE - INTER RELATIONSHIP BETWEEN VARIABLES TAN Pearson Correlation TAN Sig (2-tailed) N Pearson Correlation REL Sig (2-tailed) N Pearson Correlation RES Sig (2-tailed) N Pearson Correlation ASS Sig (2-tailed) N Pearson Correlation EMP Sig (2-tailed) N Pearson Correlation SAT Sig (2-tailed) N 81 REL RES ASS 649(**) 589(**) 679(**) 0.000 0.000 0.000 81 81 81 705(**) 762(**) 0.000 0.000 81 81 803(**) 0.000 81 1 EMP SAT 606(**) 0.000 81 661(**) 0.000 81 643(**) 0.000 80 622(**) 0.000 81 797(**) 0.000 81 834(**) 0.000 81 878(**) 0.000 80 918(**) 0.000 81 747(**) 0.000 81 Source: Primary data • The following observations are made from the correlation table, values inside the brackets represent correlation co-efficient • Tangible is significantly and positively correlated with Reliability (0.649), Responsiveness (0.589), Assurance (0.679), Empathy (0.606) and Satisfaction (0.797) • Reliability is significantly and positively correlated with Responsiveness (0.705), Assurance (0.762), Empathy (0.661) and Satisfaction (0.834) • Responsiveness is significantly and positively correlated with Assurance (0.803), Empathy (0.643) and Satisfaction (0.878) • Assurance is significantly and positively correlated with Empathy (0.622) and Satisfaction (0.918) • Empathy is significantly and positively correlated with Satisfaction (0.747) 6.10 MULTIPLE REGRESSION The H0: Employee service quality has no significant positive impact on customer satisfaction of public sector General Insurance companies in Cochin city H1: Employee service quality has significant positive impact on customer satisfaction of public sector General Insurance companies in Cochin city http://www.iaeme.com/IJM/index.asp 86 editor@iaeme.com Joshy K T, Dr F.J Peterkumar and Sunil Vakayil TABLE 10 - COEFFICIENTS UNSTANDARDIZED COEFFICIENTS MODEL B STD ERROR CON -1.574 0.963 TAN 0.464 0.070 REL 0.225 0.066 RES 0.495 0.074 ASS 0.703 0.091 EMP 0.202 0.064 a Dependent Variable: Satisfaction STANDARDIZED COEFFICIENTS BETA 0.229 0.137 0.286 0.360 0.110 T SIG -1.635 6.604 3.404 6.696 7.693 3.164 0.106 0.000 0.001 0.000 0.000 0.002 Source: Primary data Substituting the values, Customer satisfaction = (-)1.574(Constant) +0.464 (Tangibility) +0.225(Reliability) +0.495(Responsiveness) +0.703(Assurance) +0.202(Empathy) The inference drawn is customer satisfaction increases by one unit when Tangibility increase by 0.464 units, Reliability increase by 0.225, Responsiveness increases by 0.495, Assurance increase by 0.703 and Empathy increase 0.202 Since the significance value is less than 0.05, the null hypothesis is rejected and the alternate hypothesis is accepted Hence it is concluded that Employee service quality has significant positive impact on customer satisfaction of public sector General Insurance companies in Cochin city OBSERVATIONS AND FINDINGS It is observed that the five dimensions of service quality under study (Tangibility, Reliability, Responsiveness, Assurance, and Empathy) have a positive correlation with customer satisfaction The regression analysis shows that all the dimensions of service quality, significantly and positively impacts customer satisfaction I.e when there is an increase in the service quality, the customer satisfaction significantly increases in the same direction From the result of the analysis, it can be inferred that service quality of Public Sector General Insurance companies in Cochin City is positively correlated with the customer satisfaction of these companies Similarly, service quality significantly impacts the customer satisfaction of the companies CONCLUSION The study reveals the following: • Service quality factors have a positive relation with Customer satisfaction • Employee’s service quality significantly and positively impacts customer satisfaction which means that when the service quality of employees improves the level of satisfaction of customers correspondingly improves Based on the findings, it is concluded that by bringing improvement in the service quality of the employees, the organizations can enhance the level of customer satisfaction among their customers Hence it is recommended that the organizations should strive hard for bringing improvements in the quality of service of their employees in order to keep their customers happy which will in turn help them to achieve their organizational goals http://www.iaeme.com/IJM/index.asp 87 editor@iaeme.com The Impact of Service Quality on Customer Satisfaction; 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(2019) made a study on the impact of service quality on customer satisfaction and customer loyalty The study has found that service quality has a positive impact on customer satisfaction Sukhvinder... satisfaction OBJECTIVES OF THE STUDY • • • To examine the impact of service quality factors and customer satisfaction on demographic factors of customers To analyze the relationship between the service