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

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  • Rajat Gera

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.

Suggested Citation

  • Rajat Gera, 2011. "Modelling the antecedents of behavioural outcomes in Indian life insurance services: a SEM approach," International Journal of Business Innovation and Research, Inderscience Enterprises Ltd, vol. 5(5), pages 526-545.
    • Handle: RePEc:ids:ijbire:v:5:y:2011:i:5:p:526-545
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