The Analysis of Different Customers and Employees’ Perceptions from Service Quality in the Insurance Industry of Iran

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.