摘要：The purpose of this paper is to evaluate customers’ general expectation and perception of insurers in terms of services offered at the insurance service counter (ISC). Other than that, this paper also examines the relationship between the demographic factors and SERVQUAL mean score. The study utilized the survey approach. The sample consisted of 319 respondents. The result shows huge gap for reliability, responsiveness and empathy, which reliability shows highest gap between customers’ perception and expectation. This research illustrates reliability emerged as the most critical determinant of SERVQUAL measure for service quality. The other dimensions (tangible, responsiveness, assurance and empathy) appear important but reliability dominates. Thus, results of this study underscore the need for insurance providers to gear customer service and quality improvement efforts towards components of reliability. The study intends to promote a better theoretical understanding and recognition of the complexities to service quality and its measurement. Nowadays, insurance companies in Malaysia compete each other to be a strong and good reputation. The challenge for insurance sector in Malaysia remains the same that is to bring innovative solutions to client while making them realize the value of those services provided. When clients realize that quality is something that cannot be compromised, an organization has to survive in the competitive market while managing high value service.
