Abstract

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.

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