The Impact of Service Quality Dimensions on Customers’ Trust

Abstract

Customers’ trust is an inevitable asset for organizations. The long-term relationship of customer-organization depends upon the presence of customers’ trust on the organization. The significance of this phenomenon in services industry becomes even more critical where organizations have to know individual as well as contextual factors that influence on customers’ trust. This study tested the impact of different dimensions of perceived service quality (reliability, assurance, responsiveness, empathy and tangibility) on customers’ trust. 220 customers from Insurance sector of Pakistan were selected to form the sampling frame. Explanatory factor analysis, correlation and hierarchical multiple regression analyses were used to test proposed hypotheses. The results indicate positive relationship between different dimensions of service quality and customers’ trust. This study has several insights and valuable implications for the researchers and policy makers. First, deliberate efforts are needed on the part of policy makers in Insurance companies to nurture a climate that is conducive to build long-term customer’s trust to retain and expand extent of customers. In particular, front line officers must be trained to harmonize customers’ need with swift and rational solutions.

Keywords

• Customers’ Trust, Perceived Service Quality, Insurance Sector, Empathy, Tangibility, Assurance, Reliability, Responsiveness