Service quality study in property and casualty insurance market using the Quality Function Deployment methodology

Purpose – The aim of this project is to study the dimensions of service quality in non-life insurance business, applying the Quality Function Deployment (QFD) methodology in the Spanish insurance market. In order to apply this known method (not used in insurance so far), we have interviewed more than 300 insurance customers (mainly car and household insurance) and 17 insurance experts – which include company directors, researchers, public institutions members, private institution members and consultancy directors of
the insurance field.
Design/methodology/approach – We have tested 21 quality items taken from recent previous studies, adapted to the Spanish insurance market and reviewed by insurance experts and market research professors. These items represent the WHAT’s of the QFD methodology. We have studied their correlation with 21 HOW’s items, obtained by interviewing a certain amount of insurance experts.
Findings – Conclusions show the dimensions of service quality which have more impact on insurance customers, as well as the actions companies should take in order to improve these dimensions in order to satisfy their customers’ requirements and become more competitive and successful.
Originality/value – Taking advantage of this research, insurance companies can develop their business and focus their actions on what is more efficient in the long term, increase the customer satisfaction and loyalty – which is very important in this kind of business–, and they can also ensure post-purchase intentions. This research represents the first QFD analysis in the European insurance market.

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Property and casualty, Quality Function Deployment, Insurance, Service Quality.