A sound service climate and subsequent delivery of quality services play a pivotal role in service organizations. Delivering quality service is considered an essential strategy for success and survival in today's competitive environment. In the initial years of liberalization, the Life Insurance...

The purpose of this paper was to identify the key SERVQUAL factors for consumer purchase intention in the context of life insurance products in Malaysia. The study was performed based on primary data using a self-administered questionnaire from the Klang valley region of Malaysia. Using a...