Management Service Quality and SERVQUAL Research Paper

Management Service Quality and SERVQUAL - Research Paper Example SERVQUAL as a quality analysis tool takes various facets of customer expectation into consideration and matches them with the real experience (Kettinger, and Lee, 2010). This can be used as a measure by managers of medical insurance companies to establish the true nature of their customer’s feelings. There has been almost a 60% growth of medical insurers in the Middle East, especially in the Arab Emirates. The competition for this limited market has inevitably been high over the last decade. Therefore, many firms have adopted professional marketers to handle the selling of their products (Burns, 2012). However, the packaging of these policies may not be as realistic as they ought to be because sales agents aim for commission and may add untrue facts so that they excite the customers.The health sector in the UAE has grown over the past decade because of the massive investment, both in the country and private players in general. Both local and international companies have set ba se in the country because of its reputation of being economically stable. There are various factors attributing to the exponential growth of the general insurance in the country. These include the fact that the health sector no longer operates in the conventional aspect where the government had the highest stake. In this day and age, there many countries have adopted the competitive free market. Secondly, the use of marketing tools that the corporate world was previously using in this industry.