Abstract
The focus on customer-centric marketing philosophies has received significant attention in the marketing literature by both scholars and practitioners. Practitioners and Scholars are increasingly looking for ways to understand, attract, retain and build intimate long term relationship with profitable customers Kotler (2006), Gronroos (1994). This research is an empirical study where primary data has been collected through a scale of Parasuraman, Zeithml, and berry 1986, 1988). The scale has been administered on 101 customers of Public Banks and Public Insurance, chosen on a convenient basis. The purpose of this paper is to evaluate the service quality of Public Banks and insurance companies, based on different levels of customers’ perception regarding service quality with respect to Tangibles, Reliability, Responsiveness, Assurance and Empathy. This paper will make a useful contribution given that there are only a few studies dealing with the assessment of service quality in Public Ban