Due to highly competitive nature of insurance industry, most insurance companies have employed insurance brokers with professional licenses to increase company’s business with consideration of costs and economical benefits. Therefore, the service quality of insurance broker has become an increasingly important factor for attracting policyholders (consumers). This study used insurance broker─policyholder recognition gap analysis to explore the gaps of recognition for the service quality between the insurance brokers and policyholders. The results indicate that there are two service qualities needed to be improved, which are “answer all questions on the insurance policy” and “schedule an appointment anytime”. The results of this study also provide some useful insights to concerned authorities for further refinement of the insurance industry service quality.
