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Previous research has confirmed that there is widespread customer dissatisfaction in the insurance industry, stemming from insurers’ failure to satisfy customers’ needs. Ignorance of customers’ insurance needs (inability to match customers perceptions with expectations), and inferior quality of services largely account for this. Therefore, further research to improve the industry’s understanding of service quality is imperative. Using data from the Greek and Kenyan insurance industries we construct diagnostics and measure service quality with a view to identifying quality determinants and existing quality gaps in the industries. We recommend quality improvement strategies to apply in each case, discuss the comparatives and then conclude with our view on the efficacy of the SERVQUAL diagnostic in assessing service quality in the insurance industry.