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The purpose of this article is to investigate the path service quality → customer satisfaction → loyalty, at the level of constructs, drawing from the Greek insurance industry.

A SERVQUAL type service‐quality instrument is developed for Greek insurance. Confirmatory and exploratory factor analyses are used to determine the scale's dimensionality. Path analysis is utilized to examine a model linking service quality, customer satisfaction and loyalty at the level of constructs' individual determinants.

SERVQUAL's dimensionality is not confirmed. A non‐tangibles, tangibles structure exists in Greek insurance. “Tangibles” does not affect customer satisfaction while WOM is an antecedent of repurchasing intentions. Satisfaction does not directly influence the latter.

This study suffers the limitation that it tests the fit of the model within the …