There is widespread customer dissatisfaction in the insurance industry, stemming from insurers' failure to satisfy customers' needs. Therefore, further research to improve the industry's understanding of service quality is required. Using data from the Greek and Kenyan insurance industries, service quality is measured using the SERVQUAL methodology to identify quality determinants and existing quality gaps in the industries. Quality improvement strategies are recommended in each case. Some observations are made on the efficacy of the SERVQUAL diagnostic in assessing service quality in the insurance industry