The private and foreign insurance companies established in the country are providing the effective service with the use of latest technology. All foreign players operated in India through joint venture with private players. In this cut-throat competition among the general insurance companies, customers are very much aware of the alternatives available in the relation to services and the provider organization. The present study objective is to compare and analyze the service quality perception of customers about public and private sector general insurers through the SERVQUAL/SERVPERF scale in insurance industry in the Indian context. The following general insurers were selected for the present study i.e., The New India Assurance Company Limited, United India Insurance Company Limited, The Oriental Insurance Company Limited, from the public sector. From private sector ICICI Lombard General Insurance Company Limited, Reliance General Insurance Company Limited and Bajaj Allianz General Insurance Company Limited