This paper tries to highlight the importance of identifying dimensions of service quality and their impact on the satisfaction and loyalty of users of services provided by insurance companies in the Republic of Serbia. The focus of the study is on analyzing the key parameters of service quality and user satisfaction. The aim of the paper is to investigate the differences between expected and perceived characteristics of insurance services based on the Servqual model. The total sample in this research is 112 respondents. The specific objectives are the analysis of the differences in the ratings of the dimensions of the expected and observed attributes of the Servqual scale in relation to socio-demographic variables, such as gender, age and level of education. Based on the results of empirical research, it was concluded that all service quality parameters play a key role in user satisfaction. The results show that the five basic dimensions of Servqual – tangibility, reliability, accountability, security and empathy – have a significant and positive association with overall perceived service quality