Relationship Marketing Orientation in Insurance Sector

Abstract

As competitive activity increases, together with increasingly demanding customers, thefinancial service providers have to focus on certain critical issues related to their consumers, whichare fundamental to their success.The performance of the agents in the life insurance sector is mainly determined by the relationship maintained by the agents with their customers. In general, the relationship established and maintained by the agents has its own impact on the performance of the agents. This paper analyses how far the LIC agents of Thiruchirappalli of Tamilnadu are successful in RMO by building a strong relationship with customers.