A Study on Customer Satisfaction Towards the Service Quality of Public and Private Sector Life Insurers in Tamil Nadu

Abstract

In the present competitive scenario, a key differentiator is the professional customer service in terms of quality of advice on product choice along with policy servicing. Servicing focus is on enhancing the customer’s experience and maximizing his convenience. The customers are to be treated with respect and courtesy. In order to keep the customers happy and satisfied, the life insurance companies send the birth day wishes to the policyholders, premium reminder SMS services and the like. Present study examines the satisfaction of customers in various dimensions like Initiatives to create customer awareness, Policy features, Customer confidence, Agent customer relation, Timely service, Customer comfort, Channel effectiveness (Marketing intermediaries), Customization and found the public sector enterprise LIC performing superior in all these dimensions.