Agents’ Service in Life Insurance: A Study in Kerala
Keywords:
Life Insurance, LIC, Service Quality, Agents’ serviceAbstract
Life insurance is an agent based business in India and the success of life insurers depends upon how well the agents’ service is effective. The study is an attempt to measure and evaluate the agents’ service among selected insurers and also compares the performance of life insurance agents among private and public sector on the basis of policy holders’ perception. The quality of life insurance agents’ service in public sector is found to be significantly higher than that of private life insurance agents. The results also revealed a significant difference in perception on agents’ service of male and female customers. A significant difference was also found in the perception of male and female policy holders on agents’ service. Perception of traditional policy holders on agents’ service is significantly higher than that of policyholders who purchased market based policies
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