• Mrs.A.MUTHUMARI, M.B.A.,M.Phil.,
• Dr. K. PUSHPA VENI., M.B.A., P.G.D.C.A., Ph.D.,

Banks play a very important role in the economic development of every nation. Insurance Companies see bancassurance as a tool for increasing their market penetration and premium turnover. The customers see bancassurance as a bonanza in terms of reduced price, high quality product and delivery at door steps. Banks and insurance companies have complementary strengths. In their natural and traditional roles and with their current skills, neither banks nor insurance companies could effectively mount a bancassurance start-up alone. Collaboration is the key to making this new channel work. The research design followed for this study is Descriptive research design. The study has depended on primary data. Primary data were collected through a sample survey with a questionnaire. The sample size is 390 respondents for the research. The technique used in analyzing the collected data is known as tools for analyzing data like Percentage analysis, Regression analysis, T-test, KMO Bartlett’s test, Factor Analysis and ANOVA. The study concludes that customers expect the bank to rectify the problem and to update the banking services in bancassurance products for improving customer service loyalty services, the customers are satisfied with the bank in future.

"A STUDY ON CUSTOMER SERVICE LOYALTY TOWARDS BANCASSURANCE OF PUBLIC AND PRIVATE SECTOR BANKS IN VIRUDHUNAGAR DISTRICT, TAMILNADU", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.4, Issue 12, page no.385-392, December-2017, Available :http://www.jetir.org/papers/JETIR1712072.pdf

"A STUDY ON CUSTOMER SERVICE LOYALTY TOWARDS BANCASSURANCE OF PUBLIC AND PRIVATE SECTOR BANKS IN VIRUDHUNAGAR DISTRICT, TAMILNADU", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.4, Issue 12, page no. pp385-392, December-2017, Available at : http://www.jetir.org/papers/JETIR1712072.pdf