• Dr. V.KANNAN

The Indian life insurance industry has moved into a more competitive arena with the arrival of private players in the market. Even though the Life Insurance Corporation of India reigns supreme in terms of market share, private companies are gearing up to woo the consumer. Any new player entering the insurance business would try to differentiate its product offering, but it is the service delivery system which would become the key differentiator. Life insurance industry presents a product market relationship denominated by personalized selling. Therefore, the researcher thinks that it is worth to study the perception of the policyholders towards the service quality of the Life Insurance Corporation of India, Attur Branch. By adopting quota sampling, 100 respondents were selected. For this study, the researcher has categorized the policyholders by five insurance plans namely, whole life plan, endowment assurance plan, money back plan, children plan and term assurance plan. From each plan 20 respondents were selected. This study is empirical in nature based on survey method with the help of questionnaire. The secondary data were collected mainly from journals, reports, books, and records of the company. Lack of relationship managers, lack of customer satisfaction audit, lack of single point counter, rigid operating hours, and lack of caring fashion are the grievances of the respondents with regard to service quality of the Life Insurance Corporation of India, Attur Branch. The researcher has suggested suitable measures to improve the service quality of the Life Insurance Corporation of India.

Service quality, service performance, customer relationship management, life insurance products, relationship marketing, etc.

"PERCEIVED SERVICE QUALITY IN LIFE INSURANCE CORPORATION OF INDIA, ATTUR BRANCH – A STUDY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 5, page no.307-312, May-2019, Available :http://www.jetir.org/papers/JETIRBP06056.pdf

"PERCEIVED SERVICE QUALITY IN LIFE INSURANCE CORPORATION OF INDIA, ATTUR BRANCH – A STUDY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 5, page no. pp307-312, May-2019, Available at : http://www.jetir.org/papers/JETIRBP06056.pdf