BUILDING CUSTOMER LOYALTY IN DIGITAL ERA: A CONCEPTUAL FRAMEWORK FOR INDIAN LIFE INSURANCE SECTOR

Managing business persistency by curbing customer attrition is a major challenge in life insurance since it is a long term contract and is yet to gain momentum in an emerging market like India. With the entire economy going digital, an attempt is made to propose a model for studying customer loyalty in online life insurance by studying the various antecedents and their relationships and then drawing inference from various studies of online consumer behavior and specific references from financial services like banking and insurance. This paper contributes by developing a model for understanding online life insurance-customer loyalty with e-service quality, costs, ecustomer satisfaction and social influence as the major determinants and can have beneficial implications towards policymakers and practitioners