Customer Expectations and Market Reality Regarding Business in Life Insurance Companies in India

Insurance sector in India has gained a significant position in Indian economy. There are many players in this sector hence their endeavor to attract customer's makes customers have a better and bargaining position to deal with. The companies need to focus on their customers to sustain themselves in the market. This study analyses the impact of offerings by insurance firms that affects customer attitude. The research study was conducted in the city of Bareilly (India) by getting responses from 150 insurance customers. This study also tries to find out the attitudes of the customers regarding the after sales services provided by their insurers.