Abstract

This study examines policyholders' satisfaction towards services provided by life insurance companies in the current competitive market environment. The study compares selected public and private life insurance companies, including LIC, Birla Sun Life, HDFC Life, ICICI Prudential, SBI Life, CANARA HSBC and Kotak Mahindra. Primary data was collected through questionnaires. The study found that the satisfaction level of policyholders of public life insurance companies was better than that of private life insurance companies. Factors such as benefits received, complaint resolution, customer support and agents' services were found to influence customer satisfaction. The study also examines communication, agent support and satisfaction with policy benefits and complaint resolution.