Author(s) :   Dr. Sanjeet Sharma¹, Alka Dhikka²

Abstract : Life insurance companies in India provide similar services, but their service quality may differ. This study examines the impact of demographic variables, such as area, state, gender, marital status, type of family, and home ownership, on the service quality in the Indian life insurance industry. The data was obtained from a sample of 600 customers of Life Insurance Companies in the state of Haryana and Himachal Pradesh. Data is analyzed by using mean, standard deviation, Levene’s test of homogeneity of variance and t-test. The results show a significant impact of area, state, marital status, type of family, and home ownership of respondents on the quality of service provided by life insurance companies. The results of the study recommended that life insurance companies should customize their services to cater to specific requirements and preferences of their customers according to their demographic characteristics. The findings of the study provided valuable insights for life insurance companies, helping them refine their policies, establish a stronger market position, and ensure the maximum satisfaction of each customer.

Keywords: Demographic Variables, Service Quality, Empirical Study, Indian Life Insurance, Insurance Industry.

DOI : 10.61161/ijarcsms.v11i10.5

Pages : 43-50

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