Abstract
The life insurance business depends on the awareness of the customers about the products and satisfaction. Customer service assumes vital importance in the marketing programs of all modern organizations including service organizations. It also provides the customer with a much-needed avenue to find expression for his problems, ideas, and suggestions. The most important factors in the insurance industry are the safety of the amount insured and customer satisfaction. The best way of surviving and prospering in the competitive environment is through providing prompt relevant and efficient customer service at measurable cost. To attain sustainable growth in the competitive environment, offering quality service is the only differentiating factor.
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