Personal Factors Influence on Consumer Satisfaction in Indian Life Insurance Industry

The growing number of academic studies on Consumer satisfaction and the mixed findings they report complicate efforts among managers and academics to identify the antecedents to, and outcomes of, businesses having more versus less-satisfied Consumers. Many studies suggest that it costs three to five times as much to attract a new Consumer as it does to retain an old Consumer. Capturing new Consumers from competitors is costly because a greater degree of service improvement is needed to induce Consumers to switch from a competitor. Parasuraman’ (1991) study found that a 5 per cent increase in Consumer retention resulted in more than 25 per cent increase in profits in a number of service industry groups studied. Here in the current study we are trying to specifying the different personal variables affecting the satisfaction level of the Consumers in the life insurance industry. We have found the demographic variables and psychographic variables on which experimentation will be performed to evaluate how these variables are going to create positive or negative satisfaction index for the Consumers in the whole life insurance industry.