“Exploring drivers of customer's contentment on LIC of India” (With special references to customers in Bangalore)

Life insurance corporation of india (lic) a term that is almost synonymous with life insurance today. In india, LIC has been one of the pioneering organizations, most trusted brand and enjoyed almost a monopoly status in life insurance till the last decade. however, there is no taking away credit from it no matter how many new private companies make their entry into the insurance market. even though lic reigns supreme in terms of market share, private companies are gearing up to woo the consumers. this study is an exploratory where the target population is the customers of lic operating in bangalore. the sampling method used for selection of the respondents is convenience type non-probability sampling method. the sample size considered for the research is 250 customers. personal survey method was used for data collection. the data collection instrument used for the research is structured questionnaire. as a result, there is a continuous increase in customer expectations and customers’ successive demands within the improvement of the quality of service, lic should cater all the customer's needs and wants to survive in intense competition and increase the market share.