*PH.D, Research Scholar, Department: Management, Pondicherry University, Karaikal Campus
**Reader, Department: Management, Pondicherry University, Karaikal Campus
Online published on 18 June, 2013.
The health insurance industry has changed rapidly in the changing economic environment throughout the world. The overall Insurance Industry contributes about seven percent GDP of our economy. The increased rate of market competition due to liberalization and privatization forced health insurers to be competitively serving in a better way to the customers. In that point view to huge untapped market, the concept of health insurance was introduced by the IRDA. Health insurance is a new and an emerging model of channel of distribution adopted by insurance players to increase the market share and insurance penetration. The present empirical based study was conducted with an objective to understand the growth of health insurance in Indian health Insurance Industry and to measure the customer awareness, satisfaction and perception towards buying health insurance products from insurers. The various concepts related to health insurance have been discussed in this paper. Health insurance is accelerating the growth of Insurance business, decrease cost, Low awareness of health insurance among customers. This paper concludes that there is a tremendous scope and growth opportunity available for health insurance in future in the Indian Insurance market.
Health Insurance, Customer Awareness, Customer Satisfaction, Customer perception, Marker Penetration
