A study on customer satisfaction of policyholders of ICICI prudential with reference to Gujarat region

Customer satisfaction plays a very crucial role in the service industry as a whole. Customer satisfaction is considered as the main factor determining organization's accomplishment in today's competitive marketplace. Measuring customer satisfaction can be tricky yet very important for the business. Various measures are used by companies and academicians to measure customer satisfaction from time to time. Customer satisfaction includes quantitative and qualitative tools.

After privatization of insurance sector in 2000, insurance sector has gone through a drastic change in every aspect of insurance business, be it an innovative policy, low premiums, better services, optional riders, need based plans, etc. with presence of 23 private insurance companies and 1 giant public sector company(LIC) insurance sector is currently going through high competition period.

ICICI prudential life insurance company is the market leader among all insurance companies in linked insurance business and it is the market leader among private sector in total insurance business. In this present study an attempt has been made to study customer satisfaction level of policyholders of ICICI prudential on various dimensions of the insurance industry.