A Study on Service Marketing with Particular Reference to Life Insurance Companies in Kanyakumari District

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The insurance sector in India has become a full circle from being an open competitive market to nationalization and back to a liberalized market again.  Tracing the developments in the Indian insurance sector reveals the 360 degree turn witnessed over a period of almost two centuries. This paper attempts to find out the factors important in developing a suitable marketing strategy for life insurance companies in Kanyakumari district, Tamil Nadu, India. It investigates the current service marketing strategies of life insurance companies in this area and the service quality provide by the insurance companies to their customers. It will also reveal the problems faced by consumer of different life insurance companies
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Insurance Sector, Nationalization, Liberalized Market, Life-Insurance, Service Quality

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