Main Article Content
Abstract
The customers have become the lifeline of every service sector especially in this cut throat competition. After liberalisation and globalisation of the insurance sector, LIC is striving hard to face this competition. To keep their customers satisfied, it has to change their customer relationship management strategies. This paper aims to measure the customer satisfaction level about the CRM strategies due to different demographic variables of customers. Satisfaction level of customers is measured through a structured questionnaire. Data was collected about CRM strategies and customer satisfaction. The research design of the study is descriptive and diagnostic. Source of data collection is mainly primary.
The study area is limited to Doaba region (Jalandhar, Kapurthala, Hoshiarpur and SBS Nagar) of Punjab. Sample size of 500 policyholders of LIC is collected through a stratified random sampling method. Various statistical tools were used like Levene’s test of homogeneity ANOVA. In the study, it is found that demographic variables except marital status and size of family affect the customer satisfaction with the services of LIC.