Research Paper Volume 2 Issue 10 June 2015 International Journal of Informative & Futuristic Research ISSN (Online): 2347-1697 A Study On Policyholders Satisfaction On Service Of LIC: Reference To Coimbatore District Paper ID IJIFR/ V2/ E10/ 034 Page No. 3620-3626 Subject Area Management Key Words Insurance Policies, Satisfaction Level, Policy Holders, Attitude, LIC Services Received On 05-06-2015 Reviewed On 18-06-2015 Published On 20-06-2015 1. Dr. A.W.Unas 2. S. Ram Kumar Head of the Department Department of Business Administration Govt. Arts College, Coimbatore Associate Professor Department of Management Hindustan College Of Arts & Science Coimbatore-Tamilnadu Abstract Generally, people do not have much awareness on insurance policies in the services rendered by LIC. It is the realization for the need of an insurance policy after the loss of life and property in an accident. It is commonly held conviction that insurance is a sheer waste and takes great effort to remove this mind-set among people. The successes of the insurance companies depend on the awareness among policyholders about insurance products and satisfaction of the policyholders regarding services rendered by the insurance company. Customer satisfaction depends upon how the customer perceives the policies offered by an insurance company and how they have delighted by its services. By understanding, customers awareness level about the products, perception about insurance products, service quality and satisfaction level, the marketing team can compete with other competitors to retain the existing customers as well as get new customers. The present study is attempted to know how customers perceive life insurance products, service quality and satisfaction levels of policy holders of the Life Insurance Corporation of India. www.ijifr.com Copyright IJIFR 2015 3620
1. Introduction The concept of insurance is that of a contract between two parties, the insurer and the insured, where the insurer agrees to pay the insured for any financial loss arising out of any unanticipated events in return for a regular payment of a pre-determined sum of money termed premium. Life insurance provides both safety and protection to individuals and encourages savings. The insurance sector is one of the important sectors of the liberalized Indian economy. In India, only less than 20 percent of the total insurable population has covered under various life insurance schemes. Life Insurance Corporation of India (LIC) was soon challenged. Due to growing pressure, the task of providing and maintaining higher level of customer satisfaction has become one of the most important challenges for insurance companies. The LIC continues to be a dominating insurance company in India and it is moving fast on a new growth path and by improving on its own past records. The LIC of India has devised several life policies to satisfy the diversified needs and wants of the customers. 2. Objectives of the study To analyze the factors that influenced the policyholders to take the policy. To ascertain the policyholders level of satisfaction relating to services of LIC. 3. Scope of the Study This study explores to reveal the policyholders level of satisfaction towards services of LIC and their attitude towards private life insurance companies. This study highlights key areas, which the policy makers in LIC have to improve their customer satisfaction. The study, analysis, findings, suggestions and conclusion proposed by the researcher will also be helpful in future studies in the insurance sector. The significance of this study is that, it brings out the differences in various parameters like awareness level, service quality and the satisfaction levels of policyholders. 4. Research Methodology This section includes sampling technique, collection of data, method of analysis and statistical tools used in the present study. i. Sample Design The stratified multistage sampling method is adopted for the present study. Coimbatore district has been selected by using the random sampling method. the respondents have been selected based on convenient sampling method. The data have been collected from the 516 policyholders who are selected by the convenient sampling method. ii. Collection of Data The study has been done from large sample of policyholders in Coimbatore District. Survey method is the best approach for a quantitative research, with the help of a structured interview schedule. It helps to understand the possible relationships between the data and the unknowns in the universe. An interview schedule has been used as the instrument for collecting the research data. iii. Frame Work of Analysis The data is first presented in tabular and graphical form representing the different responses given by the policyholders. Then analysis is done using following statistical tools such as Frequency Analysis, Chi-square Test, and Garrett Ranking Technique. 3621
5. Analysis And Interpretation 5.1 Profile of the Policyholders Table 1: General Profile of the Policyholders Factors Classification No of Respondents Percentage Age Young Age Middle Age Elder Age 158 235 123 30.6 45.5 23.8 Gender Male Female 290 226 56.2 43.8 Marital Status Married Unmarried 395 121 76.6 23.4 Education qualification Illiterate School level Degree Level Professional 56 118 176 166 10.9 22.9 34.1 32.1 Occupation Employee Business & Profession Agriculturist Others 315 75 56 70 61.0 14.5 10.9 13.6 Income level Low Income Group Middle Income Group High Income Group 205 156 155 39.7 30.2 30.0 Family Size Two Three Four 130 253 133 25.2 49.0 25.8 Regarding personal profile of the consumer, the above table shows that 56.2% of the respondents are male, 45.5% of the respondents are come under Middle age Group, about 76.6% are Married, 34.1% of the respondents are Degree holders and the maximum respondents are employees (61%), 39.7% of them are under low income group and regarding the family Size 49% of the respondents come under three members. 5.2: Level of Satisfaction Table 2: Level of Satisfaction of Policy Holders Regarding Service Level of Satisfaction Frequency Percentage in Total Highly Satisfied 133 25.8 Moderately Satisfied 287 55.6 Low Satisfied 96 18.6 Total 516 100 Most of the respondents (55.6%) are moderately satisfied with services of LIC in the study area, about 25.8 percent of the respondents registered their satisfaction at a higher level and remaining 18.6 percent of the respondents expressed low satisfaction levels with LIC services. 3622
5.3 Chi Square test Classification Illiterate Table 3: Educational Qualification and Level of Satisfaction Level of Satisfaction Low Moderate High Total Count 9 25 22 56 % within Row 16.1% 44.6% 39.3% 100%% % within Column 9.4% 8.7% 16.5% 10.9% Chi- Square P School Level Degree Level Professional Course & Others Total Count 17 81 20 118 % within Row 14.4% 68.6% 16.9% 100% % within Column 17.7% 28.2% 15.0% 22.9% Count 31 106 39 176 % within Row 17.6% 60.2% 22.2% 100% % within Column 32.3% 36.9% 29.3% 34.1% Count 39 75 52 166 % within Row 23.5% 45.2% 31.3% 100% % within Column 40.6% 26.1% 39.1% 32.2% Count 96 287 133 516 % within Row 18.6% 55.6% 25.8% 100% 22.682 0.001 Researcher framed the hypothesis as there is no significant relationship between educational qualification of respondents and their level of satisfaction. This hypothesis has been tested with the help of chi-square test. The calculated of Chi-Square is 22.682 and P is 0.001. Since the calculated P is less than 0.05, the null hypothesis has been rejected. 5.4: Occupation and Level of Satisfaction Table 4: Occupation and Level of Satisfaction Level of Satisfaction Classification Employee Business profession Agriculturist Others Total & Low Moderate High Total Count 72 149 94 315 % within Row 22.9% 47.3% 29.8% 100%% % within Column 75.0% 51.9% 70.7% 61.0% Count 8 49 18 75 % within Row 10.7% 65.3% 24.0% 100% % within Column 8.3% 17.1% 13.5% 14.5% Count 9 40 7 56 % within Row 16.1% 71.4% 12.5% 100% % within Column 9.4% 13.9% 5.3% 10.9% Count 7 49 14 70 % within Row 10.0% 70.0% 20.0% 100% % within Column 7.3% 17.1% 10.5% 13.6% Count 96 287 133 516 % within Row 18.6% 55.6% 25.8% 100% Chi- Square P 25.737 0.001 3623
: The researcher framed the hypothesis as There is no significant relationship between occupation of respondents and their level of satisfaction towards LIC services. The researcher has tested the hypothesis using the Chi-Square test. The calculated of Chi-Square is 25.373 and P is 0.001. Since the calculated P is less than 0.05, the null hypothesis has been rejected. 5.5 Income and Level of Satisfaction Table 5: Income and Level of Satisfaction Classification Low Income Group Middle Income Group High Income Group Total Level of Satisfaction Low Moderate High Total Count 29 143 33 205 % within Row 14.1% 69.8% 16.1% 100% % within Column 30.2% 49.8% 24.8% 39.7% Count 29 85 42 156 % within Row 18.6% 54.5% 26.9% 100% % within Column 30.2% 29.6% 31.6% 30.2% Count 38 59 58 155 % within Row 24.5% 38.1% 37.4% 100% % within Column 39.6% 20.6% 43.6% 30.0% Count 96 287 133 516 % within Row 18.6% 55.6% 25.8% 100% Chi- Square P 36.774 0.001 The researcher has framed the hypothesis as there is no significant relationship between income level of respondents and their level of satisfaction. The hypothesis has been tested with the help of chi-square test. The calculated of Chi-Square is 36.774 and P is 0.001. Since the calculated P is less than 0.05, the null hypothesis has been rejected. 5.6: Factors Adopted By The Respondent In Selecting A Policy The percentage position of each rank thus obtained is converted into scores by referring to the table given by Henry Garrett. Then for each factor the scores of individual respondents are added together and divided by the total number of respondents for whom the scores are added. These mean scores for all the factors are arranged in the order of their ranks and inferences are drawn. The Table no. 6 mentioned below highlights Garrett s scores which help to decide the most important factors adopted by the respondent in selecting a policy. The highest score is 67.87, the first rank for safety, and the lowest rank is 39.71, the last rank selected by the respondent which is loan facility. It is inferred from this Table that an individual chooses the policy based on his own perceptions in order to satisfy his/her needs. Garrett s Ranking Technique used To perform Henry Garretts ranking the following formula has been used. Percentage position = 3624
Rij = Rank given for ith item jth individual Nj = Number of items ranked by jth individual 3625
6. Findings Most of the respondents (55.6%) are moderately satisfied with services of Life Insurance Corporation. There is a significant relationship between educational qualification of respondents and their level of satisfaction. There is a significant relationship between occupation of respondents and their level of satisfaction towards LIC services. There is a significant relationship between income level of respondents and their level of satisfaction. The most important factors adopted by the respondent in selecting a policy. The highest score is 67.87, the first rank for safety, and the lowest rank is 39.71, the last rank selected by the respondent which is loan facility. It is inferred from this Table that an individual chooses the policy based on his own perceptions in order to satisfy his/her needs. 7. Suggestions The terms and conditions of the product should be transparent to the public. Researcher suggests to policy makers to give more importance to design core services rather than allied business services. Relax the formalities in renewal of lapsed policies. Periodical review about the service quality required to maintain and improve the service quality. 8. Conclusion In India, the opened economic policy for the insurance industry has increased competition for players in the insurance industry. The oldest and leading public sector insurance companies like LIC in India are facing very stiff competition from the new players entering the market. In addition, in case of the insurance sector the reference group plays a vital role. So keeping this aspect in consideration, leading insurance players should focus on service quality. Service quality can be used as a strategic tool to get a competitive advantage over challenging insurance providers. LIC should focus on assurance and tangibility to further strengthen the level of service quality. Life Insurance Corporation of India competes other players in the market very aggressively, but the low score in the reliability dimension is a contra indicator. References [1] Marketing Management Philip Kotler, Prentce Hall of India Private Limited New Delhi 2000 [2] Marketing Research Malhotra, third edition, Pearson Education. [3] A Note on the Insurance Status in India for Poor, Aggarwal and Preeti Alliance Journal of Business Research, 2005 [4] A Study on the Expectations and Perceptions of the Services in Private Life Insurance Companies, Keerthi, P. and Vijayalakshmi, R SMART Journals, Vol. 5, 2009. [5] A study on Service Quality Measurement and its Impacts in Opting Insurance Companies International Journal of Social Science & Interdisciplinary Research, Malini (2012) 3626