STRATEGIES OF PUBLIC AND PRIVATE LIFE INSURANCE COMPANIES IN THE MARKETPLACE

Abstract

The banking and insurance sectors in India have a significant impact on the country's financial system, which draws a large amount of savings and investment. In India, the insurance business is one of the fastest-growing industries. The trend of liberalisation and globalisation in India has had an impact on the insurance industry, as well as other aspects of marketing and financial infrastructure. In today's market, the client reigns supreme. In the world of life insurance, the goods aren't physical. The rivalry is growing more severe as a result of the introduction of private players. Every business tries to apply fresh innovations and creative product qualities to attract clients in order to meet their needs. This study aims to compare the perspective of consumers in terms of service quality between public and private life insurance firms in India, and to examine the performance of public and private insurance businesses in India.