A Study on Customer Perception, Awareness, and Satisfaction in Life Insurance

Customer perception, awareness, and satisfaction play a crucial role in shaping the growth and competitiveness of the life insurance sector. This study examines how customers understand, evaluate, and respond to life insurance products, with a focus on the relationship between awareness levels and satisfaction outcomes. The research explores key dimensions such as product knowledge, trust in insurance providers, service quality, claim settlement experience, and perceived value for money. Findings indicate that higher awareness significantly influences customers’ perception of risk coverage and long-term financial benefits, leading to increased satisfaction and loyalty. The study also highlights that transparent communication, simplified policy terms, and timely service delivery positively enhance customer perception. Conversely, factors such as complex procedures, lack of guidance, and delayed claim processing negatively impact satisfaction levels. Overall, the study emphasizes that insurance companies must invest in customer education, digital service delivery, and personalized communication strategies to strengthen awareness and improve perception. Enhancing these factors ultimately contributes to higher satisfaction, improved retention, and sustained growth in the life insurance industry.

Customer Perception, Awareness, Customer Satisfaction, Life Insurance Services, Financial Literacy

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