Marketing Activities and Service Quality in Life Insurance: A Factor-Based Analysis of Policyholders’ Perceptions in Public and Private Sector Companies

Abstract

The study examines policyholders’ perceptions of marketing activities and service quality in public and private sector life insurance companies in Kozhikode district, Kerala. The primary objective is to identify the underlying dimensions that shape policyholders’ perceptions of insurance marketing and service delivery. The study adopts a descriptive research design and collects primary data from 145 respondents using a structured questionnaire. The measurement items are adapted from Mathiraj and Nagalakshmi (2020). Stratified sampling is employed to represent policyholders from both public and private sector insurance companies. Frequency and percentage analysis are used to examine respondents’ demographic characteristics, while Principal Component Analysis with Varimax rotation is applied to identify the underlying factors. The analysis identifies four dimensions: Policy and Services, Redressal Mechanism, Customer Service, and Policies and Benefits. The findings provide a framework for understanding policyholders’ evaluations of insurance marketing and service quality and highlight areas that insurers may consider when improving their service delivery and customer relationships.