Relationship Marketing In Life Insurance Industry. True Success Mantra

      Аннотация: In the wake of liberalization and globalization of the Indian economy the financial services sector has come to assume significant importance, and life insurance, which is a very important constituent of the financial service sector, assumes a special performance. All financial business deal with the management of risk but life insurance companies with their basic risk management, their assist size and relative stability of cash flow are likely to pay a key role in the future development of the financial services industry. With the opening up of the market for the private participation the insurance sector has occupied a very special place in the development of the economy. In the last seven years the private insurance players have lift a mark in the industry and made a significant contribution towards the success of this industry. The book is based on the Ph.D thesis completed in Mohan Lal Sukhadia University. The study shows the importance of the concept of relationship marketing and it’s benefits for the life insurance industry. The study has a great relevance in to-days world as relationship marketing is a concept that perfectly suit the life insurance sector.

Ключевые слова: Relationship marketing, Life Insurance Industry, consumer behaviour, Agents