International Research Journal of Education and Technology

The life insurance sector plays a crucial role in providing financial security and long-term savings to individuals and families. However, customer perception significantly influences the growth and acceptance of life insurance policies. This study explores the awareness, attitudes, preferences, and decision-making behavior of customers regarding life insurance. It aims to understand the key factors that shape customer perception, including trust in insurance providers, product clarity, affordability, claim settlement history, and the role of agents or digital platforms. Through a combination of surveys and secondary data analysis, the study highlights gaps between customer expectations and existing services, offering insights into how insurance companies can enhance customer satisfaction and penetration in the market. The findings underscore the need for improved transparency, simplified policy structures, and targeted awareness programs to boost consumer confidence and drive greater participation in life insurance.

Key words: Customer satisfaction, Customer perception, Customer loyalty.