标题：Image of Life Insurance Services AnExpectationExperience Gap Analysis (Customer Cost Dimension). A Study on Marketing Mix on Life Insurance in Kolkata
期刊名称：International Journal of Advances in Engineering and Management
电子版ISSN：2395-5252
出版年度：2021
卷号：3
期号：1
页码：42-47
DOI：10.35629/5252-0212764776
语种：English
出版社：IJAEM JOURNAL
摘要：Life Insurance Industry is in development phase and daily new developments are going on with respect to Product and services. Today the biggest challenge the Life Insurance companies are facing is the competition in all aspects, so the Gap study between the Expectation and Experience is of vital importance. The present study has been conducted with a view to understand the difference between the Expected and Experienced “CUSTOMER-COST” i.e. PRICE dimensions of marketing mix with respect to Life Insurance in Assam. The study is conducted based on the primary data collected from Tezpur town - the districts headquarter through questionnaire. Given the Empirical Research methods and specially designed Scaling technique, the study revealed that the difference between the degree of customer cost expected from the insurance and the degree of customer cost experienced is statistically not significant.
