ABSTRACT

In today’s competitive world, life satisfaction that too more specifically customer satisfaction is the most important aspect to every company which retain customer to grow and to survive as satisfied customer is the greatest brand ambassador to attract the prospective customers to the company. The above saying is true, especially in the service sector like insurance. The aim of this study is to measure relationships between two different types of insurance i.e. life and motor insurance. The study aims to prove that though life insurance is different from motor insurance but both them as a matter of indemnity tries to engender life satisfaction. This proposition was studied though a sample survey and the data so collected was analyzed though correlation analysis coupled with structural equation modeling. Though the study could not find relationships as significant but finally able to prove the study hypothesis through Structural Equation Modeling.

Keywords: life insurance, motor insurance, life satisfaction, confirmatory factor analysis, structural equation modeling.