Abstract
Proliferation of internet and its usage in services has endowed customers with multiple channels of service delivery. Online insurance refers to the selling of insurance products via the internet and is fast gaining momentum across the world as an alternative delivery channel. In India, however, with little IT penetration and awareness, a huge percentage of the population remains skeptical about online insurance. To facilitate quicker and easier transactions, insurance companies have jumped into the bandwagon of modifying their service delivery channels. The research focuses on deciphering the attitude of Indian customers towards online insurance services being adopted by Indian insurance companies.
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