Abstract
Aim of this paper is to assess the empirically demographic differences among the customers regarding customer value in Life Insurance Corporation. It is a fact that life insurance players in J&K have realized that their business advantage depends on customer value. The study is based upon the primary data obtained from customers of LIC belonging to various districts of J&K through quota sampling. A questionnaire was framed containing items of demographics and statements measuring customer value based upon seven point Likert scale. The findings indicate that the demographic variables viz., age, qualification, occupation wise, there is no significant difference regarding customer value in the perception of customers of LIC. However, district wise respondents do differ in their opinion regarding customer value in Life Insurance Corporation.
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