Mean customer loyalty at LIC, which is the only public sector life insurer in India, is 4.86 whereas
it is 4.47 for public sector life insurers. Based upon the responses generated from the customers
of LIC, it can be suggested that 69% of its customers are loyal towards LIC. The responses from
select private life insurers suggest the level of customer loyalty in private sector life insurance to
be 64% which is not considerably lesser than public sector.
As far as the individual life insurance providers are concerned, LIC is enjoying highest level of
customer loyalty with other two following a close trail.