An Empirical Assessment of Demographic Divergence in Managing Customer Value

This paper examines the gender difference among the customers regarding customer value in Life Insurance Sector in J&K. It is a fact that Life Insurance players in J&K have realised that their business advantage depends on customers preference based upon their gender to select the company or insurance plans. The study is based upon the primary data obtained from customers of four leading life insurance companies operating in Jammu&Kashmir through purposive sampling. A questionnaire was framed containing items of demographics and statements managing superior customer value based upon seven point Likert scale. The findings indicate that the demographic variables viz., gender, purpose of insurance and insurance plan wise, there is no significant difference regarding customer value in the perception of customers of life insurance companies operating in state.