Abstract:
In marketing environment customers are the key factor. The main focus of this study is
to investigate the investment behavior of customers. It is about study to the factors
determine the customer's behavior towards investment in insurance. Sri Lanka is a
country where the average selling of life insurance policies is still lower than many
western and Asian countries, with the large population in world. The Sri Lankan
insurance markets looking very prospective to many multinational and Sri Lanka
insurance companies for expanding their business and market share.
So far lack of research has been carried out in Sri Lanka to investigate the impact of
service quality, company loyalty, ease of procedures, satisfaction level, company
image, company-client relationship on customer investment behavior. In doing so, a
survey is administered to 200 customers who are investing in insurance companies in
Manmunai North Division in Batticaloa. Researcher hypothesized and found that from
both service quality, company loyalty, ease of procedures, satisfaction level, company
image, company-client relationship was positively related to customer investment
behavior. Moreover, this study found that the from both customers perceive high level
of service quality, company loyalty, ease of procedures, satisfaction level, company
image, company-client relationship and have high level investment behavior. Further,
the findings of this study offer guidance to the organizations looking to be investment
within the organization.
Insurance industry is in a turbulent situation. This study will facilitate the insurance
companies to know. l' the opinions of customers regarding insurance industry and
specifically opinions towards traditional and updated life insurance plans. The
insurance company able to reduce the operation time, account handled carefully,
customer's instructions should be carried out carefully, companies should be a personal
touch between the customers and staff, staff should be knowledgeable about the
services offer red, staff should be more courteous towards the ir customers, staff members
should apologies for mistakes, complaint should be handled then and there, regarding
complaint customers should receive follow, up contact and disagreements with the
customers should be avoided.
