This study focus on the customer expectation and satisfaction level of life insurance policyholders, towards product, price and other services offered by selected 11 life insurance companies in India.  Information on 5 point likert scale is collected through questionnaire from 330 respondents from 30 policyholders of each 11 life insurance companies. Demographic data was also collected from these policyholders. With the help of T-test and ANOVA data was analyzed to find out that is there any difference between customer expectation and satisfaction in terms of services offered by different life insurance companies. As per the analysis, each and every company is trying to launch different product but offering same kind of services in terms of death claim and grievances handling. It has been recommended that life insurance awareness should be spread and misperception towards life insurance should be cleared with the help of counseling and agent.

customer expectation, satisfaction, life insurance, strategies

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