Assessment of Policyholder Satisfaction on Behavioral Intention of Rural Postal Life Insurance in Tamilnadu Western Region

Document Type : Primary Research paper


1 Assistant Professor – MBA, Nehru Institute of Management Studies, Coimbatore

2 Assistant Professor - MBA, Nehru Institute of Technology, Coimbatore


The purpose of this paper is to examine the causal linkage between the policyholder
satisfaction with behavioral outcomes of repurchase, recommendation and complaining
behavior in the rural postal life insurance service in Tamilnadu western region
(Coimbatore). The total 114 responses were generated from existing policyholders’ of
rural postal life insurance. The relationships were tested by structural equation modeling
using Amos software. The hypothesized model was accepted. The result provides most
significant effect of policyholder satisfaction on recommendation intention and also
significant effect of service quality on repurchase intention and complaining intention.


Volume 12, Issue 3 - Serial Number 3
ICMMNT-2021 International Virtual Conference on Materials, Manufacturing and Nanotechnology, 30th June, 2021.
June 2021
Pages 739-743