A customer satisfaction survey for the Pokhara branch of the Asian Life Insurance Company

Abstract

This study was carried out for the Pokhara branch of the Asian Life Insurance Company and the purpose was to study the level of customer satisfaction and to suggest measures to improve it. This thesis was commissioned by Asian Life Insurance Company, which is one of the leading insurers in the Nepalese life insurance sector.

The theoretical section of this thesis examines the concept of customer satisfaction, including its components and discusses how it can be enhanced.

A quantitative research method was employed by means of questionnaire. Out of 300 questionnaires distributed, 260 questionnaires were returned with a response rate of 86.67%. A brief description of the case company and its product and well as the analysis and interpretation of the received data are included in empirical part of the thesis.

The result of the study indicates that overall the customers of Asian Life are quite satisfied. However the study also shows that the level of satisfaction shown by the customers isn’t enough to expect repeat purchase and to retain their loyalty for a longer period of time. Several recommendations for further improvement are put forward in the report, including agent training, infrastructure development, and increasing benefits.