Life Insurance is a social security tool. It provides the much needed security when the income of the head of the family ceases owing to the unexpected risk, the family is protected to the extent of insurance coverage. Life Insurance Corporation of India (LIC) is the India’s largest Life Insurance Company. LIC has acquired monopoly power in the solicitation and sale of Life Insurance Policies in India. LIC the capital intensive business provides the most important financial instrument to customers aimed at protection as well as long term savings. The Corporation reaches out to people through the main traditional route of the agency model for the selling processes of the numerous complex need-based products. The agents help in marketing its policies by spreading the message of life insurance among the masses. In this connection, a study is carried on to know the Policy holder’s satisfaction with regard to services rendered by LIC agents, because 85-90 percent of the insurance policies are being issued by the insurance agents. Customer Satisfaction is the first step to achieve Consumer Loyalty. For this research, primary data was collected from the various policy holders of Life Insurance Corporation of India using a structured questionnaire and the data has been analyzed by ANOVA and percentage method using SPSS package 21.0.

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Keywords: Policy Holder’s Satisfaction, Life Insurance Corporation (LIC), Insurance Agents.