The transform of the insurance industry from a monopoly to a competitive environment now shows very interesting challenges, both to the new companies and to the consumers of life insurance products. The level of success of organization is not only measured by the rate of return but also by the quality of corporate management. So good corporate management practices should be followed by the companies. There are enormous business pay-offs that ensures that customers are not only satisfied but delighted. The tendency of satisfied and loyal customer to bring in new customer at no charge to the company is particularly beneficial as a company grows. In order to measure service quality of life insurance, non-probability convenience sampling had been used for the study from respondents. For the study 498 customers of life insurance products has taken as population from different selected areas of Saurashtra Region. Selected respondents of life insurance product had been considered as sampling unit. Consumers are expecting regarding company’s genuine efforts put to solve any problem of consumer. Consumers are also expecting that prompt service and information at exact time frame for service delivery should be provided by the company. To stay in competition, Life Insurance Company should provide customized service according to the needs of consumers.

KEYWORDS: Life Insurance, Service Quality, Customized Service, Consumer Loyalty.