Influence of the Marketing Strategies on the Mortality Protection Gap of the Life Insurance Policyholders:  A Mediation Analysis

E, Jeevitha; Premkumar, Michael David

:: International Transaction Journal of Engineering, Management, & Applied Sciences & Technologies

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ISSN 2228-9860
eISSN 1906-9642
CODEN: ITJEA8

FEATURE PEER-REVIEWED ARTICLE

Vol.13(7)(2022)

Influence of the Marketing Strategies on the Mortality Protection Gap of the Life Insurance Policyholders: A Mediation Analysis

E Jeevitha, Michael David Premkumar (Department of Management Studies, Bishop Heber College, Affiliated to Bharathidasan University, Tiruchirappalli, Tamilnadu, INDIA).

Disciplinary: Life insurance, Marketing Management
➤ FullText

doi: 10.14456/ITJEMAST.2022.138

Keywords: Underinsurance; Human Life Value; Insurance providers; Swiss Re Reports; Policyholders

Abstract
Life insurance is the best risk management tool, found to cover the loss of earnings of the breadwinner of the family. According to the Swiss Re Mortality Protection Gap Asia-Pacific Report 2015, the mortality protection gap in India is $8,555 billion in the year 2014. According to Lloyd's second underinsurance report 2018, India is the second-most underinsured country in the world, after China. The objective of this paper is to calculate the protection gap and to find the influence of the marketing strategies on the mortality protection gap. For this study, the primary data was collected from the life insurance policyholders and analyzed using mediation analysis. The results showed that the influence of the marketing strategies of the life insurance providers on the mortality protection gap is statistically significant. Based on the findings, suggestions were provided to Insurance providers, policyholders and the Insurance Regulatory and Development Authority of India (IRDAI) to reduce the mortality protection gap in the country.
Paper ID: 13A7L
Cite this article:

Jeevitha, E., Premkumar, M. D. (2022). Influence of the Marketing Strategies on the Mortality Protection Gap of the Life Insurance Policyholders: A Mediation Analysis. International Transaction Journal of Engineering, Management, & Applied Sciences & Technologies, 13(7), 13A7L, 1-8. http://TUENGR.COM/V13/13A7L.pdf DOI: 10.14456/ITJEMAST.2022.138

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