A Critical Study of Effectiveness and Customer Perception Towards Selected Healthcare Insurance Policies in Coimbatore City

Changing lifestyles, unhealthy eating habits, minimal physical activity, longer and ultimately working hours and sleep debt have been responsible for many new age lifestyle diseases and created a demand for quality healthcare. With the cost of healthcare services sky- rocketing, need for health insurance policies is gaining popularity nowadays. Managing an insurance company is a big challenge. In order to add significance to their business, companies need to know their customer’s buying behavior for healthcare insurance policies. COVID 19 pandemic has created a greater awareness of the importance of healthcare insurance policies. So, there is a need to understand the customer perception towards the policy to identify the underlying factors that are influencing their decision-making process. The study explore the customer’s attitude, level of satisfaction and the factors that influence the customer’s preferences towards the policy to understand the reasons behind their decision to either adopt or reject the policy.