Ethical Perspective of Agents’ Influence of customer trust on Life Insurance Company Leela M H*, Dr. Bhojanna U.** *Assistant Professor, Acharya Bangalore B-School, Bangalore, Karnataka **Professor & HOD, Department of Master of Business Administration, R N S Institute of Technology, Channasandra, Uttarahalli, Bengaluru Online published on 7 May, 2014. Abstract Ethics refer to “the principles of conduct governing a individual or a group”. Ethical decisions always involve two things. First, they involve normative judgements. A normative judgement implies that something is good or bad, right or wrong, better or worse. Secondly, they also involve morality. Morality is society's accepted standards of behaviour. Life insurance companies are discovering that ethics in selling is not only a moral responsibility but also makes sound business sense. Insurance companies are now looking at introducing courses on ethics for their sales force. This paper attempts to find out the ethical behavior was translated into factors such as proper disclosures of details at the time of soliciting for purchase, prompt communication in case of queries before, during and after sale of the insurance, a thorough explanation of all factors involved, the risks in the transactions, the maturity and delivery of the matured amount and all such factors. The paper identifies the motivating factors for the existing customer of insurance company. The study is based on primary data collected from 62 customers of insurance through a structured questionnaire in Bangalore city of India. The collected data was analyzed using simple statistical techniques such as percentages, total score ranking, Chi-Square tests. The results of the study shows that the main motivating factor that customer trust in the Life Insurance Company is based on ethical behavior of the sales people and customers require a cordial relationship with their agents. Top Keywords Ethics, Morality, Life Insurance, Ethical Behavior, Cordial Relationship, Agents. Top |