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Service Marketing Elements and Performance Indicators of the LIC: An Application of Canonical Correlation

Author(s) : Dr. P. N. Harikumar, M. P. Lakshmanan

Volume & Issue : VOLUME 2 / 2014 , ISSUE 2

Page(s) : 9


Abstract

The impact of marketing mix strategies, resources, activities and programmes on the performance parameters of LIC provides that market share of LIC is greatly affected by its physical evidence strategies and marketing resources and capabilities. At the same time the marketing resources and capabilities, promotional strategies, marketing consensus activities, marketing experience elements, physical evidence strategies, process and product strategies dictate the return on investment of LIC. Further it is found that the sales growth of LIC is influenced by marketing experience elements, people and distribution channel strategies, marketing consensus activities and physical evidence strategies. The cross functional integration activities, physical evidence strategies and promotional strategies reflect the customer retention level of LIC.

Keywords

Services of LIC, Performance indicators of LIC

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