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Customer behavior is also changing with the technological advancement. General insurance industry also not remains untouched and due that market penetration of insurance industry also fasten in recent past. Academic literature reveals that insurance sector specific customer experience measure is still lacking. Thus, the current study explores what defines customer experience in general insurance Company and develop the scale which measures the experience of customers of general insurance company. This study conclude that customer experience measured in general insurance company with five factors namely service place, process, product and service, human interaction and brand trust. Furthermore this study also concludes that customer experience has the positive impact on the Satisfaction level.

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