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The paper attempts to find out the most prevalent ethical issues present in the life insurance industry in India and categorize them into major unethical factors. It further attempts to explore the extant literature on customer loyalty and assess the relative importance of each unethical factor on customer loyalty and customer trust through Multiple Regression Analysis. The results of study reveal that undue influence by salesperson, post purchase customer experience and service gap are the strongest deterrents of customer loyalty in the Indian life insurance industry. Further, undue influence by salesperson and service gap also has a significant influence on customer trust. The paper also attempts to draw a comparison between public and private sector life insurance companies in India to reveal significant insights for these life insurance companies which may help them in devising better loyalty practices. According to policyholders, public sector company i.e. LIC fared much better on customer loyalty and trust as compared to private sector life insurers. The paper holds significant implications for academicians interested in studying various ethical issues in life insurance industry as well as dynamics of customer loyalty and trust. [ABSTRACT FROM AUTHOR]

With advent of new technologies, banking sector has undergone a great transformation. While this has improved the customer's service experience, it has also posed a challenge for the banks to differentiate their services from the competitors. Now banks are finding it hard to make a name for them and create a brand identity that distinguishes them from the other players in the market. As a result, Indian banks are trying to enhance their brand equity by all means possible. This study is aimed at examining the applicability and practicality of consumer based brand equity model in the Indian banking sector. A sample of 300 customers of the Jammu and Kashmir Bank has been taken to check the relationship between perceived quality of the brand, brand awareness, brand association and brand loyalty with brand equity. Exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) were done to check the validity of the scale. Structural Equation Modeling (SEM) was used to explore the relationships between brand equity and its determinants. The results suggested that brand association and brand loyalty have a significantly positive impact on brand equity while the effect of perceived quality of the brand and brand association was found to be insignificant. [ABSTRACT FROM AUTHOR]