This research may be used by private life insurance service providers to improve their marketing strategies, products, and offers. A firm grasp and position in the market for private life insurance services would be easier to achieve with this. Also, client loyalty will increase, which is great for long-term customer retention. More sales, or a larger portion of the market, for their goods and services is the end goal. In addition, the private life insurance sector may utilise the study's results to assist close the service quality gap that arises when companies misjudge their customers' expectations and provide less than what they promised.