The book explores the relationship between perceived service quality, perceived value and customer satisfaction for Life Insurance services in Rajasthan. Service marketers have realized over past few years that poor quality places a firm at a competitive disadvantage. The study aims at evaluating the quality of insurance services of LIC and HDFC LIFE in Rajasthan using customers' assessment, so as to come out with effective strategies that will offer best value to the customers, profitability to the insurance companies; and overall boost the demand for life insurance in Rajasthan. So the Life Insurance industry in order to survive has to satisfy the customer solely for which, the researcher's objective in the study is to evaluate those dimension of service quality and Customer Perceived value that impact satisfaction and relationship with satisfaction, in order to devise priorities for improvement. The study is immensely significant in various ways to Business/marketing practitioners, policy makers and stakeholders as the insurance industry forms a major component of an economy.