“There are known knowns; these are things we know we know. We also know there are known unknowns, that is to say we know there are some things we do not know. But there are also unknown unknowns — the ones we don''t know we don''t know.” In insurance buying, most customers would probably describe their level of understanding of insurance contracts in the above manner. Life Insurance is a high credence service, very abstract, complex and focused on future benefit that are difficult to prove. It is an important decision the customer takes not only during pre- purchase stage but is more important at the post- purchase stage also. A remarkable trend in the insurance industry in the last few years is the rapid change in the knowledge level as well as expectations of the customers. It looks as though the docile, uninformed, insurance consumer has suddenly been transformed into an aggressive and highly demanding species. Hence understanding the consumer behaviour, channel partners satisfaction towards their life insurance companies and service quality delivered in life insurance sector is need of an hour.