CUSTOMER PERCEPTION OF ETHICAL HR PRACTICES AND THEIR INFLUENCE ON INVESTMENT DECISIONS IN INSURANCE COMPANIES: A PRIMARY STUDY IN GANDHINAGAR

This paper is the perception of customers about ethical Human Resource practices of insurance companies and its impact on their trust and investment decisions, if any.The research has been undertaken in Gandhinagar to establish growing evidence that internal HR ethics-fairness, transparency, and welfare-consider investments are significant in external stakeholder behavior.It was conducted with a sample size of 70 respondents through an organized questionnaire on a five-point Likert scale for statistical analysis including one-sample t-tests, regression analysis, and one-way ANOVA.The results were analyzed to determine whether the perceptions by customers regarding ethical HR practices lead to building up trust in investment decisions across income groups; some positivity among respondents toward such ethics building credibility in investment decisions was found though it didn't come out statistically significant.Other findings revealed Ethical HR practice contribution toward the organization's goodwill but does not seem a major driving factor in customer behavior.