Despite the perception of insurance as a grudge purchase, insurance companies are top of the league in the eyes of their customers, a survey has found.

The latest Australian Financial Review Smart Investor League of Exceptional Service (Smiles) survey has placed general insurers on top with a customer rating of 73%.

The survey provides an annual snapshot of customer satisfaction with providers of financial services, utilities, internet and mobile phone services.

Consumers of “everyday services” were asked to rate their provider across a number of categories including value, quality of service, level of fees and product features.

Among the individual insurers, Over-50s specialist Apia topped the list at 76% followed closely by AAMI and NRMA Insurance, both at 75%.

Researchers pointed to improved customer service and a quality claims experience as factors behind NRMA’s five percentage-point improvement on last year’s result, while AAMI enjoyed the highest claims satisfaction rating of 81%.

Among the life, disability and income protection insurers, Axa Asia Pacific topped the poll at 66%.

Common gripes across all categories included having to navigate automated menu options, the use of voice recognition software and reliance on international call centres.