The transformative service performance of InsurTech companies: using PLS-SEM and IPMA approach for examining the purchase behavior of InsurTech customers

IF 2.9 Q2 BUSINESS

Journal of Financial Services Marketing Pub Date : 2024-03-23 DOI:10.1057/s41264-024-00275-7

Kajul Bharti, Richa Agarwal, Akshay Kumar Satsangi

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引用次数: 0

Abstract

Indian insurance companies anticipate digitalization becoming one of the mainstays of their business model in the future. So, this study investigated the various aspects of InsurTech companies’ website services' effect on purchase behavior through customer perceived value, attitude, and purchase intention and showed how digitization improves insurance purchasing in the Uttar Pradesh region. For this study, 268 Indian customers were recruited using the Structural Equation Modeling and Importance-Performance Map Analysis approach. The findings showed that search convenience and trust, out of all the service convenience dimensions (access, search, and evaluation convenience) and service quality dimensions (reliability and trust), significantly impacted perceived value, which in turn positively influenced attitude and purchase intention and ultimately purchase behavior for purchasing a policy through InsurTech companies’ websites. The concluding segment of the article addresses the management implications, limitations, and future directions.

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保险科技公司的转型服务绩效：使用 PLS-SEM 和 IPMA 方法研究保险科技客户的购买行为

印度保险公司预计数字化将成为其未来业务模式的支柱之一。因此，本研究通过客户感知价值、态度和购买意向，调查了保险科技公司网站服务对购买行为的各方面影响，并展示了数字化如何改善北方邦地区的保险购买行为。本研究采用结构方程模型和重要性-绩效图分析方法招募了 268 名印度客户。研究结果表明，在所有服务便利性维度（访问、搜索和评估便利性）和服务质量维度（可靠性和信任度）中，搜索便利性和信任度对感知价值有显著影响，而感知价值反过来又对态度和购买意向产生积极影响，并最终影响通过保险科技公司网站购买保单的购买行为。文章的结论部分探讨了管理意义、局限性和未来发展方向。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Financial Services Marketing BUSINESS-

CiteScore

5.60

自引率

26.70%

发文量

期刊介绍： Under the guidance of its expert Editors and an eminent international Editorial Board, Journal of Financial Services Marketing has become one of the world''s leading forums for the latest thinking, techniques and developments in marketing financial services. The Journal has established itself as a key bridge between applied academic research and commercial best practice, globally. The journal covers: marketing banking services, pension plans, insurance, saving schemes, investment finance, personal finance, mortgages and credit and debit cards loyalty plans brand management cross-selling products and services customer relationship management online services customer profiling targeting product positioning pricing distribution management consumer finance pooled investment funds The Journal of Financial Services Marketing publishes detailed and authoritative: Case studies from marketers worldwide, detailing their practical experiences, the problems faced and the lessons learned Research with IMPLICATIONS FOR PRACTICE from leading business schools, research institutes and universities, worldwide Reviews and briefings by expert practitioners and academics sharing thought-provoking and challenging ideas Legal reviews examining in detail the major changes in legislation Book reviews providing a ''thumbnail'' of best practice in marketing within the financial services field ...to keep subscribers up-to-date with the latest developments and thinking in bank and financial services marketing.