A Study On Customer Satisfaction Towards Digital Insurance Services In Private Insurance Companies In Kanyakumari District

Abstract

The insurance industry has undergone significant transformation with the rapid adoption of digital technologies, enabling customers to access insurance services through online platforms and mobile applications. Digital insurance services have enhanced convenience, transparency, and operational efficiency while improving the overall customer experience. In this context, the present study aims to examine customer satisfaction towards digital insurance services offered by private insurance companies in Kanyakumari District. The specific objectives of the study are to examine the level of customer satisfaction, identify the factors influencing customer satisfaction, and analyze the problems faced by customers while using digital insurance services. The study is based on both primary and secondary data. Primary data were collected from 90 policyholders using a structured questionnaire through the convenience sampling technique. The collected data were analyzed using SPSS by applying Percentage Analysis, Mean and Standard Deviation, Factor Analysis, Garrett Ranking Technique, and Multiple Linear Regression Analysis.

The findings reveal that customers are generally satisfied with the digital insurance services provided by private insurance companies, with an overall mean satisfaction score of 4.16. Accuracy of policy information, convenience of digital premium payment, and security of digital transactions emerged as the major factors contributing to customer satisfaction. Factor Analysis indicated that user-friendly digital platforms, secure transactions, and efficient service delivery significantly influence customer satisfaction. Garrett Ranking Analysis identified delay in digital claim settlement, cybersecurity concerns, and technical issues as the major problems experienced by customers. The regression analysis further confirmed that these issues significantly affect customer satisfaction. The study concludes that private insurance companies should focus on strengthening digital infrastructure, improving claim settlement efficiency, enhancing cybersecurity, simplifying digital processes, and providing responsive customer support to increase customer satisfaction and promote the wider adoption of digital insurance services..