International Journal For Multidisciplinary Research

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Service Quality and Purchase Decisions in Insurtech: Effects of Trust and Customer Satisfaction

Author(s) Ms. Valliammai Karthika, Prof. Dr. Krishnan A.R
Country India
Abstract PURPOSE
The study explores how responsiveness, reliability, security, communication effectiveness, and information quality affect digital insurance purchase decisions in InsurTech. Also, highlights the role of trust and satisfaction as moderators and conditions.
FINDINGS
Service quality components increase purchase intention. Among them, data security and responsiveness have the most substantial impact. Customer satisfaction and trust strengthened the service quality-purchasing behaviour relationship. Data security and responsiveness maximise purchase intentions.
RESEARCH METHODS
A quantitative, descriptive research design was adopted using a structured Likert-scale questionnaire. Data were collected from 50 InsurTech users in Chennai. SPSS was employed to perform descriptive statistics, ANOVA, and regression analysis to test the hypotheses.
LIMITATIONS
Chennai is the survey location for the 50-person sample. The study is cross-sectional; therefore, long-term impacts are not assessed.
SEM does not provide a deeper analysis.

FUTURE SCOPE
Expand the study to compare service quality parameters and buying behaviour across cultures and countries.
Compare life, health, and automobile insurance in InsurTech verticals.
Chatbot and app-driven InsurTech systems should incorporate emotional engagement to enhance AI-human interaction quality and clarity.
Explore insurers' purchase intentions based on GPT-based chatbots and other AI-driven advisory tools' service quality, which influences digital insurance trust and satisfaction.
Service quality may affect purchase intention by analysing real-time user activity, such as application usage logs or clickstream data.
Keywords Service Quality dimensions, Trust, Customer satisfaction, Purchase Intentions, Insur tech.
Field Business Administration
Published In Volume 7, Issue 5, September-October 2025
Published On 2025-10-31
DOI https://doi.org/10.36948/ijfmr.2025.v07i05.59140
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