Customer Satisfaction with Digital Insurance Services Quality: Evidence from Saudi Arabia

Abstract

The study aimed to investigate the impact of digital insurance services quality dimensions on policyholders' satisfaction among Saudi insurance companies, utilizing Expectancy Confirmation Theory (ECT) and Equity Theory. The study incorporated nine independent variables, namely user interface design, information quality, security, ease of use, reliability, personalization, responsiveness, speed of transaction completion, and competitiveness of insurance premiums, while the dependent variable was policyholder satisfaction. Data collected via an electronic questionnaire targeting a purposive sample of 436 insurance policyholders in the Saudi market. Data were analyzed and hypotheses tested using the PLS-SEM method via SmartPLS 4 software. The study's findings revealed a positive impact of user interface design, competitive premium pricing, and transaction speed on customer satisfaction with the quality of digital insurance services. In contrast, however, the study found no statistically relevant impact of the remaining dimensions (information quality, security, reliability, ease of use, customization, and responsiveness) on satisfaction levels. This finding suggests that customers within the Saudi digital insurance sector prioritize the financial value, procedural efficiency, and visual appeal of digital platforms. In light of these findings, it is imperative that Saudi insurers enhance the quality of their digital services by prioritizing the design of such services to align with customer preferences, optimizing user interfaces, ensuring the integrity of information, fortifying security protocols, expediting insurance procedures, and extending their reach. These results are valuable for professionals, academics, and the management of Saudi insurance companies, as they offer valuable suggestions to help Saudi insurance companies modernize their operations through digital transformation. By improving the quality of their digital services, these companies can enhance policyholder satisfaction and expand their market reach.