Customer Satisfaction in General Insurance: An Empirical Study

Abstract

Customer satisfaction has emerged as a critical determinant of organizational success in the highly competitive general insurance industry. With increasing customer expectations and a growing emphasis on service quality, insurance providers must continuously enhance their products and service delivery to retain policyholders and strengthen long-term relationships. This study aims to examine the factors influencing customer satisfaction in general insurance by evaluating key dimensions such as service quality, claim settlement efficiency, premium affordability, product features, customer support, and overall trust in insurance providers. The research adopts a quantitative approach using primary data collected through a structured questionnaire administered to policyholders of selected general insurance companies. Statistical techniques, including descriptive analysis, reliability testing, correlation, and multiple regression analysis, are employed to assess the relationship between service-related factors and customer satisfaction. The findings reveal that prompt claim settlement, responsive customer service, transparent communication, and competitive premium pricing significantly influence customer satisfaction, while delays in claims processing and inadequate customer support negatively affect customer perceptions. The study concludes that improving operational efficiency, strengthening customer relationship management practices, and leveraging technology to streamline insurance services can substantially enhance customer satisfaction and customer retention. The research provides valuable insights for insurance companies, policymakers, and researchers seeking to improve service quality and sustain competitiveness in the evolving general insurance market.