author(s)
Akriti Sachan and Sunita Srivastava

abstract

Purpose: Indian health insurance sector is utilizing digital platforms to improve insurance services and incorporating wearable technology for self-improvement and generating new opportunities for the health insurance sector. This study examines the Insurtech adoption factors that enhance customer satisfaction in the Indian health insurance market.

Methodology: The data analysis was carried out using 230 valid responses from health insurance policyholders from the state of Uttar Pradesh, India. This study used structural equation modelling (SEM) with partial least squares (PLS) as the methodology.

Findings: The results demonstrate that customer satisfaction is positively impacted by the use of InsurTech. Some of the best indicators of customer satisfaction are customer service management and policy management, with moderate predictive relevance.

Implications: The study makes a valuable contribution in Indian health insurance sector by guiding the insurance administrators in designing and developing the insurance products and handling the customer service management.

Limitations: Future research could compare the life and non-life insurance sectors to assess differences in technology adoption. Additionally, the potential mediating role of customer satisfaction between InsurTech adoption and customer loyalty should be explored.