International Journal on Science and Technology

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Volume 17 Issue 3
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Understanding Customer Satisfaction in the General Insurance Industry: A Theoretical Perspective

Author(s) Susmin James, Dr. S. Kavitha
Country India
Abstract In a more competitive, digitally advanced and trust-poor market, customer satisfaction has become a key performance measure in general insurance. Unlike goods business, general insurance is intangible: its customers gauge it based on many indirect factors, including service, claim settlement experience, communication, and pricing transparency, and digital convenience. This article reflects the theoretical analysis of customer satisfaction in the service of general insurance and the various models of service quality like SERVQUAL, expectancy disconfirmation paradigm and service profit chain along with the latest findings from the Indian and international markets. The article explores the factors that drive policyholder satisfaction, highlights the performance gap between public and private sectors, explores the role of insurtech and digital transformation, and addresses some of the challenges that continue to exist in the sector, including claim settlement delays, premium predictability, and lack of trust. The review concludes that service quality, clear claims processes and a digital responsiveness are all integral elements of sustainable customer satisfaction, loyalty and competitive edge for general insurers.
Keywords Customer satisfaction, General insurance, Service quality (SERVQUAL), Claims settlement, Insurtech, digital transformation
Field Mathematics > Economy / Commerce
Published In Volume 17, Issue 3, July-September 2026
Published On 2026-09-20
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Crossref DOI prefix of IJSAT is 10.71097/IJSAT

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