Seybold Report ISSN: 1533-9211
*Dr. Ruchi Jain, ** Ms. Jyoti Yuvraj Singh Gaur
Vol 18, No 6 ( 2023 ) | Licensing: CC 4.0 | Pg no: 388-394 | Published on: 30-06-2023
Abstract
This study was conducted with the goal of determining the elements of service quality, Brand image, Price of the product that influence the decision to purchase health insurance policies choice of channel. dissemination via multiple channels, The Internet is transforming the way clients interact with financial service providers, but conventional channels remain crucial, especially in the case of insurance goods, according to Insurance services categorised into traditional channels and self-service technology. Medical insurance will provide vital financial protection, and most insurance companies are going toward multi-channel distribution. This study finding of how Service quality, Brand image, and Product Price would influence consumer choice of channel in purchasing health insurance. The purpose of this study is to demonstrate how the service quality of a health insurance product, brand image, and product pricing influence channel selection in a multi-channel distribution system. In the study, there are a total of 50 valid entries in questionnaire. Structural equation modelling was used for empirical testing. The data show that there is a considerable relationship between service quality, brand image, and product price in this scenario. have a positive impact on channel selection in multi-channel distribution when purchasing health insurance.
Keywords:
Distribution Channels, Health insurance, Service quality, Brand image, Price of the product