The impact of quality on health-insurance users' satisfaction in Saudi Arabia: the mediating role of brand image and utilitarian value
International Journal of Quality & Reliability Management
ISSN: 0265-671X
Article publication date: 25 October 2023
Issue publication date: 14 March 2024
Abstract
Purpose
This study assesses the quality of health-insurance services and their impact on customer satisfaction, examining the mediating role of utilitarian value and brand image in this relationship.
Design/methodology/approach
Survey data were collected from 345 health-insurance companies' customers selected through convenience sampling and were analyzed using SmartPLS.
Findings
Service quality statistically significantly influences customer satisfaction with health insurance in Saudi Arabia, whereas brand image and utilitarian value partially mediate this relationship. The structural path between service quality and brand image was statistically significant and positive. The utilitarian dimension positively affects customer satisfaction and service quality.
Practical implications
This study is significant to the management, as it provides insight into the expectations of health-insurance users. The focus is to gain a competitive advantage by improving customer service and brand image.
Originality/value
This investigation contributes to the field by exploring the mediating role of utilitarian value and brand image in the relationship between health-insurance quality and customer satisfaction based on the information provided by insurance policyholders in Saudi Arabia.
Keywords
Citation
Abourokbah, S.H. and Husain, K.S. (2024), "The impact of quality on health-insurance users' satisfaction in Saudi Arabia: the mediating role of brand image and utilitarian value", International Journal of Quality & Reliability Management, Vol. 41 No. 4, pp. 1089-1110. https://doi.org/10.1108/IJQRM-07-2022-0209
Publisher
:Emerald Publishing Limited
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