The role of product quality assurance in enhancing trust between customers and the insurance company: An analytical study of the opinions of a sample of customers of the Iraqi General Insurance Company

Abstract

This study examines the dimensions of insurance product quality and their impact on enhancing customer trust, with a focus on insurance companies. It aims to explore the nature of the relationship and influence between the five quality dimensions (reliability, clarity, responsiveness, empathy, and safety/trust) and enhancing customer trust, given their direct impact on boosting responsiveness and increasing insurance purchases. The research problem can be summarized as follows: To what extent do the dimensions of insurance product quality affect the level of trust between the customer and the insurance company? To test the hypotheses reflecting this relationship, data related to the research variables were collected using a descriptive-analytical approach. The study was conducted in the field at the Iraqi General Insurance Company. The research sample consisted of 300 respondents selected from policyholders and company clients. A questionnaire was used as the primary data collection tool. Several statistical methods appropriate to the nature of the collected data were employed to obtain the results. The SPSS statistical software was used to calculate the regression equation, the coefficient of determination, and the F-test. Based on these results, the research reached several conclusions, most notably that the five dimensions of insurance product quality have a statistically significant impact on enhancing customer confidence (coefficient of determination 0.687%), indicating that insurance product quality explains this percentage of the variance in customer confidence levels. The "reliability" dimension was the most influential, followed by the "safety" dimension. Based on these conclusions, a set of recommendations was presented that align with the research findings. Among the most important of these recommendations is the necessity of establishing communication channels between policyholders and insurance companies, and the company's commitment to fulfilling its promises to policyholders to enhance the positive impression and develop the scope and competitiveness of the insurance product.