Downloads: 9
Research Paper | Commerce and Economic Studies | Volume 15 Issue 9, September 2026 | Pages: 443 - 446 | India
Determinants of Customer Acceptance of Health Insurance Services: An Empirical Study with Special Reference to Coimbatore City
Abstract: Health insurance plays a vital role in protecting individuals and families from the financial burden of rising healthcare costs. However, awareness of health insurance does not necessarily result in customer acceptance or continued use of insurance services. The present study, titled "Determinants of Customer Acceptance of Health Insurance Services: An Empirical Study", aims to assess the level of customer acceptance and identify the major factors influencing acceptance of health insurance services. The study adopts a descriptive and analytical research design and is based on primary data collected from 145 respondents through a structured questionnaire using convenience sampling. The collected data were analyzed using Mean and Standard Deviation, Chi-square test, and Multiple Regression Analysis. The findings indicate that customers have a high level of acceptance of health insurance services, with an overall mean score of 4.03. The Chi-square results reveal that gender, age, education, occupation, and monthly income have significant associations with customer acceptance. The multiple regression analysis indicates that service quality, trust, perceived value, affordability, and claim settlement experience significantly and positively influence customer acceptance. The model explains 61.2% of the variation in customer acceptance, with service quality emerging as the strongest determinant, followed by trust, claim settlement experience, perceived value, and affordability. The study concludes that insurance providers can enhance customer acceptance by improving service quality, strengthening trust, offering affordable policies, providing clear information, and ensuring efficient and transparent claim settlement procedures. The findings provide useful implications for insurance companies in developing customer-oriented products and improving overall service delivery.
Keywords: Health Insurance, Customer Acceptance, Service Quality, Trust, Perceived Value
How to Cite?: Dr. M. Jeshi, "Determinants of Customer Acceptance of Health Insurance Services: An Empirical Study with Special Reference to Coimbatore City", Volume 15 Issue 9, September 2026, International Journal of Science and Research (IJSR), Pages: 443-446, https://www.ijsr.net/getabstract.php?paperid=SR26905110540, DOI: https://dx.doi.org/10.21275/SR26905110540