Description

Due 8th May 2025 by 11:59 pm.
Research Methods and Quantitative Analysis
2nd Semester, 2025
EMBA – Section JA
The proposal is worth 40 marks please see below the criteria required and how it reflects
the final grade.
Section
Title
Abstract

Description
Clear title that reflects the research topic
250-300 words that represents the topic of research
(Do not include citations in the abstract)

Introduction
(research
importance)

Must include an introduction to the topic that
justifies the importance of the topic, research gaps,
research questions and objectives, and
contributions. The questions and objectives must be
clearly stated and relevant to the topic.
Must include an overview of the prior literature
specifically related to the variables of the study,
what was found in previous studies, theory applied,
hypotheses and research model or framework. Must
demonstrate critical thinking.
Must include research approach, research strategy,
research design, research ethics
Must be APA style.
The reference list must match the citations
Clear headings and subheadings
Free from spelling, grammatical and writing errors.
Synchronized flow

Literature
Review

Research
Methodology
Citations and
referencing
Format and
organization of
the proposal
Total

I wish you all the best.
Regards,
Dr Mehad Alrawi

Marks
2
2

10

10

8
4
4

40

Research Title:
“The Impact of Customer Satisfaction on Policy Renewal Rates in the
Insurance Industry: A Quantitative Analysis”
Abstract:
Successful insurance enterprises focus on meeting customer needs because satisfaction stands as
a major factor in policy choice decisions. The current research examines insurance policy
renewal choice behavior directed by customer satisfaction by executing quantitative
investigations into key loyalty-linked elements. The study establishes relationships between
service quality and claim processing efficiency with pricing and customer service support
affecting retention rates through surveying policyholders using regression analysis. The study
focuses on the Saudi insurance sector because rising market competition demands organizations
to adopt successful retention methods to achieve financial sustainability. The present study
evaluates how customer satisfaction influences renewal choices for insurance policies by
conducting quantitative research into its essential loyalty factors The study identifies key
elements behind customer satisfaction with the purpose of giving insurers knowledge to boost
service quality and minimize policyholder departures. Implementation recommendations from
these findings will enable better customer relationship management and business development
plans.

Knowledge of contemporary customer behavior has become essential because digital technology
now drives market success. The research outcomes will guide insurance companies to enhance
their services and relationship management thus increasing both policy renewals and business
expansion. The research analyzes customer satisfaction impact on policy regeneration rates by
using a quantitative approach to supply important findings for insurance retention strategies.

Research Importance, Questions, Objectives and Research Potential
contributions
Customer retention is crucial for insurance companies, particularly with increasing
competition and digitalization. The role of customer satisfaction in determining policy renewal
rates is more relevant in the present market, where customers are more informed and demanding
than ever. Shahroodi et al. (2024) state that insurance industry organizations must adopt practices
that help acquire new customers and maintain existing ones through effective relationship
management. Customer satisfaction with the service experience, such as claims handling,
fairness in price, and customer service, has been shown to influence retention decisions directly,
hence, long-term profitability.
Earlier studies by Nasre and Dongre (2023), among others, emphasize the importance of
service quality in establishing customer loyalty in the insurance industry. Even though this gap
was established, few quantitative studies explore the link between customer satisfaction factors
(for instance, quality of service, price, and claims handling) and renewal levels. In addressing
these aspects, this research aims to find empirical proof so that insurance companies can better
choose their retention management strategies and improve overall client satisfaction.
Understanding how these factors influence consumer behavior, particularly online interactions,
will allow insurers to make educated choices to reinforce customer loyalty programs and

retention strategies. This is particularly important as customer expectations evolve, with digital
touchpoints increasingly playing a role in defining service perceptions and satisfaction.
Understanding customer satisfaction has become even more crucial with rapidly shifting
digital channels and customer experience. By researching this area, insurers can realign their
service offerings with changing consumer needs, thus enhancing customer retention and policy
renewals, which is critical to their long-term success (Nasre & Dongre, 2023).
2. Research Questions
•

RQ1: To what degree does customers’ satisfaction with various service quality
dimensions (i.e., claims handling, prices, and customer service) affect insurance policy
renewal rates?

•

RQ2: What are the most significant drivers of customer satisfaction for insurance
companies on which they should focus to boost customer retention and policy renewal
rates?

3. Research Objectives
•

Objective 1: To investigate the relationship between policy renewal rates and customer
satisfaction, specifically focusing on service quality dimensions (e.g., claim handling,
price structure, and customer service contact) in determining retention.

•

Objective 2: To establish and quantify the variables influencing customer satisfaction in
the insurance industry, with practical significance for improving customer loyalty and
policy renewal policies.

4. Potential Contributions
•

Contribution to Theory: This research will add to theoretical knowledge on customer
satisfaction in the insurance industry by investigating the key satisfaction drivers that

affect renewal policy decisions. It will enrich existing customer loyalty models by adding
empirical support to understand how price, service quality, and claims adjusting influence
the renewal rate (Shahroodi et al., 2024).
•

Practical contribution: The findings will provide insurance companies with actionable
recommendations to further enhance their customer satisfaction strategy. By leveraging
the most impactful satisfaction drivers, insurers can further tailor their policies and
customer service offerings, resulting in greater retention and renewal. This research will
assist in developing customer-oriented retention strategies in a rapidly changing
insurance sector (Nasre & Dongre, 2023).

Literature Review
Theoretical Foundation of Customer Satisfaction in Insurance Satisfaction is
one of the most fundamental concepts we can recognize in business strategy and study in
marketing, but especially in services such as insurance. The expectancy disconfirmation model is
that customer satisfaction with insurance is determined by the difference between what the
customer expected to receive before making their purchase and what they felt they obtained after
purchasing it (Ismail et al., 2021). More specifically, the model works best in the insurance
market, as service experience, as opposed to product features, guides customer choice at
subsequent stages in purchase. A critical assessment by Ismail et al. (2021) of customer
satisfaction in developing economies’ insurance markets illustrates that the difference between
anticipated and felt quality is typically directly proportional to customer satisfaction scores.
More specifically, their focus was that insurers need to familiarize themselves with specific
expectancies within target audiences to control satisfaction levels and, subsequently, their
renewal behaviors.

As customer satisfaction and the bottom line of the company are directly affected,
customer satisfaction and the customer loyalty nexus in insurance markets have been subject to
closer scrutiny in recent times. Rahman et al. (2017) investigated this nexus in the context of
digital transformation and concluded that technology advancement has transformed customer
expectations and modes of service delivery. They concluded in their study that among all the
dimensions that are gaining major relevance in customer satisfaction, digital service quality is
one such today, and that online claim processing efficacy and digital medium-based
communications play a crucial role in customer retention rates. Building on Rahman et al.
(2017), the authors further substantiate that customers who perceive seamless digital interaction
are more satisfied and are likely to express higher loyalty intention towards the service provider,
reinforcing that technological integration has now become an essential component in customer
satisfaction strategies in the contemporary insurance markets.
Service Quality Dimensions and Their Impact on Customer Satisfaction
Service quality in the insurance industry is multidimensional in nature, as several
dimensions have a cumulative effect towards customer satisfaction and consequent renewal
decisions. Chawla and Joshi (2019) studied these dimensions in terms of the health insurance
sector among the determinants of customer satisfaction, claimed efficiency in the settlement of
claims, transparency in the clauses of policies and customer support. In doing this, they
determined the relationship, using structural equation modeling, between these service quality
attributes with customers’ loyal intentions to renew, finding that claim settlement efficiency
showed the strongest association with renewal probability. According to Chawla and Joshi
(2019), the contact during the claim process is a critical ‘moment of truth’ in the insurance
customer journey as it is the tangible fulfillment of the insurer’s core promise of financial
protection against risk. Finding such support for the role of streamlining the claim process and

boosting transparency, in this case, serves as a reminder to simplify claims processes and
increase transparency in order to create a better customer experience, which ultimately leads to
loyalty.
Complementing this perspective, Sohrabi et al. (2017) investigated how various digital
service quality dimensions influence customer satisfaction and renewal intentions for the auto
insurance segment. By researching this, they found the five key digital service quality
dimensions to be website functionality, information quality, transaction efficiency,
security/privacy assurance and customer service responsiveness. Among these dimensions,
transaction efficiency and responsive customer service were most related to the renewal
intentions. Sohrabi et al. (2017) designate digital service quality to be a bevy of comprehensive
end to end digital experiences that seamlessly interconnect with conventional service channels.
The most notable portion of this integration of offline and online service elements is that it
reflects the overall customer satisfaction with young buyers, wherein digital-first experiences are
what the young generation prefers.
Price Fairness and Value Perception in Insurance Services
Price perception fairness has significant implications for customer satisfaction and
retention at renewal. Kwong et al. (2023) developed an empirical framework for the premium
pricing strategy in customer valuation and purchase intention. They found that absolute premium
magnitude was less influential than price perception about balance in market offerings and
competition and the benefits being offered. Kwong et al. (2023) identified that there were three
components in the perception of price fairness: distributive fairness (the way that the customer is
treated in comparison with all the rest), procedural fairness (in which the premium is calculated
in the open), and temporal fairness (if the customer has been charged uniform prices over time).
As in their findings, procedural fairness was the most highly correlated with general satisfaction,

so insurers should focus their efforts on having their pricing procedures entirely open to build
customer trust and loyalty. It is most noteworthy in markets in which prices become more
sensitive and in which information is more available, in which the customer is capable of
weighing the products from various suppliers in a measured way.
Subsequent to such findings, Juhari et al. (2016) also investigated the moderating effect
of perceived value in the relationship between price fairness and customer loyalty in insurance.
Envisioned perceived value is a multi-dimensional construct with functional, emotional, and
social values. Functional value is offered by insurance protection, practical utility, peace of mind,
and security; emotional value is provided by insurance premium status and company reputation
from certain insurance firms; and certain insurance firms offer social value. Juhari et al. (2016)
found that functional value significantly contributed to this effect and that customers become
more price tolerant if they feel there is strong functional utility in insurance protection. The
finding implies that insurers can defeat price sensitivity if they can convey policy tangible utility
and protection value well to provide policy perceived value for money and renewals.
Customer Experience Management and Relationship Marketing in Insurance
The development of customer experience management reflects a key change in the
insurance industry’s relationship-building and customer retention strategy. Kaur and Singh
(2025) researched the impact of customized customer experience initiatives on life insurance
industry satisfaction and loyalty. They found four critical touchpoints that influenced the overall
customer experience: the onboarding process, servicing interactions for the policy, claim
handling, and renewal communications. Among these touchpoints, claim handling emerged as
the most potent force for the formation of the attitudes of the customer and influencing renewal
intentions. Kaur and Singh (2025) stressed that customer experience management is an
integrated approach to bring multi-channel, multi-department service delivery in line with the

consistency of engagement across the customer’s lifecycle. Their research also demonstrated that
customization of communications and services according to individual customers’ profiles significantly
impacted satisfaction and loyalty intentions, highlighting the significance of fact-based relationship
marketing programs in modern insurance settings.

Drawing on this, Saoula et al. (2024) investigated the extent to which emotional
engagement can influence customer loyalty in insurance services. Saoula et al. (2024) conducted
a mixed-methods study examining the role of emotional relationships with customers and
insurance-created bonds on renewal decisions extending beyond the cost-benefit option. Saoula
et al. (2024) identified a range of affective drivers for customer loyalty, such as provider
trustworthiness, claims of promises of fulfillment, and a sense of security through association.
Saoula et al. (2024) reported that emotionally invested customers had higher renewal behaviors
and were less susceptible to price-based promotion offers by a competitor, i.e., emotive bonds
function as practical switching barriers. This focus on emotional engagement proves that
relationship marketing activities beyond transactional interaction are significant in establishing
stronger customer relationships, especially in a world where products are becoming more and
more similar.
Digital Transformation and Technological Innovation in Insurance Services The
digitalization rate has transformed customer demand and the production process in insurance.
Zamharir (2025) presented a systematic review of the role played by digital technologies in
customer satisfaction and loyalty in insurance services. Their study identified several
technological innovations that significantly impacted customer experiences, such as the
application of chatbots powered by artificial intelligence in customer support, mobile apps in the
administration of policies, blockchain for secure payment, and analytics for customized products.
Zamharir (2025) posited that such a technology deployment helped in more service convenience,

processing convenience, and communication convenience, which ultimately resulted in increased
satisfaction and the willingness to renew. Their research further proved that more
technologyinnovated insurers had higher customer retention ratios than their less-technology
competitor organizations, which had a significant strategic emphasis on digital spending to
achieve competitiveness in insurance marketplaces.
After these observations, Ali et al. (2015) studied the moderating effect of technological
self-efficacy on the relationship between digital service quality and loyalties. Technological
selfefficacy was conceptualized by Ali et al. (2015) as the customer’s perception that they can
effectively utilize digital platforms and technologies. Ali et al. (2015) demonstrated that digital
service quality was significantly more impactful in cases with increased technological
selfefficacy among the customer base, meaning that technological competencies in people
influence the perception and processing of digital services. The implication is that investment in
userfriendly digital interfaces and adequate support materials is critical in fostering technological
self-efficacy among the customer base to leverage digital investments toward maximum
satisfaction and loyalty. Further, their study noted that generational differences in technological
self-efficacy were increasingly diminishing with older age cohorts now embracing digital
insurance services, particularly following the forced digital adoption brought about by the
COVID-19 pandemic.

Conceptual Framework and Hypothesis Development
Based on the systematic review of the available literature, a conceptual model has been
developed to illustrate the interconnection between key drivers of satisfaction and policy renewal
intentions within the insurance business. The model integrates the multi-dimensional construct of
customer satisfaction with service quality items, price fairness perceptions, relationship quality
facets, and electronic service factors as drivers toward renewal intentions.

Based on the conceptual framework developed and literature reviewed, the following
hypotheses are developed to guide the empirical investigation:
H1: Service quality has a significant positive impact on overall customer satisfaction in
insurance services
The following hypothesis is built from the study by Chawla and Joshi (2019), whose
study established notable correlations between service quality factors and satisfaction in health
insurance. Those factors that represent service quality include responsiveness, reliability,
assurance, and empathy demonstrated by insurers in their interaction with their customers. It is
assumed that better service quality felt in these factors would lead to better overall satisfaction
among the holders of their policies. This is particularly valuable within insurance environments,
where the service experiences are the primary tangible element of an otherwise intangible
product offering. Hypothesis testing would identify within the research the relative importance of

service quality in influencing satisfaction responses and inform attempts at strategic service
design.
H2: Price fairness perception positively influences overall customer satisfaction with insurance
services
Drawing from studies by Kwong et al. (2023) and by Juhari et al. (2016), this hypothesis
suggests that premium fairness perception by the customer is one of the main drivers of customer
satisfaction with insurance firms. Price fairness has more to do with value for money, openness
in pricing methods, and consistency in premium changes over time rather than the absolute
premium level. The hypothesis is that if the customer perceives that their premiums are
reasonable for services offered by the insurance company and the competitive market, their
overall satisfaction with the insurance company will rise. This hypothesis acknowledges the
more significant price sensitivity in today’s insurance markets and more comparative price data
available, which enables customers to make more informed decisions about reasonableness. H3:
Claim processing competencies significantly contribute to overall customer satisfaction with
the insurance service
This is assumed based on Kaur and Singh’s (2025) study, which identified claim
processing as a touchpoint in the insurance customer journey. The claim experience is a moment
of truth in the customer-insurer relationship since it fulfills the fundamental service promise. The
assumption is that efficient, transparent, and customer-oriented claim administration processes
significantly affect overall satisfaction. The efficiency of claims has various aspects, such as time
taken for processing, ease of procedure, transparency of decisions, and equity in settlement
values. Testing this hypothesis empirically, this study shall quantify the relative importance of
claim experiences in overall satisfaction and shall provide insights for guiding the evolution in
claim management procedures.

H4: Quality in digital experiences directly affects general customer satisfaction with insurance
services
As follows Zamharir (2025) and Ali et al. (2015), this hypothesis posits that customer
satisfaction is affected by quality digital experiences in the contemporary insurance environment.
Quality digital experiences comprise factors such as usability of websites, ease of use of apps,
online self-service, and digital communication channels. The hypothesis posits that improved
digital experiences with simple-to-use interfaces, efficient usability, and touchpoints in services
will be evidenced by increased overall satisfaction in insurance customers. This is against the
background of increased digitalization of insurance services and changing customer expectations
regarding seamless, convenient, and personalized digital experiences.
H5: Overall customer satisfaction directly affects intention to renew insurance policy in a
favorable way
The study’s central hypothesis is, increased overall customer satisfaction directly leads to
increased renewal intentions by policyholders. Following the comprehensive review of the
literature, this hypothesis has it that satisfaction is the central psychological process through
which service experience influences behavioral intentions to stay, in this study, renewal
intentions. The relationship identifies that satisfied customers would be more likely to renew the
relationship with an insurance company due to favorable previous experiences, less service
quality uncertainty, and fewer advantages in switching suppliers. In testing this hypothesis
empirically, the study would directly assign a business value to retention outcomes for
satisfaction programs, thereby developing a clear business case for customer satisfaction
investment.

1-Research Approach
The research approach applied in this study is quantitative, aiming to quantify and analyze the relationship between customer
satisfaction and the renewal rates of insurance policies in the Saudi insurance sector. A quantitative approach is applicable in this study
because it allows one to collect numerical data, which can be used to identify statistical correlations and relationships between different
variables (Ghanad, 2023). Specifically, this research will ascertain the effect of drivers of customer satisfaction—claims handling, price
fairness, service quality, and customer service—on policyholders’ decision to renew
The deductive approach will be employed to test proven hypotheses of customer satisfaction, loyalty, and retention in insurance
service. The deductive approach allows researchers to begin with hypotheses derived from prior literature and theory, such as the
expectancy disconfirmation theory. This theory relies on the concept that customer satisfaction depends on the gap between what
individuals expect from a service and what they feel they get (Resnik, 2020). With the help of empirical realities, the deductive
approach will enable the researcher to test and refute the supposed relationships between insurance renewal levels and customer
satisfaction.
Besides, the study will use a cross-sectional study design whereby data collection will be conducted only once. The technique is
suitable for measuring the interaction between renewal rates and customer satisfaction of insurance policyholders, achieving
informative data about the influence of customer attitudes in defining retention behavior. Through its application, the study will come
up with evidence-based suggestions concerning how customer satisfaction influences their decision-making process, which is crucial in
the case of competitive and digitalized business environments.
2. Research Strategy
A research design utilized in this research is a survey approach, an approved methodology applied in quantitative research to
gather data from a large number of samples systematically. Surveys are ideal for exploring correlations among variables, i.e., policy
renewal rates and customer satisfaction. Surveys are suitable for collecting data on customers’ attitudes, opinions, and behavior (Barrow
et al., 2022).
There will be a cross-sectional survey design, where data will be collected at one point. It is an effective way to collect a
diversity of data about policyholders concerning different aspects of the quality of the service, which includes claims processing, price
reasonableness, and customer interaction (Wang & Cheng, 2020). The survey will include questions to assess these satisfaction
variables and also ask policyholders about the likelihood of renewal of their insurance policies depending on their overall satisfaction.
The survey will be administered through an online system, which is accessible with ease and covers the largest population base,
rural and urban policyholders. This is to get a sufficient representation of the Saudi insurance industry, in the form of diverging
customer opinions and experiences. Probability sampling shall be applied, i.e., simple random sampling, to enhance the chances that

each member within the population is afforded an equal chance of selection to realize minimal selection bias and maximum
generalizability of the findings.

Data collected through the survey will be analyzed using regression analysis to establish the connection between independent
variables, such as service quality and price, and the dependent variable (renewal of policy). This method will tell us
which impacts customers’ retention and renewal decisions (Clarete et al., 2023).
3. Research Design
This study will use a descriptive correlational research design to examine the relationship between insurance policy renewal
rates and customer satisfaction. This study’s research design is appropriate because it will allow the researcher to examine the
relationship between policyholders’ customer satisfaction scores (e.g., service quality, price fairness, claims handling, and customer
services) and their propensity to renew. From these relationships, the research will further explain customer retention and loyalty
determinants in the insurance industry (Ghanad, 2023).
Survey research will be employed to quantify customer attitudes towards service quality, satisfaction, and renewal intentions. A
probability sampling method, simple random sampling, will be utilized to select the participants from a population of insurance
customers. Random sampling gives every policyholder an equal chance of being selected to participate in the survey, reducing sampling
bias and optimizing representativeness in the sample. It is particularly required if one aims to make generalizable conclusions about
customer satisfaction and retention behavior in the general population of policyholders (Wang & Cheng, 2020).
The survey will include a combination of closed-ended questions and Likert scale measures of customer satisfaction on the
various dimensions of the insurance experience, namely, service quality, price, claims, and contact with customer service. Gathering
quantitative and ordinal data through the survey will allow an in-depth study of the determinants of customer satisfaction.
Multiple regression will be utilized to test hypotheses regarding the relationship between satisfaction factors and renewal rates.
Regression analysis is particularly suited to examining the direction and strength of these relationships, and will allow the researcher to
identify those factors exerting the highest influences on customer retention (Wang & Cheng, 2020).
4. Research Ethics
Ethical standards form part of this research, and all the participants’ rights and well-being will be preserved during the research. The
study will follow standard ethical standards, emphasizing informed consent, confidentiality, and voluntariness, as set out by standard
research ethics guidelines (Resnik, 2020).

•

Informed Consent: Exhaustive information about the study’s purpose, procedure, and risks will be provided to all
participants before participating in the survey. They will be informed that participation is voluntary and that they can

withdraw without penalty. Consent forms will be obtained to ensure that participants are aware of their participation in the
study and are willing to do so voluntarily (Barrow et al., 2022).

•

Confidentiality and Anonymity: To preserve participants’ confidentiality, a questionnaire will be built to collect responses
anonymously. Information that can personally identify the individual will not be documented, eliminating the possibility
for the responses to be traced to individual participants. The data will be safely secured and accessed solely by the
researchers. Results will be reported aggregate-wise, so individual responses will never be known to anyone (Barrow et
al., 2022).

•

Voluntary Participation: The involvement in the research will be voluntary, and the participants will be informed in
advance that they can withdraw at any time without any negative consequences. This tenet ensures that the participants
are not coerced or forced to participate in the research.

•

Beneficence and Non-maleficence: The study will prioritize participants’ health. It will not cause physical, emotional, or
psychological harm to participants. The benefits of the study—improvement of customer retention practices within the
insurance industry—will outweigh any slight risks of involvement (Resnik, 2020).

•

Justice: The study will employ a random sampling method to ensure that the participants are selected impartially, without
bias. This principle ensures that no group is excluded or overrepresented in the study (Barrow et al., 2022).

References
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6(8).
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Retrieved from
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Student

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Rawan Khalifah

2503059

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