Acta Univ. Bohem. Merid. 2025, 28(1):55-71 | DOI: 10.32725/acta.2025.0041266

Innovating Insurance Services: Enhancing Perceived Value and Customer Satisfaction through Service Innovation

Saurabh Singh1, Imran Ahmad1
1 School of Management, IMS Unison University, Dehradun, Uttarakhand

This study examines the correlations among service innovation, perceived value, and customer satisfaction among insurance policyholders in Lucknow, India. The research uses a dataset of 400 policyholders from different age groups and applies Ordinary Least Squares (OLS) regression to examine how service innovation and perceived value affect customer satisfaction. The results illuminate the importance of service innovation in augmenting perceived value and eventually stimulating consumer happiness within the insurance sector.

Keywords: Service Innovation, Perceived Value, Customer Satisfaction, Insurance Services. Policyholders
JEL classification: C21, G22, M31, O32

Received: May 16, 2024; Revised: February 2, 2025; Accepted: June 25, 2025; Prepublished online: June 25, 2025; Published: June 27, 2025  Show citation

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Singh, S., & Ahmad, I. (2025). Innovating Insurance Services: Enhancing Perceived Value and Customer Satisfaction through Service Innovation. Acta Universitatis Bohemiae Meridionalis, 28(1), 55-71. doi: 10.32725/acta.2025.004
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