Identifying, Prioritizing, and Assessing Factors Influencing Customer Satisfaction Covered by Supplemental Insurance: A Mixed-Method Study

With increasing specialization in various sectors of the market environment, it has become essential to identify customer satisfaction indicators and prioritize them to enhance the provision of supplementary health insurance services.

This study aimed to identify, prioritize, and assess satisfaction indicators among individuals covered by supplemental insurance.

This exploratory mixed-method study involved 20 participants, including university faculty members, managers, and insurance experts in Khuzestan province. In the qualitative phase, a scoping review of relevant literature was initially conducted using electronic databases such as Scopus and Web of Science to extract key axes. Subsequently, in two stages of fuzzy Delphi, relevant indicators were extracted and then prioritized by a panel of experts using the fuzzy AHP method.

A total of 33 articles were retrieved through the database search. Following semi-structured interviews, 11 indicators were identified, including premium, insurance obligations limit, timely payment of expenses, provision of online services, respectful treatment, reasonableness of required documents, waiting period, complaint handling, franchising information, and discrimination in service provision. Among these factors, the premium had the highest priority, with a final weight of 0.190.

The results highlight the significance of premium as the most influential factor in the study. Therefore, insurance company managers should focus on increasing insured individuals' satisfaction and enhancing their companies' overall perception.