Title: Role of employee responsiveness towards customer affective commitment and customer satisfaction in VUCA environment: a study on insurance segment

Authors: Kamalpreet Kaur Paposa; Sukhvinder Singh Paposa

Addresses: Mittal School of Business, Lovely Professional University, Phagwara, 144411 – Punjab, India ' Division of Career Services, Lovely Professional University, Phagwara, 144411 – Punjab, India

Abstract: Huge under penetration has increased the demand of the insurance services for all types of insurance products in the Indian insurance industry leading to huge competition among public and private players. Hence, the study has focused on the prevailing scenario in insurance segment so as to identify strategies to survive in the VUCA environment. Skilling of employees at each level is necessary to provide better services so as to ensure customer satisfaction leading to customer affective commitment (CAC) for gaining competitive advantage. However, very few empirical studies currently exist in this field. The present study investigates whether customer satisfaction mediates the relationship between employee responsiveness and CAC. Based on the data collected from 173 customers the hypothetical operational model has been tested using regression analysis. Outcomes of the study depict that customer satisfaction has a positive influence on CAC and fully mediates the relationship between employee responsiveness and CAC.

Keywords: competitive advantage; customer satisfaction; VUCA environment; customer affective commitment; CAC; employee responsiveness; insurance segment; service quality; full mediation.

DOI: 10.1504/IJPSPM.2024.137193

International Journal of Public Sector Performance Management, 2024 Vol.13 No.2, pp.178 - 189

Received: 10 Feb 2020
Accepted: 12 Oct 2020
Published online: 05 Mar 2024 *

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