The Role of Digitalisation Mediated by Customer Satisfaction in Enhancing Customer Loyalty of the Iraqi Insurance Industry

Abstract

The review investigates how digitalisation affects customer satisfaction and loyalty in the insurance industry, emphasising the importance of insurance businesses adapting to digital trends to develop deeper client connections and increase loyalty. Digitalisation alters traditional insurance services by providing access and personalised solutions, which are critical for client retention. Adopting digitalisation necessitates using technologies such as AI and IoT to improve customer interactions and service efficiency, resulting in increased satisfaction. Client satisfaction is an important mediator between digital services and client loyalty. Customer satisfaction can be effectively managed by digital apps, which can increase loyalty because pleasing consumers is more likely to keep them loyal. The Iraqi insurance business may use digital tools to increase service quality and client engagement, increasing loyalty. Emphasising client trust via digitalisation can strengthen customer loyalty in this expanding sector. While the emphasis is on the positive effects of digitalisation, it is critical to recognise possible problems, such as the digital divide and variable degrees of technology adoption among customers, which may impede the success of these efforts. The review provides a chance for scholars and Iraqi policymakers to improve the performance of the insurance system, particularly in highly complex and uncertain settings.