Authors: MANISH NAG¹, KUMARI ANUPAM², CHANDER GOPAL³, AARTI SAINI⁴*, SANDHYA VUNNAVA⁵ and SATYANARAYANA PARAYITAM⁶

Abstract

Insurance industry has gradually developed into a risk-insurance system through a traditional mode of risk mitigation policy and is now more of a high-profile investment fund, thus customer preference and satisfaction are a key determinant of insurance investment. As the variety of insurance products grows and more customers are aware, the issue of determining the determinants of preference and satisfaction has gained more significance. This paper attempt to review the intellectual organization, development of themes, and patterns of research in academic literature on customer preference and satisfaction in insurance investment decisions through bibliometric approach. A bibliometric analysis was performed on the publications available in the Scopus database from 2016-2026. The relevant documents were obtained using a well-developed search strategy that involved keywords associated with insurance, investment decisions, customer preference, and customer satisfaction. The bibliometric methods, such as the performance analysis and science mapping were used to investigate the trends in publications, sources of influence, authors, institutions, and countries. Co-authorship, co-citation, key word co occurrence, thematic mapping and thematic evolution was analysed to determine the prevailing research themes, emerging and waning research themes in the field. The findings indicate that publications have been increasing steadily, so that it is evident that there is growing academic curiosity concerning insurance-based investment decisions. The themes of customer satisfaction, investment behaviour, risk perception, service quality and trust in insurance providers are the main points of the literature concentration. The analysis of co-occurrence of keywords reveals that there is a progressive change between the traditional factors of insurance choices to behavioural and psychological factors that impact investment choices. The research also defines major journals, frequently accessed articles, and key researchers who have influenced the field of this research. The paper included articles from the Scopus database and documents written in English, which may have excluded other important relevant studies. Apart from this limitation, the findings revealed a research gap in knowledge and new themes that should be further explored in an empirical study. The research provides some practical implications to the insurance firms, policy makers and financial advisors because it points out some important aspects of customer preference and satisfaction in insurance investment products. These trends can be used to understand how to design insurance solutions that are customer-centric and enhance customer engagement in the long term. The study adds to the existing literature since it offers a bibliometric account of the studies on customer preference and satisfaction in insurance investment decision-making. It summarizes the development and organization of existing knowledge by mapping its evolution and structure, hence providing a consolidated basis to be used by future research and theory development on insurance and investment behaviour studies.

Keywords: Insurance Investment Decisions, Customer Preference, Customer Satisfaction, Investment Behaviour, Bibliometric Analysis.

Download PDF