Relationship between Consumer Buying Behaviour and Satisfaction: Experiences from Health Insurance Policyholders

Purpose/Objective: The research is focused on exploring the existing relationship of consumer buying behaviour and satisfaction among health insurance policyholders, particularly in Varanasi (UP). This is a two-fold objective; first interrelationship has been checked among consumer purchasing behaviour and satisfaction, followed by confirming dependency of customer satisfaction on buying behaviour.

Population & Procedure: In total, 150 health insurance policyholders (grouped under 107 male and 43 female) were considered for the study through random sampling method. Self-administered questionnaires have been used with 5 consumer buying behaviour (independent variables) and 3 customer satisfaction variables (dependent variables) on 5-point Likert scale. For the purpose of analysis, both Pearson correlation and linear regression have been used. At first, multiple correlation (Pearson) is used to assess if significant interrelationship exists between consumer buying behaviour and satisfaction. Then after, linear regression has been used to analyze the impact of consumer buying behaviour and satisfaction among health insurance policyholders.

Conclusive Remarks: The mean scores of most of the variables project agree, as per the 5-point Likert scale. It is concluded that there is a significant positive relationship between consumer buying behaviour and satisfaction, as per multiple correlation. And there exist a significant impact of consumer buying behaviour on customer satisfaction, particularly among health insurance policyholders.