Satisfaction as a mediator in phygital insurance: a PLS-SEM analysis of hybrid interaction, innovation perception and behavioral intentions

Purpose The issue brought forth by the research is the role cited of satisfaction perception as the mediator. It illustrates how customer satisfaction integrates hybrid interaction processes and innovation perceptions with behavioral intentions. The issue is examined in the context of the growing digital service landscape in the Kingdom of Saudi Arabia. Design/methodology/approach It took a quantitative design approach by adapting the use of Partial Least Squares Structural Equation Modeling in the analysis of the gathered information from 480 insurance customers in the Kingdom of Saudi Arabia. Findings The result shows that though hybrid interaction processes and innovation perceptions increase customers’ pleasure comprehensively; these two do not affect behavioral intentions directly. The central mediating role of customer satisfaction perception mediates fully the impact of hybrid interaction processes and partially the impact of innovation perceptions connecting service experiences with customer loyalty. Originality/value An insurance company must primarily consider customer satisfaction with efforts toward expedient phygital service engagements in digital as well as physical service channels. The extension of the role of the Technology Acceptance Model with Service-Dominant Logic toward phygital insurance service explains the central mediating role of customer satisfaction in customer service research.