Chapter 5: Understanding the Power of Augmented Reality in Insurance: A Survey-based Approach to Customer Engagement

Having adopted innovative technologies such as augmented reality (AR) over the last couple of years, the insurance industry has been witnessing a transformational shift. In this study, we examine the effect of AR on customer engagement (CE) in the insurance industry by examining the direct influence of service quality dimensions such as perceived usefulness (PU), perceived ease of use (EOU), interactivity, and visual appeal (VA) on behavior intentions of the customer. The purpose of this study is to investigate the relationships between these factors and their effects on CE and behavior intentions by using structural equation modeling (SEM). Customers who have interacted with AR-enabled insurance services, such as virtual policy explanations or real-time claims assistance, will be asked to provide data about their interactions. The purpose of this study is to provide actionable insights to insurance providers on how to leverage AR in order to make their experience more interactive, user-friendly, and visually appealing. This study aims to raise awareness about the role of technology in reshaping customer relationships in the insurance industry by directly linking AR features to customer satisfaction and loyalty.