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The study examined the role of AI-based chabots and gamified apps in health insurance sector in anticipating customer loyalty by intervention role of customer engagement in NCR. Partial least squares structural equation modeling (PLS-SEM) was used to interpret the data compiled from 110 health insurance customers. The findings showed that the link between AI-based chatbots together with customer loyalty is somewhat middling by customer engagement. In the health insurance marketplace, gamified applications can help in increasing customer loyalty. Customer loyalty is immediately impacted negatively by AI-based chatbots. The findings drive health insurance companies to invest money on AI-powered chatbots in order to improve customer loyalty and engagement. Health insurance managers can also enhance customer loyalty by using gamified apps.

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Anticipating Customer Loyalty to Health Insurance Using PLS-SEM: The Role of AI Chatbots, Gamified Apps, and Customer Engagement

  • 会议论文

  • 发表日期：

    2025年

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  • Dolly Mangla,
  • Renu Aggarwal

摘要

The study examined the role of AI-based chabots and gamified apps in health insurance sector in anticipating customer loyalty by intervention role of customer engagement in NCR. Partial least squares structural equation modeling (PLS-SEM) was used to interpret the data compiled from 110 health insurance customers. The findings showed that the link between AI-based chatbots together with customer loyalty is somewhat middling by customer engagement. In the health insurance marketplace, gamified applications can help in increasing customer loyalty. Customer loyalty is immediately impacted negatively by AI-based chatbots. The findings drive health insurance companies to invest money on AI-powered chatbots in order to improve customer loyalty and engagement. Health insurance managers can also enhance customer loyalty by using gamified apps.