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Purpose: The purpose of this research study is to investigate the relationship between technology adoption and workforce productivity within the manufacturing industry. The study aims to identify the role of Intermediaries in assisting choice of channel.
Theoretical Framework: The study adopts a qualitative strategy and utilizes content analysis to analyze a significant amount of secondary data from theoretical and empirical reviews. Additionally, interviews with members of the relevant community were conducted to gather specific data for an unstructured questionnaire. Exploratory factor analysis and confirmatory factor analysis were performed to validate the proposed theoretical framework.
Design/Methodology/Approach: Data was collected from 384 software employees in Hyderabad, selected due to their likelihood of using both digital and traditional channels for purchasing insurance. The study employed a Likert scale questionnaire to measure respondents' perceptions of various factors influencing channel selection. SPSS 26 and AMOS were used for data analysis, including exploratory factor analysis and confirmatory factor analysis.
Findings: The exploratory factor analysis revealed a six-factor channel selection model that explained 77.443% of the variance. All factors demonstrated high reliability (Cronbach's α > 0.883), and the final model consisted of 39 items. The confirmatory factor analysis confirmed the suitability of the model, as all fit indices met the criteria for absolute and incremental fitness.
Research, Practical & Social Implications: The study provides insights into the factors influencing channel selection in the context of health insurance purchases. It highlights the importance of intermediaries in the decision-making process and their role in moderating the relationship between various factors and channel selection. These findings have practical implications for insurance providers and intermediaries in developing effective marketing strategies and improving customer experience. Socially, the study contributes to a better understanding of the dynamics between digital and traditional channels in the insurance industry.
Originality/Value: This study contributes to the existing literature by examining the moderation effect of intermediaries on the relationship between factors influencing channel selection in the context of health insurance. The research extends the theoretical understanding of channel selection and provides empirical evidence in a specific geographical setting. The findings have practical implications for insurers, intermediaries, and policymakers, enhancing the value of this research in the insurance industry.
