The Role of Green Innovation in Improving the Insurance Service in the Health Insurance Sector in Saudi Arabia: An Applied Study on Health Insurance Companies in Jeddah

Abstract

Green innovation has been internationally adopted to by insurance companies to enhance their financial sustainability and reputation. Aims: This study aims to examine the association between the green innovation and quality of services at insurance company in Jeddah, Saudi Arabia. Method: a cross-sectional, analytic, design was employed using online questionnaires targeting beneficiaries from Bupa Arabia and Tawuniya health insurance companies. The study used mean and SD as a descriptive statistics with the spearman coefficient and linear regression to measure the association between green innovation and health services quality domains. Results: a number of 390 participants responded to the study questionnaire. The study showed high mean scores in both domains green innovation and quality of insurance services ranging from (3.54 – 4.03, and 3.72 – 3.97) consecutively. Also, the study revealed a positive significant correlation between the green innovation such domains (green products innovation, green process innovation, and organizational innovation) and quality of insurance service. Recommendation: similar study needs to be replicated in different location targeting different companies. Moreover, future studies might be focused on exploring more green innovation variable that might enhance the quality of health insurance services.