Exploring the Impact of Ripple Effect in Creating Brand Perception in Service Industry with Special Reference to Insurance Sector

Dr Geeta Nema and Ms Aashi Choudhary
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Dr Geeta Nema: International Institute of Professional Studies, Devi Ahilya University, Indore
Ms Aashi Choudhary: International Institute of Professional Studies, Devi Ahilya University, Indore

International Journal of Research and Scientific Innovation, 2025, vol. 12, issue 5, 2034-2047

Abstract: The ripple effect describes the phenomenon where individuals shape their opinions and decisions not only through their own experiences but also by observing or hearing about the experiences of others. This study investigates the influence of the ripple effect on brand perception in insurance industry. The research explores how different aspects of customer interaction—such as changes in premiums, policy modifications, customer service quality, digital engagement and claims processing—contribute to shaping brand image. Additionally, it assesses the role of demographic variables like age, gender, income, education and occupation in either reinforcing or moderating these effects. The findings offer valuable insights for insurance brands seeking to build trust, foster loyalty and boost customer engagement by addressing both direct interactions and second-hand perceptions.

Date: 2025
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