Abstract
The South African short-term insurance industry faces significant customer retention and acquisition challenges within an increasingly competitive market. Understanding customer expectations and their influence on purchase intentions is critical for insurance providers seeking to enhance service delivery and maintain profitability. This study investigates the relationship between six customer expectation dimensions (service quality, convenience, commitment, technology use, communication and customisation) and their impact on customer satisfaction and purchase intention in the South African short-term insurance industry. Using a quantitative methodology, data were collected from 369 short-term insurance policyholders via an online survey distributed through social media (Facebook, LinkedIn) and snowball sampling. Structural equation modelling using PLS-SEM revealed that convenience, technology use, and commitment were significant predictors of customer satisfaction. Moreover, customer satisfaction strongly predicted purchase intention. The findings offer valuable insights for short-term insurance providers looking to enhance customer satisfaction and retention by prioritising convenient service delivery, technological integration and relationship commitment.