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The role of social influence and e-service quality in impacting loyalty for online life insurance: a SEM-based study

Author

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  • Preeti Viswanathan
  • Anurupa B. Singh
  • Garima Gupta

Abstract

The aim of this research is to investigate the role of e-service quality, social influence and e-customer satisfaction on e-loyalty relationship. Data was collected from online life insurance policyholders in Delhi/NCR using structured questionnaires and in depth interviews and was then analysed and relationships were examined through structural equation modelling. Service quality and social influence were found to have substantial relationship with customer loyalty and satisfaction in online life insurance. E-customer satisfaction was found to have a mediating role in the relationship of customer loyalty with both service quality and social influence in online medium. The results of this study are estimated to offer significant contributions to academia, policy makers and facilitate a foundation for marketers to further examine various ways of interacting with customers that will aid in enhancing e-customer satisfaction leading to customer retention thereby improving overall business profits of the insurers.

Suggested Citation

  • Preeti Viswanathan & Anurupa B. Singh & Garima Gupta, 2020. "The role of social influence and e-service quality in impacting loyalty for online life insurance: a SEM-based study," International Journal of Business Excellence, Inderscience Enterprises Ltd, vol. 20(3), pages 322-337.
    • Handle: RePEc:ids:ijbexc:v:20:y:2020:i:3:p:322-337
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    Cited by:

    1. Giridhari Mohanta, 2024. "Small Savings Scheme of the Post Office and Savings Habit of People: The Role of Financial Consultant," Business Perspectives and Research, , vol. 12(1), pages 65-82, January.
    2. Eka Pramudita & Hendra Achmadi & Hansa Nurhaida, 2023. "Determinants of behavioral intention toward telemedicine services among Indonesian Gen-Z and Millenials: a PLS–SEM study on Alodokter application," Journal of Innovation and Entrepreneurship, Springer, vol. 12(1), pages 1-21, December.

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