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

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.