The Impact of e-Service Quality Dimensions on Customer Satisfaction in the B2C e-Commerce: The Case of the Iran and Alborz Insurance Companies

With the increasing popularity of online shopping and internet user's growth, Iran is likely to be as a large market for e-Selling in the future. In the academic literature, e-Service quality has generally been recognized as a critical step to drive online business. Numerous studies have been devoted to e-Service quality and its evaluation. Marking researchers aim to use websites in order to understand online customers’ behavior. The objective of this paper is to examine the relation between satisfaction and quality in the customers of the Iranian insurance companies. An empirical model is specified based on the literature. This model includes six website quality factors. Structured equation modeling approach is employed to estimate the specified model. An online survey is conducted to collect the required information. The results indicate that the ease of use, data quality, confidence and the ease of e-Services effects on customer satisfaction.