The Effect of Mobile Software Features on Customer Attitude and Satisfaction

Considering features of application is important since it can be effective in customer satisfaction and produce competitive advantages. In this way, one of the newest application services implemented in insurance companies is insurance mobile App services. Thus, in this research, the effects of insurance mobile app services on customer satisfaction and attitude toward using in insurance industry is considered. This research is practical in terms of purpose and explorative, survey.Considering limitations of population, all of those 200 customers were selected as sample. Data collection method is based on questionnaire with 2 separate parts. First part includes demographic information and second part includes 29 professional questions. Validity of the questionnaire was approved based on content validity test according to 30 professors' answer. In addition, reliability test was performed based on factor analysis. Explanation and analysis of collected data is performed by descriptive (frequency, average, standard deviation) and inferential (Variance Analysis, Correlation, and structural equation) methods. Based on the results, features of mobile app services( perceived ease of use, perceived usefulness, perceived playfulness, and perceived compatibility) have positive effects on attitude toward using and customer satisfaction, and perceived risk has negative effect on attitude toward using and customer satisfaction. In addition, attitude toward using has positive effect on customer satisfaction and attitudes toward the use is the role of mediation in Effects of the characteristics software in mobile services on customer satisfaction