Identifying effective factors in implementing e-insurance and its impact on competitive advantage and profitability in selected insurance companies

E-insurance is a new approach based on information technology, which its implementation can have a significant impact on the performance of insurance organizations. The purpose of this study was to investigate the factors affecting the implementation of e-insurance and its impact on competitive advantage and profitability at the customer (B2C) level. First, by reviewing the research literature, various factors affecting the implementation and implementation of electronic insurance at the customer level have been investigated. The data collection tool was a researcher-made questionnaire. The statistical population of this study was the employees of selected insurance companies, which was determined 320 individuals by the method of structural equations, and SPSS and PLS statistical software were used to analyze the data. Based on the results of the research hypotheses, the impact of all factors considered at the customer level like data quality, ease of use, perceived value, e-security and reliability on electronic insurance was confirmed. Electronic insurance implementation also has a positive and significant effect on competitive advantage and profitability. Based on the findings, the final model for the successful implementation of electronic insurance in the insurance industry, provides a valuable perspective for researchers and insurance companies on implementation e-insurance and its benefit.