Effects of Website Quality on Customer Satisfaction in Selected Insurance Corporations Using Electronic Commerce

Along with huge popularity of online shopping and having 23 millions internet users in Iran, the country is going to have a large market for e-selling in the future. In the academic literature, website quality has generally been recognized as a critical step to drive online business. Numerous studies have been devoted to website quality and its evaluation. Although literature clearly shows that there is a relation between satisfaction and quality, it is important to study such relation in Iran's insurance corporations. A quantitative research is conducted through an online survey. Based on the literature review, a model with six website quality factors are designed to test this relation in insurance corporations. Moreover, e-Convenience and the customer satisfaction of payment method are included in the model as important external factors in order to examine the relation between these factors and customer satisfaction. The results shows that ease of use, quality of information, trust and e-Convenience are the main determinants of customer satisfaction.