Customer behavior toward online insurance services in India

Abstract

The use of web-based technologies as a service delivery medium has added new elements to service dissemination. Escalation in self-service technologies has provided customers with multiple choice for using services offered by an organization. The online service attributes of convenience and ease of use are being given priority by companies for designing web-based services. In India, online shopping in general and online insurance services in particular, are yet to gain momentum. A large population still remains skeptical about its relative advantage over the traditional delivery channels. Limited Internet accessibility coupled with low technology literacy makes customers suspicious about online insurance services. The current research was directed toward understanding Indian customers behavior toward using online insurance services. Correlation, ANOVA and multiple regression tests were run to understand customer behavior. The results suggest that improvement in technological attributes of online insurance Web sites can enhance customers service usage. © 2012 Macmillan Publishers Ltd.