Title: Quality-satisfaction-loyalty linkage and switching costs: findings in the context of online life insurance

Authors: Preethi Viswanathan; Garima Gupta

Addresses: Amity Business School, Amity University, Noida, India ' Faculty of Management Studies, University of Delhi, Delhi, India

Abstract: The emergence of online life insurance in recent years has provided consumers with flexibility and ease of taking an insurance policy besides making it imperative for firms to consistently formulate strategies to ensure customer satisfaction and loyalty in future. In this respect, the present study examines the linkages between service quality, satisfaction, loyalty and switching costs in the context of online life insurance. Using survey methodology, responses pertaining to the aforesaid constructs are obtained from a sample of 128 customers. Though significant variations are not revealed in customers' perceptions across demographic groups, but it establishes mediating role of satisfaction and the moderating role of switching costs along with the significant impact of service quality in influencing loyalty behaviour. It provides theoretical as well as practical implications for the service providers. The paper ends with acknowledging the limitations and outlines the directions for undertaking further research in this pertinent domain.

Keywords: online life insurance; service quality; customer satisfaction; switching costs; loyalty.

DOI: 10.1504/IJBEX.2020.106932

International Journal of Business Excellence, 2020 Vol.21 No.1, pp.1 - 16

Received: 30 Oct 2018
Accepted: 20 Dec 2018

Published online: 28 Apr 2020 *

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