CUSTOMER EXPERIENCE AND ITS ROLE IN SHAPING TRUST: EVIDENCE FROM ONLINE INSURANCE SERVICES

Online insurance services are indispensable one in the global scenario of business. In the modern days all the services are rendered at global level where all types of customers are accessing online services predominantly for the faster and smoother service accessibility. The customer experience and its role of shaping trust on online insurance services have been investigated with four important elements vis., web/Application usability , security and privacy, online insurance services and customer loyalty. The customer survey model is used to measure the customer trust on online insurance services. The customers experience on building trust on online insurance, relationship between customer experience and trust on online insurance and mediating role of website application usability and customer trust was takes for the study. Data were collected from 357 respondents using online insurance services in the state of Karnataka India. In order to evaluate the associations between the variable’sstructural equation model (SEM),is used and path diagramme is built. The findings of the study showed that the absolute fit indices fit the sample data and shows that the presented model attained acceptable fit, by way of attaining threshold values.