A study on the effect of internet on competitiveness and customer loyalty in insurance industry based on Porter competitive forces

This paper presents an empirical investigation to study the effect of internet in insurance industry in Iran. The proposed study designs a questionnaire, distributes it among some experts and analyzes them based on some statistical test. The survey is conducted within insurance firms located in one of provinces of Iran. The results of the study confirm that internet influences competition among providers, bargaining power of customers as well as suppliers, significantly. In addition, internet has meaningful impacts on starting a business, the threat of substitutes, customer satisfaction, perceived image as well as perceived quality. The results of this survey emphasizes on the relative importance of internet for building a better competitive insurance industry.