سنجش آمادگي الكترونيكي بيمه گذاران خودرو (مورد مطالعه : شركت بيمه پارسيان )

Evaluating E-readiness of Automobile Insurance Customers (Case Study: Parsian Insurance Company)

Customer readiness evaluation in insurance industry is very important in order to change customer behavior for accepting new technologies and substituting (or combining) with the other traditional buying methods. There is a close relationship between successful investment on e-insurance establishment and high level of customer readiness for internet buying. This research evaluates customer readiness for accepting automobile e-insurance and measures its acceptance level. Results show that among customer readiness variables, motivation is more important than two other variables, i.e. ability and role clarity. Moreover, as a result of hypothesis testing, among all effective factors on costumer readiness variables, only age and gender does not show significant relationship.