The impact of the interactivity of the electronic word advertising systems and electronic quality on electronic loyalty with the role of measuring satisfaction of decision support (a case study of online customers of Iran insurance company in Tehran provi

Melika sadat Shirazi

Melika sadat Shirazi Allameh Tabataba'i University. Faculty of Management and Accounting Business Management Department. Tehran, Iran

Keywords: The interactivity of mouth advertising of the electronic word, electronic loyalty, decision support satisfaction.

Abstract

The aim of the present study is to examine the effect of interactivity of electronic word of mouth advertising systems and electronic quality over electronic loyalty with the role of measuring decision support satisfaction. The statistical population of the research includes all the online customers who have used the services of Iran Insurance Company in Tehran. To answer research questions and test the hypotheses a questionnaire was distributed among 390 members of the sample of the study. After collecting the questionnaires, the data was analyzed using SPSS and LISREL software. It should be mentioned that the validity of the questionnaire was assessed by content and construct validity and the reliability was examined by Cronbach's alpha test. The results indicated that the questions have high reliability. Regarding construct validity, which was investigated using confirmatory factor analysis by LISREL software, it was found that the questions have appropriate validity. The results of the data analysis and hypothesis testing showed that the interactivity of electronic word of mouth advertising systems has a significant and positive effect on decision support satisfaction and electronic quality. The electronic quality also has a positive and significant effect on decision support satisfaction. Moreover, decision support satisfaction has a positive and significant effect on electronic loyalty.

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Author Biography

Melika sadat Shirazi, Allameh Tabataba'i University. Faculty of Management and Accounting Business Management Department. Tehran, Iran

M.A in Business Management. Allameh Tabataba'i University. Faculty of Management and Accounting Business Management Department. Tehran, Iran

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