The effect of systems interaction possibility of electronic word of mouth advertising and E_ quality on E_ loyalty with the moderating role of decision support satisfaction

Internet revolution and ICT have changed the world and access to information and communication of the people with each other is possible more than past. In this new environment, relying on E-word of mouth communication could be a way to achieve a competitive advantage. Given the pervasive role of new technologies in Service industry as well as importance of customer loyalty in the insurance industry, the aim of this study was to investigate the effect of interactivity of Electronic word of mouth advertising and E-Quality on E-loyalty between insured. Decision support satisfaction and E-trust is intended as intervening variables. Statistical society included all people who go online for Mellat insurance and have used the services of the company. To test the hypotheses and data analysis, structural equation modeling was used. The results showed that interactivity of electronic word of mouth, has positive and significant effect on the E-quality and E-quality has positive and significant effect on E-trust and Decision support satisfaction. According to the results, Decision support satisfaction and E-trust has positive and significant effect on electronic loyalty. The results show that there is no significant relationship between interactivity of word of mouth advertising and the Decision support satisfaction.