Exploring the Characteristics of Electronic Insurance Service Concept - Consumers' Perspective

The insights of consumers into electronic service concepts of insurance companies are investigated in this study. Theoretically, the study combines elements from service design literature with usability literature. The empirical study is conducted through adapted expert evaluation method by instructing a group of insurance business students to evaluate the electronic service concept of three British insurance service providers. The results of the study theoretically suggest that the used Web site usability framework is feasible tool for evaluating electronic service concepts in the context of complex services, such as insurance. Empirically, the results indicate that three features can be identified to be essential to electronic service concept design in the context of complex services. These features are: content structure, appearance, and navigation