Purpose – The methodology of mobile commerce as a significant application for both enterprises and customers are becoming crucial, but few studies discuss the usage attitude toward and customer satisfaction with mobile application (app) services in the life insurance industry. The purpose of this paper is to investigate the effects of attitude toward using life insurers’ mobile app services on customer satisfaction. Design/methodology/approach – The study is based on a questionnaire survey of 538 respondents in Taiwan. The data are analyzed through ANOVA, multiple regression, and path analysis. Findings – The results indicate that all variables significantly and positively affected usage attitude. Among them, compatibility had the most significant influence. In addition, consumers’ perceived usefulness and perceived ease of use positively affected customer satisfaction. Furthermore, the path analysis result demonstrates that usage attitude is the most significant factor for customer satisfaction, and the second-most important factor is the cognition of compatibility’s indirect effect on usage attitude. Originality/value – The paper extends our understanding of the insured’s usage attitude toward and satisfaction with life insurers’ app services by integrating the technology acceptance model and innovation diffusion theory. The results have practical implications for reinforcing customer relationship management and contribute to fulfilling the need for marketing evidence in life insurance.

Purpose Corporate social responsibility (CSR) has gradually come to be regarded as a strategic business tool, and has a significant influence on consumers’ behaviours, but few studies discuss CSR regarding consumers’ behaviour in the insurance industry. The purpose of this paper is to investigate the effects of CSR on corporate reputation and customer loyalty. Design/methodology/approach This paper used a survey to assess consumers’ perception regarding CSR activities from non-life insurance industries. The questionnaires were administered to consumers who have purchased insurance in Taiwan. The survey questions were tested through an exploratory factor analysis. An analysis of variance and multiple regressions were performed to test the hypotheses. Findings The empirical results demonstrate that CSR activities have significantly positive influences on corporate reputation and customer loyalty. Additionally, CSR activities also have significantly positive influences on brand image. Furthermore, the study indicates the mediating role of brand image on CSR, corporate reputation and customer loyalty. Originality/value This paper establishes the mediating role of brand image among CSR, corporate reputation and customer loyalty for non-life insurance industries. Additionally, the empirical results focus on analysing the impact of CSR on customer’s behaviour, and strongly encourage insurers to continue investing; CSR and brand image can be strategic marketing tools and promote the sustainable development of insurance.

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Purpose The purpose of this study is to analyze product diversification, business structure and insurer performance with a comprehensive look at the property-liability (P/L) insurance operations. Design/methodology/approach Using a panel data, this study employs an ordinary least squares regression model, fixed effects model and random effects model to examine the impact of product diversification and business structure on the performance of P/L insurers. The study assesses insurer performance using both risk-adjusted return on assets and risk-adjusted return on equity. Findings The study finds that product diversification is significantly negatively related to the performance of P/L insurers. The results are consistent with the diversification discount theory. The empirical results reveal that business lines have significant impacts on firm performance, particularly on the lines of fire and marine insurances. Furthermore, the interaction between product diversification and firm size implies that product diversification significantly increases the performance of large-sized insurance firms. Originality/value The study provides some valuable insights into the effects of diversification and business structure on the performance of P/L insurers in a developing country. The study’s findings suggest that management of P/L insurers should clarify their objectives and carefully assess the company’s resources when dealing with product diversification and business structure. The results have practical implications for the financial services industry in Taiwan.

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