The impact of digital service quality on enhancing customer satisfaction: A field study on Libya Insurance Company, Sabha

Abstract

This study aimed to measure the impact of digital service quality dimensions (reliability, responsiveness, assurance, empathy, and realism) on enhancing customer satisfaction. A field study was conducted at the Sebha branch of Libya Insurance Company to achieve the study's objectives. The researchers adopted a descriptive approach and designed a questionnaire containing 32 items as the data collection tool. A total of 565 questionnaires were returned, and 482 were deemed valid for statistical analysis using SPSS software. Based on the main hypothesis test, the results showed that all selected digital service quality dimensions had a statistically significant impact on enhancing customer satisfaction, with the exception of the reliability dimension, which did not show a statistically significant impact. Based on these findings, the researchers recommended that Libya Insurance Company's senior management focus on improving the quality of digital services provided to the company's customers.