Connecting Virtually: E-Service Quality, Social Network, Customer Trust and Purchase Intention

Objective: The objective of this study is to investigate the relationship between e-service quality, social network, purchase intention, and customer trust with the aim of provides a deeper understanding of how artificial intelligence is implemented in e-service quality in insurance companies.   Theoretical Framework: Theory of Planned Behavior, e-service quality, social network, purchase intention, and customer trust will provide a solid basis for understanding the context of the investigation.   Method: The methodology adopted for this research comprises the relationship between varibales through quantitative approaches taking place in Denpasar, Bali, and the community as the target population. Data collection was carried out through quetionnaires and will be analyzed thorugh SEM by PLS.   Results and Discussion: The results obtained revealed that each variables shows a positive and significant relationship towards each other, therefore all the hypotheses are accepted.   Research Implications: The practical and theoretical implications of this research are discussed, providing insights into how the results can be applied or influence practices in the field of management, especially in formulating marketing strategies. These implications could encompass insurrance policy and technnology development.   Originality/Value: This study contributes to the literature by providing fresh conceptual framework related to e-service quality and social network through customer trust. The relevance and value of this research are evidenced by regulators, stakeholders, insurance companies, customers, and governments to gain insights with the aim of improving insurance purchases