Abstract:
Nowadays customers have become empowered by information communication technologies. This state of
customers has brought enormous pressure to bear on organizations, thus, organizations have to stay relevant,
market-oriented and profitable. The insurance sector is one that is constantly challenged by its exposure to ICT and the
associated need for e-services by myriad customers. With increasing competition in the health insurance environment, it is
necessary for the sector to understand customer expectations and how they perceive the services offered. This study seeks
to determine the role played by e-services in relation to customer satisfaction in health insurance industry in Botswana
where a substantial investment has been made in the sector.
Research design, data, and methodology - This study is conducted using two prominent medical aid schemes in Botswana
namely BPOMAS and PULA. Subscribers of these medical schemes were the respondents whose views were sourced using
both closed and open ended questionnaires. Systemic sampling technique was used to select the participants, while
descriptive statistical techniques were mainly used to analyze socio-demographic data of the samples.
Results - The results reveal that the level of usage of the medical insurance firm’s website and email service is higher forPULA participants than for BPOMAS participants.
Conclusions - The findings of this study have practical implications for managers who should understand customers’ value perceptions regarding e-service quality in Botswana.
