With customer increasingly demanding full-scale solutions, insurance companies like any other service industries are more and more forced to continuously increase their portfolio and services. This paper presents a cross-disciplinary conceptual framework for understanding electronic commerce. The definition of electronic commerce for this paper is commerce that directly utilizes combinations of computing and communications technologies in some or all aspects of the interactions between a

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... s and its customers. Building and maintaining customer loyalty are important issues in electronic business. Customer loyalty and customer equity can be improved by providing customer services, sharing cost benefits with online customers, and rewarding the most valued customers. The research has empirically tested the critical factors that influence an individual's decision when buying products or services online. The proposed model applies a new way of maintaining data of customer's insurance policy with an android application for improving customer service.