The purpose of this research was to investigate the effect of electronic service quality on customer loyalty with the mediating role of perceived risk and electronic purchase intention. This research is applied in terms of purpose and survey in terms of descriptive method. The statistical population of the study was all customers of Alborz Insurance in 1403, and 384 people were selected as the sample size using Cochran's formula and simple random sampling method. The data collection tool was a standard questionnaire. The content validity of the questionnaire was confirmed by a group of experts. Also, in order to check the validity of the construct, three indices of composite reliability, mean variance extracted and factor loading were used, and Cronbach's alpha coefficient was used to measure reliability and reliability using SPSS26 software, which was calculated to be more than 0.7. The results of the research with PLS software show that the quality of electronic services has a significant effect on customer loyalty with the mediation role of perceived risk and electronic purchase intention in Alborz insurance. The quality of electronic services has a significant effect on customer loyalty, perceived risk, and electronic purchase intention in Alborz Insurance. Perceived risk and electronic purchase intention have a significant effect on customer loyalty in Alborz Insurance.