A Model for Enhancing Digital Customer Experience in the Insurance Industry

Document Type : Research Paper

Authors

1 Master Student, Faculty of Management, Alzahra University, Tehran, Iran.

2 Ameneh Khadivar, Associate Professor, Department of Management, Faculty of Social Sciences and Economics, Alzahra University, Tehran, Iran

3 Assistance Professor, General Insurance Group, Insurance Research Center, Tehran, Iran

10.22051/bmr.2024.47319.2579

Abstract

Digital transformation is reshaping all industries, including the insurance sector. To thrive in this new landscape, insurance companies must prioritize enhancing customer satisfaction. Despite the high internet and smartphone penetration in Iran, the insurance industry has not kept pace with technological innovations to meet policyholders' expectations. Consequently, this research aims to present a model for improving the digital customer experience in the Iranian insurance industry. A grounded theory approach was adopted to develop the model. Data was collected through semi-structured interviews with industry experts and customers. Thematic analysis was performed using manual and software
coding techniques. The final paradigmatic model illustrates the factors influencing digital customer experience enhancement, intervening and contextual conditions, and ultimately the solutions and outcomes. These are presented in the form of concepts and categories. This model has 12 main categories including ease, awareness, support, access, reliability, efficiency, price, culture, regulation and legislation, infrastructure, technology and customer-oriented.

Keywords

References

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Quarterly Journal of Brand Management
Volume 11, Issue 4 - Serial Number 40
February 2025
Pages 67-108

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