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Customer Experience and Satisfaction in Private Insurance Web Areas.

M Dolores Méndez-Aparicio1, Ana Jiménez-Zarco1, Alicia Izquierdo-Yusta2

  • 1Economics and Business Faculty, Open University of Catalonia, Barcelona, Spain.

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|November 9, 2020
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Summary

Digital transformation enhances insurance services by focusing on emotional value and co-creation. Perceived digital quality, not expectations, drives customer experience and satisfaction in web areas.

Keywords:
co-creationcustomer digital experiencecustomer expectationscustomer satisfactioneffect WOWinsurance fieldprivate customer web areasquality web

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Area of Science:

  • Business and Management
  • Information Systems
  • Marketing

Background:

  • Digital transformation enables insurance companies to offer supplementary services enhancing user experience.
  • Appealing to customer emotions through co-creation can differentiate brands in the rational insurance market.

Purpose of the Study:

  • To determine the role of expectations and perceived quality in the digital customer experience.
  • To analyze the relationship between customer experience and satisfaction in online insurance.
  • To identify key digital attributes valued by insurance customers.

Main Methods:

  • Analysis of 4,178 registered customers using partial least squares (PLS) technique.
  • Development of a predictive model for customer experience in digital insurance.

Main Results:

  • The 'WOW effect' significantly correlates with customer satisfaction.
  • Customer expectations primarily influence attitudes before web interaction.
  • Perceived digital quality (usefulness, information, technology) is crucial for the actual customer experience during web consumption.

Conclusions:

  • Perceived digital quality, particularly usefulness, information, and technology, is the primary driver of digital customer experience and satisfaction in insurance.
  • Co-creation in digital design offers cost savings and enhances customer experience, fostering loyalty and sustainable business growth.