Customer Experience and Satisfaction in Private Insurance Web Areas

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.