ارائه مدل ارتقای تجربه دیجیتال مشتری در صنعت بیمه

تحول دیجیتال و نوآوری‌های مدل کسب‌وکار حاصل از آن، انتظارات و رفتار مصرف‌کنندگان بیمه را به‎صورت اساسی تغییر داده و شرکت‌های بیمه سنتی را تحت فشار قرار داده است. در این شرایط، بهبود تجربه مشتری یکی از عوامل اصلی و کلیدی کسب سهم در بازار پررقابت بیمه می‌باشد. بر این اساس، این سوال مطرح می‎شود که چگونه می‌توان در صنعت بیمه و در نقاط تماس مشتری، تجربه‌ی دیجیتالی مشتری را ارتقا داد. هدف این مطالعه، ارائه‌ی یک مدل ارتقای تجربه دیجیتال مشتری در صنعت بیمه می‏باشد. به‎منظور رسیدن به مدل، از روش داده بنیاد استفاده شده است. ابزار تحقیق مصاحبه‌های نیمه‌ساختار یافته با خبرگان صنعت بوده و از کدگذاری و تحلیل‌های دستی و نرم‌افزاری به‎صورت توام برای تحلیل داده‌های مصاحبه‌ها استفاده شده است. مدل پارادایمی نهایی، عوامل تاثیرگذار بر ارتقای تجربه دیجیتال مشتری، شرایط مداخله‌گر و زمینه‌ای و در نهایت راهکارها و نتایج حاصل از ارتقای تجربه دیجیتال مشتری را نشان می‌دهد که در قالب مفاهیم و مقوله‌ها ارائه شده‌اند. نتایج نشان می‏دهند که 12مقوله‌ی شامل سهولت، آگاه‌سازی، پشتیبانی، دسترسی، اطمینان، کارایی، قیمت، فرهنگ‌سازی، تنظیم‌گری و قانون‌گذاری، زیرساخت، فناوری و مشتری‎محوری، ابعاد اصلی مدل ارتقای تجربه دیجیتال مشتری صنعت بیمه را تشکیل می‏دهند.

a model for enhancing digital customer experience in the insurance industry

1. introductiondigital 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 both 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. digital transformation is emerging as a primary challenge for organizations and a top concern for senior executives worldwide. it is predicted that only companies capable of adapting to the rapid and extensive changes of the digital age will survive. digital transformation and the resulting business model innovations have fundamentally changed the expectations and behaviors of insurance consumers, placing traditional insurance companies under pressure. in today's world, where the use of emerging technologies is widespread, customers are not only looking to purchase a product or service, but are also seeking a delightful experience and memorable moments. in today's competitive insurance landscape, with rising customer expectations, customer experience has become more crucial than ever. many leading companies consider it the primary and key factor in gaining market share in this highly competitive market. under these circumstances, improving customer experience is one of the key factors in gaining market share in the highly competitive insurance industry. accordingly, the question arises as to how digital customer experience can be enhanced in the insurance industry and at customer touchpoints. despite the significance of customer experience and the insurance industry's importance in overall growth and development, there has been limited research exploring the factors influencing digital customer experience in this industry. a review of previous research indicates that there is no precise model to evaluate the digital customer experience of insurance companies, and the factors influencing it remain disputed among researchers. the aim of this study is to present a model for enhancing the digital customer experience in the insurance industry. 2. materials and methodsas a qualitative, applied, and exploratory study. the required data for the research was collected in two stages: 1) in the first stage, to identify the theoretical foundations of the research, prior studies were reviewed through a literature review. 2) in the second stage, to collect additional information, semi-structured interviews were conducted. the data collection method in this stage was field-based and the interviewees were selected using snowball sampling. the qualitative method used in this research, considering the scarcity of research literature, is grounded theory. additionally, in this research, open, axial, and selective coding in the form of causal conditions, contextual conditions, intervening conditions, phenomenon, strategies, and consequences were utilized to present a model for enhancing the digital customer experience in the insurance industry. 3. results and discussionat the end of open coding and data analysis, a total of 161 meaningful codes were extracted. subsequently, these codes were categorized into 46 concepts and ultimately placed in 12 main categories through an iterative process. the 12 main categories are: ease of use, awareness, support, accessibility, assurance, efficiency, price, culture building, regulation and legislation, infrastructure, technology, and customer-centricity. the categories and subcategories are interconnected through axial coding based on their dimensions and characteristics. finally, the relationships between the components and main elements derived from axial coding concerning the enhancement of the digital customer experience in the insurance industry have been precisely presented. the implications of the resulting paradigmatic model include: increased trust, customer loyalty, repeat purchases, customer growth, referrals, cost reduction, profitability of the industry and company, company agility, industry development, value chain transformation, competitive advantage, and branding.4. conclusionthe objective of this research is to present a model for enhancing the digital customer experience in the insurance industry and to prioritize the influencing factors using a qualitative method. ultimately, causal, contextual, and intervening conditions have been identified and strategies and consequences have been thoroughly introduced based on the paradigmatic model. this research aims to offer a more comprehensive and accurate model compared to previous studies. furthermore, a more appropriate and comprehensive categorization has been conducted, and efforts have been made to select more suitable titles. however, the lack of rich domestic resources in this field limits the development of indigenous models.