THE DIGITAL SHIFT: EVOLVING INSURANCE LANDSCAPE AND CONSUMER-CENTRIC DIGITALISATION AT ETIQA INSURANCE, KUALA LUMPUR, MALAYSIA

Kumaran Kanapathipillai, Nur Syukrina Binti Abu Bakar, Nor Anizah Binti Mohd Bakhari, Farah Adila Binti Mohammad Roslee

Abstract


This research aims to analyse the transformative impact of digital technologies on consumer behaviour in insurance shopping at Etiqa Insurance. This study assesses the relationships between three independent variables (mobile application utilisation, digitalisation preferences, and digitalisation adaptation) and their influence on consumer behaviour. The Technology Acceptance Model (TAM) was used as a theoretical framework to investigate how individuals participate in digital consumerism for insurance purposes. This quantitative study was undertaken using the stratified random sampling method. A total of 400 responses provided the data for this research. This study has uncovered the complex patterns behind consumers' behaviour when purchasing insurance through digital technology. This study reveals strong positive relationships between the independent variables and consumer behaviour. This highlights the fact that significant technical shifts are influencing the way consumers experience and feel satisfied with the insurance they buy. However, the research also identifies challenges like privacy concerns and the potential for option overload, which could limit the full potential of digitalization. Furthermore, this study provides empirical information that sparks academic debate and proposes ways to enhance digitalisation in the insurance industry. This gives novel insights for both scholars and practitioners. Moreover, this study addresses the current gaps in the literature and provides guidance to Etiqa Insurance and similar companies on how to optimise their digital strategies to align with customer preferences. This is crucial for enhancing overall customer satisfaction and fostering loyalty among clients who use digital channels for insurance purchases.

 

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Keywords


mobile applications utilisation, digitalisation preferences, digitalisation adaptation, consumer behaviour, insurance industry

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DOI: http://dx.doi.org/10.46827/ejmms.v9i2.1806

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