The Effect of Dıgıtalızatıon of Insurance Products and Servıces on Customer Preferences: An Assesment in Terms of Marketıng Strategıes
Chapter from the book:
Çolakoğlu,
E.
&
Çetinkaya,
N.
Ç.
(eds.)
2023.
Marketing with Current Developments: Issues and Research I.
Synopsis
Despite the efforts of service businesses, some extraordinary developments are affecting the way service products are presented. Digital technologies, the use of which intensifies in extraordinary situations, are now routinely used and many products/services are delivered to customers through digital channels. In this study; A literature review on services, service marketing and digitalization of services has been included and the importance of digitalization of services in terms of marketing strategies has been examined. In the study; the analysis and evaluation of the data on the impact of the digitalization of services on customer preferences in terms of marketing strategies is in question. In addition, the possible effects of demographic characteristics and perspectives on preferences in digital insurance services has examined and suggestions has made. In the result of working; it has been concluded that by following a communication-oriented marketing strategy, the trust of the target audience in digital insurance products/services can be increased, they can be insured, and the employment of experts in marketing communication in insurance companies can provide positive results.
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Copyright (c) 2023 Nilgün Tuzcu- Hilal Uygurtürk- Elif Mağden- A.Buğra Hamşıoğlu- M.Murat Nalcı- Bilal Ceylan- Duygu Ceylan- Fatma Bulut- Mutlu Bulut- Burak Şen- Ahmet Aydın- Yavuz Kotan- Refika Ülke Şimdi- Hilal Saadet Aktepe- Behiye Beğendik- Cihat Kartal- Özgür Musa Sungur- Gözde Akkaşoğlu- İlknur Korkmaz- Esad Kamil Tosun- Mehmet Gökerik- Cevher Özden- Özlem Şenlik- Necmiye Kapusuz- Tülin Durukan- Eda Dişli Bayraktar- Gizem Eda Gülöz- Aypar Uslu; Emre Çolakoğlu- Nur Çağlar Çetinkaya