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Insurance Companies and E-Marketing Activities: An Empirical Analysis in the Italian Market

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The "Dematerialized" Insurance

Abstract

The relationship between insurance companies and digital technologies has been studied less than the one of the banking industry. The first step in this process was to review some relevant literature about e-marketing and e-service quality (e-SQ) in service industries—with particular focus on the insurance and banking industries. On this basis, we develop a framework for assessing e-SQ and e-marketing activities for insurance companies, both traditional and native digital, and we tested our research hypotheses in an empirical setting for the Italian market.

This study identified six dimensions of e-service, drawn from items previously tested by Kaynama and Black (A proposal to assess the service quality of online travel agencies: an exploratory study. J Prof Serv Mark 21(1): 63–88, 2000), Sohn and Tadisina (Development of e-service quality measure for Internet-based financial institutions. Total Qual Manag 19(9): 903–918, 2008), Van Riel et al. (E-service quality expectations: a case study. Total Qual Manag 14(4): 437–450, 2003), and Zeithaml et al. (Service quality delivery through web sites: a critical review of extant knowledge. J Acad Mark Sci 30(4): 362–375, 2002), that explain a high proportion of the variance of e-SQ. As expected, the six factors have a positive impact on both willingness to use the website and Net Promoter Score (NPS). Ease of use becomes fundamental on first impact with the consumer, especially for an e-commerce activity, differently than in previous work in which trust and reliability were considered to be of supreme value (Parasuraman and Grewal 2000; Service quality delivery through web sites: a critical review of extant knowledge. J Acad Mark Sci 30(4): 362–375, 2002). Moreover, trust was found to positively and directly influence consumers’ decisions to promote their experience on a website. This dimension is highly correlated with the level of safety and reassurance the insurance company gives to consumers. Web aesthetics play a significant role when consumers evaluate website quality, as suggested in Zeithaml et al.’s (E-service quality: definition, dimensions and conceptual model. Marketing Science Institute, Cambridge, 2000) work but lacking in the majority of prior research. Reliability, in the Italian market, is the one factor that, contrary to similar research, was found to be less important when judging e-commerce; Wolfinbarger and Gilly (eTailQ: dimensionalizing, measuring and predicting eTail quality. J Retail 79(3): 183–198, 2003) and Zeithaml (Service excellent in electronic channels. Manag Serv Qual 12(3): 135–138, 2002) found reliability to be the most important factor in financial services, whereas in the Italian market it was proven otherwise.

Following Parasuraman et al. (2005) definition that reliability means the accuracy of the promised service, we find it to be relevant even upon first encounter with a website. Content, not surprisingly, has been found to be significant and important in this analysis. Consumers are demanding and have high expectations online (Valarie and Bitner 2000); thus, it is no wonder that consumers do not tolerate low content-adequateness. The last significant dimension in our study is responsiveness. This feature deals with courtesy, communication, and problem handling by customer service. Even if for a possible new consumer this might not be a critical issue, investing in responsiveness variable might offer additional comfort about client's security and on how his data is treated. Past researchers (Measuring the service quality of internet banking: scale development and validation. Eur Bus Rev 22.1: 5–24, 2010; Measurement of service quality in Internet banking: the development of an instrument. J Mark Manag 20(1–2): 185–207, 2004; Measuring service quality in Internet banking: the case of Hong Kong. J Int Consum Mark 17(4): 99–116, 2005) maintain this variable’s importance as well. Last but not least, it was seen that customization is not to be a relevant and significant factor in the hypothesis testing.

Based on the research findings, we would recommend to companies to always work on improving their service quality online and understand ex ante what consumers are looking for when they are online. Ease of use and trust must receive proper attention if consumers should be satisfied with a company standard service. However, different opportunities lie in dealing with aesthetics and content of the online proposal in order to differentiate the service from the competitors.

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Notes

  1. 1.

    Bank-insurance entities are considered to be companies with a hybrid system, offering both banking and insurance services.

  2. 2.

    Trust in literature has been defined as a belief or expectation about the other party, or as a behavioral intention or willingness to rely on another party, coupled with a sense of vulnerability or risk when trust is violated (Mayer et al. 1995; Rousseau et al. 1998).

    Online trust is a belief or expectation about a website, the website vendor as the trusted party, or behavioral intention or willingness to depend on the trusted party (McKnight et al. 1998; 2002).

    Trust in e-commerce has been divided (McKnight and Chervany 2001–2002) into three typologies, depending on the context the consumer is put in: dispositional trust, institutional trust, and interpersonal trust. Most empirical studies focus on interpersonal trust (Gefen 2002; Gefen et al. 2003; Suh and Han 2003). For the purposes of this research, we limit ourselves to the use and definition of institutional trust or “an individual’s belief that favorable conditions are in place which are conducive to situational success” (McKnight and Chervany 2001–2002, p. 45).

  3. 3.

    The study considered youths from 10 to 30 years old, the members of so-called Generation Y.

  4. 4.

    Product complexity in insurance:

    • simple products (auto, building insurance)—applied in instances where certainty of outcome was high, process stages were relatively few; and product was deemed easy to understand;

    • medium products (life insurance)—derived mainly from feedback from the qualitative interviews and indicative of products that were deemed to fall between purely complex and purely simple products;

    • complex products (pension insurance, mortgage)—applied in instances where certainty of outcome was low and outcome needed to be monitored, process stages were varied, and product was difficult to understand (Durkin et al. 2008, p. 350).

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Acknowledgment

The Authors are grateful to SDA Bocconi School of Management, which generously funded some research projects related to Marketing in the Insurance& Banking Industry. This research benefited from this funding.

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Authors and Affiliations

  1. Inspiration Services – Digital strategy, BTO, Milan, Italy

    Andrada Comanac

  2. Department of Economics, University of Perugia, Perugia, Italy

    Paola Musile Tanzi

  3. SDA Bocconi – School of Management, Milan, Italy

    Paola Musile Tanzi & Fabio Ancarani

  4. Department of Management, Alma Mater Studiorum, University of Bologna, Bologne, Italy

    Fabio Ancarani

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  1. Andrada Comanac
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Editors and Affiliations

  1. Catholic University of the Sacred Heart, Faculty of Banking, Finance and Insurance Sciences, , Milan, Milano, Italy

    Pierpaolo Marano

  2. Department of Business Administration, Athens University of Economics and Business, Athens, Attiki, Greece

    Ioannis Rokas

  3. School of Law, University of Connecticut, , Hartford, Connecticut, USA

    Peter Kochenburger

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Comanac, A., Tanzi, P.M., Ancarani, F. (2016). Insurance Companies and E-Marketing Activities: An Empirical Analysis in the Italian Market. In: Marano, P., Rokas, I., Kochenburger, P. (eds) The "Dematerialized" Insurance. Springer, Cham. https://doi.org/10.1007/978-3-319-28410-1_4

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