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https://doi.org/10.21256/zhaw-27340| Publication type: | Article in scientific journal |
| Type of review: | Peer review (publication) |
| Title: | Do customers want to communicate with insurers on social media? : an investigation of the Swiss market |
| Authors: | Pugnetti, Carlo Becker, Johannes Zani, Cristian |
| et. al: | No |
| DOI: | 10.3390/ijfs10040115 10.21256/zhaw-27340 |
| Published in: | International Journal of Financial Studies |
| Volume(Issue): | 10 |
| Issue: | 4 |
| Page(s): | 115 |
| Issue Date: | 2022 |
| Publisher / Ed. Institution: | MDPI |
| ISSN: | 2227-7072 |
| Language: | English |
| Subjects: | Customer behavior; Insurance; Social media |
| Subject (DDC): | 332.38: Insurances |
| Abstract: | Social media usage has grown rapidly in recent years, and with it companies’ interest in interacting with their customers on these platforms. It is, however, not yet clear whether customers welcome more intense relationships on social media and what drives this acceptance in more detail. Our research aims at understanding how age, gender, geography, usage, type of platform, personality, and current insurance provider impact customers’ attitudes towards interacting with insurance companies in the Swiss market. We find that age and frequency of use, in particular, impact acceptance, with younger customers much more open to interactions and insurance presence more welcome on more frequently used tools. This is an encouraging result for insurers, as customers tend to welcome them where customers are already frequently present. In addition, insurers can look forward to increasing interaction as younger individuals, who are more open to social media, age into core customers. Social context, on the other hand, plays only a minor role in customer preferences. The current insurance provider plays no significant role, in spite of insurance companies in the sample following widely different approaches to digital offerings and communication. This may be due to the early stage of development of the industry. |
| URI: | https://digitalcollection.zhaw.ch/handle/11475/27340 |
| Fulltext version: | Published version |
| License (according to publishing contract): | CC BY 4.0: Attribution 4.0 International |
| Departement: | School of Management and Law |
| Organisational Unit: | Institute for Risk & Insurance (IRI) |
| Appears in collections: | Publikationen School of Management and Law |
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| File | Description | Size | Format | |
|---|---|---|---|---|
| 2022_Pugnetti-etal_Swiss-insurers-customer-communication-social-media.pdf | 977.65 kB | Adobe PDF |  View/Open |
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Pugnetti, C., Becker, J., & Zani, C. (2022). Do customers want to communicate with insurers on social media? : an investigation of the Swiss market. International Journal of Financial Studies, 10(4), 115. https://doi.org/10.3390/ijfs10040115
Pugnetti, C., Becker, J. and Zani, C. (2022) ‘Do customers want to communicate with insurers on social media? : an investigation of the Swiss market’, International Journal of Financial Studies, 10(4), p. 115. Available at: https://doi.org/10.3390/ijfs10040115.
C. Pugnetti, J. Becker, and C. Zani, “Do customers want to communicate with insurers on social media? : an investigation of the Swiss market,” International Journal of Financial Studies, vol. 10, no. 4, p. 115, 2022, doi: 10.3390/ijfs10040115.
PUGNETTI, Carlo, Johannes BECKER und Cristian ZANI, 2022. Do customers want to communicate with insurers on social media? : an investigation of the Swiss market. International Journal of Financial Studies. 2022. Bd. 10, Nr. 4, S. 115. DOI 10.3390/ijfs10040115
Pugnetti, Carlo, Johannes Becker, and Cristian Zani. 2022. “Do Customers Want to Communicate with Insurers on Social Media? : An Investigation of the Swiss Market.” International Journal of Financial Studies 10 (4): 115. https://doi.org/10.3390/ijfs10040115.
Pugnetti, Carlo, et al. “Do Customers Want to Communicate with Insurers on Social Media? : An Investigation of the Swiss Market.” International Journal of Financial Studies, vol. 10, no. 4, 2022, p. 115, https://doi.org/10.3390/ijfs10040115.
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