Customer attitudes towards participation and health data sharing in the digital transformation of Finnish insurance
Persson, Michael; Grundstrom, Casandra; Giunti, Guido (2019-06-12)
Persson, Michael; Grundstrom, Casandra; Giunti, Guido (2019) Customer attitudes towards participation and health data sharing in the digital transformation of Finnish insurance. In: Andreja Pucihar et al. (eds.) 32ND Bled eConference Humanizing Technology for a Sustainable Society, June 16–19, 2019, Bled, Slovenia, Conference Proceedings pp. 821-838. Maribor: University of Maribor Press. https://doi.org/10.18690/978-961-286-280-0
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https://urn.fi/URN:NBN:fi-fe2019090627073
Tiivistelmä
Abstract
The contemporary insurance ecosystem is digitally transforming to meet a myriad of emergent conditions pressured by an increase in available data. A paradigm shift necessitates new business models, digital practices, and customer relationships. To begin to understand the attitudes of customers within the digital transformation context, we conducted a large survey of Finnish insurance organization customers (N = 452). The survey gathered customer attitudes towards three factors of digital transformation: Participation in service development, visions and values of the service provider, and health data sharing. The results of the study offer a descriptive statistical snapshot of the attitudes of insurance customers in the Finnish case context relating to these topics; finding a lack of knowledge about the company digital strategy, a low perceived possibility to participate in the creation of services, a high level of trust, and a reluctance to share health data.
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